Jurnal Multidisiplin Madani (MUDIMA)
Vol. 2 No. 1 (2022): January 2022

Implementasi Bauran Pemasaran 7P dalam Meningkatkan Volume Penjualan UKM Ampuh di Kabupaten Kediri pada masa Pandemi Covid-19

Istofia Zulfa (Universitas Kahuripan Kediri)
Tuwis Hariyani (Universitas Kahuripan Kediri)

Article Info

Publish Date
21 Apr 2022

Abstract

During the pandemic, many businesses, including SMEs, experienced a slump due to a decrease in sales volume. To maintain the survival of SMEs during the COVID-19 pandemic, an appropriate marketing strategy management is needed. Therefore, this study aims to describe the implementation of the 7P marketing mix in increasing sales volume, and to find out the factors that hinder and support its implementation. This type of research is descriptive qualitative. The variable being tested is the 7P marketing mix strategy (Kotler and Keller) in increasing sales volume. Data collection was carried out in March-June 2021 with interviews, observations, and documentation. The analysis technique uses interactive model data analysis, checking the validity of the data using triangulation. Research shows that AMPUH SMEs are successful in implementing the 7P marketing mix strategy in increasing sales, namely to attract consumers' interest by developing a sustainable competitive advantage.

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Journal Info
Jurnal Multidisiplin Madani (MUDIMA)
Website

Abbrev

mudima

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Journal Description Jurnal Multidisiplin Madani (MUDIMA) adalah adalah jurnal multidisiplin yang diterbitkan oleh Formosa Publisher. Jurnal Multidisiplin Madani (MUDIMA) terbit setiap bulan (monthly). Jurnal Multidisiplin Madani (MUDIMA)merupakan jurnal peer review, open access, dan ilmiah yang ...