DESIGNING THE MARKETING MIX TO INCREASE SALES (CASE STUDY AT DAPUR NONA GELIS)

• Lovely Hilary Limawan

  Master of Management, Ciputra University Surabaya, Indonesia

• Wirawan ED Radianto

  Master of Management, Ciputra University Surabaya, Indonesia

Objective: This study aims to develop a marketing model based on the 11P Marketing Mix concept (Product, Price, Place, People, Promotion, Process, Packaging, Physical Evidence, Promise, Programming, and Partnership) to increase sales at Dapur Nona Gelis, a catering business experiencing declining turnover. Method: The research employs a qualitative method with a quasi-qualitative (post-positivistic) design. Data were collected through purposive sampling, targeting consumers, competitors' consumers, internal staff, and experts. Data collection techniques included interviews, observation, and documentation, with data validity ensured through source triangulation. Results: The study presents a comprehensive 11P Marketing Mix model emphasizing Product Quality, Affordable Pricing, Product Accessibility, Effective Public Relations, Excellent Service and Motivation, Streamlined Sales Processes, Clean Production Processes, Attractive Packaging, Reliability, Active Event Participation and Discount Programs, and Strategic Partnerships with influencers and collaborators. Novelty: This research introduces a tailored 11P Marketing Mix framework as an innovative strategy to revitalize sales performance in the catering industry, offering a holistic and practical marketing approach adaptable for similar businesses facing declining sales.

A. Adhandayani, Modul Metode Penelitian 2 (Kualitatif), Universitas Esa Unggul, 2020.

D. Angelia, "Usaha Kuliner di Indonesia dalam Bingkai Statistik," Goodstats, 2022. [Online]. Available: https://goodstats.id/article/lebih-dari-10000-usaha-kuliner-ada-di-indonesia-bagaimana-statistiknya-OTIU5. [Accessed: Mar. 22, 2024].

A. Anggito and J. Setiawan, Metodologi Penelitian Kualitatif, Sukabumi: CV. Jejak, 2018.

S. Assauri, Manajemen Pemasaran; Dasar, Konsep & Strategi, Rajawali Pers, Depok, 2019.

S. Batlajery and M. E. Alfons, "Implementation of Product Model, Price, Place, Promotion in Improving Noken Sales (OAP)," Int. J. Social Sci. Bus., vol. 5, no. 1, pp. 149-154, 2021.

B. Burhanuddin, "Strategi Pemasaran Makanan Khas Tradisional Di Kecamatan Wotu," J. Islam. Manag. Bus., vol. 1, no. 2, pp. 20-32, Oct. 2018.

D. Fatihudin and M. A. Firmansyah, Pemasaran Jasa (Strategi, Mengukur Kepuasan dan Loyalitas Pelanggan), 1st ed., Yogyakarta: CV BUDI UTAMA, 2019.

O. C. Ferrell and M. Hartline, Marketing Strategy-Text and Cases, Cengage Learning, 2013.

M. A. Firmansyah, Pemasaran (Dasar dan Konsep), Pasuruan: Qiara Media, 2019.

A. Fuadi, "Pengaruh Partnership Terhadap Keunggulan Bersaing Pada Pt. Servitama Internusa," Jom Feb, vol. 1, no. 1, pp. 1–15, 2018.

E. Hendrayani et al., Manajemen Pemasaran: Dasar Dan Konsep, CV. Media Sains Indonesia, 2021.

R. Kawasati, "Teknik Pengumpulan Data Metode Kualitatif," Sekolah Tinggi Agama Islam Negeri (STAIN) Sorong, 2019.

P. Kotler and G. Armstrong, Prinsip-Prinsip Pemasaran Jilid 1, B. Sabran, Trans., Jakarta: Penerbit Erlangga, 2008.

P. Kotler and G. Armstrong, Prinsip-prinsip Pemasaran, 12th ed., B. Sabran, Trans., Jakarta: Erlangga, 2014.

P. Kotler and G. Armstrong, Prinsip-prinsip Pemasaran, Jakarta: Erlangga, 2018.

P. Kotler and K. L. Keller, Manajemen Pemasaran, 13th ed., Jakarta: Penerbit Erlangga, 2009.

P. Kotler and K. L. Keller, Marketing Management, 15th ed., Pearson Education, Inc., 2016.

J. Marcelina and B. T. B. Tantra, "Pengaruh Marketing Mix (7P) Terhadap Keputusan Pembelian Pada Guest House Di Surabaya," Jurnal Manajemen dan Keuangan, vol. 5, no. 2, 2017.

R. Martjiono et al., "Analisa Pengaruh Bauran Pemasaran (7P) Terhadap Keputusan Pembelian di Rumah Makan Kakkk, Ayam Geprek!!!," Jurnal Hospitality dan Manajemen Jasa, vol. 4, no. 2, pp. 484-494, 2016.

N. Muhadjir, Metodologi Penelitian Kualitatif Pendekatan Positivistik, Rasionalistik, Phenomenologik, dan Realisme Metaphisik Telaah Studi Teks dan Penelitian Agama, 1998.

F. D. Mustafa and Heldi, "Visual Merchandise Marketing Communication Camperia Café & Resto Payakumbuh Dengan Konsep Camping Ground," Jurnal Publikasi Desain Komunikasi Visual, vol. 1, no. 2, pp. 132-149, Nov. 2023.

M. Nurhayaty, "Strategi Mix Marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence) 7P Di Pd Rasa Galendo Kabupaten Ciamis," Jurnal Media Teknologi, vol. 8, no. 2, pp. 119–127, 2022.

J. A. Pearce and R. B. Robinson, Manajemen Strategis: Formulasi, Implementasi, dan Pengendalian, Jakarta: Salemba Empat, 2013.

A. W. Puurbohastuti, "Efektivitas Bauran Pemasaran Pada Keputusan Pembelian Konsumen Indomaret," Jurnal Sains Manajemen, vol. 7, no. 1, pp. 2443-0064, Jun. 2021.

N. A. Putri, E. Permana, and M. N. Subhan, "Strategi Pemasaran Bisnis Makanan Tradisional Tiwul sebagai Destinasi Wisata Kuliner di Gunung Kidul Jogja," Jurnal Pemasaran, vol. 4, no. 3, pp. 340-356, Jun. 2021.

T. Y. Putri, T. Anggraini, and R. D. Harahap, "Analisis Implementasi Strategi Bauran Pemasaran (Marketing Mix) 11P Pada UMKM Tenis (Teh Nikmat Sidamanik)," Jurnal Rumpun Ekonomi Syariah, vol. 6, no. 1, Jun. 2023.

S. Rahayu, "Strategi Pemasaran Produk Dalam Meningkatkan Kepuasan Pelanggan," Jurnal Penelitian Dan Pengkajian Ilmiah Sosial Budaya, vol. 2, no. 1, pp. 109-113, Jan. 2023.

U. Rinaldi, "Pengaruh Bauran Pemasaran (7P) terhadap Keputusan Berbelanja di Swalayan," Jurnal Aplikasi Manajemen, vol. 7, no. 3, pp. 708-717, 2009.

Sugiarto, Metodologi Penelitian Bisnis, Yogyakarta: Andi, 2017.

Sugiyono, Metode Penelitian Manajemen, Bandung: Alfabeta, 2014.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Bandung: Alfabeta, 2016.

Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Bandung: Alfabeta, CV, 2017.

M. R. I. Taufani, "10 Usaha Paling Moncer di 2023, Ada Makanan dan Minuman," CNBC Indonesia, 2024. [Online]. Available: https://www.cnbcindonesia.com/research/20240205124251-128-511931/10-usaha-paling-moncer-di-2023-ada-makanan-dan-minuman. [Accessed: Mar. 22, 2024].

F. Tjiptono, Strategi Pemasaran, 3rd ed., Yogyakarta: Andi Offset, 2015.

A. M. Utami, "Marketing Partnership: Strategi Bisnis Paling Efektif," Pipeline, 2024. [Online]. Available: https://pipeline.co.id/id/blog/marketing/kenali-apa-itu-marketing-partnership-bentuk-dan-contohnya/. [Accessed: Mar. 27, 2024].

Wahab, Ensiklopedia Perdagangan Nasional, Semarang: ALPRIN, 2019.

M. C. Widyasari and H. Soesanto, "Restaurant Marketing Strategies in Facing New Habits Post-Covid-19 Pandemic: Revolutionary Entrepreneur Paradigm," Int. J. Econ., Bus. Account., vol. 5, no. 2, pp. 238-244, Jun. 2021.

H. Wilinny et al., "Analisis Komunikasi di PT. Asuransi Buana Independent Medan," Jurnal Ilmiah Simantek, vol. 3, no. 1, pp. 1-6, Feb. 2019.

P. Widarti, "Industri Kafe & Restoran Jatim Diyakini Tumbuh 30 Persen," Bisnis Surabaya, 2022. [Online]. Available: https://surabaya.bisnis.com/read/20220827/532/1571085/industri-kafe-restoran-jatim-diyakini-tumbuh-30-persen. [Accessed: Mar. 22, 2024].

D. P. Zebua, N. E. Gea, and R. Mendrofa, "Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Produk di CV. Bintang Keramik Gunungsitoli," Jurnal EMBA, vol. 10, no. 4, pp. 1299-1307, Oct. 2022.

• View article

This work is licensed under a Creative Commons Attribution 4.0 International License.