1

Implementation of Marketing Mix Strategy in Increasing Cashew Sales

International Journal of Science and Management Studies (IJSMS)
© 2023 by IJSMS Journal
Volume-6 Issue-3
Year of Publication : 2023
Authors : Patwayati, Yusuf
DOI: 10.51386/25815946/ijsms-v6i3p122
Citation:
MLA Style: Patwayati, Yusuf "Implementation of Marketing Mix Strategy in Increasing Cashew Sales" International Journal of Science and Management Studies (IJSMS) V6.I3 (2023): 234-238.

APA Style: Patwayati, Yusuf, Implementation of Marketing Mix Strategy in Increasing Cashew Sales, International Journal of Science and Management Studies (IJSMS), v6(i3), 234-238.
Abstract:
This study aims to determine the implementation of the marketing mix strategy for selling cashew nuts to micro-enterprises in Kendari City. This research uses qualitative methods with a case study approach. Based on the observation results, it was obtained that there were 3 informants who were considered to understand the marketing of cashew nuts, namely 3 micro business owners who sold cashew nuts in Kendari City. Data analysis methods used are data collection, data reduction, data presentation and conclusion. The validity of the data using source triangulation and technique triangulation. The results of the study show that the strategy used by cashew nut micro businesses uses the marketing mix. Good product quality, the price applied is in accordance with the quality of special and ordinary cashew nuts, strategic sales locations close to hotels and main roads, promotions are carried out through advertisements and labels on packaging.
Keywords: Marketing Mix, Product, Price, Place, Promotion, Sales Volume.
References:
[1] Abdullah,Thamrin,Tantri Francis.2017. Manajemen Pemasaran. PT RajaGrafindo Persada: Depok. Andi Indra Dana Syahputra. 2020. Analisis Pemasaran Ikan Bandeng Di Desa Mallari Kecamatan Awangpone Kabupaten Bone
[2] Ahmad Teguh Fauzi. Analisis Strategi Promosi Pada Perusahaan IndustriKaroseri Bak Truk Pt. GunungmasAndikaryaKabupatenMalang
[3] Aidil Amin Effendy. AnalisisBauranPemasaran Dalam Meningkatkan Volume Penjualan Azka Toys Pamulang Tangerang Selatan. JurnalIlmiah Feasible: Bisnis, Kewirausahaan&Koperasi, Vol. 1, No. 1, Februari 2019: 79 – 95
[4] Andi Indra Dana Syahputra. 2020. AnalisisPemasaran Ikan Bandeng Di Desa Mallari KecamatanAwangponeKabupaten Bone
[5] Desy. 2020. Pengertian Manajemen Pemasaran dan Konsepnya di Era Digital.Artikel.
[6] https://www.jurnal.id/id/blog/pengertianmanajemen-pemasaran-dan-konsepnya-di-era-digital/
[7] Erwinsyah, Rizkan, F., & RR. Siti, M. “Strategi PemasaranuntukMeningkatkan Volume Penjualan pada PT IndocitraNiaga Jaya Banjarmasin”. JURNALMANAJEMEN DAN AKUNTANSI, April 2016, Volume 17 Nomor 1.
[8] Feibe,Kereh. et al. “Analisis Strategi PemasarandalamMeningkatkanPenjualanMotorYamaha Mio pada PT. Hasjrat Abadi Outlet Yamaha Sam Ratulangi”. JURNALEMBA: Vol.6 No.2 April 2018, Hal. 968 – 977 ISSN 2303 – 1174.
[9] Hidayatulloh , Didin Fatihudin , dan Siti Salbiyah. 2016. Implementasi StrategiPemasaran Udang Vannamei Bagi Petani Tambak Di Desa Noreh Kecamatan Sreseh Kabupaten Sampang.
[10] Irmawati. 2021. Strategi Pemasaran Usaha Budidaya Rumput Laut Di Pulau Harapan Kabupaten Jeneponto
[11] Kotler, Amstrong. 2001. Prinsip-prinsip Pemasaran, Jilid I, Edisi Kedelapan, Erlangga, Jakarta.
[12] Kotler, Philip dan Keller. 2007. Manajemen Pemasaran, Jilid I, Edisi Kedua belas, PT. Indeks, Jakarta
[13] Kotler, P., & Keller, K. L. (2016). Marketing Management. Jakarta :Erlangga.
[14] Kotler, P., & Keller, K. L. (2018). Marketing Management. Jakarta :Erlangga.
[15] Moleong. 2017. “MetodologiPenelitianKualitatif”. PT RemajaRosdakarya: Bandung.
[16] Rina Rachmawati. PerananBauranPemasaran (Marketing Mix) terhadapPeningkatanPenjualan (Sebuah Kajian terhadapBisnisRestoran). JurnalKompetensi Teknik Vol. 2, No. 2, Mei 2011 143
[17] Sugi,Prihato. 2 Agustus 2019. PengertianPemasaran, Fungsi , dan Jenis PemasarandalamBisnis. https://cpssoft.com.
[18] Umi Zulaikhah. 2020. Implementasi Strategi BauranPemasaran Dalam Meningkatkan Volume Penjualan Pada SekararumFashion Semarang
[19] Zainal Abidin Umar. Strategi BauranPemasaran Dalam MeningkatkanVolume Penjualan Ikan Tuna OlahanPadaPt. Betel Citra Seyan Gorontalo.Jurnal INOVASI Volume 9, No.1, Maret 2012