IMPLEMENTASI STRATEGI MARKETING MIX (4P) UNTUK MENINGKATKAN PENJUALAN (Studi Kasus Resto Ayam Geprek dan Ayam Bakar ANARODI)

Syaputra, Deny (2022) IMPLEMENTASI STRATEGI MARKETING MIX (4P) UNTUK MENINGKATKAN PENJUALAN (Studi Kasus Resto Ayam Geprek dan Ayam Bakar ANARODI). Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ANARODI Chicken Geprek and Grilled Chicken Restaurant located on Jalan Letnan Jaimas in front of Gg Kemayoran 2 24 ilir, Palembang. The total portion of food that can be sold in November is 50 food portions. In the following month, although there has been an increase in sales, they still lost to other geprek chicken business competitors. One of the marketing strategies that can be used to increase sales by business owners is the marketing mix strategy, which includes the 4Ps, namely price, product, promotion, place. The implementation of the improvements made in this study is the first price, by carrying out price promo activities (discounts). The two products, while maintaining the quality of the raw materials used, and the third location by providing free shipping services for customers who place orders offline within approximately one kilometer from the restaurant location. Sales before the implementation of improvements were 141 portions of food, while sales after the implementation of improvements were 222 portions of food. Based on the total sales before and after the implementation of the improvement, there was an increase in sales at the ANARODI chicken geprek and grilled chicken restaurant as many as 81 portions of food or an increase in sales of 57%. Keywords: discount ; marketing mix ; sales ; strategy ; 4p

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