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

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