Efektivitas marketing mix 4P terhadap penjualan BUMDes “Sumber Rejeki” Desa Samir Kecamatan Ngunut Kabupaten Tulungagung

Abstract

In the development of BUMDes Sumber Rejeki Samir experienced ups and downs in sales volume as in September-December 2022. So that researchers are interested in studying the marketing mix carried out by BUMDes Sumber Rejeki in increasing sales. The purpose of this study is to determine the effectiveness of the 4P marketing mix strategy (product, price, place, promotion). This type of research uses a qualitative descriptive approach. Data types and sources are primary and secondary data, data collection techniques are carried out by means of interviews and observations. Based on the results of the research conducted that: Product: the strategy used is to maintain the quantity and quality of products from year to year. Price: by providing a fairly affordable price. Place: a strategic location and direct and indirect distribution so that it is easy to reach. Promotion: promotional activities are carried out through social media, holding bonuses and discounts, and bundling products. The effectiveness of the marketing mix on sales can also be measured through the effectiveness ratio by calculating the percentage of achievement and sales volume targets. Therefore, it can be concluded in this study shows that the 4P marketing mix is very effective in the sales volume of BUMDes Sumber Rejeki.