Analysis of Marketing Mix Strategy in Increasing Sales Volume in Angkringan Van Java Dukun Gresik

Abstract

The purpose of this study is to determine the marketing mix strategy carried out by Angkringan Van Java in increasing sales. This research was conducted at Angkringan Van Java Dukun Gresik which is located at JL. Raya Ima'an No. 35, Petung, Imaan, Dukun, Gresik Regency. This type of research is descriptive qualitative. Sources of data used in this study are primary and secondary data sources. While the data collection was carried out in this study using the methods of observation, interviews, and documentation. The results of this research can be concluded that (1) Van Java Angkringan has implemented a marketing mix strategy using the 7P variable which makes the volume in Van Java Angkringan sales increase after a drastic decline during the pandemic, (2) In implementing the Angkringan marketing mix strategy Van Java has done it right and in accordance with the existing theory. So that the seven variables in the marketing mix strategy have a very important role in increasing sales volume so that it can provide profits and benefits for angkringan van java.