Analisis Pemasaran Marketing Mix untuk Meningkatkan Penjualan Kuliner Seblak (Studi Kasus pada Kedai Seblak Prasmanan Janaji di Desa Plosokandang, Kec. Kedungwaru, Kab. Tulungagung)

Abstract

This research discusses the marketing mix used to increase sales. This research was conducted at Kedai Seblak Prasmanan Janaji which is located in the Kudusan Plosokandang Kedungwaru Tulungagung Village area. This research was conducted to find out what marketing mix is used at Kedai Seblak Prasmanan Janaji and what the business owner does to keep his business running and growing with all the obstacles and challenges that exist which are used as a strategy to increase sales so that Kedai Seblak Prasmanan Janaji is still able to survive in the area. The marketing mix discussed in this study consists of product, price, promotion and place. This type of research is descriptive qualitative. The purpose of this study was to determine the marketing mix consisting of product, price, promotion, and place at Kedai Seblak Prasmanan Janaji which is used as a strategy to increase sales and also to find out what efforts have been made and used by shop owners as a strategy to increase sales. The results of this study indicate that the four marketing mixes that have been used as a strategy to increase sales have been used so well. However, there are still some aspects of the 4P marketing mix that have not been fully utilised. Business owners still continue to develop new strategies by combining strategies that have been used with new strategies so that the right and effective combination can be obtained in an effort to increase sales at Kedai Seblak Prasmanan Janaji.