Marketing Mix On Cv Prima Yamaha Nusantara Dumai
Keywords:
Marketing Mix, Consumer, ProductAbstract
CV Prima Yamaha Nusantara Dumai must be able to compete in increasing motorcycle sales volume by carrying out marketing strategies. However, based on observations and interviews, complaints were found from consumers regarding the lack of promotion which resulted in the number of product sales decreasing. Therefore, this study aims to determine the implementation of the marketing mix, as well as the supporting and inhibiting factors of the implementation of the marketing mix on CV Prima Yamaha Nusantara Dumai. The theory used refers to Kotler & Armstrong regarding the four marketing mixes, namely product, price, place, and promotion (Bahri, 2019). Determination of samples using accidental sampling technique of as many as 102 respondents. This type of research data is primary and secondary data obtained from observations, questionnaires, and interviews. Data analysis techniques use descriptive statistics with data processing using Likert scales. The results of the study were in the Good category with a score of 3,019. The supporting factors of the marketing mix are product and place, while the inhibiting factor is the lack of promotion and discounts.
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