ANALISIS STRATEGI MARKETING MIX 4P (Product, Price, Place, Promotion) DALAM MENINGKATKAN VOLUME PENJUALAN DI GROSIR PP. AL-MASHDUQIAH
DOI:
https://doi.org/10.58293/esa.v8i2.206Keywords:
Marketing Mix, 4Ps, Sales Volume, Marketing Strategy, Pesantren WholesaleAbstract
This study aims to analyze the implementation of the 4P marketing mix strategy (product, price, place, and promotion) in increasing sales volume at PP. Al-Mashduqiah Wholesale Store. This research employed a qualitative approach with a descriptive method. Data were collected through interviews, observations, and documentation involving the wholesale manager and employees. The findings indicate that the implementation of the marketing mix strategy has been effective. In terms of product, the wholesale store provides a wide variety of quality products that meet customer needs. Regarding price, the application of a low profit margin keeps prices affordable and stable. In terms of place, the location within the Islamic boarding school provides easy access for the primary customers, although the external market remains limited. Regarding promotion, the use of WhatsApp and word-of-mouth promotion has proven effective in disseminating product information. Overall, the implementation of the 4P marketing mix strategy contributes to maintaining and increasing the sales volume of PP. Al-Mashduqiah Wholesale Store. However, improvements in distribution, promotion, and management systems are still needed to expand market reach and enhance business competitiveness
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