Marketing Mix Strategy (4P) and Its Impact on Sales Volume of Angkringan Taman Kota Situbondo Products
Year: 2025
Type: article
Abstract: This study aims to analyze in depth the marketing strategy implemented by Angkringan Taman Kota in Jember using the 4P marketing mix concept, which includes elements of product, price, location, and promotion. In an effort to understand the implementation of this marketing strategy, this study uses interview methods and direct observation with the owner. The results of the analysis show that Angkringan Taman Kota has succeeded in offering high-quality products, with a taste that makes every consumer feel like eating home-cooked food. In addition, the prices offered are quite competitive, comparable to the quality of the products provided, and can compete amidst many other culinary businesses. The results of this study are expected to provide broader insights for culinary entrepreneurs in designing more effective and adaptive marketing strategies to market changes, as well as being a reference in increasing the competitiveness of culinary businesses in this era of globalization.
Authors: Universitas Muhammadiyah Jember, Wardatul Hasanah, Nurul Rohmah, Universitas Muhammadiyah Jember, Nanik Firdausyyah, Universitas Muhammadiyah Jember, Ahmad Ferika M, Universitas Muhammadiyah Jember, Reza Hermawati, Universitas Muhammadiyah Jember, Raodatul jannah, Universitas Muhammadiyah Jember, Christian May Risye, Universitas Muhammadiyah Jember, Fikri Budi Berliawan, Universitas Muhammadiyah Jember, Abdurrahman ., Universitas Muhammadiyah Jember, Shohibul Fadillah, Universitas Muhammadiyah Jember, Yayah Ikhda Nevia, Universitas Muhammadiyah Jember, Nursaid ., Universitas Muhammadiyah Jember, Nurul Qomariah, Universitas Muhammadiyah Jember
Institution: Universitas Muhammadiyah Jember
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410788487