Evaluation of the Implementation Marketing Mix and Relationship with Business Development

Authors : Hartiningsih Astuti

Volume/Issue : Volume 7 - 2022, Issue 12 - December

Google Scholar : https://bit.ly/3IIfn9N

Scribd : https://bit.ly/3GbGhrj

DOI : https://doi.org/10.5281/zenodo.7502776

The importance of the role of business is one of the factors that must be considered by the government in maintaining economic stability and as a development plan in the future. The government directly has an important role in business development which can be done by implementing economic policies in an effort to maintain the national economy. As a form of contribution by business actors in supporting economic policies, it is necessary to have the independence of business actors in formulating business development strategies. This study aims to find out how the marketing mix is implemented for business development as well as conduct an in-depth evaluation of the marketing mix application so that it can be known with certainty about its impact on business development. Based on the results of the research described earlier, it can be concluded that the DPR Putra business has implemented the 7P marketing mix strategy, namely product, price, place, promotion, people, physical evidence and process. The evaluation results show that product, price, place, promotion, people, physical evidence and process must be carried out properly because they are closely related to business operations. In addition, this study found that the implementation of the marketing mix by business actors had a very good impact on business development. This is indicated by the existence of good service from business actors, promotions carried out using social media properly so as to be able to increase the turnover of business actors which can be measured by the amount of income that continues to increase, but the obstacles found according to researchers are in certain conditions of purchase consumers experienced a slight decline. This is due to weather factors and also national holidays which result in many consumers not being in the work environment. This can be explained that most consumers of DPR PUTRA business actors are consumers who work or carry out daily activities.

Keywords : marketing mix 7P; business development


Paper Submission Last Date
31 - March - 2023

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