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
Abstract :
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
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
