Penerapan Strategi Marketing Mix dalam Meningkatkan Kepuasan Pelanggan Kafe di Sukanagara - Cianjur (Studi Kasus pada Haku Kafe)
Abstract
Konsep bauran pemasaran dapat digunakan dalam membantu memahami produk yang akan dipasarkan, juga membantu dalam memaksimalkan kepuasan pelanggan. Adapun tujuan dari penelitian ini ialah untuk mengetahui bagaimana strategi Marketing Mix yang dilakukan oleh Haku Kafe serta mengetahui pengaruh Marketing Mix terhadap Kepuasan Pelanggan pada Haku Kafe Cianjur. Pada penelitian ini, peneliti menggunakan metode kualitatif deskriptif dengan menggunakan data primer dan sekunder. Penelitian ini befokus pada penerapan strategi marketing mix dalam meningkatkan kepuasan pelanggan dengan menggunakan strategi marketing mix 4p (product, price, place, dan promotion). Metode penelitian kualitatif deskriptif pada enelitian ini dan cara teknik pengumpulan data dengan cara observasi, wawancara dan dokumentasi. Dari ke-empat variabel marketing mix (produk, harga, promosi dan tempat) masing masing memiliki peranan yang berdampak terhadap kepuasan pelanggan, namun hanya variabel promosi yang kurang signifikan dalam meningkatkan kepuasan pelanggan di Haku kafe.
Full text article
Authors
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.
Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.
Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:
- Patent and trademark rights and rights to any process or procedure described in the article.
- The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
- The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.