IMPLEMENTASI BAURAN PEMASARAN PADA SYAFIA PLAZA JEMBER

Abstract

This research aimed to identify the implementation of marketing mix at Syafia Plaza Jember. The research used descriptive research type with qualitative paradigm. Informants were the Executive Manager of Syafia Plaza, Supervisior of Syafia Plaza, and also consumers of Syafia Plaza who were are willing to be respondents. The analysis tools used were domain and taxonomic analyses. The results showed that Syafia Plaza Jember implemented the marketing mix. The products sold in Syafia Plaza Jember included Muslim clothings for women, men, children, prayer materials, Hajj (pilgrimage) accessories, middle east pharmaceuticals, watches, middle east food, middle east glassware goods, perfume, and accessories. Syafia Plaza used formula and conducted market survey in determining the prices. Promotions made by Syafia Plaza were sales promotion by giving price discounts on products and also provided price discount to customers who had Syafia membership card by 5%, advertisement by inserting adverstisements on bulletin distributed to Friday prayers worshipers as well as the Internet media by facebook and blackberry messenger. Private sales were conducted by coming directly to the target, i.e. Hajj (pilgrimage) Guidance Group (KBIH), and established public relations to maintain the company's image in public eyes with religious departments, boarding schools, and KBIHs. Place/Distribution of Syafia Plaza is located at Jalan Raya Sultan Agung No. 21. Syafia distributes products directly to consumers.