Bauran Pemasaran pada Sentra Kopi di Kecamatan Kalibaru Kabupaten Banyuwangi

Abstract

Marketing strategy is an improtant factor because it influences the company’s success in marketing its products and the company's ability to create, maintain and expand consumer demand in an attractive, convincing and sustainble way. The marketing mix strategy includes 4Ps, namely product, price, promotion, and place. This research aims to analyze the marketing mix strategy used by this research uses a descriptive with a qualitative approach. The research subjects were the owners of X-Barue Coffee and Kopi Hanum as well as consumers as supporting informants. The data source used is primary data obtained from direct observations and interviews with the owners and consumers of X-Barue and Kopi Hanum. Secondary data is information from documents, books, journals and so on. Data collection methods include observation, interview, and documents. Data analysis, namely data reduction, data presentation and drawing conclusions. Test the validity of the data by source triangulation. The research results show that X-Barue Coffee and Kopi Hanum implement a marketing mix that includes 4Ps well, namely varied and quality products, prices that can reach the entire community, promotions that are carried out well and can help increase sales and a strategic location.