COMPARATIVE ANALYSIS OF THE IMPLEMENTATION OF THE MIX MARKETING STRATEGY IN TRADITIONAL AND MODERN MARKET CONSUMERS

Studi Pada Toko Sembako H Nana dan Yomart Pagaden

  • Yossy Oktavia Suryani Universitas Telkom, Bandung
  • Farah Oktafani Universitas Telkom, Bandung

Abstract

In Indonesia itself, retail UMKM are experiencing very rapid growth, even in the past few years. So, along with the rapid development of the retail business scale and the increasingly difficult it is in the business world that continues to compete to meet consumer needs. One of the clearly visible phenomena is the continued spread of modern markets in the midst of traditional markets. This is felt by the grocery store with the presence of Yomart Pagaden.

The purpose of this study is to determine the differences in the application of the marketing mix strategy in consumers of traditional markets and modern markets. The use of the marketing mix strategy aims to see the strategies applied by each of the objects studied. The use of the marketing mix strategy in 7P is because this research is in the service type.

The method used in this research is comparative, quantitative research. This study uses the Bernouli formula as a means of determining the number of samples and it can be determined that the sample taken in this study is 100 respondents who will be used in the questionnaire from each research object. The results of this study were H. Nana Grocery Store with an average value of 78.85 while Yomart Pagaden was 92.81. From the values ​​displayed, it can be concluded that there is a difference with the implementation of the marketing strategies used in the two research objects, namely Yomart Pagaden owns and Toko Sembako H. Nana.

 

Keywords: Marketing Mix Strategy 7P, Traditional Market, Modern Market.

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Published
2021-03-24
How to Cite
Suryani, Y., & Oktafani, F. (2021). COMPARATIVE ANALYSIS OF THE IMPLEMENTATION OF THE MIX MARKETING STRATEGY IN TRADITIONAL AND MODERN MARKET CONSUMERS. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 5(1), 1056-1077. https://doi.org/10.31955/mea.vol5.iss1.pp1056-1077