Article Sidebar

Submitted
January 12, 2023
Published
September 25, 2023
Download
PDF
Statistic
Read Counter : 461 Download : 406

Downloads

Download data is not yet available.

Main Article Content

Abstract

Nadhira Napoleon is one of the shops that houses the largest and most comprehensive chain of souvenir shops in Pekanbaru City. In carrying out its business certainly can not be separated from a good marketing strategy. One of the marketing strategies that is often carried out by a company is the 7P marketing mix. This study aims to determine marketing mix priorities at Nadhira Napoleon's Souvenir Shop. Data analysis is carried out by means of weighting from experts, distributors and consumers using the ANP (Analytic Network Process) method. The results of the data analysis show that the Place mix is ​​the first priority carried out by the Nadhira Napoleon Gift Shop with a weight of 0.227 with a percentage of 22.72%. Followed by the place marketing mix which occupies the first position, namely out lite Location with a weight of 0.085 with a percentage of 17. Furthermore, the alternative that is the first priority of the marketing mix is ​​to expand market share with a weight of 0.247 and a percentage of 49.4. Gift shop Nadhira Napoleon set up a gift shop which is strategically located, with easy access for consumers. Starting from the layout, shop settings, traffic flow conditions such as congestion, and parking lots for easy access in and out of vehicles and the level of security is very trustworthy, so that the Nadhira Napoleon Gift Shop can dominate the market share for souvenir products.

Keywords

oleh-oleh bauran pemasaran analytic network process

Article Details

License

Copyright (c) 2023 Hilma Anisa Putri, Fajar Restuhadi, Novia Dewi

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree with the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a  Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
  4. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
ANISA PUTRI, H. (2023). PRIORITY DETERMINATION OF MARKETING MIX AT NADHIRA NAPOLEON GIFT SHOPS IN PEKANBARU USING THE ANALYTIC NETWORK PROCESS METHOD. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 22(02), 268–284. https://doi.org/10.31186/jagrisep.22.02.268-284
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Amalia, D. N., & Ningsih, R. (2021). Strategi pengembangan marketing mix dengan analisis swot pada gerai kopi liberikadi kabupaten tanjung jabung barat. AGRISEP, 20(2), 421–441. https://doi.org/10.31186/jagrisep.20.2.421 -441
  2. Anwar Sanusi. (2017). Metodologi Penelitian Bisnis. Selemba empat.
  3. Asriyanti Bandaso, Kusumowardhani, Tanjung, D., Marliani, P., Herlin Lili Mokoginta, & Megadianty. (2020). Strategi place dalam pemasaran rumah sakit di Indonesia. ARSI, 6(3). file:///C:/Users/H P/Downloads/3560-18852-1-PB.pdf
  4. Darmawan, D. P. (2018). Analytic Network Process untuk pengambilan keputusan dalam lingkungan bisnis yang kompleks (I). Expert.
  5. Eko Zaen Prasetyo. (2017). Analisis Kinerja Distributor Sari Apel Menggunakan Metode Analytical Network Process (ANP) dan Rating Scale (Studi Kasus di KSU Brosem, Batu) [Universitas Brawijaya]. http://repository.ub.ac.id/id/eprint/133
  6. Evie Tamala, Farida Yulianti, & Lamsah. (2021). Analisis penerapan strategi pemasaran dalam meningkatkan pangsa pasar pada PT. Indocitra niaga jaya banjarmasin. Universitas Islam Kalimantan Muhammad Arsyad Al-Banjari Banjarmasin.
  7. Fandy Tjiptono. (2014). Strategi Pemasaran (Edisi 2). Andi Offset.
  8. Fauziah, S., Rifin, A., & Andriyono Kilat Adhi. (2021). Pengaruh kemitraan dan variabel lainnya terhadap keuntungan UMK industri makanan di indonesia. AGRISEP, 2(195–206). https://doi.org/10.31186/jagrisep.20.1.195-206
  9. Jessy Gustiyulistia. (2017). pemilihan keputusan strategi pemasaran terbaik pada produk indihome dengan menggunakan metode anp (analytic network process) dan Topsis [UIN Suska Riau]. https://repository.uin-suska.ac.id/17987/
  10. Jocelyn, & Amelia. (2022). Analysis of the Impact of Place and Promotional Strategies of Marketing Mixtowards Consumer Purchase Decision in Marutama Ramen. Jurnal Nusantara Aplikasi Manajemen Bisnis, 7(1), 2549–5291. https://doi.org/10.29407/nusamba.v7i1.16
  11. Kotler, P., & Keller, K. L. (2016). Manajemen Pemasaran edisi 12 jilid I dan II. PT. Indeks.
  12. Layantara, S. (2016). Evaluasi Perkembangan BBQ Street Menggunakan Teori Marketing Mix 7P Terhadap Fenomena Food Truck di Surabaya. Manajemen Dan Start-Up Bisnis, 1(2), 242–250. https://doi.org/https://doi.org/10.37715/jp.v1i2.147
  13. Lindung, & Ahmad Syariful Jamil. (2018). Posisi daya saing dan tingkat konsentrasi pasar ekspor karet alam indonesia di pasar global. AGRISEP, 17(2), 119–128. https://doi.org/10.31186/jagrisep.17.2.119-128
  14. Margarita Isoraite. (2016). Marketing Mix Theoretical Aspects. International Journal of Research Granthaalayah, 4(5), 25–37. https://doi.org/10.5281/zenodo.56533
  15. Mochammad Reza Firmansyah. (2021). Marketing mix, brand equity, and purchase decisions of package rice products. Jurnal Manajemen & Agribisnis, 18(3), 2407–2524. https://doi.org/http://dx.doi.org/10.17358/jma.18.3.240
  16. Novi Kawandi. (2021). Raih Penghargaan, Nadhira Napoleon Pekanbaru Terus Berinovasi Rangkul Pelaku UMKM. PT. METRO MEDIA CEMERLANG. https://www.halloriau.com/read-ekonomi-145400-2021-04-13-raih-penghargaan-nadhira-napoleon-pekanbaru-terus-berinovasi-rangkul-pelaku-umkm.html
  17. Nugroho, bernardus y., Saragih, ferdinand d., & Eko, U. (2012). metode kuantitatif. selemba humanika.
  18. Nunung, N., Budi, A., Tri, P., Dicky, S., Sopian, M., Aisyah, Y. M., Raghdawulan, & Shity Cut. (2022). Identifikasi Pengetahuan Mahasiswa Teknik Industri Terhadap Implementasi Program MBKM dengan Pendekatan Analytical Network Process. Jurnal AL-AZHAR INDONESIA SERI SAINS DAN TEKNOLOGI, 7(2). https://doi.org/doi.org/10.36722/sst.v7i2.1016
  19. Ratih, I., & Alvin Kurnia. (2022). Peran mediasi business adaptibility terhadap marketing capability dan innovation capability pada UKM amplang di samarinda. Jurnal Manajemen Pemasaran, 16(1), 24–31. https://doi.org/10.9744/pemasaran.16.1.24─31
  20. Rusydiana, A. S. (2013). Analytic Network Process, Pengantar Teori dan Aplikasi. SMART Publishing.
  21. Saaty, T. L. (1990). "How to make decision: The Analytic Hierarchy Process. Eoropean Journal of Operation Reseach.
  22. Saaty, T. L. (2008). Decision making with analytical hierarchy process. international journal service science.
  23. Simarmata, A., Jocom, S. G., & Rine Kaunang. (2022). Analisis Persepsi Konsumen Terhadap Aspek Bauran Pemasaran (Marketing Mix 7p) Pada Black Cup Coffee Roaster Di Kota Manado. Agri Sosio Ekonomi, 18(3). file:///C:/Users/H P/Downloads/44399-98172-1-SM.pdf
  24. Sudarman. (2015). Pengantar Statistik Pendidikan. Mulawarman University Press.
  25. Yulianti, F. (2019). Manajemen Pemasaran. CV. Budi Utama.