Article Sidebar

Submitted
January 12, 2023
Accepted
August 23, 2023
Published
September 25, 2023
Download
PDF
Statistic
Read Counter : 444 Download : 384

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

analytic network process marketing mix souvenirs

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., Restuhadi, F., & Dewi, N. (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 Liberika Di Kabupaten Tanjung Jabung Barat. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis, 20(2), 421–441. doi: 10.31186/jagrisep.20.2.421-441
  2. Bandoso, A., et al. (2020). Strategi Place Dalam Pemasaran Rumah Sakit Di Indonesia. ARSI, 6(3), 109–117. doi: 10.7454/arsi.v6i3.3560
  3. Caroline, E., Santoso, I., & Deoranto, P. (2021). Pengaruh Marketing Mix (7P) Dan Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food Bar Di Malang. Jurnal Manajemen Pemasaran, 15(1), 10–19. doi: 10.9744/pemasaran.15.1.10─19
  4. Darmawan, D. P. (2018). Analytic Network Process Untuk Pengambilan Keputusan Dalam Lingkungan Bisnis Yang Kompleks (I). Yogyakarta: Expert
  5. Dila, N., Didi, S., & Elok, A. A. (2017). Penerapan Metode Analytic Network Process (ANP) Untuk Pendukung Keputusan Pemilihan Tema Tugas Akhir. Jurnal Pengembangan IT (JPIT), 2(2), 63–68. doi: 10.30591/jpit.v2i2.511
  6. Fauziah, S., Rifin, A., & Andriyono, K. A. (2021). Pengaruh Kemitraan Dan Variabel Lainnya Terhadap Keuntungan UMK Industri Makanan Di Indonesia. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis, 20(1), 195–206. doi: 10.31186/jagrisep.20.1.195-206
  7. Firmansyah, M. R. (2021). Marketing Mix, Brand Equity, And Purchase Decisions Of Package Rice Products. Jurnal Manajemen & Agribisnis, 18(3), 2407–2524. doi: 10.17358/jma.18.3.240
  8. Indrasari, Y. (2020). Efesiensi Saluran Distribusi Pemasaran Kopi Rakyat Di Desa Gending Waluh Kecamatan Sempol (Ijen) Bondowoso. Jurnal Manajemen Pemasaran, 14(1), 44–50. doi: 10.9744/pemasaran.14.1.44─50
  9. Indriyani, R., & Kurnia, A. (2022). Peran Mediasi Business Adaptibility Terhadap Marketing Capability Dan Innovation Capability Pada UKM Amplang Di
  10. Samarinda. Jurnal Manajemen Pemasaran, 16(1), 24–31. doi: 10.9744/pemasaran.16.1.24-31
  11. Isoraite, M. (2016). Marketing Mix Theoretical Aspects. International Journal of Research Granthaalayah, 4(5), 25–37. doi: 10.5281/zenodo.56533
  12. 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. doi: 10.29407/nusamba.v7i1.16
  13. Kawandi, N. (2021). Raih Penghargaan, Nadhira Napoleon Pekanbaru Terus Berinovasi Rangkul Pelaku UMKM. PT. Metro Media Cemerlang. Retrieved from https://www.halloriau.com/read-ekonomi-145400-2021-04-13-raih-penghargaan-nadhira-napoleon-pekanbaru-terus-berinovasi-rangkul-pelaku-umkm.html
  14. Latifah, N., & Muzid, P. K. H. S. (2019). Perluasan Pangsa Pasar Dan Peningkatan Pendapatan Mina Collection Kudus Melalui Online Marketing. Muria Jurnal Layanan Masyarakat, 1(2), 67–71. doi: 10.24176/mjlm.v1i2.3755
  15. 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. doi: 10.37715/jp.v1i2.147
  16. Lindung, & Jamil, A. S. (2018). Posisi Daya Saing Dan Tingkat Konsentrasi Pasar Ekspor Karet Alam Indonesia Di Pasar Global. AGRISEP, 17(2), 119–128. doi: 10.31186/jagrisep.17.2.119-128
  17. Muammar, K., Damayanti, & Kaharuddin. (2022). Strategi Digital Bauran Pemasaran 4P Terhadap Kinerja UMKM Kota Palopo. Jurnal Pemasaran Kompetitif, 5(2), 157–168. doi: 10.32493/jpkpk.v5i2.12930
  18. Mutiara, F. (2022). Entrepreneurial Marketing Start-Up Media Siber Lokal Kempalan.Com Di Jawa Timur: Strategi Menuju Sustainability. Jurnal Manajemen Pemasaran, 16(1), 16–23. doi: 10.9744/pemasaran.16.1.16-23
  19. Nugroho, et al. (2012). Metode Kuantitatif. Jakarta: Selemba Humanika
  20. Nunung, N., et al. (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). doi: 10.36722/sst.v7i2.1016
  21. Nurhayaty, M. (2022). Strategi Mix Marketing (Product, Price, Place, Promotion, Eople, Process, Physical Evidence) 7P Di PD Rasa Galendo Kabupaten Ciamis. Jurnal Media Teknologi, 8(02), 119–127. Retrieved from https://ojs.unigal.ac.id/index.php/jmt/article/view/2669/2025
  22. Rambe, D. N. S. & Nawawi, M. Z. (2022). Analisis Strategi Pemasaran dalam Menghadapi Persaingan Bisnis. Jurnal Ilmiah Ilmu Manajemen, 1(2), 90–95. Retrieved from http://openjournal.unpam.ac.id/index.php/JIIM
  23. Rusdi, M. (2019). Strategi Pemasaran Untuk Meningkatkan Volume Penjualan Pada Perusahaan Genting UD. Berkah Jaya. Jurnal Studi Manajemen Dan Bisnis, 6(2), 49–54. Retrieved from http://journal.trunojoyo.ac.id/jsmb
  24. Rusydiana, A. S. (2013). Analytic Network Process, Pengantar Teori Dan Aplikasi. Bandung: Smart Publishing
  25. Safaza, A., & Miguna A. (2022). Analisis Strategi Pemasaran Usaha Mikro Kecil Dan Menengah (UMKM) Salon Aura Depok Dalam Menghadapi Era New Normal Pandemi Covid-19. Jurnal Pendidikan Dan Ilmu Sosial, 3(2), 645–652. doi :10.38035/jmpis.v3i2
  26. Santoso, L. R., & Japarianto, E. (2015). Pengaruh Relationship Marketing Terhadap Kepuasan Pelanggan Dan Loyalitas Pelanggan Koran Kompas Di Surabaya. Manajemen Pemasaran Petra, 3(1), 1–11. Retrieved from https://media.neliti.com/media/publications/132440-ID-pengaruh-relationship-marketing-terhadap.pdf
  27. Sanusi, A. (2017). Metodologi Penelitian Bisnis. Jakarta: Selemba Empat
  28. Simarmata, A., Jocom, S. G., & Kaunang, R. (2022). Analisis Persepsi Konsumen Terhadap Aspek Bauran Pemasaran (Marketing Mix 7P) Pada Black Cup Coffee Roaster Di Kota Manado. Agri Sosio Ekonomi, 18(3), 699–708. doi: 10.35791/agrsosek.v18i3.44693
  29. Sudarman. (2015). Pengantar Statistik Pendidikan. Samarinda: Mulawarman University Press
  30. Sugiarto, I., Simanjuntak, M., & Nur Hasanah. (2022). The Role Of E-Marketing Mix, Influencer, And Followers Engagement Toward Product Purchasing Decisions. Jurnal Aplikasi Manajemen Dan Bisnis, 8(3), 677–688. doi: 10.17358/jabm.8.3.677
  31. Wijayanti, K. D., Komarudin, & Sinta, S. (2021). Pengaruh Lokasi Dan Harga Terhadap Keputusan Pembelian Pada Apartment Bailey’s City Di Ciputat. Jurnal Ilmiah Perkusi, 1(2), 242–251. doi: 10.32493/j.perkusi.v1i2.11039