Analysis Of The Marketing Mix In The Sales Of Cakes Business In Siak City (Case Study At Dapur Mama Nizam Shop)

Repi; Syahdanur; Mulyani Rody Muin; M. Fahrozi; Nefrida; Nia Anggraini

doi:10.98765/apjbet.v3i05.179

Repi FEB Universitas Islam Riau Pekanbaru
Syahdanur FEB Universitas Islam Riau Pekanbaru
Mulyani Rody Muin Sekolah Tinggi Ilmu Ekonomi (STIE) Persada Bunda Pekanbaru
M. Fahrozi Sekolah Tinggi Ilmu Ekonomi (STIE) Persada Bunda Pekanbaru
Nefrida Sekolah Tinggi Ilmu Ekonomi (STIE) Persada Bunda Pekanbaru
Nia Anggraini Sekolah Tinggi Ilmu Ekonomi (STIE) Persada Bunda Pekanbaru

DOI: https://doi.org/10.98765/apjbet.v3i05.179

Keywords: Marketing Mix, Product, Price, Place, Promotion

Abstract

The purpose of this study was to find out and analyze how the marketing mix affects sales of souvenir cake businesses in Siak City (Case Study at Dapur Mama Nizam Shop). The population in this study are all consumers in July-October 2021 and the company management at Mama Nizam Bakery's Kitchen. The sampling technique in this study used purposive sampling, which is a nonrandom sampling technique, where the researcher determines sampling by determining specific characteristics that are in accordance with the research objectives with a total of 53 people. Data collection techniques in this study used questionnaires, interviews and documentation. Data analysis techniques in this study used descriptive analysis. The results of this study indicate that the marketing mix for bread and cake products carried out at Mama Nizam Bakery's Kitchen is optimal for increasing sales and with 4P (product, price, place and promotion) running effectively. The products owned by Kitchen Mama Nizam are of good quality, the prices offered are still not affordable for consumers, the location given is close to the city center and the promotions given are maximum and effective.