Analisis Daya Tarik Konsumen terhadap Produk Kuliner Menggunakan Pendekatan Marketing Mix pada Usaha Takoishi Premium di Medan

Abstract

The application of marketing strategies in a business is very important and affects the performance of a company concerned. Marketing strategy is a strategy that is used by companies continuously to win market competition. Whether it succeeds or not is largely determined by how the company develops. This study aims to analyze the factors that cause the decline in product sales or identify the causative factors using the Marketing Mix approach and formulate strategies that are effectively implemented to increase the sales of these products. This type of research is qualitative research. Data collection in this study was through observation, interviews, and questionnaires. The population in this study is all consumers who have made purchases at Takoishi Premium by distributing a questionnaire of 100 respondents. The analysis used in this study is using multiple linear regression analysis using the SPSS application. The results of this study show that products, prices, promotions, people and processes have a significant effect on sales volume, while location and physical evidence do not have a significant effect on sales volume. The increase in product prices, promotions, people and processes also increases the sales volume. The ups and downs of location quality and physical evidence do not affect sales volume. With the conduct of this research, it is recommended that products from Takoishi Premium maintain the taste of the product and the quality of the product and are expected to maintain the price so that it remains affordable and the cleanliness of the place, if you have a budget, it will also increase the promotion, especially on social media and improve the ability of its employees and for the process, it is hoped that it will maintain easy and fast processing of goods as well as use product photos that can be arousing so that they can increase sales volume.