Penerapan bauran pemasaran di Showroom Juanda Mobil Malang

Budianto, Moch (2015) Penerapan bauran pemasaran di Showroom Juanda Mobil Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Seiring dengan pesatnya dunia bisnis, untuk dapat meningkatkan pelayanan dan permintaan kepada konsumen pada segmen-segmen tertentu kini mulai banyak produsen yang mendisain produknya dengan menjalankan bisnis dengan prinsip pemasaran yang berfariatif. Begitu pula dengan Showroom Juanda Mobil Malang yang awalnya dalam penjualan mobil tanpa mengusung konsep marketing, namun secara perlahan, daritahun ketahun Showroom Juanda Mobil Malang melakukan kegiatan marketing dilingkungan bisnis jual beli mobil. Sehingga showroom ini setiap dekake mengalami perubahan yang signifikan dengan mengoptimalkan strategi marketing melalui Marketing Mix.

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana strategi pemasaran yang dikembangkan Showroom Juanda Mobil Malang yang ditinjau melalui pendekatan marketing mix.Jenis penelitian ini termasuk penelitian kualitatif, yaitu penelitian yang tidak memerlukan angka angka, melain kan informasi, baik dari wawancara, observasi ataupun dokumentasi. Informan dari penelitian tersebut yaitu Manager Marketing Showroom Juanda Mobil, Marketing Office Showroom Juanda,dan pengunjung. Cara memperolehcdata dalam penelitian ini yaitu dengan wawancara, observasi dan dokumentasi. Kemudian metode analisis data yang digunakan dalam penelitian ini yaitu metode kualitatif deskriptif.

Hasil penelitian ini menunjukkan bahwa secara garis besar marketing mix yang dilakukan oleh Showroom Juanda Mobil Malang dengan mengembangkan nilai-nilai umum dan etetika islam diantaranya menfasilitasi sarana ibadah untuk karyawan, tidak menjual barang hasi lcurian, pemberian harga yang fleksibel, berpromosi dengan etika, pelayanan dan penampilan karyawan yang baik dan sopan, serta memberikan jaminan kenyamanan produk yang dibeli oleh konsumen dari pihak showroom, agar konsumen merasakan kepuasan diri dari produk yang di belinya.

ENGLISH:

Along with the rapid business world, in order to improve services and demand to consumer in certain segments are now more manufacturers starting to design products to run business with marketing varieties principles.Similarly, Car Showroom Juanda Malang initially in auto sales without carrying the concept of marketing, however slowly, from year to year Car Showroom Juanda Malang conduct marketing activities in the business of buying and selling cars.So that this showroom every decade was undergo any significant changes to optimize the marketing strategy through Marketing Mix.

The purpose of this study was to determine how the marketing strategy developed Car Showroom Juanda Malang were reviewed through an approach marketing mix.This type of research, including qualitative research, the research does not require the figures, but the information, both from interviews, observation or documentation.Informants of the study, was namely Manager Marketing of Car Showroom Juanda, Marketing Office Showroom Juanda, and visitors.How to obtain the data in this research was by interview, observation and documentation.Then the data analysis method used in this research was descriptive qualitative method.

Results of this study was indicate that outlines the marketing mix done by Car Showroom Juanda Malang to develop common values and Islamic esthetical such facilitate religious facilities for employees, not sell stolen goods, flexible pricing, promote ethics, service and good appearance and courteous employees, as well as providing comfort guarantee products purchased by consumers from the showroom, so that consumers feel the self-satisfaction of the products in purchasing.

Item Type: Thesis (Undergraduate)
Supervisor: Firmansyah, Fani
Keywords: Marketing Mix
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150503
Depositing User: Heni Kurnia Ningsih
Date Deposited: 07 Sep 2015 08:46
Last Modified: 07 Sep 2015 08:46
URI: http://etheses.uin-malang.ac.id/id/eprint/1607

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