Penerapan Strategi Bauran Pemasaran 7P Dalam Meningkatkan Penjualan Pada UMKM Atikah Laundry Kotamobagu
DOI:
https://doi.org/10.36312/ej.v6i1.2291Keywords:
Strategi Pemasaran 7P, SERVQUAL, Kepuasan Pelanggan, UMKMAbstract
Penelitian ini mengevaluasi pengaruh strategi bauran pemasaran 7P terhadap peningkatan penjualan dan kepuasan pelanggan di Atikah Laundry, Kotamobagu. Pendekatan kualitatif dengan metode SERVQUAL digunakan untuk mengukur lima dimensi kualitas layanan: keandalan, daya tanggap, jaminan, empati, dan bukti fisik. Data diperoleh dari wawancara, observasi, dan kuesioner kepada pemilik, karyawan, dan pelanggan. Hasil penelitian menunjukkan bahwa elemen keandalan dan bukti fisik memiliki dampak paling signifikan terhadap kepuasan pelanggan, sementara strategi promosi digital dan lokasi strategis meningkatkan aksesibilitas dan loyalitas pelanggan. Rekomendasi yang diberikan mencakup peningkatan fasilitas, optimalisasi promosi, dan perbaikan proses layanan. Studi ini mengonfirmasi bahwa penerapan 7P efektif dalam mendukung pertumbuhan dan keberlanjutan UMKM dalam industri jasa.
The Application of the 7P Marketing Mix Strategy in Increasing Sales at UMKM Atikah Laundry Kotamobagu
Abstract
This study evaluates the impact of the 7P marketing mix strategy on increasing sales and customer satisfaction at Atikah Laundry, Kotamobagu. A qualitative approach using the SERVQUAL method was employed to measure five service quality dimensions: reliability, responsiveness, assurance, empathy, and physical evidence. Data were collected through interviews, direct observation, and questionnaires with the owner, employees, and customers. The results indicate that reliability and physical evidence are the most significant factors affecting customer satisfaction, while digital promotions and strategic location enhance accessibility and customer loyalty. Recommendations include facility improvements, promotion optimization, and service process enhancement. This study confirms that implementing the 7P marketing mix effectively supports growth and sustainability for SMEs in the service industry.
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