A, The Analisis Bauran Pemasaran pada Umkm XYZ Pekanbaru
Keywords:
Product, Price, Promotion, Place/DistributionAbstract
This research aims to determine the marketing mix at the UMKM Ratatia Rattan Handmade Pekanbaru. In this research the dimensions used are product, price, promotion, place/distribution. The population in this research is 1,211 consumers who purchased Ratatia Rattan Handmade MSME products in 2022 with a sample of 93 people. The sampling technique used is convenience sampling, with data collection using questionnaires and documentation. Data processing for the research was done with SPSS Version 23. The research results show that the marketing mix at Ratatia Rattan Handmade MSMEs is well implemented. The products offered are varied and innovative, have good quality using synthetic and premium rattan materials. The prices offered are affordable, the prices are in accordance with the quality of the product and there are affrodable, the prices avaible for the same type of product. The promotions carried out are good by advertising through various social media. Based on the research results, the product dimension is the first highest average value, price is the second highest value, followed by promotion the third highest value, then place/distribution, which has 4P in the marketing mix.
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