4p Mixing Marketing Strategy of Login Store

Abstract

This study was conducted in CV Login Store Surabaya and Lumajang. It was aimed to determine the right 4P marketing strategy for Login Store Company. The researchers used qualitative approach with in-depth interview method. The numbers of informants in this study were 6 persons with details: Login Store’s customers who buy products at least 3 times a week, Login Store’s customers who buy products at least once a week and Login Store’s market target. Whereas, the data were analyzed by using descriptive technique which uses more details from interview result and documentation study. The results of this study were in the form of marketing strategy, such as (1) In the aspect of products, Login Store should produce additional products which will be sold to make the products more complete (2) In the aspect of price, customers of Login store said that the offered price was more expensive and Login Store should always be consistent in giving cheap price to ingratiate customers (3) In the aspect of place, Login Store had very strategic locations and easy to be found by customers (4) In the aspect of promotion, Login Store was considered to a company which did less promotion compared to the competitors and less active in creating new strategies.