4p Mixing Marketing Strategy of Login Store

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Date
2015-08-23Author
Akbar, Putri Afdollu
Bernardus, Denny
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Show full item recordAbstract
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.