Pramesthi, Alvianti Notia (2025) Strategi Bauran Pemasaran Dalam Meningkatkan Omzet Penjualan KIP Beauty Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the marketing mix strategy (7Ps) in increasing sales turnover at KIP Beauty Studio in Surabaya. KIP Beauty Studio is a micro- enterprise in the beauty service sector that has experienced significant growth since its establishment in 2018. In the face of increasingly intense competition, the application of the right marketing strategy is the key to the business's success. This research uses a descriptive qualitative approach with methods including observation, in-depth interviews, and document studturies involving the owner, employees, and customers. The results show that the application of marketing mix elements—such as innovative products, competitive pricing, strategic location, active promotion through social media, professional staff services, efficient service processes, and comfortable physical facilities—has positively contributed to the increase revenue. The SWOT analysis also indicates that KIP Beauty has strong internal strengths and external opportunities to leverage, although there are still some weaknesses and threats to be addressed. With adaptive and sustainable strategies, KIP Beauty Studio has the potential to strengthen its position in the local beauty industry. The findings at KIP Beauty Studio also reveal that marketing strategies can be more systematically designed using a quantitative SWOT analysis through IFAS and EFAS tables. Based on this analysis, the scores obtained were: strengths = 2.4, weaknesses = 0.9, opportunities = 2.25, and threats = 0.95. With an internal factor difference of 1.5 and an external factor difference of 1.3, KIP Beauty Studio is positioned in Quadrant I of the SWOT diagram. This indicates that the company is in a very favorable position to implement an aggressive strategy by maximizing internal strengths to capture external opportunities.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Alvianti Notia Pramesthi | ||||||||
| Date Deposited: | 11 Jun 2025 04:24 | ||||||||
| Last Modified: | 17 Jun 2025 02:48 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37282 |
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