Yudha, Tengku Sandi (2025) Analisis Strategi Pemasaran Toko Kelontong Madura Serta Implikasinya Terhadap Preferensi Pembelian Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of Madurese grocery stores in Surabaya shows a significant trend in line with the increasing public demand for affordable and easily accessible daily necessities. This study aims to identify the marketing strategies implemented and the factors that influence consumer purchasing preferences toward Madurese grocery stores in Surabaya. This research uses a qualitative approach with a case study method. Data collection techniques include direct observation, in-depth interviews with key informants (store owners, consumers, economic experts, and relevant government agencies), as well as documentation. The findings indicate that the marketing strategies of Madurese grocery stores rely heavily on the 4P marketing mix and STP approach, but still lack the use of digital technology. The factors influencing purchasing preferences include lower prices, flexible and friendly service, and strategic store locations. This study concludes that the success of Madurese grocery stores in retaining customers lies in emotional closeness and product relevance, although digital adaptation is still necessary to remain competitive in the modern marketing era.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Tengku Sandi Yudha | ||||||||
| Date Deposited: | 21 Jul 2025 04:32 | ||||||||
| Last Modified: | 21 Jul 2025 04:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39682 |
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