Firnanda, Ratna Adisty (2025) Strategi Marketing Mix (7p) dalam Meningkatkan Volume Penjualan (Studi pada R&C Digital Printing Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the application of the 7P marketing mix strategy by R&C Digital Printing Surabaya in efforts to increase sales volume. A descriptive qualitative approach was employed, utilizing in-depth interviews, observations, and documentation for data collection. Information related to the marketing mix elements—Product, Price, Place, Promotion, People, Process, and Physical Evidence—was gathered and analyzed through a SWOT framework to identify the company's strengths, weaknesses, opportunities, and threats. The findings were organized into the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices. The analysis results indicated an internal factor score of 3.06, consisting of 2.43 for strengths and 0.63 for weaknesses. Meanwhile, the external factor score reached 3.41, with 3.07 for opportunities and 0.34 for threats. These results position R&C Digital Printing Surabaya in Quadrant I of the SWOT matrix, suggesting the adoption of an aggressive strategy by leveraging internal strengths to maximize available external opportunities. Keywords: Marketing Mix (7P), Digital Marketing, SWOT Analysis, Sales Volume
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Ratna Adisty Firnanda | ||||||||
| Date Deposited: | 12 Jun 2025 08:11 | ||||||||
| Last Modified: | 12 Jun 2025 08:11 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37435 |
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