Published: 2025-06-01

Analisis Strategi Pemasaran Melalui Pendekatan Marketing Mix (Studi Kasus : Toko Ria Busana Cabang kota Cimahi)

DOI: 10.35870/jemsi.v11i3.4074

Santi Susilawati, Indrajati Wibowo
  • Santi Susilawati: Universitas Teknologi Digital ROR
  • Indrajati Wibowo: Universitas Teknologi Digital ROR
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Abstract

This research aims to analyze the marketing strategy implemented by Toko Ria Busana Cimahi using a marketing mix approach which includes four main elements: product, price, place and promotion (4P). This research uses a qualitative descriptive method with a case study approach. Data was collected through observation, interviews and documentation. The research results show that Toko Ria Busana maintains product quality through strict selection, sets competitive prices accompanied by loyalty programs such as member cards, chooses strategic locations that are easily accessible to consumers, and runs promotions through seasonal discounts. However, the implementation of digital marketing strategies is still limited. Therefore, it is recommended that Toko Ria Busana integrate digital marketing through the use of e-commerce, social media, online advertising, and collaboration with influencers to expand market reach and increase competitiveness in the industry.

Keywords

Marketing Strategy; Marketing Mix; Fashion Retail; Customer Loyalty

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How to Cite

Susilawati, S., & Wibowo, I. (2025). Analisis Strategi Pemasaran Melalui Pendekatan Marketing Mix (Studi Kasus : Toko Ria Busana Cabang kota Cimahi). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1269-1276. https://doi.org/10.35870/jemsi.v11i3.4074
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 3 (2025)

  • Section: Articles

  • Published: 2025-06-01

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Author Biographies
Santi Susilawati, Universitas Teknologi Digital
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Teknologi Digital, Jl. Cibogo No. Indah 3, Mekarjaya, Kec. Rancasari, Kota Bandung, Jawa Barat 40000.

Indrajati Wibowo, Universitas Teknologi Digital
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Teknologi Digital, Jl. Cibogo No. Indah 3, Mekarjaya, Kec. Rancasari, Kota Bandung, Jawa Barat 40000.

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