ALFIN, DESEBRIAN (2022) ANALISIS MANAJEMEN BINSIS DSB THRIFT SHOP JEMBER DALAM SEGI PEMASARAN. Skripsi thesis, Institut Teknologi Dan Sains Mandala.

	Text SKRIPSI ALFIN DESEBRIAN.pdf Download (1MB)
	Text SKRIPSI ALFIN DESEBRIAN.pdf Download (1MB)

Abstract

ABSTRACT This study aims to determine the marketing strategy implemented by DSB Thrift Shop Jember in implementing the 4P marketing mix and to analyze the supporting and inhibiting factors for implementing the 4P marketing mix in selling DSB Thrift Shop Jember products. The respondents used in this study were the owners and consumers of DSB Thrift Shop Jember. The data collection method was carried out by interviews and analyzed through the stages of data collection, data reduction, data presentation and conclusions. The results of the study show that the marketing strategy used by DSB Thrift Shop Jember refers to the 4P marketing mix strategy, namely as follows. The first relates to the product, where the products sold by DSB Thrift Shop Jember put forward quality and well�known brands in the community. DSB Thrift Shop Jember sells various products such as t-shirts, shirts, jackets, hoodies, pants and so on. Goods sold by DSB Thrift Shop Jember have a variety of qualities, ranging from very good, good enough to not good, so that consumers can choose which products are considered to have mild rejection so that they can meet their needs. The product offered is clean because before being sold it has gone through a washing process and uses laundry deodorizers so it doesn't give the impression of dirty used clothes. In addition, the product strategy implemented by DSB Thrift Shop Jember is to provide a variety of thrift products with various brands. The second is regarding the price, where the price offered by DSB Thrift Shop Jember can be said to be affordable, starting from IDR 30,000.00. The prices offered vary but with the belief that these prices are affordable and can satisfy customers. For some well�known brands, of course, DSB Thrift Shop Jember offers quite expensive prices, but these prices can still be said to be in accordance with the quality of the products and product brands they buy. The third is regarding the place, where the location chosen by DSB Thrift Shop Jember is in the Ajung Jember area. Even though this location is not in the center of the city, it can be said to be easy to reach because it can be accessed by motorcycle and car in approximately 30 minutes from the city center. Apart from opening an offline store, DSB Thrift Shop Jember also often sells at several events so that it can't only be found at the offline store. However, to reduce consumer doubts about the location of the DSB Thrift Shop Jember store, the owner took advantage of several events so that consumers could see directly the available products. In addition, a COD system is also implemented so that consumers who want their products but feel far away can meet in a place that is considered convenient for buying and selling transactions. The fourth is regarding promotion, where the promotions carried out by DSB Thrift Shop Jember are varied, such as advertising through Instagram and Facebook social media, participating in major events and also personal selling by selling directly to the owner's friends via WhatsApp. Using social media in the modern era like today is considered very effective because it can reach a wide market share and accelerate the delivery of information from business owners and consumers. In the future, business owners want to add promotions through the social media TikTok, which is currently a hit among teenagers and young adults. Apart from that, with TikTok, it will be easy for consumers to make purchases xv because the TikTok Shop feature is already available, where all you have to do is click a button to buy products on the market. The supporting factors for the sales of DSB Thrift Shop Jember are sophisticated promotional media, a wide range of suppliers who understand thrifting products and good product quality. While the inhibiting factors are the limited business capital, the minimum number of employees and the location of offline stores which are considered less strategic, thereby reducing consumer buying interest . Keywords: Price, Product, Promotion, Place

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:49
Last Modified:	10 Feb 2025 05:49
URI:	http://repo.itsm.ac.id/id/eprint/1046

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