OPTIMALISASI STRATEGI BAURAN PEMASARAN JASA UNTUK PENINGKATAN PENJUALAN: STUDI KASUS BINTANG LAUNDRY
DOI:
https://doi.org/10.32815/jpro.v6i2.2432Abstract
Penelitian ini bertujuan untuk mengevaluasi strategi bauran pemasaran yang digunakan oleh Bintang Laundryuntuk meningkatkan penjualan dengan fokus pada pembahasan (7P) yaitu produk, harga, lokasi, promosi, orang, proses, dan bukti fisik. Metode penelitian ini adalah kualitatif dengan pendekatan studi kasus dan pengumpulan dasta dilakukan melalui observasi, wawancara secara mendalam dengan pemilik laundry dan pelanggan, dan dokumentasi. Hasil penelitian menunjukkan bahwa Bintang Laundry telah memberikan layanan jasa laundry yang berkualitas dengan harga yang kompetitif serta memiliki lokasi usaha yang strategis. Akan tetapi, Bintang Laundry belum melakukan promosi melalu media sosial sehingga cakupan pasar nya terbatas. Laundry ini hanya memiliki dua karyawan sehingga sulit menangani laundry dalam volume yang besar. Laundry ini masih menggunakan pengering matahari yang dapat berdampak terlambatnya proses pengeringan pada saat musim hujan. Oleh sebab itu, Bintang Laundry perlu untuk meningkatkan promosi, menambah jumlah karyawan, dan mencari alternatif lain untuk proses pengeringannya
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