CD Tesis

Penetapan Prioritas Bauran Pemasaran (Marketing Mix) Pada Toko Oleh-Oleh Nadhira Napoleon Menggunakan Metode Anp (Analytic Network Process) Di Kota Pekanbaru

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Nadhira Napoleon is a store that houses the largest and most
comprehensive chain of souvenir shops in Pekanbaru City. In running the
Nadhira Napoleon Gift Shop business, of course, you cannot be separated
from a good marketing strategy. One of the marketing strategies that is often
carried out by a company is the 7P marketing mix. This study aims to
determine marketing mix priorities at Nadhira Napoleon's Souvenir Shop.
Data analysis is carried out by means of weighting from experts,
distributors and consumers using the ANP (Analytic Network Process)
method.
The results of the data analysis show that the Place mix is the first
priority carried out by the Nadhira Napoleon Gift Shop with a weight of
0.227 and a percentage of 22.72%. Followed by the sub marketing mix
Place which occupies the first position, namely Outlite Location with a
weight of 0.085 and a percentage of 17%. Furthermore, the alternative that
is the first priority of this research is to expand market share with a weight
of 0.247 and a percentage of 49.4%. Nadhira Napoleon's souvenir shop has
been able to capture the target market through a mix of places, namely the
outlite location, the strategic location of the store, namely in the city center
Jl. Jenderal Sudirman No.177. Starting from the layout, store settings,
traffic flow conditions such as congestion, parking lots for easy access in
and out of vehicles and access to go to the store can also make it easier for
consumers to get products, so Nadhira Napoleon's Gift Shop can dominate
the market share for products souvenirs in the city of Pekanbaru.
Key Words : Souvenirs, Marketing Mix, Analytic Network Process

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2010241997

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2010241997

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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