Rozano, Eza Riansyah (2025) Analisis Bauran Pemasaran Usaha Kuliner Rumah Ikan Bakar Rawa Indah Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

In facing market dynamics, companies need to implement strategies to market their products effectively. A marketing mix with four main elements (product, price, place and promotion) is a relevant strategy to implement. The purpose of this research is to analyze the marketing mix at the Rawa Indah Grilled Fish House, Pekanbaru City. The population in this research is all consumers who buy food at the Grilled Fish House. The sampling technique in this research uses a non-random sampling technique where the researcher determines sampling by determining special characteristics that are in accordance with the research objectives so that it is hoped that they can answer the research problems of 30 people. The data sources used for this research are primary and secondary sources. Data collection techniques in this research used questionnaires, interviews and documentation. The data analysis technique in this research uses descriptive analysis using quantitative methods. The results of this research indicate that the marketing mix (product, price, place and promotion) at Rumah Ikan Bakar Rawa Indah, Pekanbaru City is running well.

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