Yumliani, Ariona (2025) Strategi Bauran Pemasaran Pada Toko Yona Di Desa Sungai Lipai. Other thesis, Universitas Islam Riau.

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Abstract

This research aims to analyze marketing mix strategies implemented by Toko Yona in Sungai Lipai Village in order increase competitiveness and meet consumer needs. Yona Shop is a retail business that serves the local community with various daily necessities products. This research uses a descriptive approach with methods qualitative, where data is collected through interviews with owners store, staff, and some customers, as well as direct observation of marketing activities carried out by the store. Marketing mix concept used includes four main elements, namely: product, price, place, and promotions. The research results show that Toko Yona has implemented marketing strategy that focuses on selecting the right product, competitive pricing, strategic location selection, and promotion which is done by attaching writing to the good inside in the form of discounts or price reductions for large purchases. Despite this, stores still face some challenges in expanding market reach and increasing customer loyalty. This research suggests that Toko Yona should consider diversification products and strengthen digital promotions to optimize market potential which exists.

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