ANALYSIS OF THE BENEFITS OF THE 7P MARKETING MIX STRATEGY ON THE BRAND IMAGE OF BUTONG TEA AT PT PERKEBUNAN NUSANTARA IV BAH BUTONG: Analisis Manfaat Strategi Bauran Pemasaran 7P Terhadap Brand Image Teh Butong PT Perkebunan Nusantara IV Bah Butong

Salsadilla Eka Putra; Tika Nurmala Sari; Jumeida Simatupang; Alim Murtani; Yahya Tanjung

doi:10.22437/jiseb.v28i02.41506

Penulis

Salsadilla Eka Putra Department Management Study Program, Economic Faculty, Potential Utama University, Nort Sumatra
Tika Nurmala Sari Department Management Study Program, Economic Faculty, Potential Utama University, Nort Sumatra
Jumeida Simatupang Department Management Study Program, Economic Faculty, Potential Utama University, Nort Sumatra
Alim Murtani Department Management Study Program, Economic Faculty, Potential Utama University, Nort Sumatra
Yahya Tanjung Department Management Study Program, Economic Faculty, Potential Utama University, Nort Sumatra

DOI:

https://doi.org/10.22437/jiseb.v28i02.41506

Kata Kunci:

Bah Butong, Brand Image, Marketing Mix 7P, PT Perkebunan Nusantara IV

Abstrak

Penelitian ini menganalisis manfaat penerapan strategi marketing mix 7P (Product, Price, Place, Promotion, Process, People, Physical Evidence) terhadap citra merek Teh Butong yang diproduksi oleh PTPN IV Bah Butong. Hasil penelitian menunjukkan bahwa setiap elemen 7P berkontribusi positif terhadap peningkatan citra merek. Produk yang berkualitas, harga kompetitif, distribusi yang luas, promosi kreatif, proses operasional yang terstruktur, sumber daya manusia yang terampil, serta tampilan fisik yang menarik memainkan peran penting dalam memperkuat merek. Strategi ini menciptakan hubungan yang kuat dengan konsumen dan meningkatkan daya saing merek di pasar. Dari data yang saya dapatkan setelah saya melakukan wawancara kepada kurang lebih 30 responden, masih banyak yang belum mengetahui Teh Butong ini, hal ini disebabkan karena pabrik teh butong lebih banyak memasarkan produknya ke luar negeri seperti malaysia, singapure dan negara lainnya,

Kata kunci: Bah Butong, Citra Merk, Marketing Mix 7P, PTPN Nusantara IV, Teh Butong.

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