The Implementation of Marketing Mix at Pentol Asik Small Enterprise in Padang City

Junaidi, Eka Aprilia (2026) The Implementation of Marketing Mix at Pentol Asik Small Enterprise in Padang City. S1 thesis, Universitas Andalas.

	Text (01. Cover & Abstrak) 01. Cover & Abstrak.pdf - Published Version Download (199kB)
	Text (02. BAB I) 02. BAB I.pdf - Published Version Download (276kB)
	Text (03. BAB V) 03. BAB V.pdf - Published Version Download (162kB)
	Text (04. Daftar Pustaka) 04. Daftar Pustaka.pdf - Published Version Download (188kB)
	Text (05. Skripsi Fulltext) 05. Skripsi Fulltext.pdf - Published Version Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

The annual sales turnover of Pentol Asik Small Enterprise in Padang City declined by 28.1% in 2025 compared to 2024. This indicates sales volatility and challenges in maintaining business competitiveness. This condition highlights the need to evaluate the implementation of the marketing mix as a strategy to improve sales performance. This study aims to describe the business profile of Pentol Asik and to analyze the implementation of the marketing mix 4Ps (Product, Price, Place, and Promotion) as a strategy to maintain the enterprise's competitiveness. The research was conducted at the Pentol Asik Small Enterprise located in the GOR H. Agus Salim area, Padang City. This study employed a qualitative case study approach. Data were obtained through in-depth interviews with the business owner and employee, direct observation, and documentation. The results indicate that the marketing mix at Pentol Asik has been well implemented. In terms of product strategies, there are product quality. product variety, product branding,and packaging Pricing strategies were implemented by setting affordable prices, offering menu packages, and offering discounts during certain periods. The place strategies were supported by a strategic location, distribution channel, and accessibility. Promotion strategies were implemented through social media marketing, personal selling, and sales promotion. However, promotion still needs to be improved because it has not been carried out optimally and consistently. This may have limited brand awareness and customer engagement, which potentially contributing to sales fluctuations and the decline in annual revenue. Therefore, Pentol Asik is encouraged to strengthen its promotional activities.

Actions (login required)

View Item