Analisis Strategi Bauran Pemasaran pada Firdaus Farm

Apdan Pebriana; Dudung Dudung; Agus Hendar; Yaya Sunarya; D Yadi Heryadi

doi:10.62951/botani.v2i2.311

Authors

Apdan Pebriana Universitas Siliwangi
Dudung Dudung Universitas Siliwangi
Agus Hendar Universitas Siliwangi
Yaya Sunarya Universitas Siliwangi
D Yadi Heryadi Universitas Siliwangi

DOI:

https://doi.org/10.62951/botani.v2i2.311

Keywords:

strategy, marketing, tilapia

Abstract

This study aims to analyze the implementation of the 4P marketing mix strategy (Product, Price, Place, Promotion) at Firdaus Farm, a tilapia farming business in Tasikmalaya, and its effectiveness in enhancing the business's competitiveness and profitability. The method used is qualitative descriptive with a case study through observations, interviews, and direct documentation at the business location. The research findings indicate that the product strategy, which emphasizes tilapia quality—such as freshness, uniform size, clean packaging, and quality certification—constitutes the primary factor in attracting consumer interest. The flexible and competitive pricing strategy, adjusted according to market conditions and consumer purchasing power, along with bonuses for loyal customers, proved to increase customer loyalty and sales. Product distribution is carried out through traditional channels and has begun utilizing digital platforms to expand market reach, with the strategic location of the business supporting distribution efficiency. Promotion, still mainly traditional, is starting to develop into digital promotion through social media, which effectively increases product visibility and appeal. This study concludes that the consistent and adaptive application of the 4P marketing mix can enhance Firdaus Farm’s competitiveness in the tilapia market. It is recommended that business practitioners continue to develop product innovations, evaluate pricing, expand digital distribution, and optimize digital promotion in order to face increasingly intense market competition.

References

Afandi, R., Siti, R., Sibuea, W., & Novarika, A. K. (2023). ANALISIS STRATEGI PEMASARAN TAHU SUMEDANG DENGAN MENGGUNAKAN METODE 4P GUNA MENINGKATKAN PENJUALAN DI UD. TAHU SUMEDANG 5 BERSAUDARA. Buletin Utama Teknik, 18(3), 230–236. https://doi.org/10.30743/BUT.V18I3.7631

Anwar, K., Sintha, T. Y. E., A.D, Y., & Anggreini, T. (2023). ANALISIS PRIORITAS STRATEGI BAURAN PEMASARAN PRODUK OLAHAN SALUANG DI KECAMATAN JEKAN RAYA KOTA PALANGKA RAYA (STUDI KASUS P-IRT RIFANDA). JOURNAL SOCIO ECONOMIC AGRICULTURAL, 18(1), 30–38. https://doi.org/10.52850/JSEA.V18I1.10649

Asmaragitha, M. (n.d.). Strategi Pengembangan Bisnis Freddo Coffee Shop. Retrieved April 17, 2025, from https://doi.org/

Balqis, A., Kurniawan, P., & Asri, V. I. (2022). Analisis Strategi Pemasaran Dengan Metode Bussiness Model Canvas (BMC) Melalui Pendekatan Bauran Pemasaran 4P (Product, Promotion, Price, Place) Pada Produk Pisau Stainless (Studi Kasus: UD. HS. Suharto). Journal of Industrial Engineering and Technology, 3(1), 58–70. https://doi.org/10.24176/JOINTTECH.V3I1.8824

Charissa, K., Surbakti, B., Ratih Tunjungsari, K., & Susanti, L. E. (2023). Analisis Strategi Bauran Pemasaran Event Organizer Pada Masa Pandemi Covid-19. Jurnal Ilmiah Pariwisata Dan Bisnis, 2(5), 1177–1183. https://doi.org/10.22334/PARIS.V2I5.419

Cindy, P., Astuti, A., Gede, I., Nugraha, P., Dian, P., Paramita, Y., & Kunci, K. (2024). Strategi Bauran Pemasaran Ekowisata The Sila’s Agrotourism Bedugul dalam Meningkatkan Kunjungan Wisatawan. Jurnal Ilmiah Pariwisata Dan Bisnis, 3(7), 1198–1204. https://doi.org/10.22334/PARIS.V3I7.837

Khairat, N., & Widaningsih, S. (2024). Penerapan Bauran Pemasaran 4P pada Astiga Leather Tahun 2024. Jurnal Riset Ekonomi Dan Bisnis, 17(2), 142–151. https://doi.org/10.26623/JREB.V17I2.10031

Irwan, A. A., Abubakar, H., & Suriani, S. (2022). IMPLEMENTASI BAURAN PEMASARAN, KUALITAS PELAYANAN, DAN KOMITMEN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PONSEL ANDROID DI KOTA MAKASSAR. Indonesian Journal of Business and Management, 4(2), 200–207. https://doi.org/10.35965/JBM.V4I2.1500

Novariza, R., Tresna, W., Prodi, H., Masyarakat, I., Komunikasi, I., & Bandung, I. (2024). Media Sosial sebagai Komunikasi Pemasaran Bumi Aki Heritage. Bandung Conference Series: Public Relations, 4(2), 826–831. https://doi.org/10.29313/BCSPR.V4I2.15030

Pasaribu, I. F., Hapsari, T. D., Hapsari, T. D., & Wibowo, B. A. (2022). Analisis Pemasaran Ikan Tongkol (Euthynnus Affinis) di Pangkalan Pendaratan Ikan Kranji, Kabupaten Lamongan. Buletin Ilmiah Marina Sosial Ekonomi Kelautan Dan Perikanan, 8(2), 103. https://doi.org/10.15578/MARINA.V8I2.11043

Pina, P., Zahara, Z., & Nirwan, N. (2020). PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN KONSUMEN MEMBELI PADA RUMAH MAKAN KHAS KAILI JALAN TEMBANG DI KOTA PALU. Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT), 2(3), 199–206. https://doi.org/10.22487/JIMUT.V2I3.57

Pratomo, G. N., Nurcahyo, H., & Firdaus, N. R. (2020). Profil Fermentasi Ikan Mujair (Oreochromis mossambicus) Dengan Penambahan NaCl. Al-Kauniyah: Jurnal Biologi, 13(2), 158–166. https://doi.org/10.15408/KAUNIYAH.V13I2.12608

Pribadi, U., Aji, J. S., & Hayati, K. (2023). PENGUATAN EKONOMI UMKM PEPES IKAN NILA DESA KLUWEH, KABUPATEN SLEMAN MENUJU UMKM GO-DIGITAL. Kumawula: Jurnal Pengabdian Kepada Masyarakat, 6(2), 415. https://doi.org/10.24198/KUMAWULA.V6I2.40735

Rahmawati, E. D., Nufus, D. F., & Bastomi, M. (2024). Analisis Penerapan Bauran Pemasaran 4P (Product, Price, Place, Promotion) Terhadap Strategi Pemasaran Pada Kerajinan Rotan (Studi Kasus: UMKM Teq Production). MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi Dan Bisnis, 2(3), 37–58. https://doi.org/10.59246/MUQADDIMAH.V2I3.861

Risdiyanto, A. A., Fauziah, W., & Hafidz, A. (2024). Strategi Bauran Promosi Dalam Meningkatkan Jamaah Umrah Pada Agta Mandiri Tour Travel. Rayah Al-Islam, 8(3), 996–1011. https://doi.org/10.37274/RAIS.V8I3.1053

Saputra, G. R., & Roswaty, R. (2020). Pengaruh Bauran Pemasaran 4P terhadap Keputusan Pembelian Pupuk Eceran di Toko Tani Makmur Pagar Alam Sumatera Selatan. Jurnal Nasional Manajemen Pemasaran & SDM, 1(2), 32–45. https://doi.org/10.47747/JNMPSDM.V1I2.125

Sriminarti, N., & Arfan, M. (2024). Dampak Kualitas Produk, Pemasaran Digital, dan Harga terhadap Keputusan Pembelian Sepatu Ventela di Jabodetabek. Jurnal MADANI: Ilmu Pengetahuan, Teknologi, Dan Humaniora, 7(1), 60–69. https://doi.org/10.33753/MADANI.V7I1.364

Veliani, H., Hidayati, L., Rohajatien, U., Wibowotomo, B., Kunci, K., Bauran, :, 4p, P., Konsumen, K., & Gelato, C. (2024). Marketing Mix 4P Pengaruh Strategi Bauran Pemasaran Terhadap Kepuasan Konsumen Centrale Gelato Malang: Meraki: Journal of Creative Industries, 2(01), 37–51. https://doi.org/10.24123/MERAKI.V2I01.6989