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Marketing Mix Contribution to Pandanwangi Rice Sales Turnover: Case Study in CV. Pure Cianjur, Karang Tengah District, Cianjur Regency

Received: 14 May 2022     Accepted: 28 May 2022     Published: 9 June 2022
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Abstract

In an effort to get customers, every business person will carry out various strategies in their marketing mix (product strategy, price strategy, promotion strategy, and distribution strategy). It is hoped with the governance of the right marketing mix in accordance with the conditions will increase sales turnover, not least what has been done by the Pandanwangi Cianjur rice entrepreneur. This research was conducted to: 1) describe the contribution of each component of the marketing mix to the sales turnover of Pandanwangi rice in CV. Pure Cianjur; 2) examine the contribution of each component of the marketing mix to the sales turnover of Pandanwangi rice at CV Pure Cianjur. Data collected from CV. Pure Cianjur and six supermarket outlets supplying pure Pandanwangi rice from CV. Pure Cianjur. The analytical method used is descriptive quantitative multiple linear regression. The research results are as follows: 1) Pure Pandanwangi rice marketed by CV Pure Cianjur is divided into several packaging sizes, namely 5 Kg, 2.5 Kg, and 1 Kg packages. Level 1 marketing distribution channel, namely selling products through retail companies first before finally reaching the hands of final consumers. Promotional activities carried out by CV Pure Cianjur at its retail company are providing a discount of 10% of the selling price. 2) The biggest contribution of the marketing mix to sales turnover is the price mix, followed by the place mix. Product mix and promotion contributed insignificantly, except for 1 kg packaging.

Published in European Business & Management (Volume 8, Issue 3)
DOI 10.11648/j.ebm.20220803.13
Page(s) 76-80
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Marketing Mix, Pandanwangi Rice, Sales Volume

References
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[2] Badan Pusat Statistik Kabupaten Cianjur. (2021). Data Produksi Beras Jawa Barat. [West Java Rice Production Data].
[3] Bernik, Merita dan Mochammad Bima Ramadhan. (2018). Pelaksanaan Bauran Promosi Pada Produk Beras Untuk Meningkatkan Omzet Penjualan (Studi Pada PT Nazar Bahan Persada). [Implementation of the Promotional Mix on Rice Product to Increace Sales Turnover (Study at PT Nax=zar Bahan Persad)}. Jurnal Manajemen Teori dan Terapan. Vol. 11., No. 3.
[4] Badan Kependudukan dan Keluarga Berencana Nasional Direktorat Pelaporan dan Statistik. (2013). Profil Hasil Pendataan Keluarga 2012. [Result Profile of Famliy Data Collection, 2012]. Jakarta.
[5] Etzel, Michael J, Walker J W., Stanton, W J. (2013). Marketing Edisi ke-12. New York, USA: McGraw-Hill Irwin.
[6] Karim, Djamalludin, Jantje L. Sepang, Bode Lumanauw, (2014). Marketing Mix Pengaruhnya Terhadap Volume Penjualan Pada PT. Manado Sejati Perkasa Group. [Marketing Mix Effect on Sales Volumeat PT Manado Sejati Perkasa Group]. Jurnal EMBA. Vol. 2, No. 1. Hal. 421-430. ISSN 2303-1174.
[7] Kotler P, Amstrong G. (2008). Prinsip-Prinsip Pemasaran Edisi Keduabelas Jilid 1. Jakarta: Erlangga.
[8] Kotler P, Keller KL. (2009). Manajemen Pemasaran Edisi 13 Jilid 2. Jakarta: Erlangga.
[9] Kotler, Philip. (2010). Marketing 3.0. Jakarta: Erlangga.
[10] Lisarini, Endah., Edy Yusuf, Sutisna. (2018). The Effect of Quality, Communication and Output of Marketing Channel of Cianjur Pandanwangi Rice on Consumer Trust in Java West Marketing Area. Journal of Business and Entrepreneur Vol. 4, No. 2; 2018; Hal. 109-118; EISSN: 2407-7321; ISSN: 2407-5434.
[11] Masyarakat Pelestari Padi Pandanwangi Cianjur. (2015). Buku Persyaratan Permohonan Pendaftaran Indikasi Geografis Beras Pandanwangi Cianjur. [Book of Requirements for Registration of Geographical Indications for Cianjur Pandanwangi Rice, Cianjur].
[12] Siregar, Syofian. (2013). Metode Penelitian Kuantitatif. [Quantitative Research Methods]. Jakarta: PT Fajar Interpratama Mandiri.
[13] Sugiyono, (2011). Metode penelitian social kuantitatif, kualitatif dan R&D. [Quantitative, qualitative, and R & D Social Reaserch] Bandung: Alfabeta.
[14] Swastha, Basu. 2008. Manajemen Pemasaran Modern. [Modern Marketing Management]. (edisi 2), Yogyakarta: Penerbit Liberty-Yogyakarta.
[15] Tjiptono F. (2005). Pemasaran Jasa [Service Marketing]. Edisi Pertama. Yogyakarta. Bayumedia Publishing.
[16] Widiati, Ari. (2019). Peranan Kemasan (Packaging) Dalam Meningkatkan Pemasaran Produk Usaha Mikro Kecil Menengah Di “Mas Pack” Terminal Kemasan Pontianak. [The Role of Packaging (Packaging) in Improving Product Marketing of Micro, Small and Medium Enterprises at the "Mas Pack" Pontianak Packaging Terminal]. Jurnal Audit dan Akuntansi Fakultas Ekonomi dan Bisnis. Vol. 8., No. 2, Hal: 67-76.
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  • APA Style

    Endah Lisarini, Dan Ryana Arti. (2022). Marketing Mix Contribution to Pandanwangi Rice Sales Turnover: Case Study in CV. Pure Cianjur, Karang Tengah District, Cianjur Regency. European Business & Management, 8(3), 76-80. https://doi.org/10.11648/j.ebm.20220803.13

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    ACS Style

    Endah Lisarini; Dan Ryana Arti. Marketing Mix Contribution to Pandanwangi Rice Sales Turnover: Case Study in CV. Pure Cianjur, Karang Tengah District, Cianjur Regency. Eur. Bus. Manag. 2022, 8(3), 76-80. doi: 10.11648/j.ebm.20220803.13

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    AMA Style

    Endah Lisarini, Dan Ryana Arti. Marketing Mix Contribution to Pandanwangi Rice Sales Turnover: Case Study in CV. Pure Cianjur, Karang Tengah District, Cianjur Regency. Eur Bus Manag. 2022;8(3):76-80. doi: 10.11648/j.ebm.20220803.13

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  • @article{10.11648/j.ebm.20220803.13,
      author = {Endah Lisarini and Dan Ryana Arti},
      title = {Marketing Mix Contribution to Pandanwangi Rice Sales Turnover: Case Study in CV. Pure Cianjur, Karang Tengah District, Cianjur Regency},
      journal = {European Business & Management},
      volume = {8},
      number = {3},
      pages = {76-80},
      doi = {10.11648/j.ebm.20220803.13},
      url = {https://doi.org/10.11648/j.ebm.20220803.13},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20220803.13},
      abstract = {In an effort to get customers, every business person will carry out various strategies in their marketing mix (product strategy, price strategy, promotion strategy, and distribution strategy). It is hoped with the governance of the right marketing mix in accordance with the conditions will increase sales turnover, not least what has been done by the Pandanwangi Cianjur rice entrepreneur. This research was conducted to: 1) describe the contribution of each component of the marketing mix to the sales turnover of Pandanwangi rice in CV. Pure Cianjur; 2) examine the contribution of each component of the marketing mix to the sales turnover of Pandanwangi rice at CV Pure Cianjur. Data collected from CV. Pure Cianjur and six supermarket outlets supplying pure Pandanwangi rice from CV. Pure Cianjur. The analytical method used is descriptive quantitative multiple linear regression. The research results are as follows: 1) Pure Pandanwangi rice marketed by CV Pure Cianjur is divided into several packaging sizes, namely 5 Kg, 2.5 Kg, and 1 Kg packages. Level 1 marketing distribution channel, namely selling products through retail companies first before finally reaching the hands of final consumers. Promotional activities carried out by CV Pure Cianjur at its retail company are providing a discount of 10% of the selling price. 2) The biggest contribution of the marketing mix to sales turnover is the price mix, followed by the place mix. Product mix and promotion contributed insignificantly, except for 1 kg packaging.},
     year = {2022}
    }
    

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  • TY  - JOUR
    T1  - Marketing Mix Contribution to Pandanwangi Rice Sales Turnover: Case Study in CV. Pure Cianjur, Karang Tengah District, Cianjur Regency
    AU  - Endah Lisarini
    AU  - Dan Ryana Arti
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    PY  - 2022
    N1  - https://doi.org/10.11648/j.ebm.20220803.13
    DO  - 10.11648/j.ebm.20220803.13
    T2  - European Business & Management
    JF  - European Business & Management
    JO  - European Business & Management
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    EP  - 80
    PB  - Science Publishing Group
    SN  - 2575-5811
    UR  - https://doi.org/10.11648/j.ebm.20220803.13
    AB  - In an effort to get customers, every business person will carry out various strategies in their marketing mix (product strategy, price strategy, promotion strategy, and distribution strategy). It is hoped with the governance of the right marketing mix in accordance with the conditions will increase sales turnover, not least what has been done by the Pandanwangi Cianjur rice entrepreneur. This research was conducted to: 1) describe the contribution of each component of the marketing mix to the sales turnover of Pandanwangi rice in CV. Pure Cianjur; 2) examine the contribution of each component of the marketing mix to the sales turnover of Pandanwangi rice at CV Pure Cianjur. Data collected from CV. Pure Cianjur and six supermarket outlets supplying pure Pandanwangi rice from CV. Pure Cianjur. The analytical method used is descriptive quantitative multiple linear regression. The research results are as follows: 1) Pure Pandanwangi rice marketed by CV Pure Cianjur is divided into several packaging sizes, namely 5 Kg, 2.5 Kg, and 1 Kg packages. Level 1 marketing distribution channel, namely selling products through retail companies first before finally reaching the hands of final consumers. Promotional activities carried out by CV Pure Cianjur at its retail company are providing a discount of 10% of the selling price. 2) The biggest contribution of the marketing mix to sales turnover is the price mix, followed by the place mix. Product mix and promotion contributed insignificantly, except for 1 kg packaging.
    VL  - 8
    IS  - 3
    ER  - 

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Author Information
  • Agribusiness Department, Universitas Suryakancana, Cianjur, Indonesia

  • Agribusiness Department, Universitas Suryakancana, Cianjur, Indonesia

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