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

Endah Lisarini; Dan Ryana Arti

doi:doi:10.11648/j.ebm.20220803.13

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

Endah Lisarini, Dan Ryana Arti

Published in European Business & Management (Volume 8, Issue 3)

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), 2024. Published by Science Publishing Group

Keywords

Marketing Mix, Pandanwangi Rice, Sales Volume

References

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[8]	Kotler P, Keller KL. (2009). Manajemen Pemasaran Edisi 13 Jilid 2. Jakarta: Erlangga.
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[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.
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[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.
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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
Y1 - 2022/06/09
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
SP - 76
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

Endah Lisarini

Agribusiness Department, Universitas Suryakancana, Cianjur, Indonesia
Dan Ryana Arti

Agribusiness Department, Universitas Suryakancana, Cianjur, Indonesia

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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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