ANALISIS PERSAINGAN BISNIS RITEL ANTARA ALFAMART DAN INDOMARET DALAM PERSPEKTIF MARKETING MIX (STUDI KASUS DI KOTA BATAM)

  • Riki Riki Sekolah Tinggi Ilmu Ekonomi Galileo
Keywords: Business competition, Alfamart and Indomaret, Marketing Mix

Abstract

Along with the era of times, many business actors, especially the existing retail business businesses are competing closely with each other in furthering its business efforts. The phenomenon of development with the existence of retail business in Indonesia is now experiencing a rapid increase. Competition looks even stronger when there are many convenience stores such as Alfamart and Indomaret close together. In addition to the selection of places, also seen in terms of marketing mix is: Price, products, promotions and services are not much different between Alfamart and Indomaret. The type of research done is qualitative research with a descriptive approach. A descriptive approach is a thorough, broad, and profound research approach. The result of this research is that the retail business competition between Alfamart and Indomaret is in the perspective of marketing mix in Batam City, that the products sold are equally diverse and varied. In terms of pricing Alfamart and Indomaret showed both stores are quite balanced, but some products show that the price at Alfamart is more expensive even though the difference in price is not much different. The promotion is held together with the program every month, both using the promotion of print media and electronic media such as: catalogs, brochures, member card programs for loyal customers, pamphlets, banners, banners, and through social media as a means of communication in conducting broad marketing

Published
2020-06-08
How to Cite
Riki, R. (2020). ANALISIS PERSAINGAN BISNIS RITEL ANTARA ALFAMART DAN INDOMARET DALAM PERSPEKTIF MARKETING MIX (STUDI KASUS DI KOTA BATAM). Khazanah Ilmu Berazam, 3(2), 162 - 173. Retrieved from http://ejournal.ymbz.or.id/index.php/KIB/article/view/168