ANALISIS STRATEGI MARKETING MIX TERHADAP PRODUK TEH BUTONG PADA PT PERKEBUNAN NUSANTARA IV UNIT TEH BAH BUTONG: Analisis Strategi Bauran Pemasaran Produk Teh Butong Pada PT Perkebunan Nusantara IV  (Unit Teh Bah Butong)

Dilla Afrilia; Tika Nirmala Sari

doi:10.22437/jiseb.v28i02.41502

Authors

Dilla Afrilia fakultas ekonomi dan bisnis, Universitas potensi utama
Tika Nirmala Sari Department Management Study Program, Economic Faculty, Potential Utama University, Nort Sumatra

DOI:

https://doi.org/10.22437/jiseb.v28i02.41502

Keywords:

Business to Consumer, Brand Loyalty, Brand Awareness, Grade, Marketing Mix, Tea

Abstract

The rapid evolution of the Indonesian beverage industry has compelled traditional agribusiness firms to diversify their operations from bulk commodity production to consumer-oriented retail markets. As competition intensifies, state-owned enterprises (BUMN) must adopt sophisticated marketing frameworks to successfully transition into the Business-to-Consumer (B2C) segment. Within this context, PT Perkebunan Nusantara IV (PTPN IV) has strategically leveraged its heritage in tea production to establish a presence in the competitive retail landscape. This study aims to discover the implementation of the 7P marketing mix strategy by PT Perkebunan Nusantara IV Unit Bah Butongwhich released a new product to enter the retail market in Indonesia. The product is a black tea with the brand name “Teh Butong”. The teaproduced is categorized as powdered tea and teabags with premium and regular quality. This study uses qualitative methods with data collection using interviews and observation techniques of PTPN IV employees that are responsible for the teh Butong product. The results of the studyshowed the importance of implementing the 7P marketing mix strategy as an effective way to obtain the consumers. This study also explained how PTPN IV's efforts in maximizing the marketing activities of its new tea products by utilizing the 7P marketing mix strategy as an effort to increase sales to achieve the targets of the company. The findings imply that the company’s marketing mix strategy is centered on building brand loyalty within the local market to sustain competitiveness. It is also imperative for management to perform regular assessments of these strategies to drive sales growth and broaden market reach.

Downloads

Download data is not yet available.

References

Agustina, F. (2020). Produk Teh PTPN IV Bersiap Masuk Pasar Ritel.https://sumatra.bisnis.com/read/20200909/534/1289358/produk-teh-ptpn-iv-bersiap- masuk-pasar-ritel . (Diakses tanggal 2 April, 2022).

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.

Clarissa, S.P, Darsono, & Adi, R. K. (2019). Strategi Bauran Pemasaran The Hitam Original Industri Teh Gondang Sari Kemuning, Karanganyar. AGRISTA. 7(2), 39–53.

Damanik D. A.,Harahap, A., & Pailis, E. A. (2015). Analisis Faktor-Faktor Yang Mempengaruhi Produksi Teh (Studi Kasus: PTPN IV Bahbutong, Kec. Sidamanik, Kab. Simalungun Sumatera Utara). Jurnal Fekon, 2(2), 1–15.

Dewi, I. (2020). Tingkatkan Laba Perusahaan, Teh PTPN IV Akan Masuk Pasar Ritel. www.holding-perkebunan.com/tingkatkan-laba-perusahaan-teh-ptpn-iv-akan-masuk- pasar-ritel. (Diakses tanggal 2 April, 2022).

Fadila, B., Khaswarina, S., & Kusumawaty, Y. (2022). The Effect Of Marketing Mix Strategy On Marketing Performance Of Smallholder Rubber Farmers In Gunung Toar District, Kuantan Singingi Regency. Agricultural Socio-Economics Journal, 22(4), 245-253.

Khadijah, T. S., Irnad, ., & Utama, S. P. (2016). Strategi Pemasaran Teh Hitam Merk “Alam Dempo” Pada CV. Karya Sejahtera Pagar Alam. Jurnal AGRISEP, 15(2), 213–222.

Kotler, P. (2000). Marketing Management, Millenium Editions. Wiley: New York.

Kotler, P., Setiawan, I., & Kartajaya, H. (2024). Marketing 6.0: The Future is Immersive. Wiley.

Marcelina, J., & Tantra, B. (2017). Pengaruh Marketing Mix (7P) Terhadap Keputusan Pembelihan Pada Guest House Di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, (2015), 1–16.

Maulana, S., Najib, M., & Sarma, M. (2021). Analysis of the Effect of Marketing Mix on Consumer Trust and Satisfaction on Online Purchasing of Organic Food During the Outbreak of the Covid-19. Jurnal Aplikasi Manajemen, 19(2), 257–271.

Nasution, E. E., Mulyo, J. H., & Suryantini, A. (2023). Analysis of carrying capacity in Jambi Province. In E3S Web of Conferences (Vol. 373, p. 06007). EDP Sciences.

Prasetyani, D. (2023). The Effect of Price Strategy and Product Quality on Customer Loyalty. Journal of Applied Finance and Management (JAFM), 6(3).

Putri, C. P., Darsono., & Adi, R.K. (2019). Strategi Bauran Pemasaran Teh Hitam Original Industri The Gondang Sari Kemuning, Karanganyar. Agrista, 7 (2)

Siregar, E. (2020). PTPN IV pastikan jual the secara ritel dalam tahun 2020. https://www.antaranews.com/berita/1766065/ptpn-iv-pastikan-jual-the-secara-ritel- dalam-tahun-2020. (Diakses tanggal 2 April, 2022).

Sukotjo, H., & Radix, S. (2020). Analisa Marketing Mix-7P (Produk, Price, Promotion, Place, Partisipant, Process, dan Physical Evidence) terhadap Keputusan Pembelian Produk. Jurnal Mitra Ekonomi Dan Manajemen Bisnis, 1(2), 216–228.

Sunarwing, A. (2019). Analisis Strategi Marketing Mix dalam Meningkatkan Volume Penjualan The Botol Sosro Kota Makassar. Skripsi. Universitas Muhammadiyah Makassar.

Yazarah Fauziah Ulfah. (2017). Analisis Strategi Pemasaran Produk Teh Hijau Celup Cap Dua Petani Kabupaten Bandung, Provinsi Jawa Barat. Jurnal Manajemen Dan Bisnis (Performa), 14(2), 198–211.

Yulita, R. R., Daryanto, A., & Indrawawan, R. D. (2021). Comparison of Marketing Mix Determination on Purchasing Decisions of Pakde Jangkung Meatballs. Jurnal Riset Ekonomi Manajemen (REKOMEN), 4(2), 133–146.

Zahrah, A., Mandey, S. L., Mangantar, M. (2021). Analisis Marketing Mix Terhadap Volume Penjualan Pada UMKM RM. Solideo Kawasan Bahu Mall Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 216–226.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm.