Implementasi Strategi Bauran Pemasaran (Marketing Mix) 7P pada Bali Glam's

Wiratama, I Gede Putrawan (2025) Implementasi Strategi Bauran Pemasaran (Marketing Mix) 7P pada Bali Glam's. Undergraduate thesis, Politeknik Negeri Bali.

	Text (Full Text) RAMA_93308_2115744066_full.pdf - Accepted Version Restricted to Repository staff only Download (2MB) | Request a copy
	Text (Cover, Bab 1, Bab 5 dan Referensi) RAMA_93308_2115744066_0026076108_0012067204_part.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial Share Alike. Download (991kB)
	Text (iThenticate) RAMA_93308_2115744066_iThenticate.pdf - Accepted Version Restricted to Repository staff only Download (1MB) | Request a copy

Abstract

This research aims to analyze the implementation of the 7P Marketing Mix strategy—Product, Price, Place, Promotion, People, Process, and Physical Evidence—at Bali Glam’s, a micro, small, and medium enterprise (MSME) in the women’s fashion sector located in Legian, Kuta, Bali. Amid the intense competition in the fashion industry, Bali Glam’s seeks to maintain product relevance and business sustainability by adapting to changing market conditions. Using a qualitative descriptive approach, data were collected through in-depth interviews, observation, and documentation involving the owner, employees, and customers. The findings indicate that Bali Glam’s integrates traditional and modern marketing strategies, such as maintaining the uniqueness of Balinese culture in product design, utilizing social media for promotion, and optimizing customer service. However, several weaknesses remain, including manual stock recording and limited understanding of digital marketing trends. The study concludes that effective implementation of the 7P marketing mix is essential to enhance product competitiveness, increase customer loyalty, and ensure long-term business sustainability. This research provides strategic recommendations for improving marketing performance at Bali Glam’s and offers insights into applying marketing strategies in local fashion MSMEs.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Marketing Mix, 7P, MSMEs, Fashion Business, Bali Glam’s, Strategy Implementation.
Subjects:	Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User:	I Gede Putrawan Wiratama
Date Deposited:	04 Sep 2025 16:42
Last Modified:	04 Sep 2025 16:42
URI:	https://repository.pnb.ac.id/id/eprint/19372

Actions (login required)

View Item