Strategi Pengembangan Marketing Mix 7P Pada Jasa Raff Transport Bantul Yogyakarta
DOI:
https://doi.org/10.31004/joecy.v5i2.610Keywords:
Strategi pemasaran, Marketing Mix 7P, Keputusan pelanggan, raff transportAbstract
Penelitian ini bertujuan untuk menganalisis implementasi elemen marketing mix 7P oleh Raff Transport dalam meningkatkan keputusan penggunaan jasa, mengidentifikasi kendala dalam penerapan strategi pemasaran berbasis marketing mix 7P, serta merumuskan optimalisasi strategi pemasaran untuk menghadapi persaingan di sektor transportasi Yogyakarta. Metode penelitian yang digunakan adalah kualitatif dengan teknik pengumpulan data melalui wawancara mendalam. Wawancara dilakukan terhadap tujuh narasumber, terdiri dari satu manajer, satu manajer pemasaran, dua staf marketing, dan lima pengguna jasa Raff Transport. Hasil penelitian menunjukkan bahwa Raff Transport telah menerapkan elemen marketing mix 7P dengan baik, meliputi produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Faktor utama yang mempengaruhi keputusan pelanggan adalah kualitas layanan, harga yang kompetitif, kemudahan akses melalui platform digital, serta strategi promosi yang menarik. Namun, terdapat kendala dalam persaingan harga dan efisiensi operasional. Pelanggan mengapresiasi pelayanan yang cepat, ramah, dan komunikatif, serta proses pemesanan dan pembayaran yang mudah. Meski demikian, masih diperlukan perbaikan dalam pemeliharaan kualitas kendaraan dan optimalisasi promosi di media sosial. Penelitian ini merekomendasikan evaluasi berkelanjutan terhadap strategi pemasaran, peningkatan distribusi layanan, serta perluasan jangkauan untuk memperkuat daya saing di pasar yang semakin kompetitif.
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