PELAKSANAAN STRATEGI BAURAN PEMASARAN MIE LETHEK MBAH MENDES JL. SARIREJO DEPOK MAGUWOHARGO SLEMAN YOGYAKARTA

Abstract

Tujuan penelitian mengetahui: 1) Pelaksanaan strategi bauran pemasaran yang dilakukan rumah
makan mie lethek Mbah Mendes Jl. Sarirejo, Depok Maguwoharjo Sleman, Yogkarta mencakup
product, price, promotion, place, people, process, physical evidence, 2) Tanggapan konsumen
terhadap pelaksanaan strategi bauran pemasaran yang dilakukan rumah makan mie lethek Mbah
Mendes. Penelitian merupakan penelitian deskriptif kauntitatif. Populasi penelitian pemilik mie
lethek Mbah Mendes. Sampel penelitian konsumen mie lethek Mbah Mendes 100 konsumen di
dapat dari total pengunjung selama satu bulan sebanyak 3.000 kemudian dihitung menggunakan
rumus Slovin . Uji coba instrumen pada 30 responden. Penentuan sampel nonprobability sampling
dan sampling insidental. Hasil penelitian: bauran pemasaran mie lethek Mbah Mendes yang
dilakukan pemilik usaha dikategorikan baik dengan kriteria 107,5 ≤ x < 161,2 dengan nilai x
sebesar 144; tanggapan konsumen terhadap bauran pemasaran mie lethek Mbah Mendes
dikategorikan baik dengan kriteria 8.000 ≤ x < 12.000,05 dengan nilai x sebesar 10.191.

Kata kunci: Strategi Bauran Pemasaran, Mie Lethek Mbah Mendes

ABSTRACT
The purposes of this research is to identify 1) The implementation of the marketing mix strategy at
noodles lethek Mbah Mendes Jl. Sarirejo Depok MaguwoharjoSleman Yogyakarta ranging from product,
price, place, promotion, people, process and physical evidance, 2) The consumer’s responses towards the
implementation of the marketing mix strategy at noodles lethek Mbah Mendes This research was a
descriptive research using quantitative approach. The population of the research was the owner of noodle
lethek Mbah Mendes. The sample the consumers noodles lethek Mbah Mendes 100 consumers in a can of the
total visitors during a month 3.000 later conculated using formulas Slovin. The trial of an instrument
carried on 30 people of respondents. The sample was determined through nonprobablity sampling and the
sampling method used was incidental sampling. The result of the study be seen 1) business owners are
categorized as good criteria 107,5 ≤ x < 161,2 with value x of 144; consumer’s are categorized as good
criteria 8.000 ≤ x < 12.000,05 with value x of 10.191.

Keyword: Marketing Mix Strategy, Mie Lethek Mbah Mendes