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Abstract

Penelitian ini mengeksplorasi penurunan penjualan di Pasar Tanah Abang, dipicu oleh persaingan online dan tren belanja pandemi. Fokus pada pengaruh bauran pemasaran terhadap minat beli dan keputusan pembelian konsumen. Metode kuantitatif digunakan dengan 300 responden dan skala Likert. Hasil menunjukkan faktor produk, harga, promosi, dan distribusi memengaruhi minat beli. Pedagang disarankan menggunakan strategi promosi yang menarik dan harga terjangkau. Adaptasi terhadap tren online dan pemasaran efektif membantu daya saing pedagang. Kesimpulan menekankan pentingnya strategi promosi dan harga yang terjangkau serta adaptasi terhadap tren digital bagi pedagang di Pasar Tanah Abang. Ini memberikan arahan praktis untuk meningkatkan kinerja pemasaran dan relevansi dalam pasar yang berubah..

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Bauran Pemasaran

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Ocu, H. A. ., & Nurhazizah, E. . (2024). Analisis Bauran Pemasaran Terhadap Minat Beli Dan Dampaknya Terhadap Keputusan Pembelian Produk Pasar Tanah Abang . Economics and Digital Business Review, 5(2), 258–269. https://doi.org/10.37531/ecotal.v5i2.1478
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