Analysis Of The Implementation Strategies Marketing Mix in the Luwak Coffee Industry, Batu Bandung Village Farmers Group, Kepahiang.

Abstract

The purpose of this study was to determine the marketing mix carried out by luwak coffe industry Batu Bandung Village in increasing sales of luwak coffee. The type of this research is qualitative analysis with 4 informants and this research method uses interviews, observations, and documentation, the place of research is luwak coffe industry farmers groups. The research approach used is qualitative analysis, the data source consists of primary and secondary data, the validity of the data using triangulation. From the results of this study, it can be explained that to increase product sales the company can implement a marketing mix of 4P