Marketing Mix Analysis of Herbal Beverage Product Turmeric Honey in City of Muaro

Abstrak

This study aims to analyze the marketing mix of the Turmeric Honey Herbal Beverage product in Nagari Muaro. The research location was determined purposively, with data collected through observation, interviews, documentation, and questionnaires. The analytical methods used include validity and reliability tests, followed by a descriptive analysis. The results indicate that the marketing mix strategy has been implemented effectively. However, the product and promotion variables showed the lowest performance, primarily due to consumers' limited understanding of the product's benefits and the ineffectiveness of direct marketing strategies. In contrast, the distribution variable demonstrated the highest performance, attributed to a well-organized distribution system that facilitates consumer access. Overall, the marketing strategy for the Turmeric Honey Herbal Beverage in Nagari Muaro is considered relatively successful, although there is room for improvement in promotional efforts and consumer education.