ANALISIS PENERAPAN BAURAN PEMASARAN 7P PADA MEREK BWBYAZ DI ERA DIGITAL - FIRST

CATHERINE MARINA, . (2026) ANALISIS PENERAPAN BAURAN PEMASARAN 7P PADA MEREK BWBYAZ DI ERA DIGITAL - FIRST. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji dan menjelaskan persepsi konsumen terhadap penerapan bauran pemasaran 7P oleh Bwbyaz di era digital-first. Fenomena ini didasari oleh pertumbuhan ekonomi digital Indonesia serta keluhan konsumen terkait penjualan langsung, lamanya waktu pemesanan, ketersediaan stok, kualitas produk, kesesuaian harga, dan responsivitas layanan. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan 130 responden perempuan di Jabodetabek yang pernah membeli produk Bwbyaz melalui saluran digital atau offline dan pernah berinteraksi dengan layanan Bwbyaz. Data dikumpulkan menggunakan kuesioner skala Likert yang mencakup produk, harga, tempat, promosi, orang, proses, dan bukti fisik, kemudian dianalisis menggunakan validitas, reliabilitas, dan statistik deskriptif dengan SPSS versi 29. Hasil menunjukkan bahwa bukti fisik, produk, promosi, sumber daya manusia, dan tempat secara umum dipersepsikan secara positif. Namun, harga dan proses merupakan dimensi terlemah, terutama kenyamanan dengan sistem pemesanan awal, kesesuaian harga-manfaat, dan kesesuaian harga-kualitas. Temuan ini menunjukkan bahwa Bwbyaz perlu meningkatkan transparansi operasional, manajemen pemesanan awal, respons layanan, alokasi stok, dan persepsi nilai uang yang sepadan dengan mempertahankan identitas visual dan keunggulan platform digitalnya. Kata Kunci: Marketing Mix 7P, Brand Fashion Lokal, Pemasaran Digital, Digital-First ***** This study aims to examine and explain consumer perceptions of the implementation of the 7P marketing mix by Bwbyaz in the digital-first era. This phenomenon is driven by the growth of Indonesia’s digital economy as well as consumer complaints related to live selling practices, long pre-order waiting times, stock availability, product quality, price suitability, and service responsiveness. This research employed a descriptive quantitative approach involving 130 female respondents in the Greater Jakarta area who had purchased Bwbyaz products through digital or offline channels and had interacted with Bwbyaz services. Data were collected using a Likert-scale questionnaire covering product, price, place, promotion, people, process, and physical evidence, and were analyzed using validity, reliability, and descriptive statistical tests with SPSS version 29. The results indicate that physical evidence, product, promotion, people, and place were generally perceived positively by consumers. However, price and process emerged as the weakest dimensions, particularly regarding convenience with the pre-order system, price-benefit suitability, and price-quality suitability. These findings suggest that Bwbyaz needs to improve operational transparency, pre-order management, service responsiveness, stock allocation, and consumers’ perceived value for money, while maintaining its visual identity and strengths in digital platforms. Keywords: Marketing Mix 7P, Bwbyaz, Digital Marketing, Digital-First

Item Type:	Thesis (Sarjana)
Additional Information:	1). Agung Kresnamurti Rivai P., MM. ; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Catherine Marina .
Date Deposited:	19 Jun 2026 03:51
Last Modified:	19 Jun 2026 03:51
URI:	http://repository.unj.ac.id/id/eprint/66357

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