DETAIL JURNAL
AGUS MICTYSON
Vol.8 No.1 Maret 2016
Sekolah Tinggi Ilmu Ekonomi (STIE) YBPK Palangka Raya
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This study aims to identifying factors marketing mix Huma Harati city of Palangkaraya and determine the marketing mix strategy used Huma Harati Palangkaraya. Data analysis technique used was the Factor Analysis of the marketing mix and SWOT analysis to establish marketing strategies Huma Harati Palangkaraya. The results using factor analysis of the marketing mix Huma Harati Palangkaraya was identified four marketing mix factors considered important by the respondents, people, price, product and promotion. To the right marketing strategy that is used is the intensive strategy, market penetration, market development and product development acquired from matrix internal external in SWOT analysis.
Keywords: marketing mix services, factor analysis, SWOT analysis, marketing strategy
