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October 2, 2025JALOW | Journal of Agribusiness and Local WisdomOpen Access

Marketing Mix Analysis of Banana Chips in Darma Jaya Agroindustry in Jambi City

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Authors

RMRosa MayshintaIWIra WahyuniEEEndy Effran

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Overview

Quantitative analysis shows good marketing mix application in banana chips production, indicating areas for promotional improvement.

Key Points

  • The marketing mix analysis reveals that Darma Jaya Agroindustry maintains quality in product, price, and place.
  • Promotion and physical evidence scored lower, reflecting potential challenges in visibility and marketing strategies.
  • Using a quantitative descriptive method with a Likert scale, responses from 30 consumers were assessed for their feedback.
  • Overall, the findings suggest that enhancing promotional strategies could elevate product visibility and market reach.

Cite This Study

Mayshinta et al. (2025) studied this question.

synapsesocial.com/papers/68de6f4283cbc991d0a22e3dhttps://doi.org/10.22437/jalow.v8i2.46525
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