Efektivitas Strategi Bauran Pemasaran Terhadap Daya Saing Produk Boneka (Studi Kasus pada Sentra Industri Boneka Sukamulya Bandung)
This study aims to determine the effectiveness of the Marketing Mix Strategy on Product Competitiveness. This research was enthused by the fact that the SMEs (Micro Small Business) have not made the most of their product sale in a large market because of lack of product competitiveness. This study used a descriptive quantitative approach in which the data were processed in SPSS V.20. The results showed that if the product marketing strategy was well implemented, the doll product competitiveness increased by 0.518 per unit. If the price strategy was well executed, the doll product competitiveness increased by 1,019 per unit. If the distribution strategy was properly implemented, the doll product competitiveness increased by 0.616 per unit. If the promotion strategy was well implemented, the doll product competitiveness increased by 1.133 per unit. Based on the results of the analysis, the researchers suggests that the product should be adapted to market desires, the product brand must be visible and memorable to consumers, appropriate media should be appropriately selected in product promotion to increase product competitiveness.