The Effects of Product and Promotion Development on the Control of CV. Hamira Paving Block Market Share in Bangka Belitung

Abstract

Marketing Strategy is an integrated comprehensive plan in the field of marketing in achieving company goals through the marketing mix which includes Product, Price, and Place, and Promotion strategies. To win business competition for a particular product or service, every business actor is required to be able to determine the most appropriate strategy for the dynamic and rapidly changing strategic environment. This study aims to analyze the strategy of a company engaged in the production of paving blocks in Bangka Belitung in its efforts to increase the market share of its products. The company applies a strategy with a marketing concept with an emphasis on product and promotion development strategies. From the results of the analysis using multiple linear regression analysis, it is known that the product and promotion development strategy carried out by CV. Hamira Paving Block has a significant and positive influence on the market share of these products in Bangka Belitung Province. This means that the more the production and promotion costs, both partially and simultaneously allocated, will increase, the market share will also increase.