Published date: Jan 03 2024

Journal Title: KnE Social Sciences

Issue title: 3rd International Conference on Humanities Education, Law and Social Sciences (3rd ICHELSS)

Pages: 890–899

DOI: 10.18502/kss.v9i2.14908

Dadang munandardadangm@iwu.ac.idInternational Women University, Bandung, Jawa Barat, Indonesia

Dewi IndrianiInternational Women University, Bandung, Jawa Barat, Indonesia

Wentri MerdianiInternational Women University, Bandung, Jawa Barat, Indonesia

Hendar RubedoInternational Women University, Bandung, Jawa Barat, Indonesia

Nur JamilahInternational Women University, Bandung, Jawa Barat, Indonesia

Technology is evolving swiftly in the modern day, especially in communication. One instrument that is used on a global scale is the smartphone. The purpose of this study is to evaluate the marketing mix’s effectiveness at the X smartphone store. This study uses a descriptive qualitative design to investigate the current state of a class of current occurrences, an object, a condition, or a human group. In this study, inductive was utilized by the researchers to examine, evaluate, and derive conclusions from field phenomena. The productivity of the business will demonstrate how well the marketing mix was implemented. When it comes to luring clients or consumers to the store for all their smartphone needs and accessories, the deployment of a marketing mix marketing approach is seen to be highly successful. Additionally, the X smartphone store’s advertising team consistently develops fresh, inventive ways to market smartphone products in an effort to draw in more customers and help the business succeed in the long run.

Keywords: marketing mix, smartphone, business

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