Analisis Sistem Bauran Pemasaran dalam Sistem Bon (Hutang) di Kedai Harian Adifa Kenagarian Koto Tangah Analysis of the Marketing Mix System in the Credit (Debt) System at Kedai Harian Adifa Kenagarian Koto Tangah

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Page Numbers: 5802-5824
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Published: Aug 28, 2026
Digital Object Identifier: 10.58578/arzusin.v6i5.11897
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Authors:
Ihwan Fauzi1*, Aidil Alfin2
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Ihwan Fauzi
UIN Sjech M. Djamil Djambek Bukittinggi
Aidil Alfin
UIN Sjech M. Djamil Djambek Bukittinggi

Abstract

The bon (store-credit) system is a transaction practice that continues to be used in community retail businesses. However, studies specifically analyzing the relationship between the bon system and the implementation of the marketing mix in traditional retail businesses remain limited. This study aimed to analyze the implementation of the marketing mix within the bon system at Kedai Harian Adifa, Koto Tangah Nagari, and to identify constraints in its management. This study employed a qualitative approach with a descriptive design through field research. The informants comprised the owner of Kedai Harian Adifa and five consumers selected based on their direct involvement in the bon system. Data were collected through interviews, observation, and documentation and subsequently analyzed through data reduction, data presentation, and conclusion drawing. The results showed that, of the five marketing mix elements analyzed—product, price, place, promotion, and people—price and promotion were the elements most closely associated with the implementation of the bon system. The system provided customers with payment flexibility while strengthening trust-based relationships between the store owner and consumers. However, its implementation faced constraints in the form of late payments and the risk of uncollectible receivables, which could affect business sustainability. These findings extend understanding of the contextual implementation of the marketing mix in microenterprises, particularly in managing credit-based transactions in traditional retail businesses. This study emphasizes the importance of more structured recording, monitoring, and control of the bon system to ensure that transaction flexibility can continue to be offered to customers without disrupting cash flow and business sustainability.

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Article Details

How to Cite
Fauzi, I., & Alfin, A. (2026). Analisis Sistem Bauran Pemasaran dalam Sistem Bon (Hutang) di Kedai Harian Adifa Kenagarian Koto Tangah. ARZUSIN, 6(5), 5802-5824. https://doi.org/10.58578/arzusin.v6i5.11897

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