The Management Journal of BINANIAGA Vol. 04, No. 02, December 2019 p-ISSN: 2527 – 4317, e-ISSN: 2580 – 149x 6 th Accreditation Rating: April 04, 2019 – April 03, 2024 Ragil Pardiyono and Rina Indrayani. Marketing Priority Analysis Based on Marketing Mix in Luvrina Fashion Page : 45 Research. Marketing priority analysis based on marketing mix in Luvrina Fashion Ragil Pardiyono Universitas Jenderal Achmad Yani Bandung ragilpardiyono@gmail.com Rina Indrayani Sekolah Tinggi Teknologi Bandung rina@sttbandung.com Received: July 25, 2019; Accepted: August 12, 2019; Published: December 31, 2019 To cite this article: Pardiyono, Ragil, Rina Indrayani. 2019. Marketing Priority Analysis Based on Marketing Mix in Luvrina Fashion. The Management Journal of BINANIAGA. 4 (2): 45-54. doi: 10.33062/mjb.v4i2.335 Abstracst. Luvrina Fashion is a specialty clothing store located in the mature woman Jatinangor Town Square. Fashion Luvrina sales value in recent months has decreased. As the Micro, Small, Medium, he needs a business management that consists of financial management, marketing, production, distribution, and human resources to conduct its business. Marketing aspect is an important factor for companies to carry out his life (Bayu Promukoto, 2018). Thus the purpose of this research is the analysis of marketing priorities based model of the marketing mix. Tools of data collection using a questionnaire with 23 variables and the respondents as many as 100 visitors. The method used is the analysis of factors with steps Preparing Raw Data Matrix, Matrix Correlation between Variables, Calculations Eigenvalue, Extraction of factors, weighting factors, Rotation Factor, and determination of manifest variables that Form Factor. The results of data processing that marketing priorities with marketing mix models in a fashion luvrina is factor 1 has eigenvalue equal to 17.950 which includes the availability of diverse models of clothes, clothing quality, low price, method of payment by debit card, as well as their discount. The next priority is a factor 2, factor 3, a factor of 4, and a factor of 5. Keywords: Marketing, Marketing Mix, Factor Analysis Background Luvrina Fashion is a women's clothing store Jatinangor adults located in the Town Square. Jatinangor Town Square or JATOS is one of the shopping center / mall in the border area of Bandung Sumedang. JATOS located in a very strategic location, on Highway Jatinangor No. 150 Sumedang, which is the main route of West Java Province and is located between four major universities in West Java, namely IPDN, ubuntu, ITB and IKOPIN as well as large scale industries. It makes JATOS as a potential place for entrepreneurship and strategic place to be used as a spot of shopping, dining and recreational for the surrounding community. Fashion Luvrina sales value in recent months has decreased. This can be seen in the chart below,