Pemasaran Produk UMKM Ampyang Jawa Di Kabupaten Karanganyar

Setyowati, Hernida Dwi and , Titik Ulfatun, S.Pd., M.Ed (2022) Pemasaran Produk UMKM Ampyang Jawa Di Kabupaten Karanganyar. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to describe the marketing mix strategy for Ampyang Jawa products in Karanganyar Regency, as well as the supporting and inhibiting factors of the marketing mix for Ampyang Jawa UMKM. This study uses a qualitative approach with a case study research design. Data collection techniques using interviews and documentation techniques. The sources for this research consisted of MSME owners, one employee and one customer. The validity of the data used is source triangulation, while data analysis techniques include data reduction, data presentation and drawing conclusions. The results of this study show that 1) The marketing strategy implemented by UMKM Ampyang Jawa is the 7P marketing mix strategy (Product, Price, Place, Promotion, Process, People, Physical Evidence). Ampyang products have many variations and are made from quality raw materials. The price of the product is affordable. The location is in a strategic place. Promotions are carried out online and offline. The production process starts from the preparation of raw materials, processing, printing, packaging and marketing. Has a workforce of 12 people. The physical evidence of the Ampyang Jawa UMKM is the availability of a comfortable business place, a large parking area, the existence of a prayer room and toilets. 2) Supporting factors for UMKM Ampyang Jawa, namely product quality factors, price factors, and promotion factors. While the inhibiting factors are the lack of availability of raw materials, production processes that have not met demand and the lack of availability of human resources

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Ampyang, 7P Marketing Mix, Supporting Factors, Inhibiting Factors
Subjects:	H Social Sciences > HB Economic Theory L Education > LC Special aspects of education > LC5301 Economic Education
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	HERNIDA DWI SETYOWATI
Date Deposited:	28 Nov 2022 06:16
Last Modified:	28 Nov 2022 06:16
URI:	http://eprints.ums.ac.id/id/eprint/106696

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