Lestari, Sri and , Dr. Djalal Fuadi, M.M. (2023) Strategi Pemasaran Industri Gethuk Dalam Meningkatkan Volume Penjualan (Studi Kasus Home Industry "sa'beruk" Di Desa Beruk Kecamatan Jatiyoso Kabupaten Karanganyar). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The purpose of this study was to describe the marketing strategy and determine the supporting factors and inhibiting factors for increasing sales volume in the "Sa'Beruk" home industry which produces preparations made from cassava or cassava. This type of research uses qualitative methods, with a case study design. Data collection techniques by way of observation, in-depth interviews and notes and documentation. The data analysis technique used is descriptive with source and technique triangulation as a test of the validity of the research data. With data analysis techniques data reduction, data presentation and drawing conclusions. The research results show that: a). To increase sales volume, the "Sa'Beruk" home industry implements a marketing mix strategy consisting of product, price, place, promotion, people/participants, process and physical evidence. Where it can be concluded that the home industry "Sa'Beruk" with various elements in the marketing mix strategy used is less capable of implementing it, and lacking in products that have not received certification from PIRT, but can still be said to be in accordance with theory with various supporting elements. And also the place is far from the crowds so it's rare for buyers from outside the home industry area; b) There are several driving factors and inhibiting factors in implementing the "Sa'Beruk" gethuk marketing strategy. Inhibiting factors, including lack of expertise in promotion and lack of product innovation so that it has characteristics that are different from other products. And also don't have PIRT certification for this gethuk home industry business. In addition to the inhibiting factors, the driving factor in the marketing of gethuk “Sa'Beruk” is that it is a traditional food that is very popular with many people, from young to old, even in demand by non-local residents, has good quality because the raw materials chosen are very good. Guaranteed taste, protected from harmful substances because it does not use preservatives in the manufacture of its products and the prices given are very affordable.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | strategi pemasaran, faktor penghambat dan pendukung, volume penjualan, home industry, gethuk “Sa’Beruk”. |
| Subjects: | L Education > LC Special aspects of education > LC5301 Economic Education |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi |
| Depositing User: | SRI LESTARI |
| Date Deposited: | 07 Aug 2023 09:25 |
| Last Modified: | 07 Aug 2023 09:25 |
| URI: | http://eprints.ums.ac.id/id/eprint/114513 |
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