Strategi Pemasaran Jamu Tradisional "Mbah Kanik" Dimasa Pandemi Covid-19 (Studi Kasus Produsen Ukm Jamu Tradisional "Mbah Kanik" Di Desa Gudang, Kecamatan Boyolali, Kabupaten Boyolali)

Nurwanto, Wahyu Dwi and , Dr. Wafrotur Rohmah, M.M. (2023) Strategi Pemasaran Jamu Tradisional "Mbah Kanik" Dimasa Pandemi Covid-19 (Studi Kasus Produsen Ukm Jamu Tradisional "Mbah Kanik" Di Desa Gudang, Kecamatan Boyolali, Kabupaten Boyolali). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to describe the marketing strategies and constraints of herbal medicine during the COVID-19 pandemic. The type of research used is qualitative research method with case study research design. Data collection techniques in this study were carried out by in-depth interview, observation and documentation techniques. The validity of the data is done by the techniques of source triangulation and triangulation methods. while for data analysis techniques using interactive models, namely with data collection steps, data reduction, data presentation and data conclusion. The results showed (1) the marketing strategy of jamu mbah kanik uses marketing mix 7P, namely jamu mbah kanik products differentiate products by determining the logo and product packaging, the price of jamu mbah kanik is affordable cheap, promotion by utilizing social media (WhatsApp, Facebook, Instagram), strategic location, dexterous workers in the process of making and finishing, the process strategy carried out by jamu mbah kanik is the manufacturing process in accordance with the existing SOP to service to consumers, namely home delivery services and services through expedition services, the production house and the facilities used are adequate to support the smooth running of a production. (2) the obstacle faced in implementing the marketing strategy are promotion and competition with other SMEs.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	marketing strategy, traditional herbal medicine, marketing mix 7P
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	WAHYU DWI NURWANTO
Date Deposited:	18 Aug 2023 03:22
Last Modified:	18 Aug 2023 03:23
URI:	http://eprints.ums.ac.id/id/eprint/116044

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