PEMASARAN HASIL KERAJINAN KIPAS TANGAN “PNJ SOUVENIR” DI DESA KEPRABON POLANHARJO KLATEN

PAMUNGKAS, PUTRI and -, Dra. Titik Asmawati, SE, M.Si (2021) PEMASARAN HASIL KERAJINAN KIPAS TANGAN “PNJ SOUVENIR” DI DESA KEPRABON POLANHARJO KLATEN. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to describe the marketing strategy of craft business the "PNJ Souvenir" through the marketing mix including product, price, place, and promotion strategies so that the company is able to settle the acquirement and the perfomance in the future. The type of research used in this research is qualitive with an ethnographic design. The subjects of this research are the owners, the production staff, and the "Pnj Souvenir" fan craftsman.To collect the data, the researcher used interviews, observation, documentation. In the data analysis, the researcher used data collection, data reduction, data presentation, and drawing conclusions. The results revealed that (1) The product strategy is offered in two options, by custom designing and providing various types, shapes and patterns of hand fans (2) The pricing strategy is determine by adjusting to the type, shape, size of the fan, level of difficulty/creativity, and ensures the conformity of the price set by the company with the price set in the market with similar products. (3) The place strategy used by the Pnj Souvenir are divided into two distribution, directly and indirectly. In direct distribution, the costumers can come directly to the store. While, in the indirect distribution, the producers distribute their goods to agents outside the city. (4) The promotion strategy are conducted by promotional activities with personal selling by spreading through word of mouth, and conducting creative economy exhibitions that have been held by the Regional Government.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	MSME, Marketing Strategy, Hand Fan Craft
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	PUTRI PAMUNGKAS
Date Deposited:	05 Aug 2021 05:36
Last Modified:	05 Aug 2021 05:36
URI:	http://eprints.ums.ac.id/id/eprint/92614

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