STRATEGI PEMASARAN YOGHURT PADA VIO YOGHURT DI BOYOLALI

MURTININGSIH, DEWI and -, Drs. Djoko Suwandi, S.E, M.Pd. (2021) STRATEGI PEMASARAN YOGHURT PADA VIO YOGHURT DI BOYOLALI. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to describe a marketing strategy to increase sales of yogurt on Vio Yogurt, this qualitative description research uses a case study design. This research was conducted at Vio yogurt in Boyolali. The informants of this research are the owner of vio yogurt, one employee, one sales person, and two consumers of Vio Yogurt. Data was collected through interviews, observation and documentation. The validity of the data uses source triangulation by comparing the information obtained through other information from other informants. The data analysis technique used interactive analysis. The results of this study indicate that vio yogurt has used marketing strategies, ranging from (1) product strategy logos, brands, packaging, and labels designed differently for each product variant with attractive and quality, using quality raw materials without preservatives and artificial sweeteners, using traditional tools that are done manually, using labor from the surrounding community, stocking raw materials so that their business is growing, Vio Yoghurt products consist of yogurt drink, presteurized milk, date milk, and frozen vio (2) price strategy using own capital, to pricing using cost plus pricing, increasing profits by increasing the amount of production, carrying out promotional activities, improving product quality so that consumer confidence increases (3) distribution strategy choosing marketing places that are easily accessible to consumers, utilizing influencers to become agents or resellers for their own marketers already covered area Boyolali, Ambarawa and Sragen. (4) the promotion strategy is carried out by personal selling, direct marketing, and participating in food exhibitions, utilizing social media to increase sales, and establishing good relationships with customers.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Strategi Pemasaran, Marketing Mix, Yoghurt
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	DEWI MURTININGSIH
Date Deposited:	24 Aug 2021 06:52
Last Modified:	24 Aug 2021 06:52
URI:	http://eprints.ums.ac.id/id/eprint/93899

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