Pemasaran Kerupuk Kulit Sapi di Plosowangi, Cawas, Klaten

Fatmawati, Eva Wahyu and , Dr. Suyatmini, M.Si (2021) Pemasaran Kerupuk Kulit Sapi di Plosowangi, Cawas, Klaten. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to describe the marketing strategy of cowhide crackers in Plosowangi Village, Cawas, Klaten, what are the obstacles in marketing cowhide crackers in Plosowangi Village, Cawas, Klaten, and how to overcome obstacles in marketing cowhide crackers in Plosowangi Village, Cawas, Klaten. The type of research used is qualitative research with an ethnographic research design. The research subjects were cowhide crackers producers and employees in Plosowangi Village, Cawas, Klaten. Data collection techniques used are interviews, observation, documentation, while data analysis techniques through data collection, data reduction, data presentation and drawing conclusions. The results showed that the marketing strategy of cowhide crackers in Plosowangi, Cawas, Klaten from two producers used a marketing strategy oriented to the marketing mix which includes product, price, place/distribution, and promotion strategies. For product strategy by maintaining the quality of taste and raw materials used, maintaining product excellence, creating own logo, trademark and packaging. The pricing strategy is seen from the calculation of the cost strategy (cost plus percentage of cost pricing) and profit strategy (target return on sales pricing). In addition, pricing is done by following the prices on the market and giving discounts. The distribution channel/place strategy uses direct and indirect distribution channels. Promotion strategy, including No. HP on the packaging, advertising methods, personal selling, mouth to mouth, and bank assistance. Constraints in the marketing of cowhide crackers are constraints that are influenced by price, lack of capital, decreased purchases on a large scale, lack of human resources (HR), and lack of trust in conducting long-distance transactions. Efforts to overcome the obstacles faced are convincing consumers of the quality of the products sold, utilizing savings and loan institutions, persuading and offering products back, involving families to assist in the production process, and for the concept of long-distance sales still using social media in placing orders.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	cowhide, marketing strategy, MSME
Subjects:	H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi
Depositing User:	EVA WAHYU FATMAWATI
Date Deposited:	08 Oct 2021 03:42
Last Modified:	23 Sep 2022 06:41
URI:	http://eprints.ums.ac.id/id/eprint/94714

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