Widayani, Elis (2024) Analisis Bauran Pemasaran Pada UMKM Lempuk Durian Citra Rasa di Desa Selat Baru. Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
This study aims to analyze the Marketing Mix in UMKM Lempuk Durian Citra Rasa. In this study, the research approach used is using a qualitative method. In this study, the data collection techniques used in the qualitative method are interviews, observations, and documentation. A company’s marketing strategy plays a very important role. One strategy that is often used is the Segmenting means dividing the market into groups with the same needs. Targeting is a matter of how to choose, select, and reach the market. Positioning is how the company places the products marketing greatly influences the success of the products being marketed, this is certainly inseparable from the strategy that supports the success of marketing, this cannot be separated from the price of the product, marketing location, and promotion. The discussion of the marketing mix of the lempuk durian citra rasa product has not implemented a marketing strategy so that the development of the lempuk durian citra rasa product does not change the level of sales success because it is influenced by expensive prices, non-strategic logations and promotions carried out outside the region. The research results show that there are 2 marketing channels for lempuk durian citra rasa, consisting of: (1) Entrepreneurs – Retailers - End consumers, (2) Entrepreneurs – End consumers.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | STP, Marketing Mix, Marketing Channel | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR | ||||||||
| Depositing User: | Bisnis Digital | ||||||||
| Date Deposited: | 23 Aug 2024 15:21 | ||||||||
| Last Modified: | 23 Aug 2024 15:21 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/13564 |
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