ANALISIS BAURAN PEMASARAN PADA PENJUALAN KERIPIK TEMPE DI HOME INDUSTRY BAPAK KHASAN DESA BESAH KECAMATAN KASIMAN KABUPATEN BOJONEGORO

RIYANAWATI, DWI (2023) ANALISIS BAURAN PEMASARAN PADA PENJUALAN KERIPIK TEMPE DI HOME INDUSTRY BAPAK KHASAN DESA BESAH KECAMATAN KASIMAN KABUPATEN BOJONEGORO. Other thesis, IKIP PGRI BOJONEGORO.

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Abstract

Riyawati, Dwi. 2023. "Marketing Mix Analysis on Sales of Tempe Chips in Mr. Khasan's Home Industry, Besah Village, Kasiman District, Bojonegoro Regency". Thesis, Economic Education Study Program, Faculty of Social Sciences, IKIP PGRI Bojonegoro. Advisor (I). Dr. Fruri Stevani, M.Pd (II). Boedy Irhadtanto, S.T, M.Pd. Keywords: Strategy, Marketing Strategy, Marketing Mix This study aims to find out: 1) The marketing mix in Mr. Khasan's home industry 2) What are the inhibiting and supporting factors for sales using the marketing mix in Mr. Khasan's home industry. This study uses a descriptive qualitative approach with primary and secondary data sources. Data collection techniques in this study are observation, interviews, and documentation. Marketing strategy has an important role in a business success. In marketing strategy, you can get to know the term marketing mix. The results of this study explain the marketing mix that has been carried out by Mr. Khasan's home industry. Aspects of the product mix in the form of tempe chips with standard quality, quite affordable prices, places/distribution in the form of less strategic locations and products distributed to several areas, namely Kasiman, Padangan, and Cepu, promotions are still carried out in a simple way, namely promotions via whatsapp and word of mouth systems, Humans in the form of trained employees, Processes carried out from manufacture to finished products, and Physical Evidence or buildings that are sufficient. The inhibiting factors include a less strategic location, limited distribution reach, lack of understanding of social media, technology, and market competition. While the supporting factors include products, competent and trained workforce, good service, and raw materials that are always available and easy to obtain. From the results of the study it can be concluded that Mr. Khasan's home industry has implemented the 7P marketing mix even though it has not been implemented optimally due to several factors.

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