KHAERUDIN, DEDY (2019) STRATEGI PEMASARAN INDUSTRI KERAJINAN DOMPET KULIT PRIA DI SENTRA INDUSTRI TAS DAN DOMPET DESA KADUGENEP, KABUPATEN SERANG-BANTEN. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Research conducted on the men's leather wallet craft industry of Kadugnep Village, Serang Regency is exploring the problems and challenges faced by male leather wallet industry players by identifying internal and external factors that hamper the handicraft industry to compete in marketing products produced by market. In the end the research aimed to determine the right marketing strategy carried out by male leather wallet industry entrepreneurs in Kadugenep Village. The research methodology uses explorative design where data is collected through interviews and documentation. This methodology is combined with IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) Matrix, SWOT Analysis, GS Matrix (Grand Strategy), IE (Internal External) Matrix and Quantitative Strategy Planning Matrix (QSPM). This research produces a product strategy by creating a concept of product diversification with a standard and quality design with a standardized specification of similar products and market penetration, a price strategy that is easily accessible by promoting prices and discounts to consumers, a promotion strategy using various electronic media while distributing strategies and priorities are based on QSP matrix is to propose policies to the government to make associations for the handicraft industry in accommodating and accommodating the inspiration of business people as a whole and making proposals for regional regulations to regulate the control of leather wallet products from abroad. Keywords: Marketing Strategy, Product Strategy, Price Strategy, Promotion Strategy, Distribution Strategy, Diversification Strategy. Penelitian yang dilakukan pada industri kerajinan dompet kulit pria Desa Kadugnep, Kabupaten Serang yaitu mengeksplorasi masalah dan tantangan yang dihadapi oleh pelaku industri kerajinan dompet kulit pria dengan mengidentifikasi faktor-faktor internal dan eksternal yang menghambat industri kerajinan untuk bersaing memasarkan produk yang dihasilkan kepasaran. Pada akhirnya penelitian bertujuan untuk menentukan strategi pemasaran yang tepat yang dilakukan pelaku usaha industri kerajinan dompet kulit pria di Desa Kadugenep. Metodologi penelitian menggunakan disain eksploratif dimana data dikumpulkan melalui wawancara dan dokumentasi. Metodologi ini dikombinasikan dengan IFE (Internal Factor Evaluation) dan EFE (Eksternal Factor Evaluation) Matriks, Analisis SWOT, Matriks GS (Grand Strategy), Matriks IE (Internal Eksternal) dan QSPM (Quantitative Strategy Planning Matrix). Penelitian ini menghasilkan strategi produk dengan menciptakan konsep diversifikasi produk berdisain standar dan berkualitas dengan spesifikasi berbarometer produk sejenis dan penetrasi pasar, strategi harga yang mudah dijangkau dengan mempromosikan harga dan diskon kepada konsumen, strategi promosi dengan gencar menggunakan berbagai media elektronik sedangkan strategi distribusi sekaligus strategi yang menjadi prioritas berdasarkan matriks QSP yaitu memberikan usulan kebijakan kepada pemerintah agar membuat asosiasi untuk industri kerajinan dalam mewadahi sekaligus menampung inspirasi pelaku usaha secara keselurahan dan membuat usulan Perda untuk regulasi pengontrolan produk dompet kulit dari luar negri. Kata kunci: Strategi Pemasaran, Strategi Produk, Strategi Harga, Strategi Promosi, Strategi Distribusi, Strategi Diversifikasi.
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