RAMADHAN, TRIE JANU (2020) ANALISIS BAURAN PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA KRIPIK SINGKONG CAP BUNGA CEMPAKA. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK home industry keripik singkong cap bunga cempaka dengan pengalaman usaha dibidang keripik sejak tahun 1978 sudah tidak diragukan lagi rasa dan kerenyahan keripik singkong tersebut. Seiring perkembangan teknologi dan lingkungan gaya hidup masyarakat, maka muncul produk-produk sejenis yang baru dengan bentuk, rasa dan kemasan yang berbeda, kondisi seperti ini mendorong jumlah produsen home industry dan perluasan usaha, sehingga banyaknya produk yang beredar dipasaran menciptakan persaingan pasar yang semakin ketat. Akibat dari banyaknya produk baru, maka penjualan pada home industry keripik singkong cap bunga cempaka tidak tercapai target penjualannya. Salah satu strategi pemasaran yang mampu mecapai target pasar adalah dengan menggunakan marketing mix (bauran pemasaran) yang terdiri dari 4P, yaitu : Product/Produk (X1), Price/Harga (X2), Promotion/Promosi (X3), Place/Lokasi (X4). Hasil dari penelitian ini home industry hanya menggunakan pemasaran personal, untuk meningkatkan penjualan home industry harus menggunakan metode-metode pemasaran dalam bauran pemasaran 4p khususnya di promosi. Promosi hal terpenting dalam pemasaran, periklanan, sales promosi, publikasi, pemasaran online, adalah bagian promosi dari buaran pemasaran yang harus diterapkan untuk meningkatkan penjualan. Kata Kunci: home industry, marketing mix (bauran pemasaran) 4p ABSTRACT home industry of cassava chips with a cempaka flower stamp with business experience in the field of chips since 1978 there is no doubt that the taste and crunch of the cassava chips. Along with the development of technology and the people's lifestyle environment, new similar products with different shapes, tastes and packaging appear, conditions like this encourage the number of home industry producers and business expansion, so that the number of products circulating in the market creates increasingly fierce market competition. . As a result of the large number of new products, sales of the cassava chips home industry with the cempaka flower stamp were not achieved. One of the marketing strategies that is able to reach the target market is to use a marketing mix consisting of 4Ps, namely: Product (X1), Price (X2), Promotion (X3), Place / Location ( X4). The result of this research is that home industry only uses personal marketing. To increase sales, home industry must use marketing methods in the 4p marketing mix, especially in promotion. Promotion is the most important thing in marketing, advertising, sales promotion, publication, online marketing, is a promotional part of marketing waste that must be applied to increase sales. Keywords: home industry, marketing mix (marketing mix) 4p
| Item Type: | Thesis (S1) |
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| Call Number CD: | FT/IND 20 041 |
| NIM/NIDN Creators: | 41616210025 |
| Uncontrolled Keywords: | Kata Kunci: home industry, marketing mix (bauran pemasaran) 4p |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 21 Apr 2022 06:02 |
| Last Modified: | 21 Apr 2022 06:02 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60334 |
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