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STRATEGI PEMASARAN KERIPIK APEL DI UKM RAMAYANA AGRO MANDIRI, BUMIAJI, BATU

Pramana, Selvia Audila (2019) STRATEGI PEMASARAN KERIPIK APEL DI UKM RAMAYANA AGRO MANDIRI, BUMIAJI, BATU. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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PENDAHULUAN.pdf

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BAB I Skripsi.pdf

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Abstract

The economic growth of Batu City is quite rapid, especially in the tourism sector. The rapid development of tourism will have an effect on the many interests of producers to establish a souvenir center typical of tourist cities. Producers will think about the level of competition in the business that is getting higher every year, so producers must create a marketing strategy. For example, the marketing mix or marketing mix with a 7P target, namely (Product, price, place, promotion, people, process, physical evidence). The application of marketing mix strategies is important to be applied to the business of Ramayana Agro Mandiri because the business of Ramayana Agro Mandiri is still less effective in implementing marketing strategies. This study aims to 1) Know the application of the marketing mix consisting of 7P (product, price, place, promotion, people, process, physical evidence) in the marketing strategy of apple chips products at UKM Ramayana Agro Mandiri. 2) Knowing the right strategies for UKM Ramayana Agro Mandiri in an effort to maintain product position amid tight competition. The method for determining respondents uses purposive sampling, namely owner or owner and accidental sampling, which involves consumers. The data collection technique uses observation, interview, questionnaire and documentation techniques. Data analysis techniques in the study used qualitative descriptive analysis assisted by SWOT analysis. The results of the discussion obtained are 1) The application of the 7P marketing mix at the Ramayana Agro Mandiri UKM is still not maximally implemented and is more focused on increasing product sales. 2) UKM Ramayana Agro Mandiri must create a strategy that uses the power to take advantage of opportunities by increasing promotion by utilizing social media, another strategy is to use force to avoid or overcome threats by increasing HR to face increasingly fierce competition.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410210311167
Keywords: SWOT analysis, marketing mix, business development
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Agriculture and Animal Husbandry > Department of Agribusiness (54201)
Depositing User: Agung Gallant Setiabudi
Date Deposited: 16 May 2019 08:03
Last Modified: 16 May 2019 08:03
URI : http://eprints.umm.ac.id/id/eprint/46168

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