Sari, Cici Meisita (2022) STRATEGI PEMASARAN INDUSTRI KECIL DAN MENENGAH KAIN BATIK BESUREK OLEH DINAS PERINDUSTRIAN DAN PERDAGANGAN KOTA BENGKULU. Diploma thesis, Institut Pemerintahan Dalam Negeri.
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CICI MEISITA SARI_C3_PEPM_STRATEGI PEMASARAN INDUSTRI KECIL DAN MENENGAH KAIN BATIK BESUREK OLEH DINAS PERINDUSTRIAN DAN PERDAGANGAN KOTA BENGKULU.pdf Download (633kB) | Preview |
Abstract
Problem Statement/Background (GAP): The researcher focuses on the problem of the marketing line of the small and medium industry of Bengkulu City batik besurek which has not been able to develop with advantages that are not inferior to other similar types of batik. Purpose: The purpose of this study is to analyze the marketing strategy of small and medium industries of Batik Besurek fabrics carried out by the Bengkulu City Industry and Trade Office. Method: Descriptive qualitative method with an inductive approach was chosen in this study by collecting data through interviews, observation and documentation. The data analysis technique used was adopted from Milles and Hubberman, namely data condensation, data presentation and drawing conclusion. Result: From the analysis conducted using Philip Kotler and Gary Armstrong's 4P marketing mix theory that the marketing strategy carried out by the Bengkulu City Industry and Trade Office on product and promotion indicators has not run optimally while on price indicators and distribution channels/channels it has not been implemented. This happened because several problems were still being faced and had not been resolved, namely the availability of raw materials, the impact of the Pandemic Covid-19, high production costs and limited financial assistance from the Bengkulu City Department of Industry and Trade for the Batik Besurek fabric industry. Conclusion: The marketing strategy of the Batik Besurek industry carried out by the Bengkulu City Industry and Trade Office has not run optimally with several problems that are still being faced. Therefore, the researcher suggests optimizing the marketing strategy by helping access to raw materials, promoting through artists/public figures, designing the construction of a raw material factory in Bengkulu Province and providing assistance to industries that really need to build their businesses. Keywords: Strategy Marketing, Mixed Marketing, Batik Besurek
| Item Type: | Thesis (Diploma) |
|---|---|
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Depositing User: | Pembangunan Ekonomi dan Pemberdayaan Masyarakat FPP |
| Date Deposited: | 14 Jun 2022 06:40 |
| Last Modified: | 14 Jun 2022 06:40 |
| URI: | http://eprints.ipdn.ac.id/id/eprint/8635 |
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