STRATEGI BAURAN PEMASARAN GULA MERAH CETAK DI DESA SUDIMARA KECAMATAN CILONGOK

WARDHANA, GANI (2023) STRATEGI BAURAN PEMASARAN GULA MERAH CETAK DI DESA SUDIMARA KECAMATAN CILONGOK. S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to determine the profile of trayed brown sugar craftsmen in Sudimara Village, Cilongok District, to identify internal and external factors that influence the marketing of brown sugar in Sudimara Village, Cilongok Subdistrict and to determine the marketing mix strategy of printed brown sugar in Sudimara Village, Cilongok subdistrict. Descriptive, qualitative, and quantitative case study techniques were employed as the research methods. Sample samples were chosen using a simple random sampling technique to determine research respondents. so that it is known that there were 35 respondents, the number of respondents must be calculated using the Slovin formula. The profile of coconut sugar craftsmen in the Sudimara Village area, Cilongok Subdistrict, is viewed from various aspects, namely the aspect of the age of the craftsmen, level of formal education, professional website, number of family dependents, total ownership of coconut trees, acquisition of total production, processing techniques, length of product storage and frequency of sales of coconut sugar processed business products. Identifying internal factors that become strengths and weaknesses includes aspects of production, price, location of trayed brown sugar processing, and product promotion. Identification of external factors that become opportunities and threats includes aspects of natural resources, market opportunities, marketing, promotions, and partnerships. The marketing mix strategy uses the SO strategy applied to trayed brown sugar craftsmen in Sudimara Village, Cilongok district. This strategy was done by increasing and expanding collaboration with other parties, such as food and beverage businesses, and utilizing product promotion by utilizing promotional media for trayed brown sugar products by Gethok Tular (Word-of-mouth).

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