Implementation of Marketing Mix Strategy in Teripang Crackers MSME-s in Gresik
Rahmat Agus Santoso
Universitas Muhammadiyah Gresik
Abstract
This study aims to examine the implementation of the marketing mix strategy in increasing sales of Teripang Crackers MSME-s in Sidayu District Gresik. The research method used is qualitative research methods, the types and sources of data used are primary data, and the technique of data collection is done by observation and interviews. The data analysis technique used in this study is an interactive model and the validity test of the data is done by member check. The results of this study indicate that the Teripang Crackers MSME-s in Sidayu District Gresik have not fully implemented the marketing mix strategy properly, this is evidenced by the lack of differentiation of products, the products that are marketed are relatively the same namely half-cooked and ready to eat teripang crackers. The price of marketing is also relatively the same, the marketing place of most the businessmen is in traditional markets around the District of Sidayu, while the distribution system used is a direct distribution system and distribution system using agent and shop intermediaries. Promotions used are direct promotions and promotions using social media such as Facebook and WhatsApp.
Keywords: Marketing Mix, Product, Price, Place, Promotion, MSME
Topic: Manajemen Pemasaran