Analisis Strategi Bauran Pemasaran (Marketing Mix) Pada Usaha Tenun Songket Melayu Winda Di Pekanbaru

Kamisah, Kamisah (2020) Analisis Strategi Bauran Pemasaran (Marketing Mix) Pada Usaha Tenun Songket Melayu Winda Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this research is to study the Mix Strategy Marketing (Marketing Mix) in the Malay Winda Songket Weaving Business in Pekanbaru. The type of research I use is a type of survey research descriptive with quantitative research methods because of collecting research data by analyzing data and by describing or See data by making observations at the research site. Technique The research sample used in this study uses techniques Purposive sampling is for consumers who joined 50 people. Method Collecting data used is by distributing questionnaires, interviews, and documentation. The data analysis technique used by researchers is quantitative descriptive analysis. The results showed The overall marketing mix strategy (marketing mix) in the Songket Weaving Business Malay Winda in Pekanbaru is going well. This has been fixed through 4P indicators namely product (price), price (price), place (place), and promotion (promotion). Still are weaknesses in apply the marketing mix strategy (marketing mix) to the Weaving Business Malay Winda Songket in Pekanbaru is still not maximal in Related to price indicators and promotion indicators. From the conclusions obtained in this study, the authors provide a suggestion for the company, namely the Malay Winda Songket Weaving Business Pekanbaru is expected to pay more attention to the selling price of its products, Specifically related to the affordability of product prices. Because now consumers still get the selling price of products that have not been fully established affordable for consumers. Then it is also expected to increase further again sales promotions carried out in promotion of increased sales its products, specifically participation in making contributions such as sponsors of Malay traditional and cultural events in Riau, this will be very help in introducing the business that it runs or building a brand image in the eyes of consumers. Malay Songket Weaving Business Winda can also increase promotion through marketing through telephone and internet media, because this will be able to attract more potential customers broad again.

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