Hasibuan, Mariyani (2019) Strategi Pemasaran Makanan Ringan “WINDA” Di Kelurahan Maharatu Kecamatan Marpoyan Damai Kota Pekanbaru. Other thesis, Universitas Islam Riau.
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Abstract
The "Winda" snack food home industry is one of the businesses used as a life support and is not a seasonal business. This study aims to analyze: 1) Characteristics of business actors and Winda snack food business profile 2) Marketing mix 3) Marketing strategy. This research was conducted in Maharatu Village Marpoyan Damai District Pekanbaru City using a case method in the Winda home industry. Research respondents were 5 people with primary and secondary data collection techniques. The results showed that the age of the Winda snacks snack industry householders were in the productive age group that was 53 years. The length of education of business actors is 12 years (high school level). 21 years experience in doing business. Family dependents of business people 2 lives. The profile of Winda's snack food home industry has been established since 1998 until now with a workforce of 5 including business people. The results of the marketing mix study include: (1). Winda's snack products have attributes of products, brands, labels and supporting services, (2). The price of Winda's snack food products ranges from Rp. 13,000 / 200gr / pack and Rp. 15,000 / 250gr / pack, (3). Promotion (promotion) uses a personal sales promotion (personal selling) in other words mouth mouth promotion, (4). Place (place) Jalan Merak I. No. 6 Griya Sidomulyo Housing in Pekanbaru and several supermarkets in Pekanbaru, (5). Workforce people must have a desire to work and need a good attitude, (6). Process (process) supervision of products that are used up and damaged by business actors, (7). Physical evidence (and physical evidence) product appearance and storage are neatly arranged. Then the analysis on the SWOT matrix is in quadrant I, that is SO, that is the use of all power to seize and take advantage of the maximum opportunity.
| Item Type: | Thesis (Other) | |||||||||
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| Uncontrolled Keywords: | Snacks, Home Industry, Marketing Mix and Marketing Strategy | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | > Agribisnis | |||||||||
| Depositing User: | Mohamad Habib Junaidi | |||||||||
| Date Deposited: | 13 Apr 2022 07:29 | |||||||||
| Last Modified: | 13 Apr 2022 07:29 | |||||||||
| URI: | http://repository.uir.ac.id/id/eprint/10174 |
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