Analisis Bauran Pemasaran Pada Sektor Kerajinan Usaha Produk Rotan Di Pekanbaru

Kumala, Prapti (2020) Analisis Bauran Pemasaran Pada Sektor Kerajinan Usaha Produk Rotan Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the marketing mix of rattan product crafts in the Rattan Products Business Sector in Pekanbaru. The assessment indicators used include Product, Price, Place, Distribution, Promotion. This type of descriptive researc his located in the Rattan Products Business Sector in Pekanbaru Jl. Yos Sudarso, which prioritizes questionnaire lists, interviews, and observations as a data collection tool and the data collected witht his too listhen used as the main raw material fo ranalyzing the empirical conditions of the objectivity of existence research objectives on location. There are two population groups and the sample in this study are 15 business owners and 3 customers. The sampling techniques used in determining individual samples are census techniques for business owners and incidental sampling techniques for consumers. Jenia and collection techniques used consisted of primary data, collected by questionnaire techniques, observations and interviews as well as secondary and collected using documentation techniques. While the data analysis technique usedis in this study is to use a frequency table tool. Based on data collection and data analysis the researchers assessed and concluded that the marketing mix in the Rattan Products Business Sector in Pekanbaru was at a fairly good assessment interval. Recommendations that need to be considered are especially related to promotions that must be increased for every business owner of the RattanProducts Craft Sector in Pekanbaru.

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