scholarly journals STRATEGI PEMASARAN BUAH MANGGIS PADA KELOMPOKTANI SINAR MUSTIKA PUSPAHIANG DI KABUPETAN TASIKMALAYA

2021 ◽  
Vol 7 (2) ◽  
pp. 1018
Author(s):  
Ulpah Jakiyah ◽  
Budhi Wahyu Fitriadi
Keyword(s):  
Marketing Mix ◽  
Export Market ◽  
Market Development ◽  
Selling Price ◽  
Total Production ◽  
Export Demand ◽  
Marketing Activities ◽  
External Conditions ◽  
Hierarchy Process

Total production of the mangosteen fruit in Tasikmalaya Regency achieve 345 tons in 2017 (Department of Agriculture Kabupaten Tasikmalaya 2017). Mangosteen fruit from the city of Tasikmalaya has export market opportunities are quite large. Export demand is high resulting in farmers group Sinar Mustika made a new breakthrough by doing organic certification for mangosteen. This is done to increase the selling price and has the power market. The selling price of the mangosteen fruit from each marketing agencies have a range which is quite high. So the purpose of this research is to formulate a marketing strategy mangosteen tools through the concept of the marketing mix. The design of the marketing mix involves the internal and external conditions, farmers group Sinar Mustika. The method of analysis with AHP (Analitical Hierarchy Process) is used for research in determining which strategy to become a priority in the marketing activities of mangosteen. Stages of the research carried out among others 1) to collect marketing information mangosteen with through observation, survey, and interview. 2) gather information about the advantages and weaknesses of the marketing activities of mangosteen in Tasikmalaya Regency, 3) formulate a strategy for the development of mangosteen organic with AHP (Analitical Hierarchy Process). Marketing mangosteen organic has two marketing channels involve two distributors which is PT Java Fresh and PT Anugrah Lalang Buana. Every marketing actors involved do not make changes on mangosteen but marketing in the form of fresh mangosteen. According to the internal and external conditions, farmers group Sinar Mustika have the value of the X axis 0.58 and the Y-axis 0.22 is in quadrant 1. Shows the position of the group must continue to concentrate on the current market (market penetration and market development) and product. While alternative strategies beradasrkan AHP that farmer groups should do the strategy in improving the quality of post-harvest with the highest weight value 0.39. Therefore the group should cooperate with local authorities in the provision of resources in increasing the quality of the product and market development to be able to reduce the risk of mangosteen.

scholarly journals Strategies for improving the quality of the ground coffee product: a case study at SMEs X Malang, Indonesia

2021 ◽  
Vol 924 (1) ◽  
pp. 012066
Author(s):  
D M Ikasari ◽  
I Santoso ◽  
T Julian
Keyword(s):  
Quality Function Deployment ◽  
Selling Price ◽  
Coffee Production ◽  
Marketing Effectiveness ◽  
National Drug ◽  
Coffee Beans ◽  
Hierarchy Process ◽  
Ground Coffee

Abstract SMEs X is one of the SMEs in Malang City that produces ground coffee. The increasing number of ground coffee producers in Malang City make SMEs X must be able to survive in the competition so that SMEs X needs to improve the quality of ground coffee products. The methods used are Quality Function Deployment (QFD) and Analytical Hierarchy Process (AHP). The results show that five essential attributes for consumers to improve the quality of ground coffee include unique packaging forms, packaging materials that can maintain quality, attractive packaging colours, convenience for consumers to reach sales locations, and convenience for consumers to get products. Strategies that can be used to improve the quality of ground coffee include redesigning the packaging, improving the ground coffee production process, selecting good quality coffee beans, resetting the selling price of the product, increasing marketing effectiveness, and applying for a permit from the national drug and food agency.

scholarly journals Innovative Digital Guerrilla Marketing

2021 ◽  
Vol 12 (3) ◽  
pp. 40-44
Author(s):  
Gerd Nufer ◽  
Keyword(s):  
Marketing Mix ◽  
Digital Marketing ◽  
Market Development ◽  
Ideal Case ◽  
Beaten Track ◽  
Marketing Activities ◽  
Policy Attitude ◽  
Guerrilla Marketing ◽  
Selection Of ◽  
The Ideal

Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.

scholarly journals ANALISIS BAURAN PEMASARAN (Marketing Mix) KERIPIK PISANG DI SENTRA INDUSTRI KERIPIK KOTA BANDAR LAMPUNG

2021 ◽  
Vol 9 (4) ◽  
pp. 685
Author(s):  
Erinda Pradini ◽  
Dwi Haryono ◽  
Yaktiworo Indriani
Keyword(s):  
Raw Materials ◽  
Descriptive Analysis ◽  
Personal Selling ◽  
Marketing Mix ◽  
Sales Promotion ◽  
Online Marketing ◽  
Selling Price ◽  
Marketing Activities ◽  
Qualitative Descriptive ◽  
The Cost

This study aims to analyze the marketing mix applied on the marketing activities and study the obstacles onapplying marketing mix, in addition to analyzing the marketing mix that should be carried out by banana agroindustry of “Askha Jaya Keripik Lampung”. This research was a case study conducted in January to February 2020 at the Bandar Lampung Industrial Chip Center in which data was analyzed by qualitative descriptive analysis method. The results of this study showed that the marketing mix carried out by Askha Jaya Agroindustry produced three types of banana chips, namely sliced, rounded and melted. The determination of the selling price was implemented by the cost plus pricing method. The distribution channels were conducted by two channels and promotions was carried out through personal selling, sales promotion, advertising and publicity. Some constraints faced by the agroindustry were the availability of products caused by the scarcity of raw materials, delaying in the process of services to consumers, product delivering time and imaging capture without permission on online marketing. The marketing mix that should be done was reducing the size of the product weight when there was scarcity of raw materials, adding price tags to the shop, and the need of sanctions for those who were not responsible for online marketing.Keywords: agroindustry, banana chips, marketing mix

scholarly journals THE IMPORTANCE OF BRAND IN CONSUMER BUYING BEHAVIOR AND PRODUCT QUALITY ASSESMENT

2019 ◽  
Vol 7 ◽  
Author(s):  
Viera Valjaskova ◽  
Pavol Kral
Keyword(s):  
Product Quality ◽  
Marketing Mix ◽  
Optimal Combination ◽  
Marketing Communication ◽  
Purchasing Decisions ◽  
Buying Behavior ◽  
Communication Tools ◽  
Marketing Activities ◽  
Brand Perception

In order to maintain or increase market share, every company tries to use the most optimal combination of marketing communication tools or marketing mix tools. There are a large number of products placed on the market from a large number of companies that need to distinguish one another from competing companies. The most important tool to differentiate from competitors is the brand of products. The aim of each company is to ensure that their product brand is brought to the attention of customers and that customers associate especially positive associations with its brand(s). We are of the opinion that if the first and then repeated purchase of customers of the same product of a given brand confirms that the product meets the required characteristics and quality they expect from the product, customers will not doubt the quality of the products sold under the brand and will regard it as quality. For this reason, the aim of the paper was to confirm the importance of the brand in consumer buying decisions and to find out whether consumers really perceive the brand as a guarantee of product quality. To meet the aim of the paper, we conducted a questionnaire survey, which confirmed the importance of the brand in consumer purchasing decisions and the perception of the brand as a guarantee of product quality. We also confirmed a statistically significant dependence between brand perception as a guarantee of product quality and the age of respondents, confirming the importance of demographic characteristics in the implementation of company marketing activities.

scholarly journals Green marketing orientation: evolution, conceptualization and potential benefits

2019 ◽  
Vol 2 (1) ◽  
pp. 53-62 ◽  
Author(s):  
Neringa Vilkaite-Vaitone ◽  
Ilona Skackauskiene
Keyword(s):  
Marketing Mix ◽  
Social Contexts ◽  
Green Marketing ◽  
Natural Ecosystem ◽  
Marketing Orientation ◽  
Marketing Activities ◽  
Potential Benefits ◽  
Operational Activities ◽  
Corporate Social

AbstractGlobal economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation.

scholarly journals ANALISIS FAKTOR PRIORITAS MAHASISWA DALAM MEMILIH JURUSAN DENGAN FUZZY ANALITIC HIERARCHY PROCESS

2018 ◽  
Vol 5 (2) ◽  
pp. 1
Author(s):  
Benny Sofyan Samosir ◽  
Wiwik Novitasari ◽  
Safran Efendi Pasaribu
Keyword(s):  
Community Service ◽  
Public Service ◽  
Rank Order ◽  
Study Program ◽  
Education Services ◽  
Factor Study ◽  
Marketing Activities ◽  
Sport Facilities ◽  
Hierarchy Process

University is the institution engaged in public service namely education services needs to identify the student candidates on education product, develops educational products and implements marketing activities to attract the attention of the student candidates. The purpose of this study is to determine priority consideration for students in choosing a study program at the College. The method used in this study is  Fuzzy Analysis Hierarchy Process (FAHP), with the results of the study, the order's rank criteria factor (Study Program profile, Infrastructure, The Activity of study Program and  Rules of Conduct), the rank order of the sub factor infrastructure criteria (Quality of College Building, Library, Sport Facilities, Laboratory), the order of sub-criteria rank factor of study Program profile ( lay out and Accreditation of study program, the length of the Study, Graduates Lecturer), a sequence of sub criteria ranking factors study program of activities  (Seminar, Community Service, fieldtrip, Research), and the sequence of sub-criteria rank factor of the order of  (Lectures, students number, Clothing, Leaves).

scholarly journals Strategi Bauran Pemasaran Freeze Communication Dalam Event Pameran Kuliner Di Yogyakarta

2018 ◽  
Vol 9 (1) ◽  
Author(s):  
Ubaidillah - AMIK BSI Jakarta ◽  
Saghifa Fitriana
Keyword(s):  
Qualitative Research ◽  
Marketing Mix ◽  
Access Road ◽  
Product Service ◽  
Marketing Activities ◽  
Marketing Mix Strategy ◽  
Written Word ◽  
The Right ◽  
And Behavior

Abstract - Freeze the Comunication is an event organizer who is in Sleman Yogyakarta Ngaglik held a variety of events both local and national scale scale. Freeze the Comunication has held various events like music, culinary, cultural, education, technology and so on. The aim is to improve the results the company through increased sales results per event, then aim the most important promotional event to cause the actions of prospective buyers. Event organizer must have concepts of the marketing mix that is expected to help push the sales of a product/service of the company. the success of the marketing activities undertaken depends not only on the quality of the resulting product, the right policies, services and distribution, but many are affected by the construction of the relationship between producers and consumers sustainable.This study used a qualitative approach. Qualitative research is the research procedures that produce descriptive data in the form of the written word or spoken of people and behavior that is always observed. Qualitative research is related to the ideas, perceptions, opinions or beliefs of the community with a view to obtaining an overview of the whole according to human view in this research. The results from this research that the Freeze Comunication in a culinary event held has run the right marketing mix strategy either to determine the quality of the production showcased, the price of a traditional culinary products are reasonably priced, affordable, community, the promotion is done either via social media and conventionally, culinary exhibition event venue strategically access road to exhibit good then hectares and is able to bring a lot of buyers or society. Keyword : Marketing Mix, Culiner, Event Orginizer Abstrak - Freeze Comunication merupakan sebuah event organizer yang berada di Ngaglik Sleman Yogyakarta yang mengadakan berbagai event baik berskala lokal dan skala nasioanal. Freeze Comunication telah mengadakan berbagai event seperti acara music, kuliner, gelar budaya, pendidikan, teknologi dan sebagainya. Tujuanya adalah untuk meningkatkan hasil perusahaan melalui peningkatkan hasil penjualan setiap event, maka tujuan acara promosi yang paling penting yakni untuk menimbulkan tindakan dari calon pembeli. Event organizer harus mempunyai konsep-konsep bauran pemasaran yang diharapkan membantu agar mampu mendorong penjualan produk/ jasa suatu perusahaan. suksesnya kegiatan marketing yang dilakukan tidak hanya bergantung pada kualitas produk yang dihasilkan, kebijakan yang tepat, pelayanan serta distribusi yang cepat, tetapi banyak dipengaruhi oleh pembinaan hubungan antara produsen dan konsumen yang berkelanjutan. Penelitian ini menggunakan pendekatan kualitatif. Penelitian kualitatif adalah prosedure penelitian yang menghasilkan data deskriptif yang berupa kata-kata tertulis atau lisan dari orang-orang dan perilaku yang selalu diamati. Penelitian kualitatif ini berkaitan dengan ide, persepsi, pendapat atau kepercayaan dari masyarakat dengan tujuan untuk memperoleh gambaran seutuhnya mengenai hal menurut pandangan manusia dalam penelitian ini. Hasil dari penelitian ini bahwa Freeze Comunication dalam mengadakan event kuliner telah menjalankan strategi bauran pemasaran yang tepat baik untuk menentukan kualitas produksi yang dipamerkan, harga dari produk kuliner tradisional cukup murah, terjangkau ,masyarakat, promosi yang dilakukan baik melalui media sosial dan secara konvensional, tempat event pameran kuliner strategis dan akses jalan menuju pameran baik kemudian lahan luas dan mampu untuk mendatangkan banyak pembeli atau masyarakat. Kata kunci : Bauran pemasaran, kuliner, event organizer

AMKA, Tanzania-export market development services for SMEs

1999 ◽  
Vol 10 (4) ◽  
pp. 46-55
Author(s):  
Leon Tomesen ◽  
Alan Gibson
Keyword(s):  
Export Market ◽  
Market Development

POTENSI PENGEMBANGAN SADE SEBAGAI DESA WISATA LOMBOK

2016 ◽  
Vol 20 (2) ◽  
pp. 69-82
Author(s):  
W. Suprihatin ◽  
H. Hailuddin
Keyword(s):  
Analytical Hierarchy Process ◽  
Environmental Aspect ◽  
Priority Level ◽  
Highest Weight ◽  
Local Tradition ◽  
Tourist Village ◽  
Hierarchy Process ◽  
Initial Pattern

The background of the problems in this study is the decreasing quality of Sade hamlet amid rising tourist arrivals. From the environmental aspect, the conditions of the hamlet began to decline, in which the initial pattern of Sade has started a lot of changes towards the deficient and began to leave the local tradition. One effort to improve the condition of Sade hamlet in social, cultural and the environmental aspect is through the formulation of a sustainable structuring, the presence and identity maintaining and making a sustainable Tourism Village. Through analysis of AHP (Analytical Hierarchy Process) by collecting the perceptions of some experts through interviews and questionnaires, obtained by weighting the priority of the experts, namely the preservation of culture as an element of priority-level goals to be achieved in the development of Sade Hamlet as a tourist village at 0,476. While the determination of the level of the main criteria in the achievement of these objectives is the highest weight while maintaining a typical village environment at 0.319. Priority strategies that get the highest weight of the experts is that Sade Hamlet Revitalization with a priority weighting of 0.583. The second priority is the relocation of Hamlet at 0.235. Lowest weighting or last priority is Replication Sade Hamlet at 0.182.

PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN BUAH MELON PT. SYAFINA NIAGA

2018 ◽  
Vol 6 (2) ◽  
Author(s):  
Iwan Kurniawan Subagja, SE., MM. ◽  
Slamet Istoto
Keyword(s):  
Decision Making ◽  
Product Quality ◽  
Sampling Methods ◽  
Marketing Mix ◽  
Sampling Techniques ◽  
Purchasing Decisions ◽  
Individual Activity ◽  
A Company ◽  
Melon Fruit

Decision making is an individual activity that is directly involved in obtaining and using the goods offered. Promotion is one of the variables in a marketing mix that is very important to be implemented by a company in marketing its products or services, thus influencing consumers to make purchasing decisions. The quality of the product can also affect consumers in making purchasing decisions. This study aims to analyze the effect of product quality and promotion on purchasing decision of Melon fruit. Population and sample of research is purchasing or buyer from consumer of PT. Syafina Niaga as many as 30 companies and sampling methods using saturated sampling techniques as well as analysis used with regression analysis. The results showed that there is a significant influence between product quality and promotion of purchasing decisions.

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