Hashifah, Sheila Alyani (2022) STRATEGI PEMASARAN JENANG JUBUNG SEBAGAI JAJANAN TRADISIONAL KHAS KOTA GRESIK. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Jenang Jubung is one of the traditional snacks typical of Gresik City which is in great demand, especially by tourists from outside the city to be used as souvenirs. In the last two years, Jenang Jubung's sales have decreased significantly. Based on these problems, it is necessary to have an alternative marketing strategy that can be considered by Jenang Jubung producers in running their business. The purpose of this study was to analyze (1) The implementation of marketing mix factors that affect the business of jenang jubung as a traditional snack typical of Gresik City, (2) Internal and external factors of marketing Jenang Jubung typical of Gresik City, and (3) Alternative marketing strategies in an effort to increase sales volume of Jenang Jubung typical of Gresik City. The data used comes from the results of questionnaires and interviews which were analyzed using descriptive statistical analysis and analysis of the company's environment.The results showed that (1) The product, price, place and promotion marketing mix as well as the service marketing mix including people, processes, and physical evidence are in good category (2) In internal conditions, the biggest strength factor is the affordable price of Jenang Jubung products and the biggest weakness factor is the absence of price discounts for purchasing Jenang Jubung products. Meanwhile, external conditions have the biggest opportunity factor, there is still a good relationship between business owners and raw material suppliers and the biggest threat factor is the pandemic period and PPKM policies (3) Alternative marketing strategies that can be implemented in Jenang Jubung's business are market penetration which includes increasing promotional activities, expanding parking lots, improving payment services, and improving infrastructure.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects S Agriculture > S Agriculture (General) |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Sheila Alyani Hashifah | ||||||||||||
| Date Deposited: | 18 Jan 2022 06:13 | ||||||||||||
| Last Modified: | 18 Jan 2022 06:13 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/4386 |
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