Savirah, Hidayatus (2026) Pengaruh Elemen Bauran Pemasaran terhadap Kinerja Pemasaran Agroindustri Kerupuk Ikan di Desa Srowo Kecamatan Sidayu Kabupaten Gresik. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
The fish cracker agroindustry in Srowo Village plays a crucial role in increasing the added value of fishery commodities and boosting the local economy; however, business operators still face challenges in marketing. This study aims to identify the application of the marketing mix, analyze its importance and performance using IPA analysis, and examine the influence of product, price, promotion, and place on marketing performance using SEM-PLS analysis. The research location was selected through purposive sampling in Srowo Village. The sampling technique used purposive sampling with a total of 120 respondents, consisting of 58 business owners, 58 family workers, and 4 stakeholder respondents from the Village Government and the Fisheries Office to support the IPA analysis. The results indicate that a marketing mix has been implemented, although several indicators such as labeling, product development, and digital promotion remain suboptimal. IPA results show that advertising is the top priority for improvement, and SEM-PLS results indicate that product, promotion, and place have a significant impact on marketing performance, whereas price does not have a significant impact on marketing performance.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD1401 Agriculture-Economic aspects S Agriculture > SH Aquaculture. Fisheries. Angling |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Hidayatus Savirah | ||||||||||||
| Date Deposited: | 07 Sep 2026 08:16 | ||||||||||||
| Last Modified: | 07 Sep 2026 08:16 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59958 |
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