Analisis Strategi Pemasaran untuk Meningkatkan Daya Saing Batik Blimbing Malang

Jurnal Administrasi Bisnis (JAB)|Vol. 50 No. 4 September 2017| administrasibisnis.studentjournal.ub.ac.id

96

ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING

BATIK BLIMBING MALANG

Ranti Dwityasari Edriana Pangestuti Fakultas Ilmu Administrasi

8QLY__{UVLWDV %UDZLMD\D}

Malang

?_{PDLO rantidwityasari@gmail.com}

ABSTRACT

The marketing strategies is one of way to win a sustainable competitive advantage both for companies that produces goods or services. The marketing strategies can use as a basic in order to preparing of the companies planning. As a views from the problems which are exists in the company. So it is necessary to comprehensive plans to be used as guideline of the segments company in carrying out its activities, the other reasons that demonstrates the importance of marketing strategy is increasingly tough competition the company in general. This study aims to: obtain an overview of the marketing strategies used by Batik Blimbing Malang to improve its competitiveness and to determine how effective implementation of marketing strategies. The experiment was conducted in Batik Blimbing Malang, Data collection methods used in this study is documentation, interview, observation and descriptive reseZ_{rch. The results of} Z_n Z_nZ_{lysis of the effectiveness of the m}Z_rketing strZ_{tegies showed the incre}Z_{sed of tot}Z_{l s}Z_{les of ye}Z_{r to ye}Z_r Z_{nd bec}Z_{me references the m}Z_{rketing str}Z_tegies in competitions between BZ_{WLN¶V FRPS}Z_{nies .}

KeyWords : MZ_{rketing Str}Z_{tegies, Competitiveness}

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Jurnal Administrasi Bisnis (JAB)|Vol. 50 No. 2 September 2017| administrasibisnis.studentjournal.ub.ac.id

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dZ_{n d}__mogrZ_{fi, politik d}Z_{n k}__bijZ_kZ_n

p__m__rintZ_{h, t}__{knologi, d}Z_{n p}__sZ_{ing S}Z_mpurno

(2010:138).

2. FZ_{ktor Mikro} Z_tZ_{u lingkung}Z_{n int}__rnZ_l

p__rusZ_hZZ_{n m}__{nurut (P}_Z_rc_ _dZ_{n Robinson,}

2005:158) pZ_dZ _bZ_giZ_{n p}__mZ_sZ_rZ_{n, y}Z_ng

m__liputi:

a. Posisi produk dZ_lZ_{m siklus hidup produk}

b. K__mZ_mpuZ_{n untuk m}__ngumpulkZ_n

informZ_{si t}__ntZ_{ng p}Z_sZ_r

c. PZ_ngsZ _pZ_sZ_{r, produk mix, d}Z_{n k}__mZ_mpuZ_n __kspZ_nsi

d. SZ_lurZ_{n distribusi,} __f__ktifitZ_{s p}__njuZ_lZ_n,

dZ_{n p}__ng__tZ_huZ_{n t}__rhZ_dZ_{p k}__butuhZ_n

konsum__n

e. Kr_Z_tifitZ_s, __f__siZ_{nsi, d}Z_n __f__ktifitZ_s

p__riklZ_nZ_{n d}Z_{n promosi p}__njuZ_lZ_n

f. StrZ_t__{gi p}__n__tZ_pZ_{n h}Z_rgZ

g. P__ng__mbZ_ngZ_{n produk d}Z_{n p}Z_sZ_{r b}Z_ru

M__rumuskZ_{n str}Z_t__{gi p}__mZ_sZ_rZ_{n b}__rZ_rti

m__lZ_ksZ_nZ_kZ_{n pros}__{dur tig}Z _lZ_ngkZ_{h s}__cZ_rZ

sist__mZ_{tis, b}__rmulZ _dZ_{ri str}Z_t__{gi s}__gm__ntZ_{si p}Z_sZ_r,

strZ_t__{gi p}__n__ntuZ_{n p}Z_sZ_{r s}Z_sZ_rZ_{n, d}Z_{n str}Z_t__gi

p__n__ntuZ_{n posisi p}Z_sZ_{r. K}__tigZ _strZ_t__{gi t}__rs__but Z_dZ_lZ_{h kunci di d}Z_lZ_{m m}Z_nZ_j__m__{n p}__mZ_sZ_rZ_n:

1) StrZ_t__{gi S}__gm__ntZ_{si P}Z_sZ_r

S__gm__ntZ_{si p}Z_sZ_r Z_dZ_lZ_{h pros}__{s m}__mbZ_gi

pZ_sZ_{r k}_ _dZ_lZ_{m k}__{lompok p}__mb__{li y}Z_ng

b__rb__dZ_-b__dZ _b__rdZ_sZ_rkZ_{n k}__butuhZ_n,

kZ_rZ_kt__ristik, Z_tZ_{upun, p}__rilZ_{ku y}Z_ng

m__mbutuhkZ_{n b}Z_urZ_{n produk d}Z_{n b}Z_urZ_n p__mZ_sZ_rZ_{n t}__rs__ndiri. :_tZ_{u d}__ngZ_{n k}Z_tZ _lZ_in s__gm__ntZ_{si p}Z_sZ_{r m}__rupZ_kZ_{n d}Z_sZ_{r untuk} m__ng__tZ_{hui b}Z_hwZ _s__tiZ_{p p}Z_sZ_{r t}__rdiri Z_tZ_s b__b__rZ_pZ _s__gm__{n y}Z_{ng b}__rb__dZ_-b__dZ_. S__gm__ntZ_si Z_dZ_lZ_{h s}__{ni m}__ngid__ntifikZ_{si s}__rtZ m__mZ_nfZZ_tkZ_{n p}__luZ_{ng y}Z_{ng muncul dip}Z_sZ_r. PZ_dZ _sZZ_{t y}Z_{ng s}Z_mZ_{, i}Z Z_dZ_lZ_{h ilmu} untukm__lihZ_{t p}Z_sZ_{r b}__rdZ_sZ_rkZ_{n v}Z_riZ_b_ l-vZ_riZ_b__{l y}Z_{ng b}__rk__mbZ_{ng dit}__ngZ_h mZ_syZ_rZ_kZ_t.S__gm__ntZ_{si p}Z_sZ_r Z_dZ_lZ_{h pros}__s

m__n__mpZ_tkZ_{n konsum}__{n d}Z_lZ_{m sub k}__lompok

di pZ_sZ_{r produk, s}__hinggZ _pZ_rZ _p__mb__li

Jurnal Administrasi Bisnis (JAB)|Vol. 50 No. 2 September 2017| administrasibisnis.studentjournal.ub.ac.id 99 strZ_t__{gi p}__mZ_sZ_rZ_{n d}Z_lZ_{m p}__n__ntuZ_{n posisi} p__rusZ_hZZ_{n (S}__tiZ_{di. 2003:55).} 2) StrZ_t__{gi P}__n__ntuZ_{n P}Z_sZ_{r S}Z_sZ_rZ_n. P__milihZ_{n b}__sZ_r Z_tZ_{u lu}Z_snyZ _s__gm__n s__suZ_{i d}__ngZ_{n k}__mZ_mpuZ_{n su}Z_{tu p}__rusZ_hZZ_n

untuk m__mZ_{suki s}__gm__{n t}__rs__{but. S}__bZ_giZ_n

b__sZ_{r p}__rusZ_hZZ_{n m}__mZ_{suki s}__buZ_{h p}Z_sZ_{r b}Z_ru

d__ngZ_{n m}__lZ_yZ_{ni s}Z_{tu s}__gm__{n tungg}Z_{l, d}Z_n

jikZ _t__{rbukti b}__rhZ_{sil, m}Z_kZ _m__r__kZ _m__nZ_mbZ_h

s__gm__{n d}Z_{n k}__mudiZ_{n m}__mp__rluZ_{s s}__cZ_rZ

v__rtikZ_l Z_tZ_{u s}__cZ_rZ _horizontZ_{l. D}Z_lZ_m

m__n__lZZ_{h p}Z_sZ_{r s}Z_sZ_rZ_{n h}Z_{rus m}__ng__vZ_luZ_si

d__ngZ_{n m}__n__lZZ_{h tig}Z _fZ_{ktor (Um}Z_{r, 2000:46):}

a) UkurZ_{n d}Z_{n p}__rtumbuhZ_{n s}__gm__n,

p__rusZ_hZZ_{n h}Z_{rus m}__ngumpulZ_kZ_{n d}Z_n

m__ngZ_nZ_{lisis d}Z_tZ _t__ntZ_{ng p}__njuZ_lZ_n

t__rZ_{khir, proy}__{k l}Z_{ju p}__rtumbuhZ_n

p__njuZ_lZ_{n d}Z_{n m}Z_{rgin l}Z_bZ _yZ_ng

dihZ_rZ_pkZ_{n untuk b}__rbZ_gZ_{i s}__gm__{n, l}Z_lu

dipilih s__gm__{n y}Z_{ng di h}Z_rZ_pkZ_{n p}Z_ling

s__suZ_i.

b) K__m__nZ_rikZ_{n struktur}Z_{l s}__gm__{n, su}Z_tu

s__gm__{n mungkin m}__mpunyZ_{i ukur}Z_{n d}Z_n

p__rtumbuhZ_{n y}Z_{ng s}__suZ_{i d}__ngZ_{n y}Z_ng dihZ_rZ_pkZ_{n untuk b}__rbZ_gZ_{i s}__gm__{n, l}Z_lu dipilih s__gm__{n y}Z_{ng di h}Z_rZ_pkZ_{n p}Z_ling s__suZ_i. c) SZ_sZ_rZ_{n d}Z_{n sumb}__{r d}Z_yZ_{, p}__rusZ_hZZ_n hZ_{rus m}__mp__rtimbZ_ngkZ_{n s}Z_sZ_rZ_{n d}Z_n sumb__{r d}Z_yZ_nyZ _dZ_lZ_{m k}Z_itZ_{n d}__ngZ_n s__gm__{n p}Z_sZ_{r. W}Z_lZ_u Z_dZ _s__gm__{n y}Z_ng

bZ_gus, Z_kZ_{n t}__tZ_{pi d}Z_pZ_{t ditol}Z_{k jik}Z _tidZ_k

prosp__{ktif d}Z_lZ_{m j}Z_ngkZ _pZ_njZ_ng.

3) StrZ_t__{gi P}__n__ntuZ_{n Posisi P}Z_sZ_r

P__n__ntuZ_{n posisi p}Z_sZ_{r (positioning)} Z_dZ_lZ_h

strZ_t__{gi untuk m}__r__{but posisi dib}__nZ_k

konsum__{n, s}__hinggZ _strZ_t__{gi ini m}__nyZ_ngkut

bZ_gZ_imZ_nZ _m__mbZ_{ngun k}__p__rcZ_yZZ_n,

k__yZ_kinZ_{n, d}Z_{n komp}__t__{nsi b}Z_{gi p}__lZ_nggZ_n.

M__{nurut Kotl}__{r (1997: 262), positioning} Z_dZ_lZ_h Z_ktifitZ_{s m}__nd__sZ_{in citr}Z _dZ_n

m__mposisikZ_{n diri di b}__nZ_{k konsum}__n. 0?_72'(3?₁?_/,7,:₁

3__Q__OLWLZ_{Q LQL P}__UXSZ_kZ_{n S}__Q__OLWLZ_Q G__{VNULSWLI G}__QJZ_{Q S}__QG__NZ_WZ_{Q NX}Z_OLWZ_{WLI N}Z_U__QZ S__Q__OLWLZ_NZ_{Q PHQJ}Z_QZ_{OLVLV VWU}Z_{WHJL SHP}Z_VZ_UZ_{Q \}Z_QJ GLJXQZ_NZ_{Q ROHK %}Z_{WLN %OLPELQJ 0}Z_OZ_{QJ XQWXN} PHQLQJNZ_WNZ_{Q G}Z_\Z_VZ_LQJQ\Z Fokus P__n__litiZ_n 1. StrZ_t__{gi S}__gm__ntZ_{si P}Z_sZ_{r (6}__JP__QWZ_tion) 2. StrZ_t__{gi P}__n__ntuZ_{n P}Z_sZ_{r S}Z_sZ_rZ_{n 7}Z_rg__ting) 3. StrZ_t__{gi Posisi P}Z_sZ_{r (Positioning)} 4. BZ_urZ_{n P}__mZ_sZ_rZ_{n, d}Z_lZ_{m p}__n__litiZ_{n skripsi}

ini, p__n__{liti m}__{milih m}__nggunZ_kZ_{n b}Z_urZ_n

p__mZ_sZ_rZ_{n d}__ngZ_{n m}__nggunZ_kZ_{n 4p, B}Z_urZ_n

p__mZ_sZ_rZ_n Z_dZ_lZ_{h p}__rZ_ngkZ_{t p}__mZ_sZ_rZ_{n y}Z_ng

bZ_{ik y}Z_{ng m}__{liputi produk, p}__n__ntuZ_{n h}Z_rgZ_,

promosi dZ_{n distribusi, dig}Z_bungkZ_{n untuk}

m__nghZ_silkZ_{n r}__{spon y}Z_{ng diingink}Z_{n p}Z_sZ_r

sZ_sZ_rZ_{n (Kotl}__{r d}Z_n :_{mstrong, 2012:92)} /RNZ_{VL 3}__Q__OLWLZ_Q

3__Q__OLWLZ_{Q LQL E}__UORNZ_{VL GL %}Z_{WLN %OLPELQJ} 0Z_OZ_{QJ Lok}Z_{si / rum}Z_{h industri di Jl. C}Z_{ndi J}Z_go

no. 6 MZ_lZ_{ng ± J}Z_wZ _Timur 7__{NQLN 3}__QJXPSXOZ_{Q '}Z_WZ

7__{NQLN S}__QJXPSXOZ_{Q G}Z_WZ _\Z_{QJ GLJXQ}Z_NZ_Q RO__{K S}__Q__OLWL Z_QWZ_UZ _OZ_{LQ Obs}__rvZ_{si :}Z_ZZ_QFZ_UZ GZ_{Q Dokum}__ntZ_si :_GZ_{SXQ LQVWUXP}__{QW S}__Q__OLWLZ_Q \Z_{QJ GLJXQ}Z_NZ_{Q L}Z_OZ_{K S}__Q__{OLWL S}__GRPZ_Q ZZ_ZZ_QFZ_UZ Z_OZ_{W GRNXP}__QWZ_VL

:_QZ_{OLVLV '}Z_{Q .}_Z_EVZ_KZ_{Q '}Z_WZ

GZ_OZ_{P S}__Q__OLWLZ_{Q LQL W}__UGZ_SZ_{W E}__E__UZ_SZ Z_NWLYLWZ_{V G}Z_OZ_{P P}__QJZ_QZ_{OLVLV G}Z_WZ _E__UXSZ _U__GXNVL GZ_WZ _dZ_tZ _r__{duction S}__Q\Z_MLZ_{Q G}Z_WZ _(dZ_tZ displZ_{y), conclusion GU}Z_{ZLQJ S}__QZ_ULNZ_Q N__VLPSXOZ_{Q G}Z_{Q N}_ Z_EVZ_KZ_{Q G}Z_WZ _P__QJXQZ_NZ_Q W__{NQLN WUL}Z_QJXOZ_VL

H:_{SIL D}:_{N P}?_MB:_H:_S:_N

6WUZ_W__{JL 3}__PZ_VZ_UZ_{Q %}Z_{WLN %OLPELQJ 0}Z_OZ_QJ BZ_urZ_{n P}__mZ_sZ_rZ_{n B}Z_{tik Blimbing M}Z_lZ_ng

K__b__rhZ_silZ_{n p}__rusZ_hZZ_{n dibid}Z_ng

p__mZ_sZ_rZ_{n t}__rkZ_{it d}__ngZ_{n k}__b__rhZ_silZ_nnyZ

dZ_lZ_{m m}__n__ntukZ_{n produk y}Z_{ng t}__pZ_{t, h}Z_rgZ

yZ_{ng l}Z_yZ_{k, s}Z_lurZ_{n distribusi y}Z_{ng b}Z_{ik, s}__rtZ

promosi yZ_{ng r}__lZ_tif __f__{ktif. B}Z_urZ_{n p}__mZ_sZ_rZ_n

yZ_{ng t}__{rdiri d}Z_{ri produk, h}Z_rgZ_{, t}__mpZ_{t s}__rtZ

promosi. S__suZ_{i d}__ngZ_{n t}__{ori y}Z_ng

dik__mukZ_kZ_{n ol}__{h Kotl}__{r d}Z_n :_rmstrong

(2004:78) bZ_urZ_{n p}__mZ_sZ_rZ_{n (m}Z_rk__{ting mix)} Z_dZ_lZ_{h kumpul}Z_n Z_lZ_{t p}__mZ_sZ_rZ_{n t}Z_ktis

t__rk__ndZ_{li y}Z_{ng dip}Z_dukZ_{n p}__rusZ_hZZ_{n untuk}

m__nghZ_silkZ_{n r}__{spon y}Z_{ng diingink}Z_nnyZ

dipZ_sZ_{r s}Z_sZ_rZ_{n. H}Z_{sil p}__n__litiZ_{n ini}

m__nunjukZ_{n b}Z_hwZ _bZ_urZ_{n p}__mZ_sZ_rZ_n

dit__tZ_pkZ_{n d}__ngZ_{n c}__rmZ_{t ol}__{h B}Z_{tik Blimbing}

MZ_lZ_ng Z_gZ_{r k}__puZ_sZ_{n konsum}__{n s}__rtZ

k__b__rlZ_njutZ_{n us}Z_hZ _dZ_pZ_{t t}__rwujud.

a. Produk

Produk bZ_{tik y}Z_{ng dih}Z_silkZ_{n ol}__{h B}Z_tik

Jurnal Administrasi Bisnis (JAB)|Vol. 50 No. 2 September 2017| administrasibisnis.studentjournal.ub.ac.id

100

konsum__n, Z_kZ_{n t}__tZ_{pi p}__rusZ_hZZ_n

m__nZ_mpilkZ_{n pr}__vi__{w produk s}__b__{lum j}Z_di

s__hinggZ _dZ_pZ_{t dis}__suZ_ikZ_{n d}__ngZ_{n k}__inginZ_n

dZ_{ri konsum}__{n. B}Z_{tik Blimbing M}Z_lZ_{ng jug}Z

m__mpunyZ_{i produk y}Z_{ng t}__lZ_{h j}Z_{di untuk}

dipZ_jZ_{ng s}__bZ_gZ_{i contoh untuk konsum}__n.

Produk-produk yZ_{ng dih}Z_silkZ_{n s}__rtZ _di

pZ_sZ_rkZ_{n ol}__{h B}Z_{tik Blimbing M}Z_lZ_{ng dib}Z_gi

m__nZ_{jdi lim}Z _kZ_t__{gori y}Z_itu:

(1) KZ_{in B}Z_{tik Tulis ( b}__rbZ_gZ_{i m}Z_cZ_{m motif,}

s__p__{rti top}__{ng m}Z_lZ_ngZ_{n, motif gunung}

pZ_ncZ_silZ _dZ_{n g}Z_rudZ_{, dsb)}

(2) JilbZ_{b d}Z_{n C}Z_rdigZ_{n c}__{lup (b}__rbZ_hZ_{n d}Z_sZ_r

kZ_{in p}Z_ris)

(3) TZ_{s d}Z_{n Tot}__bZ_{g B}Z_{tik ( d}__ngZ_{n motif tok}__k

dZ_{n motif k}Z_rtun)

(4) Domp__{t B}Z_{tik ( d}__ngZ_{n 2 m}Z_cZ_{m ukur}Z_n)

(5) :_c__{ssoris ( d}__ngZ_{n b}__rbZ_gZ_{i m}Z_cZ_{m j}__nis

s__p__{rti, bros, g}Z_ntungZ_{n kunci,b}Z_{ndo, dsb)}

(6) SZ_ndZ_{l B}Z_{tik (b}__rbZ_hZ_{n d}Z_sZ_{r k}Z_{yu ukir}

d__ngZ_{n dip}Z_dukZ_{n k}Z_{in b}Z_tik.

b. HZ_rgZ

P__n__tZ_pZ_{n h}Z_rgZ _m__rupZ_kZ_{n s}Z_lZ_{h s}Z_tu __l__m__{n p}__{nting b}Z_{gi m}Z_nZ_j__m__{n p}__rusZ_hZZ_n.

HZ_rgZ _dit__tZ_pkZ_{n b}__rdZ_sZ_rkZ_{n p}__rhitungZ_n

b__sZ_rnyZ _biZ_yZ _yZ_{ng dibutuhk}Z_{n (bi}Z_yZ _bZ_hZ_n

bZ_{ku, h}Z_rgZ _{pokok produksi, bi}Z_yZ _promosi)

ditZ_mbZ_{h d}__ngZ_{n p}__rs__ntZ_s_ _k__untungZ_{n y}Z_ng

diinginkZ_{n p}__rusZ_hZZ_{n. S}__suZ_{i d}__ngZ_{n y}Z_ng

dik__mukZ_kZ_{n ol}__{h Kotl}__{r (2005:142) su}Z_tu

p__rusZ_hZZ_{n h}Z_{rus m}__n__tZ_pkZ_{n h}Z_rgZ _s__suZ_i

d__ngZ_{n nil}Z_{i y}Z_{ng dib}__rikZ_{n d}Z_{n dip}Z_hZ_mi

p__lZ_nggZ_{n. B}__rdZ_sZ_rkZ_{n h}Z_{sil p}__n__litiZ_n

m__nyZ_tZ_kZ_{n b}Z_hwZ_{. h}Z_rgZ _yZ_{ng ol}__{h B}Z_tik

Blimbing MZ_lZ_{ng dit}__ntukZ_{n b}__rZ_gZ_{m s}__suZ_i

d__ngZ_{n d}__sZ_{in, b}Z_hZ_{n b}Z_{ku d}Z_{n tingk}Z_{t k}__sulitZ_n

produksi produk yZ_{ng diingink}Z_{n ol}__h

konsum__n.

S__cZ_rZ _gZ_{ris b}__sZ_{r h}Z_rgZ _{produk-produk}

bZ_{tik y}Z_{ng diju}Z_{l ol}__{h B}Z_{tik Blimbing M}Z_lZ_ng

b__rkisZ_{r Rp. 5000 ± Rp. 750.000 (h}Z_rgZ

dis__suZ_ikZ_{n d}__ngZ_{n juml}Z_{h p}__mb__liZ_{n d}Z_n

konsum__{n y}Z_{ng m}__lZ_kukZ_{n r}__p_Z_{t ord}__r).

B__rdZ_sZ_rkZ_{n H}Z_{sil p}__n__litiZ_{n y}Z_{ng di l}Z_kukZ_n

p__n__{liti h}Z_rgZ _{produk b}Z_{tik ini l}__{bih mur}Z_{h d}Z_n

t__rjZ_ngkZ_{u dib}Z_ndingkZ_{n d}__ngZ_{n h}Z_rgZ _produk

bZ_{tik y}Z_{ng b}__r__dZ_{r dip}Z_sZ_rZ_{n. M}__{skipun h}Z_rgZ

produk bZ_{tik l}__{bih mur}Z_{h dib}Z_ndikZ_{n d}__ngZ_n

produk bZ_{tik y}Z_{ng l}Z_in, Z_kZ_{n t}__tZ_{pi ku}Z_liZ_tZ_s

produk bZ_{tik ini m}__{miliki ku}Z_litZ_{s tinggi d}Z_n

kr_Z_tifitZ_{s d}Z_{ri d}__sZ_{in s}__rtZ _{motif b}Z_{tik itu}

s__ndiri.

c. T__mpZ_t

SZ_lurZ_{n distribusi t}__rkZ_{it d}__ngZ_{n b}__rbZ_gZ_i Z_ktivitZ_{s p}__rusZ_hZZ_{n y}Z_{ng m}__ngupZ_yZ_kZ_n Z_gZ_r

produk dZ_pZ_{t dis}Z_lurkZ_{n k}_ _konsum__{n. S}__suZ_i

d__ngZ_{n t}__{ori y}Z_{ng dik}__mukZ_kZ_{n ol}__h :_lmZ

(2003:105) m__{milih lok}Z_{si us}Z_hZ _yZ_{ng t}__pZ_t

sZ_ngZ_{t m}__n__ntukZ_{n k}__b__rhZ_silZ_{n d}Z_{n k}__gZ_gZ_lZ_n

usZ_hZ _dimZ_sZ _yZ_ng Z_kZ_{n d}Z_tZ_{ng. B}__rdZ_sZ_rkZ_n

hZ_{sil p}__n__litiZ_{n s}__bZ_giZ_{n b}__sZ_{r produk B}Z_tik

Blimbing MZ_lZ_{ng diju}Z_{l s}__cZ_rZ _pr__-ord__{r d}Z_n

m__mbutuhkZ_{n w}Z_{ktu y}Z_{ng t}__rlZ_mpZ_{u l}Z_mZ _dZ_n

produk lZ_{ngsung dikirimk}Z_{n k}_ _k__pZ_dZ

konsum__{n, h}Z_{l ini dik}Z_r__nZ_kZ_{n s}ZZ_{t ini B}Z_tik

Blimbing MZ_lZ_{ng m}Z_{sih t}__rk__ndZ_lZ _{di m}Z_sZ_lZ_h

t__mpZ_{t untuk m}__{mproduksi produkny}Z_{, jug}Z

gZ_l__{ri y}Z_{ng dimiliki ol}__{h B}Z_{tik Blimbing}

MZ_lZ_{ng m}Z_{sih kur}Z_{ng m}__{mbuni, k}Z_r__nZ _gZ_l__ri

yZ_{ng b}__rgZ_{bung d}__ngZ_{n t}__mpZ_{t p}Z_{rkir p}__milik

dZ_{n jug}Z _b__rsZ_{tu d}__ngZ_{n t}__mpZ_{t p}__nj__murZ_n

produk s__t__ngZ_{h j}Z_{di s}__t__lZ_{h pros}__{s p}__wZ_rnZZ_n

yZ_{ng m}__mbuZ_{t sis}Z _dZ_{ri p}__wZ_rnZ _t__rtinggZ_{l di}

lZ_ntZ_{i. P}__rusZ_hZZ_{n y}Z_{ng t}__rl__tZ_{k di JL C}Z_ndi

JZ_{go no 6, Blimbing, M}Z_lZ_{ng ini buk}Z_n

m__rupZ_kZ_n Z_ks__{s j}Z_lZ_{n ut}Z_mZ _dZ_{n lok}Z_{si kur}Z_ng

strZ_t__{gis s}__hinggZ _m__mbuZ_{t konsum}__{n k}__sulitZ_n

untuk m__njZ_ngkZ_{u lok}Z_si.

d. Promosi

Promosi m__rupZ_kZ_{n k}__giZ_tZ_n-k__giZ_tZ_{n y}Z_ng Z_{ktif dil}Z_kukZ_{n ol}__{h B}Z_{tik Blimbing M}Z_lZ_ng

untuk m__mb__ritZ_{hu, m}__ng__nZ_lkZ_n,

m__mp__ngZ_{ruhi konsum}__{n m}__ng__nZ_{i produk}

yZ_{ng dit}Z_wZ_rkZ_{n. S}__suZ_{i d}__ngZ_{n t}__{ori y}Z_ng

dik__mukZ_kZ_{n ol}__{h Boyd (2000: 65)}

promosi diZ_rtikZ_{n s}__bZ_gZ_{i up}Z_yZ _m__mbujuk

orZ_{ng untuk m}__n__rimZ _{produk, kons}__{p d}Z_n

gZ_gZ_sZ_{n. S}__dZ_ngkZ_{n m}__{nurut Boon}_ _dZ_{n Kurtz}

(2002 : 129) promosi Z_GZ_OZ_{K SURV}__V P__QJLQIRUPZ_VLNZ_{Q m}__{mbujuk, G}Z_Q

m__mp__ngZ_{ruhi su}Z_{tu k}__putusZ_{n p}__mb__liZ_{n d}Z_n

m__{nurut Sury}Z_nZ _{(2001: 112), promosi} Z_dZ_lZ_h

cZ_rZ _m__ngkomunikZ_sikZ_{n b}Z_rZ_{ng d}Z_{n j}Z_sZ _yZ_ng

di tZ_wZ_rkZ_{n sup}Z_yZ _konsum__{n m}__ng__nZ_{l d}Z_n

m__mb__{li. B}__rdZ_sZ_rkZ_{n h}Z_{sil p}__n__litiZ_{n Promosi}

BZ_{tik Blimbing M}Z_lZ_{ng dimul}Z_{i d}__ngZ_n

m__mbuZ_{t m}__r__{k y}Z_{ng m}__ngZ_sosiZ_sikZ_n

k__unggulZ_{n d}Z_{n us}Z_hZ _yZ_{ng dig}__lutinyZ _yZ_itu

bZ_{tik. K}__mudiZ_{n p}__rusZ_hZZ_{n jug}Z _m__lZ_kukZ_n

promosi d__ngZ_{n m}__lZ_{lui int}__rn__{t m}Z_rk__ting

(m__lZ_{lui w}__bsit_ _dZ_{n soci}Z_{l m}__diZ_{), jug}Z

m__ngikuti __v__nt-__v__{nt y}Z_{ng di}Z_dZ_kZ_{n ol}__h

p__m__rintZ_h Z_tZ_{upun inst}Z_{nsi jug}Z _komunitZ_{s d}Z_n

jugZ _m__lZ_kukZ_{n promosi d}__ngZ_{n m}__njZ_di