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DESCRIPTIVE STUDY OF THE MARKETING MIX STRATEGY OF MSMEs LEMPUK DURIAN CITRA RASA
SELATBARU
Student Name : Anisa
NIM : 5404171083
Supervisor : M. Alkadri Perdana, B.IT., M.Sc Student Institute : State Polytechnic of Bengkalis
ABSTRACT
MSMEs Lempuk Durian Citra Rasa is a home-based business that produces one of the typical Bengkalis souvenirs in the form of lempuk durian. One of the factors that influence the marketing of Lempuk Durian Citra Rasa MSMEs is the marketing mix strategy which includes product, price, promotion and place / distribution channel. This research was conducted at MSMEs Lempuk Durian Citra Rasa, Selatbaru Village. This study aims to determine the marketing mix strategy used by Lempuk Durian Citra Rasa. The research method used is descriptive qualitative research using data collection methods through observation, interviews and documentation of the object of research. Based on the results of the study, it shows that: 1) the product strategy used by MSMEs Lempuk Durian Citra Rasa uses products with good quality, good quantity, already has a brand, and is packaged in different packages. 2) the pricing strategy is determined based on packaging and content weight in accordance with consumer purchasing power and interest. 3) the promotion strategy of MSMEs Lempuk Durian Citra Rasa still uses the traditional way with the word of mouth method, MSMEs Lempuk Durian Citra Rasa Desa Selatbaru also promotes through social media, puts up billboards, and conducts public relations by participating in expo exhibitions in Medan in 2019. 4 ) and the strategy of the place / distribution channel is marketed directly at the place of production where the producer goes directly to the end consumer. In addition, MSMEs Lempuk Durian Citra Rasa Desa also distributes its products from intermediaries to final consumers.
Keyword: poduct strategy, price, promotion, place, MSMEs, Lempuk Durian Citra Rasa.
