STRATEGI BAURAN PEMASARAN UNTUK PENGEMBANGAN PRODUK LOKAL BAGI KERAJINAN GULA KELAP

Sulistyani, Budiningsih and Yusuf, Enril Faturrohman and Fithri, Muftriantie (2019) STRATEGI BAURAN PEMASARAN UNTUK PENGEMBANGAN PRODUK LOKAL BAGI KERAJINAN GULA KELAP. PROSIDING SEMNAS PERTANIAN 2019.

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Abstract

Research Objectives a) Identifying key internal (strength-weakness) and external (opportunity-threat) factors that affect the marketing mix for the development of local processed products for coconut sugar craftsmen in Kasegeran Village, Cilongok District. b) Identifying alternative marketing mix strategies for developing local processed products for coconut sugar craftsmen in Kasegeran Village, Cilongok District. c) Finding priority marketing mix strategies for the development of local processed products that can be applied to coconut sugar craftsmen in Kasegeran Village, Cilongok District.The specific objective to be achieved in this applied product research is to formulate a marketing mix strategy for the development of local products for coconut sugar craftsmen in an effort to raise local wisdom. The research method used was a survey with a quantitative descriptive analysis approach. The location was determined deliberately in Kasegeran Village, Cilongok District, Banyumas Regency. The type of data used in this study is a combination of primary and secondary data. The technique of determining respondents was done intentionally (purposive sampling) of 20 coconut sugar craftsmen. Date processing is done quantitatively with descriptive statistical techniques and SWOT analysis. Then proceed with QSPM analysis to determine the priority of the marketing mix strategy. The results showed the identification of internal and external factors of the marketing mix for coconut sugar craftsmen in Kasegeran Village, Cilongok District, Banyumas Regency including aspects of product, place, price and promotion. The results of IFAS (Internal Factors Analysis Summary) analysis showed a value of 3.063 and EFAS (External Factors Analysis Summary) showed a value of 3.464. The results of the calculation of the position of coconut sugar craftsmen in the Village Kasegeran Cilongok District are in quadrant I (Aggressive), meaning that the palm sugar craftsmen are in a favorable situation and have the strength and opportunity to develop coconut sugar products. The best strategy implemented among the six strategies is to expand the marketing network so that it can compete with coconut sugar products from other regions and ant sugar substitute products with the highest total attractiveness score of 6,288.

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