PENGUKURAN KINERJA MARKETING MIX DAN PERUMUSAN SRATEGI PEMASARAN UKM BATIK PAMEKASAN (Studi Kasus: UKM Batik Kec. Proppo Kab. Pamekasan)
| Autor: | Winarso, Kukuh, Al-Farisyi, Imam |
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| Jazyk: | angličtina |
| Rok vydání: | 2015 |
| Zdroj: | Jurnal Ekonomi dan Bisnis Airlangga; Vol 25, No 3 (2015): JURNAL EKONOMI DAN BISNIS AIRLANGGA |
| ISSN: | 2338-2686 2597-4564 |
| Popis: | This research is to find out the marketing on marketing mix and formulating marketing strategies for developmentof the UKMBatik Pamekasan to be able to compete with other products.The analysis used in this research areimportance performance analysis used to measure the marketing mixed on consumer perceptions, PGCV indexused to determine the priority scale of marketing mixed and SWOT analysis used to formulating marketingstrategies UKMBatik Pamekasan.This research result indicates that the variables product in consumerexpectations that the quality of the product batik, a coloring material and subtle product batik.In variable price inthe hope that the consumer products already satisfy customers. In variable promotion, consumers wereunsatiable for UKM based on variables place it was amazed at the ease of getting people in product markets.Based on the analysis SWOT acquired marketing strategy on UKMBatik Pamekasan namely by increasing thequality of the people to gain market share of broader at home and globally, the government is helping UKM batikto improve product promotion out the land to use the market to provide a bargain price based on the economycondition and to improve relations with the public servants/governance institutions in order to keep consumerproducts batik Pamekasan.Keywords: Marketing mix, Importance PerformanceAnalysis, PGCV index, SWOT analysis |
| Databáze: | OpenAIRE |
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