STRATEGI MARKETING MIX DALAM MENINGKATKAN DAYA SAING (Studi Kasus di UD. Selo Indah Group Desa Ngentrong Kecamatan Campurdarat Kabupaten Tulungagung)

RIZKY RANISA NUR'ATMA, 1742143243 (2023) STRATEGI MARKETING MIX DALAM MENINGKATKAN DAYA SAING (Studi Kasus di UD. Selo Indah Group Desa Ngentrong Kecamatan Campurdarat Kabupaten Tulungagung). [ Skripsi ]

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Abstract

Thesis entitled "Marketing Mix Strategy in increasing competitiveness (Case study at UD. Selo Indah Group, Ngentrong Village, Campurdarat District, Tulungagung Regency", was written by Rizky Ranisa Nur'atma and supervised by Dr. Hj. Nur Aini Latifah, S.E., M.M. The research in this thesis is motivated by the marketing mix of UD marble companies. Selo Indah Group Ngentrong Village, Campurdarat District, Tulungagung Regency is very important in research because it is seen from the location in the Tulungagung area to be a natural resource for limestone hills which is one of the centers of marble stone processing. The entire hills consisting of limestone clusters are millions of years old and have undergone many metamorphosis processes to form white marble rocks which are then mined and formed into various kinds of crafts as well as producing famous marble stone crafts in Indonesia. Marble and natural stone crafts have the potential to become commodities that have significant opportunities in creating regional craft competitiveness and have penetrated international markets, such as Japan, France, Germany and Taiwan. This phenomenon then makes marble stone crafts a regional superior product and is an economic driver in Tulungagung Regency. The focus of the research is 1) How is the implementation of marketing mix in increasing competitiveness at UD. Selo Indah Group Ngentrong Village Campurdarat District Tulungagung Regency? 2) How are the obstacles and solutions to the marketing mix strategy in increasing competitiveness at UD. Selo Indah Group Ngentrong Village, Campurdarat District, Tulungagung Regency? 3) What is the impact of implementing marketing mix strategies in increasing competitiveness at UD. Selo Indah Group Ngentrong Village, Campurdarat District, Tulungagung Regency? The research approach is a qualitative approach. Descriptive research type. The location of this research is at UD. Selo Indah Group Ngentrong Village, Campurdarat District, Tulungagung Regency. The data collection techniques are interviews, observation and documentation. The data analysis technique is data reduction, data presentation and drawing conclusions and verification. The results of the research are (1) Implementation of marketing mix in increasing competitiveness at UD. Selo Indah Group Ngentrong Village, Campurdarat District, Tulungagung Regency, namely: 1) Product UD Selo Indah group is a business engaged in the processing of natural stone, especially natural stone for interior and exterior of house building, for example, as walls, floors, fences and others. In its implementation, the marketing mix in increasing competitiveness is: a) providing excellent service with advantages compared to other products, b) Human resources, UD Selo Indah employees have the ability to explain about the products at UD Selo Indah so that potential customers quickly understand and understand the product, c) UD Selo Indah's good name is a guarantee for potential customers to buy existing products, because the community will see that UD Selo Indah is good or not in service, easy or not to pick up at any time and ready to deliver products. 2) Price, UD Selo Indah is located in Jati hamlet RT 03 RW 05 Ngentrong village, Campurdarat sub-district, Tulungagung regency, East Java UD Selo Indah applies a strategy in determining the location, namely: a) Pick up the ball by marketing to consumers to homes or places of business. b) Good distribution and good facilities for consumers, 3) Place, determining a price for a product at UD Selo Indah is done as cheaply as possible, but still prioritizes product quality with the aim of not losing competitiveness with other UD Selo Indah. 4) Promotion, UD Selo Indah's sales promotion is carried out by word of mouth, promotion using business cards, catalogs to attract, inform, and influence potential customers, persuade potential customers to become consumers of these products and explain again to potential customers about the advantages of products at UD Selo Indah. (2) Obstacles to the marketing mix strategy in increasing competitiveness at UD. Selo Indah Group Ngentrong Village, Campurdarat District, Tulungagung Regency, namely: 1) too many people produce, so consumers are smart in bargaining for products and making price comparisons, 2) goods are easy to obtain, so consumers are smart in bargaining for products and good at making choices, 3) price competition, so consumers are smart in bargaining for products. Marketing mix strategy solutions in increasing competitiveness at UD. Selo Indah Group, Ngentrong Village, Campurdarat District, Tulungagung Regency, namely: 1) production in large quantities can make consumers easy to make choices, because varied products are more attractive and there is a strong desire from consumers to buy products, 2) a lot of capital can increase production in large quantities which can be a special attraction for consumers, because the number of product choices is more and varied, 3) good quality goods and produced in large quantities and a variety of products offered, so that it can attract consumers to buy products. (3) The positive impact of marketing mix strategies in increasing competitiveness, namely good quality and producing in large quantities can be a special attraction for consumers, because the number of product choices is greater and more varied, more attractive and there is a strong desire from consumers to buy products. The negative impact of marketing mix strategies in increasing competitiveness is that too many produce, so that consumers are smart in bargaining for products which results in entrepreneurs only taking a small profit. Keywords: Marketing Mix Strategy, competitiveness

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