<![CDATA[ABSTRAKTujuan penelitian ini adalah mengetahui strategi pemasaran yang dilakukan oleh “Djawa Batik Solo” dengan menggunakan perumusan strategi pemasaran yang bermula dari strategi segmentasi pasar (segmentation), strategi penentuan pasar sasaran (targeting), dan strategi posisi pasar (positioning). Selain itu juga dengan mengembangkan bauran pemasaran (marketing mix) yang terdiri dari 4 unsur yaitu produk (product), harga (price), tempat (place), dan promosi (promotion). Tempat penelitian dilakukan diDjawa Batik Solo, beralamat di Jl. Popda 31 Nusukan Solo. Pada Penelitian ini menggunakan metode deskriptifdengan menggunakan pendekatan kualitatif. Teknik pengumpulan data melalui kegiatan : dokumentasi, wawancara dan observasi. Teknik analisis data menggunakan content analysis (riset dokumentasi)dan analisis deskriptif.Kata kunci: strategi pemasaran, segmentation, targeting, positioning, dan marketing mix. ABSTRACTThe purpose of this study was to determine the marketing strategy undertaken by the "Javanese Batik Solo" by using the formulation of marketing strategy stems from a market segmentation strategy (segmentation), determination of target market strategy (targeting), and market positioning strategy (positioning). In addition, by developing a marketing mix (marketing mix) consisting of 4 elements of the product, price , place, and promotion. Place of research done in Java Batik Solo, located at Jl. Popda 31 Nusukan Solo. In this research using descriptive method with qualitative approach. Data collection through the following activities: documentation, interviews and observation. Data were analyzed using content analysis (research documentation) and descriptive analysis.Keywords: marketing strategy, segmentation, targeting, positioning, and marketing mix.]]>
