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All Journal TEMA (Jurnal Tera Ilmu Akuntansi) Hijri Jurnal Mirai Management Jurnal Ilmiah Universitas Batanghari Jambi Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah RAUDHAH SEIKO : Journal of Management & Business YUME : Journal of Management Adzkiya : Jurnal Hukum dan Ekonomi Syariah JURNAL RAUDHAH KONSEP DAN TUJUAN PADA TINJUAN BISNIS SYARIAH Jurnal Ilmiah Wahana Pendidikan JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen Jurnal Administrasi Kantor EKONOMIKA45 Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Optimal: Jurnal Ekonomi dan Manajemen Journal of Student Research Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal Manajemen Riset Inovasi Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Journal of Management and Social Sciences Maslahah: Jurnal Manajemen dan Ekonomi Syariah IIJSE
Suhairi Suhairi
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : IIJSE

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Marketing Strategy: Promotion of Kacang Asin Pak Tani Brand Products at Tanjung Anom Village Muslimatul Husnah; Suhairi Suhairi; Budi Dharma
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 6 No 2 (2023): Sharia Economic: July, 2023
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v6i2.3717

Abstract

This research focuses on developing a marketing strategy for the “Kacang Asin Pak Tani” product. This product is a home industry engaged in selling dry food and snacks. Sales of Pak Tani’s Salted Peanuts have continued to increase from 2019 to 2022, but interview results show that this product has not implemented a good marketing strategy, including offline and online promotions, market segmentation, and other marketing mixes. In developing an effective marketing strategy, the 4P concept (Product, Price, Place, Promotion) is an important basis. The method used in this research is the descriptive qualitative method, with the observation approach and interview as a data collection technique, research data consists of secondary and primary data. Primary data was generated from interviews with home industry owners of Salted Peanut Products, employees, and consumers. Secondary data includes graphic data of the sales cycle for four years, EFAS and IFAS data, as well as SWOT analysis obtained from Kacang Asin Pak Tani company. The researchers also use literature reviews as a theoretical foundation that can support solving the problem being studied. Research results, based on the SWOT analysis can be seen that the strategy used is in quadrant 1, this position is a very profitable position, by implementing a strategy that supports aggressive growth policies (Grow Oriented Strategy). So, this is a strategy that can be carried out by the Kacang Asin Pak Tani Brand Product so that the strengths, weaknesses, opportunities, and threats of the business can be identified. As a suggestion, in terms of promotion, the “Kacang Asin Pak Tani” brand needs to develop a more effective promotion strategy to increase consumer awareness of the products and brands offered.
Co-Authors Agus Alimuddin Ahmad Firdaus Lingga Ahmad Ihsan Fiqih Siregar Amalia Munajah Nasution Amanda Damayanti Nasution Amelia Putri Andi Rahma Nur Alam Ansor Nasution Aprilia Indah Saputri Rambe Ardhinur Ardhinur Arjuna Arjuna Arya Duta Permana Pane Burhan Hanafi Buyung Sarita Cici Winda Atila Cindy Anggreni Cindy Kumala Dewi Deby Nofriansyah Dharma, Budi Diah Safri Yulinda Dian Irmawani Diana Diana Dina Aulia Nasution Dwi Nugroho Dwi Nugroho eko purnomo Elsa Zulfita Fahmi Rizky Fitri Annisa Helva Diansyah Putri Simamora Ilham salim siregar Indah Wulansari Batubara Juli Syahputri Leni Lastrian Nahulae Liska Febrianti M. Alfito Dinova M. Difach Hazairin Nst Mansur Mansur Meyra Rizky Azhary Mhd Yahya Miftahul Husna Hutapea Minta Ito Lubis Mira Nur Aisah Mohd Haiqal Alif Ramadhani Muhammad agung Muhammad Anshari Hutasuhut muhammad luthfie Muslimatul Husnah Mustafaruddin Mustafaruddin Mutmainna Andi Sudirman Nabila Prahaski Nabila Syafitri Nabillah Purba Nadya Maulidya M Niken Rahmadiyah Niki Aulia Nini Syofriyeni Nirwana Nirwana Nur Leli Nurbaina Junita S nurfahmi Nurfahmi Nurhadiah Nurhadiah Nurhazizah Nurhazizah Nurmal Idrus Nurmilasari Nurmilasari Nurmilasari Nurmilasari Puji Rahmah Putri Khairani Pratiwi Rabiatun Adawiyah Reni Yusnita Revika Viola Azzahara Ridha Tri Handayani Ridho Fachrozie Rifaldi Dwi Syahputra Rifki Akmal Tanjung Rio Ariangga Hutagalung Riska Arianti Nasution Riski Wahdini Riyan Erwin Hidayat Riza Ayu Asmita Rizka Azriani Tanjung Rofiqoh Hannum Rao Siti Hazrah Sonia Purba Sophia Rahmadhani SRI LESTARI Sri Ramadhani Suci Arifah Lubis Surianti Surianti Syahla Syanda Syakira Rifdahayani Yoes Tengku Ismalia Mahira Tira Syahira Tuti Tri Ulin Utami R.A Padang Vania Sally Nabila Vinna Novita Sari Vira Siska Wahyu Adriansyah Naibaho Windy Septia Triyani Zerimah Hasibuan