Bauran Pemasaran Jamur Tiram (Pleurotus Ostreatus) di UPT BLK Wonojati Malang - Budiono, Handik; Aji, Teguh Sarwo (Sigmagri, 2024)
ABSTRACT The purpose of this study is to describe the marketing mix of oyster mushrooms at UPT BLK Wonojati Malang, as well as the obstacles faced, so that oyster mushroom business managers at UPT BLK Wonojati Malang need to develop the right marketing strategy in dealing with problems in order to achieve opportunities, so that company goals can be achieved. This study uses a qualitative method (case study). Data collection techniques are carried out through observation, interviews, literature and library studies and documentation. The data analysis technique used is a qualitative descriptive method. The results of the study indicate that the marketing mix of oyster mushrooms at UPT BLK Wonojati Malang has implemented the four elements of the marketing mix including product, price, place, and promotion. The obstacles faced in marketing include fraud, declining product quality, unable to meet market targets, no business agreement, promotion is not optimal, packaging or repacking is not attractive, the location is too far, the production machine is still manual, and competition. Keywords: Marketing Mix, Oyster Mushrooms. ABSTRAK Tujuan penelitian ini yaitu untuk mendeskripsikan bauran pemasaran jamur tiram di UPT BLK Wonojati Malang, serta kendala-kendala ang dihadapinya, sehingga pengelola usaha jamur tiram di UPT BLK Wonojati Malang memerlukan pengembangan strategi pemasaran yang tepat dalam menghadapi permasalahan guna meraih peluang, agar tujuan perusahaan bisa tercapai. Penelitian ini menggunakan metode kualitatif (studi kasus). Teknik pengumpulan data dilakukan melalui observasi, wawancara, studi literatur dan kepustakaan serta dokumentasi. Teknik analisis data yang digunakan yaitu metode deskriptif kualitatif. Hasil penelitian menunjukkan bahwa bauran pemasaran jamur tiram di UPT BLK Wonojati Malang telah menerapkan keempat unsur dari bauran pemasaran diantaranya produk, harga, tempat, dan promosi. Adapun kendala-kendala yang dihadapi dalam pemasaran tersebut diantaranya adanya penipuan, kualitas barang menurun, tidak bisa memenuhi target pasar, tidak ada perjanjian usaha, promosi belum maksimal, kemasan atau repacking belum menarik, lokasi terlalu jauh, mesin produksi masih manual, dan adanya persaingan. Kata Kunci: Bauran Pemasaran, Jamur Tiram.