ANALISIS BAURAN STRATEGI PEMASARAN PADA INDUSTRI RUMAHAN KRUPUK “ASYIK” BOJONEGORO

Abstract

This study aims to determine the marketing strategy applied by Krupuk Asyik to face its competitors. This research uses qualitative methods and in data collection using observation methods, in-depth interviews, and documentation studies. The data analysis technique used is SWOT analysis and testing the validity of the data with extended observations and reference materials. The results of this study indicate that the marketing strategies that can be used by Krupuk Asyik are to maintain product quality and product taste, have a brand name, use machines to produce production processes, and low product prices. From the conclusions that have been obtained, the advice given to Krupuk Asyik is that it is necessary to have a better marketing strategy and in accordance with the capabilities possessed in order to increase sales of crackers, and business owners also provide brand name labels on each cracker plastic packaging.