Analisis Strategi Pemasaran Home Industri Tempe “Bu Jumasri” di Desa Manuk Kecamatan Siman Kabupaten Ponorogo

Cahyaning Sayekti Pramuda Wardani, Theo Putra Anangga, Ririn Setia Astuti, Salsa Billa Nadia Mafatikhul Laily, Devi Kusuma Wardani, Farico Anugrah Rizaldy, Muhammad Arif Fauziana, Dimas Zainatul Aropah, Restiana Restiana, Erlyna Wahyu Purwandani, Darsini Darsini, Vianita Diah Safitri, Dini Listyaningrum, Eriana Isnawati, Fredy Hendrawan, Dina Ayu Greasilia Rahmad, Mumtarin Mumtarin, Mufaliha Sabila Iswari, Fitriana Lailatul Masruro, Imaniar Dwi Alda, Yusuf Khoirul Anam, Erwin Cahyo Prasetyo, Azhar Naufal Dzaky, Dadang Bagus Prasetyo, Eyzlan Jaya Kusuma, Siti Munawaroh

Abstract

This study aims to find out how the "Bu Jumasri" Tempe Home Industry Marketing Strategy During the Covid-19 Pandemic, on street Merak RT/02 RW/01 Manuk Village, Siman District, Ponorogo Regency. In this study, using a qualitative approach with descriptive research methods. Data collection techniques were carried out by interview, observation, and documentation. Sources of data in this study consisted of: (1) Primary data, obtained through direct interviews with the owner/business actor, namely Mrs. Jumasri. (2) Secondary data, is obtained through journals and scientific works. Data analysis techniques used, namely data reduction, data presentation, and drawing conclusions. Based on the analysis that has been done, it is known that in marketing tempeh during the Covid-19 pandemic, Bu Jumasri used several strategies, including: (1) selection of raw materials, (2) selling price, (3) packaging of tempeh, (4) shape and size, (5) distribution. This is done to achieve maximum sales turnover, so as to improve economic welfare.

Keywords : UMKM, Home Industry, Marketing Strategy

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References

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