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Hardinata , Dodi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Kelayakan Bisnis Ditinjau Dari Aspek Pemasaran ( Studi Kasus Pada Usaha Gula Merah Aren ) Patrisia, Eka Salsa; Hardinata , Dodi; Sachanovrissa , Silke; Arieantara , Yudi
Jurnal Pusat Manajemen Vol. 1 No. 2 (2024): Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jpm.v1i2.441

Abstract

This research aims to assess the feasibility of the palm brown sugar business from the marketing aspect in Tanjung Aur 1 Village, Kec. Pino, Kab. South Bengkulu. A qualitative approach was used with observation,binterview and evaluation methods with brown palm sugar business owners. This research evaluates seven aspects of marketing, namely product, price, place, promotion, human resources, process and company image. The research results show that palm brown sugar products have high quality and various types. The prices offered are competitive, although adjustments need to be made to compete with other products on the market. Sales points include homes and local markets, while promotions are carried out through social media and direct word of mouth. Human resources are limited to the owner and his family, but are quite effective for the current business scale. The production process is running well, despite challenges in modern management and long manufacturing times. In conclusion, this palm brown sugar business has the potential to develop further with appropriate marketing strategy adjustments.
Analysis Of Marketing Strategies To Increase Sales At Sales Ambassador Store Businesses In Kepahiang Amelia, Amelia; Sachanovrissa , Silke; Hardinata , Dodi
Jurnal Pusat Manajemen Vol. 1 No. 2 (2024): Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jpm.v1i2.443

Abstract

The purpose of this research is to determine the marketing strategy implemented by the Duta Sale Du Kepahiang store business to increase sales volume. The research method used in this research is qualitative by looking at the type and source of data, data collection methods such as observation of research objects, interviews, analytical methods and literature studies and also using analytical methods. To find out what the strategy is, SWOT analysis is used. From the SWOT results, it was found that the results of the respective EFAS (external factors) obtained a value, the opportunity value was 1.47 and the threat value was 0.64, which means that this business has greater opportunities than threats. The IFAS (internal factor) strength score was 1.66 and the weakness score was 0.86. That means the strengths in this business are greater than the weaknesses it has. From the results of the SWOT analysis, it was found that the Duta sale shop in Kepahiang has strengths and opportunities so that it can take advantage of existing opportunities. The strategy that must be implemented in this condition is to support aggressive policy growth.
Co-Authors Amelia Amelia Arieantara , Yudi Patrisia, Eka Salsa Sachanovrissa , Silke