ANALISIS STRATEGI PEMASARAN USAHA KERIPIK PISANG SKALA KECIL DAN DAMPAK SOSIAL EKONOMI TERHADAP MASYARAKAT SEKITAR DI SENTRA INDUSTRI KERIPIK KOTA BANDARLAMPUNG

BERLIANTI, MAULIDIA and Mulyana, Andy and Riswani, Riswani (2015) ANALISIS STRATEGI PEMASARAN USAHA KERIPIK PISANG SKALA KECIL DAN DAMPAK SOSIAL EKONOMI TERHADAP MASYARAKAT SEKITAR DI SENTRA INDUSTRI KERIPIK KOTA BANDARLAMPUNG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purposes of this research are to: 1) describe marketing strategy that should be implemented by chips entrepreneur for increasing product selling, 2) explain market behavior in Industrial Center of Chips Bandarlampung, 3) analyze the socioeconomic impact on the surrounding community because Industrial Center of Chips Bandarlampung construction. This research was conducted in Industrial Center of Chips Bandarlampung City Segalamider Village Bandarlampung Town on April 2015. In this research, case study has been used as research method. Purposive sampling has been used as sampling method for entrepreneur respondents with 3 entrepreneur as respondent and disproportionate stratified random sampling has been used for community in Segalamider Village with 20 respondent were working in Industrial Center of Chips Bandarlampung City, meanwhile 10 respondent were not working in Industrial Center of Chips Bandarlampung City. The data used in this research were primary and secondary. The results showed that : 1) strategy that should be implemented in Industrial Center of Chips Bandarlampung is Growth Strategy with intensive development (market penetration, market development, and product development), 2) the most efficient marketing channel is marketing channel 1 (direct marketing channel) with different marketing margin amount for every entrepreneurs while marketing cost for Lateb Jaya is Rp 438.500 per month, Askha Jaya Rp 2.752.600 per month, and Rizka Rp 421.500 per month, 3) there are socioeconomic enhancements for community that work in Industrial Center of Chips Bandarlampung after Industrial Center of Chips Bandarlampung construction and also, there are socioeconomic enhancements for community that don’t work in Industrial Center of Chips Bandarlampung after Industrial Center of Chips Bandarlampung construction.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategy, market, impact, entrepreneur, community
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B416 Agribusiness management
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Mrs Sri Astuti
Date Deposited:	10 Dec 2019 06:08
Last Modified:	10 Dec 2019 06:08
URI:	http://repository.unsri.ac.id/id/eprint/21086

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