| dc.description.abstract | This research was intended to identify the implementation of marketing mix strategy on
furniture by UD. Jati Indah. The research was conducted by descriptive approach with
qualitative paradigm. The research informants were 4 people consisting of 2 people from
the company and 2 people from the consumers by in-depth interviews. The analysis used
was domain analysis and taxonomic analysis. Based on the research, UD Jati Indah
implemented marketing mix strategy consisting of product strategy, pricing strategy and
promotional strategy. Product strategy was made by emphasizing on the product quality
and development in terms of shapes, types, carving variation in order to be its uniqueness
and the provision of warranty for 2 years. Pricing strategy was applied by adjusting
production costs, profits to be taken as well as marketing costs adjusted to the size, model,
shape or design and degree of difficulty in the process of carving. Promotion strategy was
carried out by using personal selling, sales promotion and advertising. Distribution strategy
was held by direct distribution from the producer to the consumer without going through
an intermediary. | en_US |
