| dc.description.abstract | This research aimed to identify the implementation of product marketing of
typical shrimp paste Hj. Typical Ariyatun of Puger District, Jember Regency. The study
focused on shrimp paste produced by Hj. Ariyatun because the product has a
uniqueness that is different from its competitors. Characteristically, the product is more
durable, distinctive aroma and not easily damaged. This research used descriptive
research with qualitative paradigm. The results showed that typical shrimp paste
produced by Hj. Ariyatun of Puger District implemented marketing mix. Products sold
by Hj. Ariyatun are originally made from shrimp and orange. Pricing was based by
considering the prices set by the competitors and the way to get raw materials. The
distribution of shrimp paste terasi was initially by distributing shrimp paste to the
sellers in the market area of Jember Regency, but as time went by now, shrimp paste
was no longer circulated. The producer preferred to sell her products at home. The
sales location of shrimp paste was on Suryonegoro Street, Puger Wetan, Mandaran,
District of Puger, Jember regency. The promotion made by Terasi Hj. Ariyatun was by
word-of-mouth for the promotion by word-of-mouth was considered more effective;
besides, Terasi Hj. Ariyatun also promoted the products online. | en_US |
