| dc.description.abstract | This study aims to review more deeply about marketing mix strategy used by UD. Tropical Batik in product
marketing activities of the company. Determination of research location determined by Purposive Area method,
that is done intentionally in UD. Tropical Batik Klontang Hamlet Gendoh Village Sempu Sub-district
Banyuwangi Regency. The main informant in this study is the corporate managers and the supporting informants
are company employees. Data collection methods used by researchers are interviews, observation, and
documentation. Data analysis used in this research consists of several stages, they are data reduction, data
presentation, and conclusion. The results showed that the product strategy used by UD. Tropical Batik is
prioritice product quality by considering raw materials, production process, motif, and color. The pricing
strategy used by determining the exact price in a accordance with the raw materials and production process. The
strategies of promotion are exhibitions, cooperation with cooperatives and schools, and word-of-mouth
promotion. Distribution strategies implemented are direct distribution to consumers and indirect distribution by
cooperation with cooperatives and agents. | en_US |
