PENERAPAN STRATEGI BAURAN PEMASARAN PADA MEBEL UD. JATI

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.