PEMASARAN PRODUK TERASI Hj. ARIYATUN KHAS PUGER

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 Ariyatun are originally made from shrimp and orange.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.