PENGUKURAN KINERJA MARKETING MIX DAN PERUMUSAN SRATEGI PEMASARAN UKM BATIK PAMEKASAN (STUDI KASUS: UKM BATIK KEC. PROPPO KAB. PAMEKASAN)
ABSTRACT: This research is to
find out the marketing on marketing mix and formulating marketing strategies
for development of the UKMBatik Pamekasan to be able to compete with other
products.The analysis used in this research are importance performance analysis
used to measure the marketing mixed on consumer perceptions, PGCV index used to
determine the priority scale of marketing mixed and SWOT analysis used to
formulating marketing strategies UKMBatik Pamekasan.This research result
indicates that the variables product in consumer expectations that the quality
of the product batik, a coloring material and subtle product batik.In variable
price in the hope that the consumer products already satisfy customers. In
variable promotion, consumers were unsatiable for UKM based on variables place
it was amazed at the ease of getting people in product markets. Based on the
analysis SWOT acquired marketing strategy on UKMBatik Pamekasan namely by
increasing the quality of the people to gain market share of broader at home
and globally, the government is helping UKM batik to improve product promotion
out the land to use the market to provide a bargain price based on the economy
condition and to improve relations with the public servants/governance
institutions in order to keep consumer products batik Pamekasan.
Keywords: Marketing mix,
Importance Performance Analysis, PGCV index, SWOT analysis
Penulis: Kukuh Winarso, Imam
Al-Farisyi
Kode Jurnal: jpmanajemendd151549
