PENERAPAN BAURAN PEMASARAN (MARKETING MIX) SEBAGAI STRATEGI PEMASARAN PRODUK GULO PUAN DESA BANGSAL

Penulis

  • Dewi Sartika Universitas Indo Global Mandiri
  • Imelda Saluza Universitas Indo Global Mandiri
  • Roswaty Roswaty Universitas Indo Global Mandiri

DOI:

https://doi.org/10.36257/apts.v3i2.2058

Abstrak

Gulo puan is one of the indigenous cuisines from the district of Pampangan, Regency of Ogan Komering Ilir (OKI), South Sumatra. Gulo means sugar and Puan  means milk. Gulo Puan is made from sugar and caramel milk. The milk used in making gulo puan is from swamp buffalo. Gulo puan is very popular in several regions in South Sumatra. However, not many people are familiar with gulo puan like other typical South Sumatra cuisines. The team from the Indo Global Mandiri University (UIGM) carried out a Stimulus Community Partnership Program activity funded by the Ministry of Technology, Research and Higher Education Republic of Indonesia in order to provide solutions to the target partners namely Gulo Puan Business group in Bangsal Village by implementing the Marketing Mix. Improving product quality is conducted through making logos and product packaging labels, using stand pouch packaging and plastic jars, and fascinating innovation in the form of gulo puan candy products (Puan Candy). Promotion and distribution channels are increased by marketing the products through e-commerce to reach consumers widely and bypassing distribution channels, while an increase in price stays is conducted by providing products with various weight variations, ranging from 100 grams to 1000 grams. Based on the results of the analysis, it could be stated that the product, price, promotion and location or place (distribution channel) of consumer loyalty in re-buying gulo puan products could be seen from all the significance values of the independent variables  that is less than 0.05.

Biografi Penulis

Dewi Sartika, Universitas Indo Global Mandiri

Fakultas Ilmu Komputer

Referensi

[1] K. Kariono, “Kebangsawanan dan Jelatahnya Gulo Puan,” Kompasiana, 2018. [Online]. Available: https://www.kompasiana.com/kartika.l.kariono/5ab10e97f13344685a5d51c2/kebangsawanan-dan-jelatahnya-gulo-puan?page=all.
[2] I. Sarwidaningrum, “Gulo Puan, Gula Bangsawan dari Pampangan,” Kompas, 2015. [Online]. Available: https://travel.kompas.com/read/2015/03/15/135200627/Gulo.Puan.Gula.Bangsawan.dari.Pampangan.
[3] Jasasila, “Analisis Strategi Marketing Mix dan Volume Penjualan pada Usaha Saos Sambal Ganda Sari Muara Bulian,” J. Econ. Bus., vol. 1, no. 1, pp. 171–179, 2017.
[4] Roswaty, “Pengaruh Bauran Pemasaran Terhadap Volume Penjualan Kain Tenun Songket pada Industri Kain Tenun Songket Palembang di Kota Palembang,” 2003.
[5] M. erma Widiana, H. Supit, and S. Hartini, “Penggunaan Teknologi Internet dalam Sistem Penjualan Online untuk Meningkatkan Kepuasan dan Pembelian Berulang Produk Batik pada Usaha Kecil dan Menengah di Jawa Timur,” J. Manaj. dan Kewirausahaan, vol. 14, no. 1, pp. 72–82, 2012.
[6] S. Kosasi, “Perancangan Sistem E-Commerce Untuk Memperluas Pasar Produk Oleh-Oleh Khas Pontianak,” Snastia, vol. 2015, no. Oktober, pp. 110–119, 2015.
[7] W. Fitri and N. A. Prabowo, “Peningkatan Daya Saing Bisnis ‘Batik Kahuripan’ Melalui Sistem Penjualan Berbasis E-commerce,” in Seminar Riset Unggulan Nasional Informatika dan Komputer, 2013, vol. 2, no. 1, pp. 25–32.
[8] R. Rahmidani, “Penggunaan E-Commerce Dalam Bisnis Sebagai Sumber Keunggulan Bersaing Perusahaan,” in Prosiding Seminar Nasional Ekonomi Manajemen dan Akutansi (SNEMA)., 2015, pp. 345–352.
[9] E. dan U. W. K. Hartati, “Pemanfaatan Media Sosial Untuk Meningkatkan Pendapatan Usaha Rumahan Laundry Ibu Rumah Tangga di Kecamatan Sekip Jaya Palembang,” Aptekmas J. Pengabdi. Kpd. Masy., vol. 3, no. 1, pp. 24–27, 2020.
[10] J. Kain, T. Songket, and M. Desa, “HARGA POKOK PRODUKSI UNTUK PENENTUAN HARGA,” vol. 2, pp. 31–38, 2019.
[11] D. N. A. Janie, Statistik Deskriptif & Regresi Linier Berganda dengan SPSS. 2012.
[12] M. Yusuf and Y. Ramadhani, “Analisis Efisiensi Skala Dan Elastisitas Produksi Dengan Pendekatan Cobb-Douglas Dan Regresi Berganda,” J. Teknol., vol. 4, no. 1, pp. 61–68, 2011.

##submission.downloads##

Diterbitkan

2020-07-15