Strategi Bauran Pemasaran Penjualan pada Pabrik Tempe Sunan di Kecamatan Hamparan Perak Kabupaten Deli Serdang

Abstrak

This research focuses on the marketing mix strategy carried out by Sunan Tempe Factory, which at the beginning of the research found that the lack of promotion and rising prices caused a decrease in manufacturing. The purpose of this research is to find out the marketing mix strategy, find out the supporting and inhibiting factors, and find out the strategies used when soybean prices rise at Sunan Tempe Factory in Hamparan Perak District, Deli Serdang Regency. This research design is qualitative research, data collection using interview techniques, observation, and documentation review. The results showed that in the price section, the increase in soybean prices greatly affected sales. In the product section, customer satisfaction refers to the size of tempeh. Promotion used in tempe factories by adding labels to tempe product packaging. The establishment of the current sunan tempe factory looks at aspects of access or availability of clean water, at the research location following aspects of communication technology, local partnerships, and efficient management. This study concludes that the positive impact obtained by this tempeh factory is that it does not experience huge losses due to the increase in soybean prices. The negative impact experienced by this tempeh factory is the lack of marketing in the promotion section so that this tempeh product is not widely known by other communities