Strategi Pemasaran Produk Olahan Ikan Lele Di Kampung Lele Lumajang

Abstract

The better the marketing strategy prepared by a company, the easier it will be to achieve company goals. This study aims to analyze the marketing strategy of processed catfish products in Lele Village, Lumajang Regency. This research is qualitative in nature by making efforts to explore information on how the marketing strategy is applied to market processed catfish products in Lele Village, Labruk Lor Village, Lumajang District, Lumajang Regency. This study focuses on the discussion of the marketing strategies carried out by business actors of processed catfish product in Lumajang Lele Village in marketing their products. The marketing strategy can be seen or observed based on how the implementation of the 4Ps (product, price, place, and promotion) and the main objectives of the strategy, namely STP (segmentation, targeting, positioning). The variables used in this study are independent variables. Sources of data obtained in this study were obtained from informants and archives / documents with data collection techniques of observation interviews, and documentation. The data obtained is then processed from data reduction, data presentation, and drawing conclusions. The results of this study indicate that the marketing strategy carried out by Kampung Lele is quite good. In marketing its products, Kampung Lele has maximized the 4P and STP functions, so that sales of processed catfish products in Kampung Lele are increasing and being known by consumers