Strategi Pemasaran Produk Kerajinan Eceng Gondok Di Desa Banyu Hirang Kecamatan Amuntai Selatan Kabupaten Hulu Sungai Utara (Studi Kasus Kelompok Usaha Bersama (KUB) “ Kembang Ilung”)

Marketing Strategy Of Eceng Gondok Handicraft Product In Banyu Hirang Vilage, Distric Of Amuntai Selatan Hulu Sungai Utara (Case Study Usaha Bersama Group“ Kembang Ilung”))

  • Yani Warliyanti Sekolah Tinggi Ilmu Pertanian Amuntai
Keywords: : Group, business, together, water hyacinth, matrix

Abstract

       This study aims (i) to know the strength, weaknesses, threats and opportunities, and (ii) to find out how the marketing strategy of the "Kembang Ilung" Joint Business Group (KUB) in Banyu Hirang Village, Hulu Sungai Utara Regency. The case method is used in this study, there are two parties who are respondents, namely the internal party is the manager of the KUB and the member is the water hyacinth craftsman, while the external party is Disparindagkop. Hulu Sungai Utara Regency. The results showed that the IFE matrix was 2.592 and the EFE matrix was 2.674 where the IE matrix placed the Kembang Ilung in the V quadrant, namely the Hold and Maintain strategy (keep and maintain). The strategy that can be applied to this position is the strategy of market penetration and product development.

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References

Anonim. 2011. Profil Desa Banyu Hirang. Kecamatan Amuntai Selatan. Kabupaten Hulu Sungai Utara.

David, Fred R. 2010. Manajemen Strategi, Edisi 12. Jakarta: Salemba Empat.

Priastuti. 2011. Proses Pembuatan Kerajinan Tangan Berbahan Eceng Gondok. http://www Indojaya.com.
CROSSMARK
Published
2012-12-15
DIMENSIONS
How to Cite
Warliyanti, Y. (2012). Strategi Pemasaran Produk Kerajinan Eceng Gondok Di Desa Banyu Hirang Kecamatan Amuntai Selatan Kabupaten Hulu Sungai Utara (Studi Kasus Kelompok Usaha Bersama (KUB) “ Kembang Ilung”). Rawa Sains: Jurnal Sains STIPER Amuntai, 2(2), 53-58. https://doi.org/10.36589/rs.v2i2.16