IMPLEMENTASI MARKETING MIX PADA USAHA ABON IKAN “UMMIâ€

Abstract

ABSTRACT

This study aims to (1) find out and (2) describe the implementation of marketing mix in "UMMI" shredded fish in Bacukiki District, Parepare City. In-depth surveys and interviews were obtained from members of the Coastal Poultry group who run the "UMMI" abon fish business. The information obtained is then processed using qualitative descriptive analysis. From the analysis, it can be described that the product / product implementation is still maintained by the quality of the product by using good and halal ingredients. Price / price implementation is an affordable price that is adjusted to the size of the product weight. The implementation of a place / place related to the market area, still needs to be addressed by the use of online media skills as a support in running a business to have a broad market. And the implementation of promotion / promotion is quite effective by participating in local product exhibitions.

 

Keywords: Implementation; Abon “UMMIâ€; Marketing Mix.