STRATEGI PEMASARAN USAHA LEMANG TAPAI DI KOTA BENGKULU

Abstrak

Micro, Small and Medium Enterprises are businesses that have an important role in the national economy. Currently, MSMEs are being intensively implemented in various regions in Indonesia. One of the areas where this business is run is Bengkulu, where many MSMEs have been established, one of which is in the Lemang Tapai culinary business sector on Jalan Sungai Rupat, Bengkulu City. The formulation of the research problem is: What is the marketing strategy carried out by Lemang Tapai culinary MSMEs on Jalan Sungai Rupat, Bengkulu City in developing their business? This research aims to determine the marketing strategy of Lemang Tapai culinary MSMEs on Jalan Sungai Rupat, Bengkulu City in developing their business. It is hoped that this research will have theoretical and practical benefits that can help in implementing marketing strategies in developing businesses. This research uses a type of descriptive qualitative research, where the location determination technique uses the purposive area method, in this case the research uses purposive sampling on micro, small and medium enterprises (MSMEs) which are businesses that have an important role in the national economy. economy. Currently, MSMEs are being intensively implemented in various regions in Indonesia. One area that runs this business is Bengkulu, where there are many MSMEs that have been established and carry out data mining. After the data was obtained, the researcher analyzed the data by carrying out data reduction, data display, drawing conclusions. The results of the research show that implementing the 4p marketing strategy can provide development to businesses run by Lemang Tapai culinary MSMEs on Jalan Sungai Rupat, Bengkulu City.