Strategi Pemasaran Terhadap Peningkatkan Penjualan Produk Keripik Singkong Industri Rumah Tangga di Desa Tunggul Kecamatan Paciran Kabupaten Lamongan

Abstract

Introduction/Main Objectives: The purpose of this study was to determine the marketing strategy of home industry cassava chips, as well as to describe the supporting and inhibiting factors in the marketing of home industry cassava chips in the village of Tunggul, Paciran district, Lamongan district. Background Problems: The use of the right strategy in running a business is important, especially in marketing carried out by business people to expand marketing reach and to achieve increased sales. Research Methods: This type of research is qualitative. Data collection techniques through observation, interviews and documentation. Then the data were analyzed through the steps of reduction, data presentation, and drawing conclusions.  Finding/Results: the marketing strategies used by cassava chips producers in the home industry including product strategies, prices, places, physical evidence and processes. While the promotion strategy and people are not used. And the supporting factors for the marketing strategy of cassava chips are the inhibiting factors in the marketing strategy of the production of cassava chips, namely the lack of government attention, weather and health factors.