ANALISIS STRATEGI MARKETING MIX UNTUK MENINGKATKAN DAYA SAING PADA BATIK BERKAH KHAS KOTA JAMBI

Abstract

This research is entitled Marketing Mix Strategy Analysis to Increase Competitiveness in Jambi City Typical Batik. The purpose of this study is first to find out and analyze the Marketing Mix strategy (product, Price, Place, Promotion, People, Process, Physical evidence, Packaging, Partnhersip) of Jambi City Batik Blessings. Second, to find out the most effective marketing mix (Marketing Mix) that can be applied to increase competitiveness in the Jambi batik business at the Batik Berkah Shop. The type of data used in this study is descriptive qualitative analysis. The research method used is qualitative descriptive analysis by conducting observations, interviews, documentation and data analysis to obtain the data obtained. The results of the analysis concluded that, first, Marketing mix is a marketing mix that must be applied in a company's efforts to increase competitiveness, especially focused on improving product quality, modern promotional media, effective processes, attractive packaging and collaborating with partners to be able to increase competitiveness.