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Strategi Diversivikasi Pada Produk Opak Ketan (Studi Pada Pd Melati Okawa Di Kp. Wakap Kel. Sukaratu Kec. Majasari Kab. Pandeglang)

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Penilaian

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There is a problem in the diversification strategy carried out by PD Melati, namely
the existence of diversified products that are less attractive to consumers. So product
development using a diversification strategy cannot increase sales volume.
The researcher's assumption is the lack of knowledge of the owner and the glutinous
rice craftsmen of PD Melati in implementing a diversification strategy for their
products. In addition, the lack of promotion and lack of attention to product
packaging so that the product is less attractive to consumers.
This study used a qualitative design with a descriptive method. With interview
techniques, observation and documentation.
From the results of the study stated that: 1. Product Development/Addition of New
Products, through the diversification strategy undertaken can not increase sales
volume significantly. Even the flavored variant of Opak Ketan is currently only
produced on certain holidays such as Eid Fitri or other holidays, besides that the
flavored variant of Opak Ketan is only produced to order. 2. Product marketing/sales
are carried out more dominantly using a conventional marketing system, products are
sold in food centers by pandeglang, door to door and owners have not optimally used
online media in marketing their products. 3. Consumer Satisfaction, in terms of
Consumer Satisfaction, the owner does not prioritize Consumer Satisfaction. There
are still complaints about opaque sticky rice products that taste bitter or the
packaging is not attractive.

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Ketersediaan

Informasi Detail

Judul Seri

Skripsi

No. Panggil

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Penerbit

Pandeglang : Sekolah Tinggi Ilmu Administrasi Banten., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Cetakan 1

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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