Analisis Bauran Pemasaran Dalam Meningkatkan Penjualan Kain Tenun Tradisional Karo Pada Trias Tambun Kabanjahe

Abstract

A business is determined by the success of the marketing efforts of the products it produces. Sales of woven fabric in the weaving business Trias Tambun experienced an average increase of 1-1.5% each year and the value is not optimal. Application of the marketing mix that combines product, price, promotion, and distribution can be used to increase sales and the profits of Trias Tambun . The problems of this study are: (1) how the marketing mix of Karo traditional woven cloth in Trias Tambun Kabanjahe? (2) how the level of sales of Karo traditional woven cloth in Trias Tambun Kabanjahe? (3) How is the role of the marketing mix to boost sales of Karo traditional woven cloth in Trias Tambun Kabanjahe? This study aims to: (1) determine the marketing mix of Karo traditional woven cloth in Trias Tambun Kabanjahe , (2) determine the level of sales of Karo traditional woven cloth in Trias Tambun Kabanjahe, and (3) determine the role of the marketing mix in increasing sales of Karo traditional woven cloth in Trias Tambun Kabanjahe. This research forms using descriptive research with qualitative method. Data were obtained using the technique of interview, observation, and literature study. EFAS analysis and IFAS analysis are used to analyze the external and internal environment Trias Tambun and SWOT analysis is used to formulate the marketing mix strategy in increasing the sales of Karo traditional woven cloth in Trias Tambun Kabanjahe. Based on this research, marketing mix strategy includes ATBM for providing products of Karo traditional woven cloth in Trias Tambun which unique feature than competitor,the pricing above the market price, the promotion using mouth to mouth technique, and using direct distribution. Sales of Karo traditional woven cloth has rise 1-1.5% each year with estimated not optimal sales has 2.75% for 2011- 2014. The role of the marketing mix in increasing sales of Karo traditional woven cloth in Trias Tambun can be applied through the SO strategies: (1) improve human resource capacity, (2) the use of social media as a means of promotion, (3) product innovation in the form of fashion, and (4) open sales outlets outside Kabanjahe.