STRATEGI PEMASARAN USAHA AGROINDUSTRI VIRGIN COCONUT OIL (VCO) : (Studi Kasus Rumah Industri Manfaat Nyiuh Daya)

Abstract

This study discusses the analysis of the marketing strategy for agroindustry virgin coconut oil (a case study of a production house for the benefits of nyiuh daya). The results of this study are described in several answers to the focus of the problem, namely how to form a marketing strategy for the production house for the benefits of witchcraft, and an analysis of the marketing strategy for the production house for the benefits of witchcraft based on the 4P marketing strategy. By using the method of observation, interviews, documentation and using a qualitative descriptive approach, the research results show that multilevel marketing, word of mouth, dan digital marketing is the marketing strategy that has been used by the Nyiuh Daya Production House until now and the marketing strategy analysis using 4P has fulfilled aspects of 4, namely products, namely in terms of product quality and variants, price in terms of pricing and purchase quantity, place in terms of channels distribution and business permits, then in terms of promotion, namely in the form of promotion and promotion frequency. t's just that the points in each aspect of marketing strategy 4 have not been implemented properly, such as from the point on promotion, namely a form of promotion in which production houses only use free media without daring to use paid media for certain reasons.