FAKTOR-FAKTOR YANG MEMPENGARUHI STRATEGI PEMASARAN TERHADAP MINAT BELI PADA USAHA KERIPIK TEMPE SARIMAS KOTA TANJUNGPINANG

Abstrak

The purpose of this study was to determine whether the factors of the marketing strategy, namely the marketing mix which consisted of product, price, promotion, place and components of the marketing strategy, namely segmentation, targeting, positioning, differentiation which were determined in the Sarimas Tempe Chips business, Tanjungpinang City had an effect on buying interest. The phenomenon that occurs is the interest in buying export marketing in the Sarimas Tempe Chips business, the market demand is more than local marketing. This research is a qualitative research using phenomenology, data collection using interview and observation techniques with a sampel of business owners and customers at Sarimas Tempe Chips Tanjungpinang City. The results showed that in the application of the marketing strategy applied to Sarimas Tempe Chips in the form of a 4P marketing strategy ( product, price, place, promotion) and four component, namely segementation, targeting, positioning, differentiation, and physical evidence had an impact on increasing buying interest in Tempe Chips. Sarimas Tanjungpinang City. Based on the analysis, it can be concluded that the strategy us in the Tempe Sarimas Chips business in Tanjungpinang City is good, seeing that marketing is currently more focusedon overseas marketing,namely Singapore, however, it would be better if the businesso owner pays attention to and adjusts to the target market that leads to marketing export and local marketing.