Abstrak

Baca Juga : PENDAPATAN PENGUSAHA MANISAN BUAH PALA DI KECAMATAN TAPAKTUAN KABUPATEN ACEH SELATAN. (Asrul Hadi, 2016) ,

Baca Juga : PUSAT PENGOLAHAN PALA DI TAPAKTUAN (Lukky Hendriansyah, 2018) ,

pala di kampung hilir kecamatan tapaktuan kabupaten aceh selatan. ruang lingkup penelitian berbatas pada data dan informasi tentang strategi yang digunakan pada pemasaran produk olahan pala, kekuatan dan kelemahan industri rumah tangga, peluang dan tantangan/ancaman bagi industri rumah tangga di ud. mestika pala di kampung hilir kecamatan tapaktuan kabupaten aceh selatan. metode penelitian yang digunakan adalah metode study kasus pada ud. mestika pala. metode analisis yang digunakan analisis regresi linier berganda, dan analisis swot. berdasarkan hasil penelitian diperoleh hasil bahwa variabel produk (x1), harga (x2), distribusi (x3), dan promosi (x4), terhadap jumlah pembelian produk pala, dimana memperlihatkan bahwa hasil uji koefesien regresi secara serempak "uji f" diperoleh nilai fcari sebesar 41,585, dengan koefesien determinasi (r2) sebesar 0,893, dengan demikian tolak ha dan terima ho. strategi yang digunakan oleh usaha ud. mestika pala adalah strategi agresif. kata kunci : bauran pemasaran, analisis regresi linier berganda, swot, produk pala. abstrack in the meat processing industry is nutmeg, ud. mestika pala produce a variety of products including candied nutmeg mace, nutmeg syrup, nutmeg lunkhead, and nutmeg sweets. with nutmeg processing into various products the shelf life is longer than and greater marketing reach. although not the nutmeg season, but we still can enjoy the taste of the meat itself nutmeg nutmeg through refined products. manufacturers can buy nutmeg from the farmers at a price that is not detrimental to the farmers and producers can market the refined products at an affordable price nutmeg. therefore, companies need a proper marketing strategy and planned to market the refined products nutmeg in this regard nutmeg processed products produced by the company can be quickly sold. location of the study was conducted at ud. mestika pala village kampung hilir subdistrict tapaktuan south aceh district. the object under study is ud. mestika pala in kampung hilir subdistrict tapaktuan south aceh district. bounded on the scope of research data and information on the strategies used in marketing refined products nutmeg, strengths and weaknesses of domestic industry, the opportunities and challenges / threat to the domestic industry at ud. mestika pala in kampung hilir subdistrict tapaktuan south aceh district. the method used is the case study method at ud. mestika pala. the method of analysis used multiple linear regression analysis, and swot analysis. based on the research results that the product variable (x1), price (x2), distribution (x3), and promotion (x4), the number of purchases of products nutmeg, which shows that the test results of the regression coefficient in unison "f test" values obtained fcari was 41.585, with a coefficient of determination (r2) of 0.893, so reject ho and accept ha. the strategy used by businesses ud. mestika nutmeg is aggressive. so this strategy illustrates that ud nutmeg processing business. pala mestika powerful and potentially, keywords: marketing mix, regression analysis, swot, product

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