Model Promosi Pemasaran Terpadu Produk Umkm Kecamatan Serang, Kota Serang

Abstract

The purpose of this research is to identify and to find out what dominant factors influence the effectiveness of marketing promotions and which marketing programs are most effective for MSME products. Population members of this study are culinary and fashion SMEs in Serang District. The research method uses qualitative descriptive and quantitative analysis. MSMEs were taken as a sample of 30 MSMEs with data collection using surveys and questionnaires. The results of this study are the dominant factors that influence the effectiveness of marketing promotions are recommended in Culinary MSME products, namely Exhibitions and Advertisements, while for Fashion MSMEs, while for Fashion MSMEs, Discount and Online exhibitions. The promotional model in interpreting the perception map of promotion that is most effective for MSMEs engaged in culinary is the Promotional discount program, exhibitions and advertisements, while for MSME Fashion is a discount promotion program, online, exhibitions and advertisements.

Keywords

• diskon
• eksebisi
• iklan
• pemasaran
• promosi
• ukm