RATNA DWI PAWESTI, NIM. 1423203179 (2019) IMPLEMENTATION OF PRODUCT AND SERVICE DIFFERENTIATION STRATEGY FOR INCREASING SALES AT JENANG MIRAH’S HOME INDUSTRY IN PONOROGO REGENCY EAST JAVA INDONESIA. Skripsi thesis, IAIN Purwokerto.
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Abstract
In Indonesia, recently there is a large number of home industries run by farmers or villagers who produce a wide variety of processed foods. Those home industries have a strategy to grow, develop and sustain their business. One of the them is Jenang Mirah’s home industry in Ponorogo regency, East Java which produces the famous foods from Ponorogo city called Jenang Mirah. Before jenang mirah’s home industry just a small home industry which produce one kind of jenang and sell them in traditional market only. After they made new variations of Jenang, the sales of jenang Mirah’s home industry increased and now it has customers both in domestic and international market. So, in here I would like to analyze how the implementation of differentiation strategy that jenang mirah’s home industry uses for increasing sales and developing their business. The research is aimed to analyze the Implementation of Differentiation Strategy in the Jenang Mirah home industry. The type of research is field research by using descriptive qualitative method. The data were obtained from interview with the owner or staffs, documentation, websites and observation. The result of this research showed that the Jenang Mirah’s Home industry can improve their sales or profit by differentiating their products including the products variants of taste, product forms and sizes and also differentiating their services by provide online and offline selling services.
Item Type: | Thesis (Skripsi) |
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Uncontrolled Keywords: | product differentiation, differentiation strategy, home industry, sales |
Subjects: | 600 Technology (Applied sciences) > 650 Management and auxiliary services > 658 General management > 658.5 Manajemen Produksi 600 Technology (Applied sciences) > 650 Management and auxiliary services > 658 General management > 658.8 Marketing |
Divisions: | Fakultas Ekonomi dan Bisnis Islam > Ekonomi Syariah |
Depositing User: | Sdr Prakerin 123 |
Date Deposited: | 07 Feb 2019 00:55 |
Last Modified: | 13 Feb 2019 08:17 |
URI: | http://repository.uinsaizu.ac.id/id/eprint/5035 |
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