Strategy for Application of Marketing Mix (4p) in Marketing of Batik Natural Coloring Blessings Mojo

Abstract

Marketing strategy is one way to win a sustainable competitive advantage for companies that produce goods or services. One of the marketing strategies is the marketing mix. Marketing mix is ​​a strategy used in the field of marketing to create exchanges in achieving company goals. Judging from the problems that exist in the marketing of Batik Berkah Mojo, it is necessary to have a 4P Marketing mix Strategy (product), price, promotion, and distribution of Natural Coloring Batik. This study aims to: describe the marketing strategy of natural dyed batik in Jombang district. This study uses a qualitative approach. Sources of data obtained from primary data and secondary data. The data collection procedure used observation, interviews and documentation. The research instrument includes the researcher himself, interview guide and field notes. The data analysis technique used is descriptive analysis of the results of interviews, researchers will describe and analyze based on the theoretical framework used in this study. The data validity technique used by researchers is triangulation. Based on the results of the research conducted, it can be concluded that the marketing strategy carried out by MSME Batik Berkah Mojo in marketing its products is in accordance with the 4Ps including product, price, place, promotion.