PELAKSANAAN STRATEGI BAURAN PEMASARAN SATE AYAM PONOROGO DI KAWASAN NGEPOS JALAN GAJAH MADA KABUPATEN PONOROGO

Abstract

Penelitian ini bertujuan mengetahui (1) Pelaksanaan strategi bauran pemasaran yang telah
diterapkan oleh para pelaku usaha sate ayam di kawasan Ngepos Kabupaten Ponorogo (2) Tanggapan
konsumen terhadap strategi bauran pemasaran yang telah dilaksanakan oleh para pelaku usaha sate
ayam di kawasan Ngepos Kabupaten Ponorogo. Penelitian ini merupakan penelitian deskriptif
kuantitatif. Subjek penelitian populasi adalah lima kedai sate ayam ngepos, sedangkan Penelitian
sampel adalah 100 konsumen sate ayam yang ditentukan dengan teknik non probality sampling
menggunakan rumus slovin. Pengambilan data dengan angket, wawancara dan dokumentasi. Analisis
data menggunakan Mean, Median, Modus. Hasil penelitian menunjukkan (1) Pelaksanaan strategi
bauran pemasaran oleh pelaku usaha dinyatakan baik dengan nilai X sebesar 26,89 pada tingkat
ketercapaian 78%. Sedangkan untuk hasil (2) Tanggapan konsumen dinyatakan baik dengan nilai X
sebesar 27,60 pada tingkat ketercapaian 79%.
Kata Kunci: Sate Ayam, Strategi Bauran Pemasaran, Kawasan Ngepos Kabupaten Ponorogo.

This research aims to determine (1) The implementation of marketing mix strategy that has
been applied by chicken satay producers in Ngepos, Ponorogo district (2) Consumer responses about
Marketing Mix Strategy which has been carried out by chicken satay producer in Ngepos, Ponorogo
district. This research was a quantitative descriptive study. Subjects of population’s research were five
chicken satay stalls, while the subjects of sample were 100 chicken satay consumers who determined
by non probality sampling tecnique with slovin formula. Data were collected by questionnaires,
interviews and documentations. Data analysis used Mean, Median, Mode. The result of this research
show that (1) The implementation of marketing mix by producer was good by the value of (X= 26.89)
on the level of achievement in 78%. while for the results of (2) Consumer responses was good by the
value of (X=27.60) on the level of achievement in 79%.
Keywords: Chiken Satay, Marketing Mix Strategy, Ngepos, Ponorogo District.