PENERAPAN STRATEGI PEMASARAN AYAM INGKUNG DI KAWASAN USAHA PAJANGAN BANTUL

Abstract

Penelitian ini bertujuan untuk mengetahui penerapan strategi pemasaran ayam ingkung dengan aspek 7P di Pajangan Bantul ditinjau dari: 1) pemilik, 2) karyawan, dan 3) tanggapan konsumen. Jenis penelitian deskriptif dengan pendekatan kuantitatif. Populasi penelitian 5 pemilik warung, 13 karyawan, dan sampel 140 pembeli ayam ingkung. Teknik pengumpulan data menggunakan angket, observasi, wawancara, dan dokumentasi. Teknik analisis data menggunakan deskriptif kuantitatif dengan persentase. Hasil penelitian penerapan strategi pemasaran ayam ingkung ditinjau dari segi produk, harga, lokasi, promosi, karyawan, proses pelayanan, dan tampilan fisik berdasarkan: 1) pemilik kategori baik (80%), baik (100%), baik (100%), baik (100%), baik (100%), baik (100%), dan baik (100%); 2) karyawan kategori baik (69,23%), baik (84,62%), baik (84,62%), baik (100%), baik (100%), baik (100%), dan baik (100%);3) tanggapan konsumen kategori baik (50%), baik (89%), baik (84%), baik (80%), baik (94%), baik (93%) dan baik (97%).
Kata kunci: Penerapan, Pemasaran, Ayam Ingkung.

This study aims to determine: application marketing strategies of ”ingkung” chicken in Pajangan Bantul with 7P from: 1) owner, 2) employer, dan 3) consumer response. This study is a descriptive study with quantitative approach. The population is the 5 owner, 13 employer, and sampel 140 consumer. The technique of collecting data using questionnaires, interviews, observations and documentation. Analyzed data using quantitative descriptive analysis with percentages. The results showed application marketing strategies of ”ingkung” chicken with product, price, place, promotion, people, process service, and physical evidence that: 1) owner the best is (80%), the best is (100%), the best is (100%), the best is (100%), the best is (100%), the best is (100%), and the best is (100%); 2)employer the best category is (69,23%), the best is (84,62%), the best is (84,62%), the best is (100%), the best is (100%), the best is (100%),and the best is (100%); 3) consumer response the best category is (50%), the best is (89%), the best is (84%), the best is (80%), the best is (94%), the best is (93%) and the best is (97%).
Keywords:Implementation, Marketing, and chicken”Ingkung ”.