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Abstract
The purpose of this research are (1) to determine the priority of the product should be developed and used as priority by Raflesia’s home industry and (2) to determine the priority of marketing strategy appropriate and effective in the development of marketing home industry Raflesia for main products. The alternative have been used in selected the main products home industry Raflesia are Nila Crispy, Instan Jahe and Terong Crispy. Meanwhile the alternative have been used in selected development marketing strategy for the main products home industry Raflesia are 4P (product, price, distribution and promotion). To find the priority main products and marketing development strategy for the main product home industry Raflesia used Analytical Hierarchy Process (AHP) method. Based on the research, showed that the priority alternative products in a selected the main products home industry Raflesia are Instan Jahe, Nila Crispy and Terong Crispy with the weight 0.43, 0.35, 0.22 respectively. Furthermore, the priority alternative strategy in the selected of marketing development strategy for instant Jahe product of home industry Raflesia are strategy of promotion, product, distribution and price with the weight 0.32, 0.28, 0.23, 0.17 respectively.
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References
- BPS Provinsi Bengkulu. 2013. Statistik Daerah Kabupaten Bengkulu Utara. Bengkulu.
- _____. 2014. Provinsi Bengkulu Dalam Angka. Bengkulu.
- Fatma, Aulia Fitria. 2014. Analisis Strategi Promosi Menggunakan Metode Analytical Hierarchy Process (AHP) (Studi Kasus di PT. Sinar Sosro Kantor Penjualan Wilayah (KPW) Waru, Sidoarjo-Jawa Timur). Jurnal Lulusan TIP FTP UB Agustus 2014 : 1-8.
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References
BPS Provinsi Bengkulu. 2013. Statistik Daerah Kabupaten Bengkulu Utara. Bengkulu.
_____. 2014. Provinsi Bengkulu Dalam Angka. Bengkulu.
Fatma, Aulia Fitria. 2014. Analisis Strategi Promosi Menggunakan Metode Analytical Hierarchy Process (AHP) (Studi Kasus di PT. Sinar Sosro Kantor Penjualan Wilayah (KPW) Waru, Sidoarjo-Jawa Timur). Jurnal Lulusan TIP FTP UB Agustus 2014 : 1-8.
Kotler dan Armstrong. 2008. Prinsip-Prinsip Pemasaran : Jilid 2 Edisi Kedua belas. Erlangga : Jakarta.
Soetarto, Agus Muqorobin dan Mabruroh. 2011. Produk Unggulan dan Nilai PAD : Kasus di Kabupaten Sukoharjo, Jawa Tengah. Seminar Nasional Ilmu Ekonomi Terapan 2011. Universitas Muhammadiyah Surakarta. Solo.
Wahyuningsih, Ninik. 2014. Analisis Bauran Pemasaran Minuman Kopi Menggunakan Metode Analytical Hierarchy Process (AHP) dan Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) (Studi Kasus pada Coffe Story Malang). Jurnal Lulusan TIP FTP UB September 2014 : 1-10.