STRATEGI PEMASARAN JASA UMKM BOUQUET DALAM MENINGKATKAN DAYA SAING

(STUDI KASUS: TOKO DASOM FLORIST, PADALARANG BANDUNG BARAT)

Abstract

Currently, bouquet making services have become a potential product in the business world. The increase in public interest in the bouquet business has become a factor in the increase in various ideas and innovations produced to meet consumer needs for bouquet making services. The aim of this research is to find out how the marketing strategy of Dasom Florist Shop is implemented in increasing competitiveness. The data collection technique in this research uses a qualitative approach. The results of this research show that the implementation of marketing strategies uses three strategies, namely marketing segmentation, targeting, positioning. Other marketing strategies. The marketing mix used is Product, Price, Place, Promotion, and Packaging. As for the determinant factors in implementation, marketing strategy is the supporting factors, which consist of product quality and social media. The inhibiting factors consist of marketing costs, raw materials, price Bakhtiar, Muh. Rizal S, Risma Niswaty, et al. Marketing Strategy Analysis).