ANALISIS IMPLEMENTASI STRATEGI PEMASARAN KOPI LIBERIKA MERANTI PADA CV. ZAROHA

Abstract

This research aims to analyze the implementation of marketing strategies for Liberika Meranti coffee. The research approach used is a qualitative approach and the type of research is descriptive. The location of this research was carried out at the Liberika Meranti coffee home industry at CV. Zaroha in Kedaburapat Village, Rangsang Pesisir District, Meranti Islands Regency. Data collection techniques were carried out by means of observation, interviews and documentation. The results of this research show that marketing strategy has a very important influence on the sales process of Liberika Meranti coffee. By implementing a marketing mix in the marketing mix that uses 4Ps, namely product, price, distribution/place and promotion in the marketing strategy for Liberika Meranti coffee at CV. Zaroha.


Keywords: Marketing Strategy Implementation Analysis