Tinjauan Bauran Pemasaran Dari Perspektif Pelaku Usaha Mikro

Authors

  • Riane Johnly Pio Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Christoffel Kojo Fakultas Ekonomi dan Bisnis, Universitas Sam Ratulangi
  • Johny R. E. Tampi Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

DOI:

https://doi.org/10.35797/jab.12.1.10-19

Keywords:

Kewirausahaan, UMKM, Pemasaran

Abstract

This training aims to provide an understanding of the marketing mix as a provision of knowledge for micro business actors in running a business. The training implementation uses an adult education approach such as interactive discussions by providing relevant and contextual illustrations in accordance with the factual problems faced by micro-enterprises. The training participants were 19 micro-enterprises with a sales turnover of between Rp. 150,000 to Rp. 500,000 per day. The training evaluation method was carried out by pre-test and post-test with analysis using descriptive statistics. The results of the training evaluation show that the majority of micro business groups run culinary businesses, but there are a small number who open stalls for daily basic needs. Understanding of the marketing mix increased by 42%, products increased by 10%, prices by 16%, place of business increased by 22%, and for promotion there was no change because the level of understanding was quite large, namely 89%. Through this activity, it is hoped that micro business actors in Ranotana Weru Village, Manado city can increase business and business sustainability.

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Published

16-04-2022

How to Cite

Pio, R. J., Kojo, C., & Tampi, J. R. E. (2022). Tinjauan Bauran Pemasaran Dari Perspektif Pelaku Usaha Mikro. JURNAL ADMINISTRASI BISNIS (JAB), 12(1), 10–19. https://doi.org/10.35797/jab.12.1.10-19

Issue

Vol. 12 No. 1 (2022)

Section

Articles

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