ANALISA BAURAN PROMOSI TERHADAP POSITIONING PRODUK STIK TULANG IKAN PADA UKM AL- AL- IJTIHAD KOTA KUPANG

This study aims to determinate the significance of the simultaneous influence ofpromotion mix (advertising, sales in promotion, personal sales, publicity, and direstmarketing on the position Stik Tulang Ikan product on UKM Al Ijtihad in the Kupang cityand find out the promotion mix variables that have the most dominant influence on thepositioning of Stik Tulanng Ikan products on UKM Al Ijtihad in Kupang city.Research model with field research and library research. Field research in the formof primary data obtained by observing and interviewing the manager of U KM. Libraryresearch by reading books the relate to and the problem under study the results of otherstudies that can support this research. Data analysis used is multiple regression analysis, Ftest and t test. Multiple regression is used to describe the model of the relationship betweenthe independent variable and the dependent variable. F test is used to simultaneously testthe effect of all independent variables on the dependent variable. T test is used to determinethe effect of each independent variable on the dependent variable.Results the research on the UKM Al Ijtihad shows that the overall promotion mixhas a very real impact on the product positioning of Stik Tulang Ikan. The influence of themost dominant promotional mix on product positioning is advertising

SEGMENTASI DAN TARGET PASAR PRODUK UMKM SEKTOR PERIKANAN MELALUI STRATEGI BAURAN PEMASARAN DI KOTA KUPANG

Abstrak - Pemasaran bukan lagi sebagai ilmu pengetahuan, namun sudah menjadi filosofi usaha termasuk pada Usaha Mikro Kecil dan Menengah (UMKM). MSegmentasi pasar merupakan langkah awal dalam menyusun bauran pemasaran yang terkenal dengan 4P (Product, Price, Place, Promotion). Penelitian ini bertujuan untuk mengetahui penerapan segmentasi dan target pasar sebagai dasar merencanakan bauran pemasaran produk UMKM sektor perikanan di Kota Kupang. Metode penelitian ini adalah deskriptif kualitatif yaitu menggambarkan secara sistematika, factual, dan akurat mengenai fakta-fakta berdasarkan hasil wawancara dan observasi.   Tahapan analisis data antara lain: reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan UMKM sektor perikanan belum menerapkan strategi segmentasi dan target pasar yang sistematis serta belum menjadikan strategi segmentasi dan target pasar sebagai pedoman dalam menyusun bauran pemasaran. Aktivitas usaha UMKM sektor perikanan di Kota Kupang masih berorientasi pada volume penjualan, sehingga produk-produk yang dihasilkan sulit bersaing                   di pasar. Kata Kunci : Segmentasi Pasar, Target Pasar, Bauran Pemasaran   Abstract - Marketing is no longer a science, but has become a business philosophy including in Micro Small and Medium Enterprises (MSMEs). Market segmentation is the first step in crafting a well-known marketing mix with 4P (Product, Price, Place, Promotion). This research aims to find out the application of segmentation and target market as a basis for planning the marketing mix of MSME products in the fisheries sector in Kupang City. This research method is qualitative descriptive, which describes systematically, factually, and accurately the facts based on interviews and observations.   The stages of data analysis include: data reduction, presentation of data, and withdrawal of conclusions.  The results showed that fisheries sector MSMEs have not implemented systematic segmentation and target market strategies and have not made segmentation strategies and target markets as guidelines in compiling the marketing mix. The business activities of MSMEs in the fisheries sector in Kupang City are still oriented to sales volume, so the products produced are difficult to compete in the market. Keyword s: Market Segmentation, Target Market, Marketing Mi