This study aims to describe the marketing strategy and the constraints faced in the marketing of RH chips home industry products in Kedawung District, Sragen Regency. The type of research used is qualitative research with a case study research design. Data collection techniques in this study were carried out by observation, in-depth interviews and documentation. The validity of the data was carried out by using source triangulation techniques and method triangulation techniques. While the data analysis technique uses an interactive analysis model, namely the steps of data collection, data reduction, data presentation and drawing conclusions. The results showed that (1) The marketing strategy for RH chips home industry products is carried out using the 4P marketing mix strategy, namely in the product strategy always considering the selection of good quality ingredients and always maintaining the taste. Set a special selling price for certain events and give free products on Fridays. Promotional activities are carried out by participating in exhibitions and promotions through social media platforms, as well as with the gethok tular model, in addition to direct marketing (home and online outlets) and indirectly (partner outlets and resellers/agents/distributors). (2) Constraints faced in marketing RH chips home industry products in Kedawung District, Sragen Regency include the unavailability of sufficient raw materials because their availability depends on the season, the emergence of competitors in similar industries, and constraints related to capital caused by the cooperation system with partner outlets. carried out with a consignment system (sell deposit)
