Analisis Peranan Kualitas Produk dan Strategi Pemasaran dalam Meningkatkan Perekonomian Masyarakat Petani Durian di Kabupaten Jombang

Abstract

Business competition in the same field, demanding local Wonosalam durian farmers determine the right efforts in running their business from conveying product quality and implementing marketing strategies to attract public buying interest. By showing the superiority of the fruit from the shape, color, taste of the fruit meat and implementing marketing strategies, it is hoped that it can increase its business and the product will continue to exist in the market. This study is to determine the role of product quality and marketing strategies in improving the community's economy in Wonosalam Village, Jombang Regency. This research is a qualitative study by interviewing several local durian farmers in Wonosalam Village as many as 5 people, with sampling techniques using random sampling method. Data collection techniques through observation, interviews, questionnaires and documentation. The data analysis technique used in this research is descriptive qualitative of primary and secondary data. The results of the study show that the quality of products and marketing strategies in improving the community's economy have been considered good, by meeting directly with buyers. The products marketed have superior quality because they are in great demand by buyers. Pricing is also adjusted to the quality of the product from the size and taste. The business place used is strategic, easily accessible to consumers, product distribution is still fairly simple, namely through feller and middlemen. So, the efforts that have been made by Wonosalam local durian farmers by relying on product quality and carrying out these marketing strategies have been effective in marketing Wonosalam local durian.