THE MARKETING STRATEGY ANALYSIS OF AGATE CRAFTS AS SOUVENIRS OF BATURAJA REGION SPECIALTY

  • Angga Wibowo Gultom Universitas Baturaja
Keywords: Marketing Strategy, Agate, Souvenirs, Baturaja

Abstract

The aim of this research was analyzing the strategy which was used by the sellers of the gem stone in Baturaja.The data analysis technique used in this research was the qualitative descriptive analysis by combining marketing mix analysis consisting of place, product, promotion, and price, with analysis of Strength, Weakness, Opportunity, and Threat (SWOT). The method used in this research was cased study. The population of this research were the sellers of agate crafts in Baturaja, the sampling of this research was the gem stone association of Baturaja by using purposive random sampling. For data collection methods in this study used interviews, observation, and literature study. The result of the research provided recommendations for marketing strategies that could be used for the agate market to make agate a souvenir of the Baturaja region could exist and develop