STRATEGI PEMASARAN PADA PEDAGANG MAKANAN KHAS ACEH DI LAMPISANG ACEH BESAR

Abstract

ABSTRAK

The large number of Acehnese traditional food vendors in Lampisang of Aceh Besar Regency has created a competition among the vendors. The purpose of this research was to identify the marketing strategies used by the traditional food vendors in Lampisang, Aceh Besar Regency. This research was conducted with a qualitative approach and a descriptive method. The data were collected through a library research and an interview. The interview was conducted with 12 respondents on Cut Nyak Dhien Street in Lampisang, Aceh Besar Regency. The data analysis technique consisted of data reduction, data display, and conclusion. The results indicate that the vendors used market leader strategy, market challenger strategy, and market nicher strategy while none of them used market follower strategy. The market leaders used the strategies of gaining new consumers (100%), using more products (91.66%), protecting the market shares (100%), and expanding the market shares (91.6%). Moreover, the market challengers used the strategies of determining the opponents who compete with large companies, equal companies, and small companies (66.66%) and attacking by besieging (58%). However, none of them used a guerrilla attack strategy. In addition, the market nichers used the strategies related to the geographical specialization (41.66%), the product or product line (25%), the product characteristics (33.33%), and the orders (8.33%). However, none of them used the strategies related to the product prices. Lastly, according to the results of this research, the market leader strategy was the most common strategy used by the vendors.

 

Kata Kunci : Strategi, Pemasaran, Persaingan