STRATEGI PEMASARAN PENJUAL JAMU GENDONG DI JALAN PIMPINAN KECAMATAN MEDAN PERJUANGAN

WATI, IRA (2020) STRATEGI PEMASARAN PENJUAL JAMU GENDONG DI JALAN PIMPINAN KECAMATAN MEDAN PERJUANGAN. Undergraduate thesis, UNIMED.

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Abstract

Penelitian ini bertujuan untuk mengetahui strategi pemasaran penjual jamu gendong, kemudian untuk mengetahui penjual jamu gendong masih tetap bertahan ditengah perubahan sosial. Acuan teori yang digunakan dalam penelitian ini adalah teori tindakan sosial Max Weber. Metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian kualitatif dengan pendekatan deskriptif yang dilakukan pada Penjual Jamu Gendong Jl. Pimpinan Kec. Medan Perjuangan. Adapun yang menjadi informan penelitian adalah 1 orang penjual jamu gendong, dan 8 orang pembeli (konsumen). Pengumpulan data dilakukan langsung ke lokasi dengan teknik pengumpulan data yaitu observasi, wawancara, dan dokumentasi. Teknik analisis data yang digunakan mengikuti 3 langkah, reduksi data, penyajian data dan penarikan kesimpulan. Hasil dari penelitian ini menyatakan bahwa strategi pemasaran penjual jamu gendong sudah diterapkan sejak lama oleh orang tua Ibu Lastri selaku penjual jamu gendong yang sudah menjadi turun temurun, strategi yang dilakukan adalah dengan cara memiliki keahlian mengetahui penyakit dan jenis jamu untuk pembeli, kemudian penjual jamu juga memberikan pelayanan lainnya seperti memberikan pijitan jika pembelinya merasa sakit pada tangan, kaki, atau pegal-pegal, dan juga membangun hubungan yang baik dengan para pembelinya, kemudian juga strategi pemasarannya dengan mendatagi tempat keramaian dan menjajakan jamunya. Penjual jamu gendong yang masih tetap bertahan berjualan walaupun harus bersaing dengan penjual jamu yang sudah beralih menggunakan sepeda motor ataupun jualan jamu melalui online, walaupun demikian jamu gendong tetap banyak diminati oleh masyarakat yang berada disana sebagai pembeli jamu gendong.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorHasanah, Noviy0124118302
Call Number: 2021-ANTRO-048
Keywords: Strategi Pemasaran, Penjual Jamu Gendong, Pembeli
Subjects: G Geography. Anthropology. Recreation > GN Anthropology
Divisions: Fakultas Ilmu Sosial > Pendidikan Antropologi
Depositing User: Mr Renaldi Syafaruddin Akbar
Date Deposited: 11 Jan 2022 05:00
URI: http://digilib.unimed.ac.id/id/eprint/44433

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