Marketing Mix Based on Local Wisdom: A Case Study of Coconut Sugar Products in Ngoran Village
Keywords:
Coconut Sugar, Local Wisdom, Ngoran Village, Marketing MixAbstract
Indonesia is recognized as an agricultural country that produces various kinds of food products based on local wisdom, one of which is coconut sugar. This study aims to analyze the marketing mix based on local wisdom, with a specific focus on coconut sugar products in Ngoran Village Blitar. A qualitative approach with a case study method was employed for this research. The respondents consisted of 20 persons from the Director of BUMDes Karya Mandiri and local coconut sugar craftsmen. The results of the study showed that the marketing mix strategy with the Kotler concept includes 4P (Product, Place, Price, Promotion). This study shows that the local wisdom-based marketing mix strategy for coconut sugar products in Ngoran Village, Blitar, has been implemented by emphasizing natural product quality, applying pricing strategies suited to market purchasing power, distributing through direct sales and collector networks, and relying on traditional promotional methods.Future research is recommended to explore innovative digital marketing strategies and product branding development to expand market reach and increase the value of coconut sugar products while preserving local wisdom.
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