PENENTUAN SALURAN PEMASARAN DALAM PENJUALAN PRODUK FILET IKAN SUMBER TUJUH BERKAT

Abstract

DETERMINATION OF MARKETING CHANNELS IN THE SALE OF SUMBER TUJUH BERKAT FISH FILLET PRODUCTS

Sumber Tujuh Berkat (STB) is a company that engaged in the field of frozen food, which is fish fillet. This research aims to determine the efficiency of large margin of marketing channels that will be obtained by Sumber Tujuh Berkat. Furthermore this research also aims to explain and determine the appropriate marketing channels to be used by the company. This research uses descriptive qualitative method. The data that used in the research is not only qualitative data, but also quantitative data. The methods of collecting the data are interviews, documentation, and research literature. Informants of this research are consumers, intermediaries or reseller, and competitors from Sumber Tujuh Berkat. The result from the research is that large margin efficiency of marketing channels level zero dan level I for Sumber Tujuh Berkat are 48,99% and 80,37%. In addition, the right marketing channels to be applied by Sumber Tujuh Berkat is a marketing channel level I through intermediaries or reseller