| dc.description.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 | en_US |
