ANALISIS BAURAN PEMASARAN PADA INDUSTRI RUMAH TANGGA KERIPIK SINGKONG DI KELURAHAN CIKONDANG KECAMATAN CITAMIANG KOTA SUKABUMI

Safrudin 2019. Analysis of Marketing Mix in Cassava Chips Home Industry in Cikondang Village, Citamiang District, Sukabumi City. Under Guidence of AMALIA NUR MILLA and ASHRUL TSANI One of the locations of cassava chips home industry in Sukabumi City is Cikondang Village, Citamiang District, Sukabumi City. Applying the right marketing mix is required so that business men acquire better profits. The research was aimed at determining the marketing mix strategy implemented by cassava chips home industry players. The analytical method applied was quantitative descriptive method, with survey research techniques. Meanwhile, the data collected in the research were primary data and secondary data. The sampling technique applied for determining respondents was Snowball Sampling. The number of respondents examined were 3 business operators, namely: Jeber Jaya, Inpas, and Ummi. Based on the research results, marketing strategies that must be applied include: 1). Product (Product): The products produced are spicy cassava chips with an average production of ± 500 Kg. Have a trademark, packaging using plastic, all three industries provide warranty. 2). Price: do a price variation but not all do the price cuts. 3). Place: Startegis and strategic place. 4). Promotion: Direct and indirect promotion