PENGELOLAAN SALURAN DISTRIBUSI KELOMPOK USAHA BERSAMA BATIK SERUNI PADA MASA PANDEMI COVID-19 DI PUTAT PURWODADI

The study aims to: 1) describe the menagement of distribution channel, 2) describe the determinants of the distribution channel selection, and 3) describe the factors inhibiting and supporting the distribution of products of the Business Group (KUB) Batik Seruni. Type of this study is qualitative research with ethnographic research design. The data collection techniques used consisted of three tecniques, namely observation, interview, and documentation techniques. The results showed that the Business Group (KUB) Batik Seruni implements two types of distribution channels in distributing products to consumers, namely: 1) direct distribution channels and 2) indirect distribution channels. Direct distribution channels are carried out by selling directly to consumers without intermediaries. Indirect distribution channels are carried out by selling batik to retailers and then retailers selling to consumers. In determining the type of distribution channel to be applied, the Business Group (KUB) Batik Seruni reviewed it based on the characteristics of the market, product, company and customer. Supporting factors for the Business Group (KUB) Batik Seruni in distribution activities include the role of retailers, a strategic location for production, and a willingness to preserve batik. Inhibiting factors for product distribution consist of delays in the delivery of products if they are sent via delivery services and a lack of partners. Direct distribution channels are applied if you want to introduce new products to consumers, while if you want to expand the marketing area you can be applied indirect distribution channels. The conclusion of this study is the distribution channel that is more effective to implement is the direct distribution channel because producers will get a fast response from consumers