Strategi Pemasaran Keripik Paru Sapi Merk Ibu Soekiran Di Kecamatan Oebobo Kota Kupang

This study aims to describe the strengths, weaknesses, opportunities and threats as well as to describe the marketing strategy of Ibu Soekiran's beef lung chips in Oebobo sub-district, Kupang city. The type of research used is qualitative with a phenomenological design. Informants in the study include business owners, employees, consumers and distributors. Data collection techniques were carried out through interviews, observation, and documentation. The validity of the data using source triangulation and technical triangulation. The data analysis technique uses interactive analysis techniques in which the steps are data collection, data reduction, data presentation, conclusion drawing or verification. The results of this study indicate that: 1) It can be seen that the strength possessed is to use quality raw materials and maintain taste. While the weakness is the limited infrastructure and promotion. In this case the owner takes advantage of existing opportunities by making it easier to open new branches so that they are closer to consumers. While the threat to the owner is the amount of product competition. 2) The marketing strategy includes the product strategy, namely packaging using thick plastic, having a logo and label on the packaging including the image, composition, address, expired date, Halal and No. PIRT, the price strategy is that the price can be reached by the customer and the price is competitive with other sellers, the distribution strategy is using supermarkets as a place of distribution, and the promotion strategy is using social media to promote the product