STRATEGI USAHA HOME INDUSTRI KOMPOR MINYAK TANAH (Studi Perubahan Sosial Pada Komunitas Pengrajin Kompor Minyak Tanah di Kelurahan Merjosari Kecamatan Lowokwaru Kota Malang)
| Main Author: | PUGUH JAYAMTO ARYSAPUTRO, LALU |
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| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/16296/ |
Daftar Isi:
- In general, all of the home industries have the same objectives, those are achieving profit as much as possible and satisfying their consumers. The expected profit can only be achieved in certain selling value, which depends on the activities and capabilities of the marketing department of a company or home industry, as well as the product quality. In this research, the researcher investigates “The Bussines strategy of kerosene-stove by home industries, at Merjosari, Lowokwaru district in Malang”. The objective of this research is to investigate the problems faced by kerosene-stove home industries, the strategies applied by a home industry named Bintang Tiga at Merjosari, Lowokwaru district in Malang. This research belongs to descriptive qualitative research, which is aimed to give crystal-clear descriptions about the object based on the manifested facts. The sampling technique used the purposive sampling technique, so that the sample consists of 15 people. The instruments used in this research are open observation and open interview, while the theoretical framework used here is the social system concept and the voluntarism theory of action by Parsons. The results of this research showed that marketing strategy applied by kerosene-stove home industry to increase the selling value against the effect of government’s policy of gas-conversion was by having innovations in producing biomass stove and gas stove plates. Moreover, the collaboration between the home industries with distributors in Surabaya helped the home industries in seeking new consumers and marketing areas.