Makamban, Perawati Sombo (2026) Analisis Penerapan Strategi Pemasaran dalam Menarik Minat Beli Kerbau di Dusun Bamba Lemo, Lembang Belau Utara, Kecamatan Masanda. Scholar thesis, Institut Agama Kristen Negeri Toraja.
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Abstract
Perawati Sombo Makamban, Penelitian ini dilatarbelakangi oleh masih terbatasnya strategi pemasaran yang diterapkan oleh peternak kerbau lokal di Dusun Bamba Lemo, sehingga proses penjualan kerbau masih dilakukan secara tradisional dan bergantung pada pembeli yang datang langsung. Tujuan penelitian ini adalah untuk mengetahui penerapan strategi pemasaran yang dilakukan peternak kerbau dalam menarik minat beli konsumen di Dusun Bamba Lemo, Lembang Belau Utara, Kecamatan Masanda. Strategi pemasaran merupakan suatu upaya yang dilakukan untuk memperkenalkan dan memasarkan produk guna menarik minat beli konsumen. Penelitian ini menggunakan metode kualitatif dengan teknik pengumpulan data melalui observasi, wawancara, dokumentasi, dan studi pustaka. Hasil penelitian menunjukkan bahwa peternak kerbau lokal menerapkan strategi pemasaran melalui bauran pemasaran (marketing mix) 4P, yaitu produk, harga, tempat, dan promosi. Produk yang ditawarkan berupa berbagai jenis kerbau lokal yang berkualitas, harga ditetapkan sesuai kualitas kerbau, tempat mudah dijangkau, dan promosi dilakukan melalui komunikasi dari mulut ke mulut. Penerapan strategi pemasaran tersebut mampu menarik minat beli konsumen yang ditunjukkan melalui minat transaksional, minat referensial, minat preferensial, dan minat eksploratif. Kata Kunci: Strategi Pemasaran, Minat Beli, Kerbau Lokal. ABSTRACT Perawati Sombo Makamban, This research is motivated by the limited marketing strategies implemented by local buffalo breeders in Bamba Lemo Hamlet, so that the buffalo sales process is still carried out traditionally and depends on buyers who come directly. The purpose of this study is to determine the implementation of marketing strategies carried out by buffalo breeders in attracting consumer buying interest in Bamba Lemo Hamlet, North Lembang Belau, Masanda District. Marketing strategy is an effort made to introduce and market products to attract consumer buying interest. This study uses a qualitative method with data collection techniques through observation, interviews, documentation, and literature studies. The results of the study indicate that local buffalo breeders implement marketing strategies through the 4P marketing mix, namely product, price, place, and promotion. The products offered are various types of quality local buffalo, prices are set according to the quality of the buffalo, the place is easily accessible, and promotion is carried out through word of mouth communication. The implementation of these marketing strategies is able to attract consumer buying interest which is shown through transactional interest, referential interest, preferential interest, and exploratory interest. Keywords: Marketing Strategy, Purchase Interest, Local Buffalo.
| Item Type: | Thesis (Scholar) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce |
| Depositing User: | am andarias m. |
| Date Deposited: | 28 Jul 2026 03:56 |
| Last Modified: | 28 Jul 2026 03:56 |
| URI: | http://digilib-iakntoraja.ac.id/id/eprint/5466 |
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