PELATIHAN ASPEK MARKETING MIX UNTUK USAHA KERAJINAN TANGAN BAGI IBU–IBU RUMAH TANGGA DI DESA LAMGABOH LHOKNGA ACEH BESAR

Authors

  • Awwaliah Awwaliah
  • Nadya Pebrianti
  • Ridha Ansari
  • Akrajal Mar'a Alriadi
  • Sarifah Manda

Abstract

Rumah tangga tradisional terdiri  dari suami, istri, dan anak – anak (dan terkadang kakek – nenek). Masing- masing kelompok mempunyai kumpulan kebutuhan dan kebiasaan yang berbeda, baik dari kebiasaan pembelian, pola pikir, dan gaya hidup. Contoh ibu – ibu rumah tangga tradisional yang kesehariannya mengatur dan menata keluarganya  memerlukan perabot, perangkat rumah yang lebih kecil , kemasan makanan, pernak Pernik dalam berbusana, menata rumah, dan lain sebagainya. Segment ibu – ibu rumah tangga tradisional kali ini berada pada kisaran usia 43 sampai 53 lahir tahun 1955 -1965  masuk dalam generasi baby boomer ditandai dengan tingkat inflasi yang tinggi dan penurunan indeks S&P lebih dari 30% membuat orang – orang ini kurang optimis tentang masa depan keuangan mereka. Ada juga yang lahir dari tahun 1966-1973 berusia antara 32sampai 42 ditandai dengan mengutamakan kehidupan pribadi daripada kehidupan kerja, semangat wiraswasta. Kegiatan pengabdian dilaksanakan bertujuan untuk mengedukasi dalam bentuk pelatihan kepada ibu – ibu rumah tangga yang ada di Desa Lamgaboh Lhoknga Kecamatan Aceh Besar sehingganya memudahkan untuk memahami kebutuhan dan keinginan konsumen. Hasil pengabdian menunjukkan antusias ibu –ibu rumah tangga dalam mengembangkan bisnis kerajian tangan yang telah dipraktekkan,serta pemahaman akan proses marketing mix, bagaimana memuaskan konsumen melalui kebutuhan dan keinginan.

Kata Kunci: Marketing Mix, Kerajinan Tangan

A traditional household consists of husband, wife, and children (and sometimes grandparents). Each group has a different set of needs and habits, both in terms of purchasing habits, mindset and lifestyle. For example, traditional housewives whose daily lives organize and organize their families require furniture, smaller home appliances, food packaging, knick-knacks for dressing, organizing the house, and so on. The segment of traditional housewives this time is in the age range of 43 to 53, born in 1955 -1965, belonging to the baby boomer generation, characterized by high inflation rates and a decline in the S&P index of more than 30%, making these people less optimistic about the future. their finances. There are also those born between 1966-1973 aged between 32 and 42 who are characterized by prioritizing personal life over work life, an entrepreneurial spirit. The service activities carried out aim to provide education in the form of training to housewives in Lamgaboh Lhoknga Village, Aceh Besar District, making it easier to understand consumer needs and desires. The results of the service show the enthusiasm of housewives in developing handicraft businesses that have been put into practice, as well as an understanding of the marketing mix process, how to satisfy consumers through their needs and desires.

Keywords: Marketing Mix, Handicrafts

References

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Meithiana Indrasari, 2019, Pemasaran dan kepuasan pelanggan, Surabaya: Utomo Press.

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Vol. 5 No. 1 (2023): April 2023

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