ANALISIS PROFITABILITAS PRODUK UNTUK MENGUKUR KINERJA PEMASARAN UKM KONVEKSI ROCKAFELLA DAN MAULIDHA 77 PURWAKARTA

Abstract

The result of product sales of Rockafella and Maulidha 77 tended to fluctuative in 2018. Meanwhile, sales volume will affect on the contribution of marketing mix program to profitability value. The product profitability analysis enables for venture owner to evaluate performance and identify the issue of marketing program. This study applied qualitative method. This study population is social situation consisting of three elements; places, actors, and activities. This study applied purposive sampling technique where the selected data source sample is the owner of the Rockafella and Maulidha 77. They were considered as the most knowledgeable of the marketing performance analysis. The variables that influence the difference in value based on financial aspects are sales volume, equity, and assets. And based on the marketing aspect are affected product line and quality, price, distribution, promotion, facilities, and services.