ANALISIS KELAYAKAN BISNIS KONVEKSI DITINJAU DARI ASPEK PASAR DAN PEMASARAN (STUDI PADA KONVEKSI DEZAINLA DI KOTA BANDAR LAMPUNG)

Abstract

This study aims to determine and analyze the feasibility of the Bandar Lampung Convection

Dezainla business through its market and marketing aspects. This type of research is

descriptive research using a qualitative approach. Data collection techniques are observation,

interviews and documentation. The results of the research show that from the market aspect, it

has good market potential and market share, marked by sales growth in 2021-2022, increasing

by 74.9%. In the marketing aspect the products produced are of good quality, prices that can

compete with other competitors, the distribution channels used have utilized sales through

resellers, and implemented promotions using a multi-channel marketing strategy by utilizing

various available social media platforms such as Instagram, Youtube , Website, Facebook,

Tiktok, and WhatsApp. Thus, from the market and marketing aspects that have been studied by

researchers, the Dezainla convection is already good so that the Dezainla convection can be

declared feasible to run from the market and marketing aspects.