PRODUCT MARKETING STRATEGY AND CONSUMER BEHAVIOR CONCEPT IN USING BEADS BAGS IN HAMPARAN PERAK DISTRICT, DELI SERDANG REGENCY STRATEGI PEMASARAN PRODUK DAN KONSEP PERILAKU KONSUMEN DALAM MENGGUNAKAN TAS BERBAHAN MANIK-MANIK DI KECAMATAN HAMPARAN PERAK KABUPATEN DELI SERDANG Section Articles

Abstract

Bag products made from beads are one of the superior products of Hamparan Perak District. Marketing of beaded bag products is still around Hamparan Perak District with a marketing system that is still simple and traditional. This research aims to determine the marketing strategy for beaded bag products in Hamparan Perak District, Deli Serdang Regency. Consumer behavior is basically the physical and mental activity of final consumers and business consumers which includes the activity of consuming and discontinuing the use of certain products, services, ideas and/or experiences. Consumer behavior regarding beaded bag products is very popular. Beads are beautiful objects. Each item is a small work of art. Beads are widely used by the general public as jewelry or accessories, beads are used by all groups, including parents, children and teenagers. W-O's strategy is to increase the marketing network, optimize the marketing department, look for substitute materials and conduct training. S-T's strategy is to continue to innovate and improve product quality, expand marketing networks, promote using the internet. W-T's strategy is to be quick and responsive when problems occur, continuing to improve internal and external relations in the bead craft product business in order to outperform competition with similar products. The research method used in this research is a qualitative approach with a descriptive type. The results of this research show that marketing strategies and consumer behavior in beaded bag products are very popular. By using marketing strategies and market analysis.