Marketing Mix Strategy in the Development of Puli Bawang Crackers Micro Business Centers in Tambakrejo Village, Waru District, Sidoarjo Regency

The MSME sector is very diverse, including the agricultural product processing industry or known as the agro-industry, which is one of the six subsystems of agribusiness. This study aims to analyze the perception of business actors towards strategies towards the marketing mix and formulate the right marketing mix strategy in the development of cracker micro business centers in Tambakrejo Village, Waru District, Sidoarjo Regency. The selection of the research site was carried out deliberately in Tambakrejo Village, Waru District, Sidoarjo Regency, precisely in Tambakbulak Hamlet, RT 01 and 02 RW 03 and in Tambaksari Hamlet RT 4 RW 2 with the consideration that the location chosen was a cracker production center that had the potential to be developed. The number of expert respondents was 10 people. The analysis in this study used a Likert scale analysis and a SWOT analysis. The results of the research on the marketing mix strategy in the development of cracker micro business centers in Tambakrejo Village, Waru District, Sidoarjo Regency, it can be concluded that the perception of the marketing mix strategy applied by business actors to the cracker micro business center in Tambakrejo Village, Waru District, Sidoarjo Regency is generally good, meaning that cracker micro business actors feel that they have carried out a marketing mix strategy well. There is one variable that has an excellent category, namely process, while five variables in the good category are product, price, place, person and physical evidence and for the promotion variable, namely the neutral category. The right marketing mix strategy in the development of cracker micro business centers in Tambakrejo Village, Waru District, Sidoarjo Regency, is a turn around strategy in quadrant III with a WO strategy.