SALURAN PEMASARAN BUNGA MAWAR (Rosa hybrida) ROYAL FLORIST KECAMATAN BUMIAJI KOTA BATU

Abstrak

Marketing activities are important for companies where this includes appropriate distribution activities. This research took place at the Royal Florist which is located at Jalan Rusman Gg losmen Pendowo Rt 2 Rw 3 Punten, Bumiaji District, Batu City, East Java Province. The aim to be achieved in this research is to find out how the marketing channels for roses are used by Royal Florist in distributing its products to end consumers so that it can be used as input in determining the right distribution channel for Royal Florist. Marketing channels used at Royal Florist are direct and indirect marketing channels. The data used is primary data and secondary data and analyzed using qualitative descriptive analysis. The conclusion of this research is that Royal Florist uses four types of marketing channels to distribute roses. Types of marketing channels are one producer – consumer, marketing channels are two producers – retailers – consumers, marketing channels are three producers – wholesalers – retailers – consumers, marketing channels are four producers – agents – wholesalers – retailers – consumers. Of the four marketing channels, Royal Florist uses marketing channels 1 and 3 more often because they cost less and suit your needs

Kata Kunci : Marketing Channels, Roses