ANALISIS STRATEGI PEMASARAN BOUQUET BUNGA PADA QUINN ISLAND FLORIST KECAMATAN PARONGPONG KABUPATEN BANDUNG BARAT

Abstract

  The city of Bandung, a part of the city in West Java, has various economic potentials. One of the well-known potentials in West Java, especially Bandung and its surroundings, is Flowers. The city of flowers, with its nickname from the past until now, apparently has various flower management activities, from planting flowers, caring for flowers to selling flowers. West Bandung Regency, which is located north of the city of Bandung, has a wide area of flower planting, starting from the Sergeant Bajuri area, Cihideng to the Parongpong area. In managing flowers, it turns out that business actors not only grow live flowers but also process dried flowers into dry bouquets (flower arrangements) to make them beautiful and preferred by millennial consumers.Marketing strategies used include social media and introducing Bungan bouquets to the younger generation by targeting certain events such as graduations, birthdays, etc. The activity of making flower bouquets (florists) is carried out by flower craftsmen by trying to combine dried flowers with other components such as ribbons, paper, ropes, etc. Make the flower display more attractive and durable. Flourist business activities also have an impact on the economy of the surrounding community by relying on existing strengths. This research uses descriptive qualitative analysis methods and uses SWOT analysis. The results of the study show that the dried flower arrangement business activities have an impact on various activities such as increasing the economy/income of the population, the company's strengths and weaknesses and motivating the younger generation to live more creatively and innovatively, especially in the field of flower business supported by a marketing strategy