Strategi Distribusi Beras Pada Perusahaan Perseorangan Padi Sejati di Kecamatan Srono, Kabupaten Banyuwangi

Abstract

This research aims to examine distribution strategies relating to the determination and management of distribution channels used by producers to distribute products so that they can reach consumers. This research uses descriptive research with a qualitative approach. The location of this research is the Padi Sejati Individual Company which is located on Jl. Raya Genteng, Melik, Parijatah Wetan, Srono District, Banyuwangi Regency, East Java. Data collection techniques were carried out using in-depth interviews, observation and documentation. The data analysis method uses domain analysis and taxonomy. This research is important to conduct to find out the distribution strategies carried out by real individual rice companies. The results of the research show that the Padi Sejati Individual Company uses an indirect distribution strategy which in its implementation uses the 4P elements, namely Product, Price, Promotion and Distribution (Place). Using this distribution strategy makes it easier for companies to distribute their products to consumers in the Banyuwangi area and areas outside the city.