Marketing Mix Analysis of Arenga Palm Sugar in Riau Province

  title={Marketing Mix Analysis of Arenga Palm Sugar in Riau Province},
  author={Yeni Kusumawaty and Evy Maharani and Susy Edwina},
Arenga Palm sugar is one of local products that potentially substitutes cane sugar and has become a source of income for people in Riau Province. Development of arenga palm sugar products in Riau Province faces problems of limited marketing, increased competition, and decreased production of palm sugar because some farmers switch to sell their fresh arenga sap to be processed into traditional alcoholic drink (tuak). Therefore, the purpose of this study is to examine the marketing mix strategy… CONTINUE READING