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ANALISIS STRATEGI PEMASARAN PRODUK OLAHAN PANGAN LOKAL BERBASIS IKAN PAYUS MELALUI METODE ANALISIS HIERARKI PROSES DI DESA DOMAS KECAMATAN PONTANG (Study Kasus Home Industry Ikan Payus di Desa Domas)

HIDAYATULLAH, RIYAN (2023) ANALISIS STRATEGI PEMASARAN PRODUK OLAHAN PANGAN LOKAL BERBASIS IKAN PAYUS MELALUI METODE ANALISIS HIERARKI PROSES DI DESA DOMAS KECAMATAN PONTANG (Study Kasus Home Industry Ikan Payus di Desa Domas). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

From the existing problems, the aims of this study are: (1) To analyze the internal marketing factors that have been applied to local processed food products based on payus fish in Domas Village. (2) Analyzing alternative marketing strategies that can be applied to local fish-based processed food products in Domas Village. (3) Determining the priority of marketing strategies that are in accordance with local processed food products based on payup fish in Domas Village. Then an open questionnaire in the form of FGD, was given to three experts, namely Business Owner, Secretary and Treasurer. And finally the closed questionnaire method, which is a data collection method that is carried out by giving a set of questions that have provided a choice of answers to be chosen by a predetermined expert. Processed using Microsoft Excel 2010 tools. Based on the results of the analysis using the Analytic Hierarchy Process method, the main priority for the Payus fish Home Industry in the marketing strategy for local processed food products based on Payus fish in Domas village, Pontang sub-district is to promote products outside the area with a weight of 0.454, then to improve marketing distribution channels. with a weight of 0.267, the third is increasing product packaging with a weight of 0.170, and the last is increasing production facilities with a weight of 0.109.

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIP/NIM
Thesis advisorMEUTIA, MEUTIA197208282003122001
Thesis advisorMEGA SARI, RATNA196211102000121001
Additional Information: ABSTRAK Dari permasalahan yang ada, penelitian ini bertujuan untuk: (1) Menganalisis faktor pemasaran internal yang diterapkan pada produk olahan pangan lokal berbasis ikan payus di desa Domas. (2) Menganalisis alternatif strategi pemasaran yang dapat diterapkan pada produk olahan pangan lokal berbasis ikan payus di Desa Domas. (3) Menentukan prioritas strategi pemasaran yang sesuai dengan produk olahan pangan lokal berbasis ikan payus di Desa Domas. Kemudian kuesioner terbuka dalam bentuk FGD, diberikan kepada tiga orang pakar yaitu Pemilik Usaha, Sekretaris dan Bendahara. Dan yang terakhir adalah metode kuisioner tertutup, yaitu metode pengumpulan data yang dilakukan dengan cara memberikan sekumpulan pertanyaan yang sudah disediakan pilihan jawaban untuk dipilih oleh pakar yang telah ditentukan. Diproses menggunakan alat Microsoft Excel 2010. Berdasarkan hasil analisis dengan menggunakan metode Analytic Hierarchy Process, prioritas utama Industri Rumah Tangga Ikan Payus dalam strategi pemasaran produk olahan pangan lokal berbasis ikan Payus di desa Domas Kecamatan Pontang adalah meningkatkan promosi produk ke luar daerah dengan bobot 0,454, melakukan perbaikan saluran distribusi pemasaran. dengan bobot 0,267, yang ketiga adalah meningkatkan kemasan produk dengan bobot 0,170, dan terakhir adalah meningkatkan fasilitas produksi dengan bobot 0,109.
Uncontrolled Keywords: Keywords: Analytic Hierarchy Process (AHP), Payus fish Home Industry, Domas Village, Marketing Strategy. Kata kunci: Analytic Hierarchy Process (AHP), Industri rumah tangga ikan payus, Produk Olahan pangan lokal berbasis Ikan payus di desa domas, Strategi Pemasaran.
Subjects: Communication > Science Journalism
Communication > Communication (General)
Divisions: 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User: Mr Riyan Hidayatullah
Date Deposited: 16 Mar 2023 14:53
Last Modified: 16 Mar 2023 14:53
URI: http://eprints.untirta.ac.id/id/eprint/21789

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