Aini, Qurrotu (2023) PRIORITAS STRATEGI PEMASARAN KUE BANGKIT (Studi Kasus pada UMKM Rumah Bangkit Fafin Kota Serang). S1 thesis, Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Qurrotu Aini_4441190033_Fulltext.pdf Restricted to Registered users only Download (2MB) |
|
Text
Qurrotu Aini_4441190033_01.pdf Restricted to Registered users only Download (709kB) |
|
Text
Qurrotu Aini_4441190033_02.pdf Restricted to Registered users only Download (236kB) |
|
Text
Qurrotu Aini_4441190033_03.pdf Restricted to Registered users only Download (311kB) |
|
Text
Qurrotu Aini_4441190033_04.pdf Restricted to Registered users only Download (348kB) |
|
Text
Qurrotu Aini_4441190033_05.pdf Restricted to Registered users only Download (156kB) |
|
Text
Qurrotu Aini_4441190033_Ref.pdf Restricted to Registered users only Download (89kB) |
|
Text
Qurrotu Aini_4441190033_Lamp.pdf Restricted to Registered users only Download (1MB) |
Abstract
The food industry is one of the fastest growing industries. UMKM Rumah Bangkit Fafin is one of the businesses in Serang City, Banten Province which is engaged in traditional cookies with the main product, namely “Kue Bangkit”. This business still faces problems related to strategic management that is not yet optimal, sales that are not stable, products and brands that are not widely known and intense competition. The purpose of this research is to identify marketing strategy alternatives and marketing strategy priorities based on the internal and external conditions of the business. The analysis used in this study is the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and AHP. Based on the research results, the average score on the IFE matrix was 2.849, the EFE matrix was 2.812, and the UMKM position at Bangkit Fafin House was in cell V with the hold and maintain category. Based on the SWOT analysis, seven alternative strategies were obtained, including 1) improving customer service and retention, 2) increasing effective and efficient promotion activities, 3) improving product and financial records in a structured and routine manner, 4) market development, 6 ) product development following market trends, 6) adding types of small-sized economical packaging, 7) providing attractive promos using POP (point of purchase). Priority strategies that can be implemented based on the AHP method are improving customer service and retention with a priority weight of 0.190.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Industri makanan adalah salah satu industri dengan pertumbuhan tercepat. UMKM Rumah Bangkit Fafin merupakan salah satu usaha di Kota Serang Provinsi Banten yang bergerak di bidang kue tradisional dengan produk utama yaitu “Kue Bangkit”. Bisnis ini masih menghadapi permasalahan terkait pengelolaan strategis yang belum maksimal, penjualan yang belum stabil, produk dan merek yang belum banyak dikenal serta persaingan yang ketat. Tujuan penelitian ini adalah untuk mengidentifikasi alternatif strategi pemasaran dan prioritas strategi pemasaran berdasarkan kondisi internal dan eksternal bisnis. Analisis yang digunakan dalam penelitian ini adalah matriks IFE, matriks EFE, matriks IE, matriks SWOT, dan AHP. Berdasarkan hasil penelitian diperoleh rata-rata skor pada matriks IFE sebesar 2,849, pada matriks EFE sebesar 2,812, dan posisi UMKM Rumah Fafin Bangkit berada pada sel V dengan kategori tahan dan pertahankan. Berdasarkan analisis SWOT diperoleh tujuh alternatif strategi. Strategi prioritas yang dapat diterapkan berdasarkan metode AHP adalah peningkatan pelayanan dan retensi pelanggan dengan bobot prioritas sebesar 0,190. | |||||||||
| Uncontrolled Keywords: | Analitycal hierarchy process (AHP), marketing strategy, SWOT analysis, UMKM Rumah Bangkit Fafin. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
|||||||||
| Depositing User: | Qurrotu Aini | |||||||||
| Date Deposited: | 29 Sep 2023 11:35 | |||||||||
| Last Modified: | 29 Sep 2023 11:35 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/29956 |
Actions (login required)
 |
View Item |