LUTFI, CHOFIFAH (2024) STRATEGI PEMASARAN UNTUK MENINGKATKAN DAYA SAING ROTI PADA UMKM MELATI BAKERY (Studi Kasus di Kecamatan Rajeg, Kabupaten Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Agroindustry is an industry that focuses on processing agricultural products as raw materials. Bread is part of the agro-food industry because bread uses wheat flour as the main ingredient. The existence of bread which is starting to be popular with the public makes this industrial business opportunity even more promising, especially in the Rajeg District area. MSMEs Melati Bakery is a mobile bread producer that meets the need for bread in the Rajeg District area and its consumers are middle to lower class people. As time goes by, new competitors increasingly emerge. Competition in the bakery industry cannot be avoided by MSMEs Melati Bakery. Currently there are seventeen similar businesses operating in Rajeg District. The aim of this research is to identify internal and external factors, formulate marketing strategies that can be implemented and prioritize alternative strategies to increase the competitiveness of Melati Bakery MSMEs. The data obtained will be processed and analyzed using the methods: IFE Matrix, EFE Matrix, IE Matrix, SWOT Matrix and QSPM. The research results show that the opportunities and strengths they have are greater than the threats and weaknesses so that Melati Bakery MSMEs can take advantage of existing opportunities and strengths by carrying out aggressive development strategies to increase competitiveness. From the results of the SWOT analysis, eleven alternative strategies were produced and the priority alternative strategy selected based on QSPM that needs to be implemented by Melati Bakery MSMEs to increase competitiveness is promotional opportunities through digital marketing to increase targeted promotions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Agroindustri merupakan suatu industri yang fokus pada pengolahan hasil pertanian sebagai bahan baku. Roti merupakan bagian dari industri agropangan karena roti menggunakan tepung terigu sebagai bahan utamanya. Keberadaan roti yang mulai digemari masyarakat membuat peluang usaha industri ini semakin menjanjikan khususnya di wilayah Distrik Rajeg. UMKM Melati Bakery merupakan produsen roti keliling yang memenuhi kebutuhan roti di wilayah Distrik Rajeg dan konsumennya adalah masyarakat menengah ke bawah. Seiring berjalannya waktu, pesaing-pesaing baru semakin bermunculan. Persaingan di industri roti tidak bisa dihindari oleh UMKM Melati Bakery. Saat ini terdapat tujuh belas usaha serupa yang beroperasi di Kecamatan Rajeg. Tujuan dari penelitian ini adalah untuk mengidentifikasi faktor internal dan eksternal, merumuskan strategi pemasaran yang dapat diterapkan dan memprioritaskan alternatif strategi untuk meningkatkan daya saing UMKM Melati Bakery. Data yang diperoleh akan diolah dan dianalisis dengan menggunakan metode: Matriks IFE, Matriks EFE, Matriks IE, Matriks SWOT dan QSPM. Hasil penelitian menunjukkan bahwa peluang dan kekuatan yang dimiliki lebih besar dibandingkan ancaman dan kelemahan sehingga UMKM Melati Bakery dapat memanfaatkan peluang dan kekuatan yang ada dengan melakukan strategi pengembangan yang agresif untuk meningkatkan daya saing. Dari hasil analisis SWOT dihasilkan sebelas alternatif strategi dan dipilihlah alternatif strategi prioritas berdasarkan QSPM yang perlu diterapkan oleh UMKM Melati Bakery untuk meningkatkan daya saing adalah peluang promosi melalui digital marketing untuk meningkatkan promosi yang tepat sasaran. | |||||||||
| Uncontrolled Keywords: | Bread, Marketing Strategy, SWOT Analysis, QSPM Analisis SWOT, Roti, Strategi Pemasaran, QSPM | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce H Social Sciences > HF Commerce S Agriculture > S Agriculture (General) |
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| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | CHOFIFAH LUTFI | |||||||||
| Date Deposited: | 14 Aug 2024 10:31 | |||||||||
| Last Modified: | 14 Aug 2024 10:31 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39142 |
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