TAMALIA KINANTI, HANIIFA (2024) STRATEGI PEMASARAN KUE AKAR KELAPA (Suatu Kasus di UMKM Banyuasri, Desa Pelamunan, Kecamatan Kramatwatu, Kabupaten Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The food industry is one of the fastest growing industries. Banyuasri MSME is one of the businesses in Serang, Banten Province which is engaged in traditional cookies with the main product, namely “Kue Akar Kelapa”. This business still faces problems such as fluctuating sales volumes, limited workforce capabilities, and the marketing that has not been carried out optimally. 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 QSPM. In the IFE matrix analysis, a score of 2.891 was obtained and a score of 2.810 in the EFE matrix analysis. The position of Banyuasri MSME in the IE matrix is in cell V position which is the hold and maintain position. Based on the results of the SWOT matrix analysis, 10 alternative marketing strategies for coconut root cakes were produced that can be implemented by Banyuasri MSME. Based on the QSPM (Quantitative Strategic Planning Matrix) method, the main priority marketing strategy for coconut root cakes that can be implemented by Banyuasri MSME is optimizing online marketing and promotional activities with a STAS (Sum Total Attractiveness Score) score of 6.853.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Industri makanan adalah salah satu industri dengan pertumbuhan tercepat. UMKM Banyuasri merupakan salah satu usaha di Serang Provinsi Banten yang bergerak di bidang kue tradisional dengan produk utama yaitu “Kue Akar Kelapa”. Usaha ini masih menghadapi permasalahan seperti volume penjualan yang fluktuatif, keterbatasan kemampuan tenaga kerja, dan pemasaran yang belum dilakukan secara maksimal. 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 QSPM. Pada analisis matriks IFE diperoleh skor sebesar 2,891 dan pada analisis matriks EFE diperoleh skor sebesar 2,810. Posisi UMKM Banyuasri pada matriks IE berada pada posisi sel V yaitu posisi hold dan hold. Berdasarkan hasil analisis matriks SWOT, dihasilkan 10 alternatif strategi pemasaran kue akar kelapa yang dapat diterapkan oleh UMKM Banyuasri. Berdasarkan metode QSPM (Quantitative Strategic Planning Matrix), prioritas utama strategi pemasaran kue akar kelapa yang dapat dilaksanakan oleh UMKM Banyuasri adalah optimalisasi kegiatan pemasaran dan promosi online dengan skor STAS (Sum Total Attractiveness Score) sebesar 6,853. | |||||||||
| Uncontrolled Keywords: | Banyuasri MSME, Coconut root cake, Marketing strategies, SWOT, QSPM. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Haniifa Tamalia Kinanti | |||||||||
| Date Deposited: | 15 Aug 2024 09:50 | |||||||||
| Last Modified: | 15 Aug 2024 09:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39940 |
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