Royhan, Azka (2024) ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN PENJUALAN ROTI “(Studi Kasus pada UMKM Umma’q Bakery & Cake Kampung Kamalaka Kota Serang)”. S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This research aims to analyze internal and external factors in UMKM Umma'q Bakery & Cake and analyze marketing strategies in Umma'q Bakery & Cake in Serang City. This research is a descriptive study using a survey method. The location of the research was determined purposively with the location of the UMKM Umma'q Bakery & Cake research located in Kamalaka Village, Serang City, Banten Province. The data and information collected were processed by analyzing the data. The purpose of this data analysis is to interpret and draw conclusions from the collected data. To analyze the data, descriptive analysis, internal factor evaluation matrix and external factor evaluation matrix, internal and external matrix, SWOT analysis methods, and QSPM matrices were used. The research was conducted at Umma'q Bakery & Cake starting in March 2023. The results of this research are the score of UMKM Umma'q Bakery & Cake on the IFE matrix of 2.879 with the main strength being guaranteed quality with a score of 0.348 and the main weakness being the absence of production if there is a power outage with a score of 0.134. The EFE matrix value obtained by UMKM Umma'q Bakery & Cake is 3.178 with the greatest opportunity in good relations with suppliers with a score of 0.42 and the strongest threat is poor quality raw materials with a score of 0.492. These research place UMKM Umma'q Bakery & Cake in quadrant II on the IE matrix. The QSPM matrix shows that the highest score is in ST1, namely maintaining the stability of production costs and selling prices with a total TAS value of 3.952. UMKM Umma'q Bakery & Cake is in quadrant II on the Internal-External matrix, which can be described as a company that is growing and build. The right strategy for UMKM Umma'q Bakery & Cake is an intensive strategy (market penetration, market development and product development) or integrative (backward integration, forward integration and horizontal integration). This strategy can be the most appropriate strategy for the company's industry in this division.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | UMKM sebagai salah satu sektor ekonimi yang memiliki kontribusi besar terhadap perekonomian nasional seharusnya lebih dikembangkan potensi nya secara maksimal, tetapi pada kenyataannya UMKM di Indonesia masih banyak yang belum mengetahui mengenai strategi pemasaran apa yang harus diterapkan agar dapat mahu dan bertahan di pasaran Tujuan Penelitian ini adalah untuk menganalisis faktor-faktor internal maupun eksternal di UMKM Umma’q Bakery & Cake dan menganalisis strategi pemasaran di UMKM Umma’q Bakery & Cake. Penelitian ini bersifat deskriptif dengan metode penelitian yang digunakan adalah metode survey. Penentuan lokasi penelitian yang ditentukan secara Purposive dengan lokasi penelitian UMKM Umma’q Bakery & Cake yang berlokasi di Kampung Kamalaka Kota Serang. Untuk menganalisis data digunakan metode analisis deskriptif, analisis matriks internal factors evaluations dan matriks external factors evaluations, matriks internal dan eksternal serta metode analisis SWOT dan matriks QSPM. Hasil dari penelitian ini adalah skor UMKM Umma’q Bakery & Cake pada matriks IFE adalah 2,879 dengan kekuatan utama yaitu kualitas terjamin dengan skor 0,348 dan kelemahan utama yaitu tidak adanya produksi jika ada pemadaman listrik dengan skor 0,134. Sedangkan perolehan skor matriks EFE pada UMKM Umma’q Bakery & Cake sebesar 3,178 dengan peluang terbesar yaitu pada faktor hubungan yang baik dengan pemasok dengan skor 0,42 dan ancaman yang paling kuat adalah kualitas bahan baku yang buruk dengan skor 0,492. Hasil tersebut menempatkan UMKM Umma’q Bakery & Cake berada pada posisi kuadran II dalam matriks IE. Hasil dari matriks QSPM menghasilkan alternatif strategi yang paling tepat untuk dapat diterapkan, yaitu menjaga kestabilan biaya produksi dan harga jual dengan skor terbesar dengan nilai 3,952. | |||||||||
| Uncontrolled Keywords: | Bread, Marketing, Strategy, SWOT, UMKM Umma'q Bakery & Cake | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Azka Azka Royhan | |||||||||
| Date Deposited: | 21 Oct 2024 13:46 | |||||||||
| Last Modified: | 21 Oct 2024 13:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/43222 |
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