NOVALINA SINAGA, YUNISA (2025) ANALISIS STRATEGI PEMASARAN MENGGUNAKAN PENDEKATAN SWOT, AHP DAN QSPM. S1 thesis, Fakultas Teknik Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Yunisa Novalina Sinaga_3333210108_Fulltext..pdf Download (2MB) |
|
Text
Yunisa Novalina Sinaga_3333210108_01.pdf Download (2MB) |
|
Text
Yunisa Novalina Sinaga_3333210108_02.pdf Download (805kB) |
|
Text
Yunisa Novalina Sinaga_333210108_03.pdf Download (484kB) |
|
Text
Yunisa Novalina Sinaga_333310108_04.pdf Download (3MB) |
|
Text
Yunisa Novalina Sinaga_333310108_05.pdf Download (419kB) |
|
Text
Yunisa Novalina Sinaga_333310108_06.pdf Download (358kB) |
|
Text
Yunisa Novalina Sinaga_333310108_Lamp.pdf Download (2MB) |
|
Text
Yunisa Novalina Sinaga_333210108_Ref.pdf Download (501kB) |
|
Text
Yunisa Novalina Sinaga_3333210108_CP.pdf Download (162kB) |
Abstract
This research aims to formulate an appropriate marketing strategy for the SME Long Story Short, a local brand engaged in the creative industry with a focus on handmade bag production. In the face of increasingly fierce and dynamic market competition, Long Story Short needs to implement an effective marketing strategy to maintain its presence and enhance its business competitiveness. This study employs an integrated approach combining SWOT analysis, the Analytical Hierarchy Process (AHP), and the Quantitative Strategic Planning Matrix (QSPM). SWOT analysis is used to identify the company's internal and external factors. AHP is applied to determine the priority weights of each factor based on expert assessments, while QSPM is used to evaluate strategic alternatives and identify the best strategy based on the Total Attractiveness Score (TAS).The results indicate that Long Story Short is positioned in Quadrant I of the Grand Strategy Matrix with an IFAS score of 3.46 and an EFAS score of 3.09, suggesting strong internal capabilities and operation in a high-growth industry. The SWOT analysis generated nine strategic alternatives, which were further evaluated using QSPM. Product development strategy was selected as the most recommended strategy, with the highest TAS value of 6.239. This strategy is considered the most effective in leveraging internal strengths such as the advantages of handmade production and unique designs, as well as external opportunities such as the growing consumer interest in local and sustainable products. This research is expected to serve as a strategic reference for similar SMEs in developing relevant, adaptive, and sustainable marketing strategies.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang tepat bagi UMKM Long Story Short, sebuah brand lokal yang bergerak di bidang industri kreatif dengan fokus pada produksi tas handmade. Dalam menghadapi persaingan pasar yang semakin ketat dan dinamis, Long Story Short perlu menerapkan strategi pemasaran yang efektif guna mempertahankan eksistensi dan meningkatkan daya saing usaha. Penelitian ini menggunakan pendekatan terintegrasi antara metode SWOT, Analytical Hierarchy Process (AHP), dan Quantitative Strategic Planning Matrix (QSPM). Analisis SWOT dilakukan untuk mengidentifikasi faktor-faktor internal dan eksternal perusahaan, AHP digunakan untuk menentukan bobot prioritas dari masing-masing faktor berdasarkan penilaian para expert, sedangkan QSPM digunakan untuk mengevaluasi alternatif strategi dan menentukan strategi terbaik berdasarkan Total Attractiveness Score (TAS). Hasil penelitian menunjukkan bahwa Long Story Short berada pada kuadran I Matriks Grand Strategy dengan skor IFAS sebesar 3,46 dan EFAS sebesar 3,09, yang menunjukkan bahwa perusahaan memiliki kekuatan internal yang kuat dan berada dalam industri dengan pertumbuhan yang tinggi. Dari hasil analisis SWOT diperoleh sembilan alternatif strategi, yang kemudian dianalisis lebih lanjut menggunakan QSPM. Strategi pengembangan produk dipilih sebagai strategi yang paling direkomendasikan dengan nilai TAS tertinggi sebesar 6,239. Strategi ini dinilai paling efektif dalam memanfaatkan kekuatan internal seperti keunggulan produk handmade dan desain unik, serta peluang eksternal seperti meningkatnya minat masyarakat terhadap produk lokal dan keberlanjutan. Penelitian ini diharapkan dapat menjadi acuan strategis bagi UMKM serupa dalam mengembangkan strategi pemasaran yang relevan, adaptif, dan berkelanjutan. | |||||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor Q Science > QA Mathematics T Technology > TX Home economics Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science |
|||||||||
| Divisions: | 03-Fakultas Teknik > 26201-Jurusan Teknik Industri | |||||||||
| Depositing User: | Yunisa Yunisa Novalina Sinaga Yunisa | |||||||||
| Date Deposited: | 21 Aug 2025 03:58 | |||||||||
| Last Modified: | 21 Aug 2025 03:58 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54129 |
Actions (login required)
 |
View Item |