Zahrotul Millah, Maulida (2026) ANALISIS STRATEGI PEMASARAN PRODUCT LIFE CYCLE DAN DAYA SAING USAHA GIPANG SINGKONG DENGAN PORTER GENERIC (Suatu Kasus pada UMKM Gipang Singkong Pasir Angin Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The abundant availability of cassava in Cilegon City encourages the development of processed cassava MSMEs, including Gipang Cassava Pasir Angin MSMEs. However, these MSMEs face stiff competition, both from other processed cassava products, similar gipang producers, and modern food products, so sales are starting to slow. This condition is influenced by limited distribution channels, promotional activities that are not optimal, and business locations that are far from the city center. This research was carried out in September-December 2025 at MSMEs in Gipang Cassica Pasir Angin using a qualitative descriptive method. This study aims to analyze the marketing strategy and competitiveness of MSMEs of Gipang Cassava Pasir Angin based on the analysis of Product Life Cycle and Porter Generic. The results of the Product Life Cycle analysis using the Polli and Cook method show that MSMEs are at the growth stage with a value of 116.62 > 43.11, and the conditions of MSME competition are carried out through a cost leadership strategy. Based on these results, the alternative strategy suggested for MSMEs Gipang Caskung Pasir Angin is a differentiation strategy that is in accordance with the growth stage, which is implemented through product development, pricing that is able to penetrate the market, distribution expansion, and strengthening promotions that emphasize product value and excellence. Gipang, Marketing Strategy, Product Life Cycle, Porter Generic
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Melimpahnya ketersediaan singkong di Kota Cilegon mendorong pengembangan UMKM olahan singkong, termasuk UMKM Singkong Pasir Angin. Namun, UMKM ini menghadapi persaingan ketat, baik dari produk olahan singkong lainnya, produsen gipang serupa, maupun produk pangan modern, sehingga penjualan mulai melambat. Kondisi ini dipengaruhi oleh keterbatasan saluran distribusi, kegiatan promosi yang tidak optimal, dan lokasi bisnis yang jauh dari pusat kota. Penelitian ini dilakukan pada bulan September-Desember 2025 di UMKM Gipang Singkong Pasir Angin dengan menggunakan metode deskriptif kualitatif. Penelitian ini bertujuan untuk menganalisis strategi pemasaran dan daya saing UMKM Gipang Singkong Pasir Angin berdasarkan analisis Siklus Hidup Produk dan Porter Generik. Hasil analisis Siklus Hidup Produk menggunakan metode Polli dan Cook menunjukkan bahwa UMKM berada pada tahap pertumbuhan dengan nilai 116,62 > 43,11, dan kondisi persaingan UMKM dilakukan dengan strategi kepemimpinan biaya. Berdasarkan hasil tersebut, alternatif strategi yang diusulkan untuk UMKM Gipang Singkong Pasir Angin adalah strategi diferensiasi yang sesuai dengan tahap pertumbuhan, yang diimplementasikan melalui pengembangan produk, penetapan harga yang mampu menembus pasar, perluasan distribusi, dan penguatan promosi yang menekankan nilai dan keunggulan produk. Gipang, Strategi Pemasaran, Siklus Hidup Produk, Porter Generik | |||||||||
| Uncontrolled Keywords: | Gipang, Marketing Strategy, Product Life Cycle, Porter Generic Gipang, Strategi Pemasaran, Siklus Hidup Produk, Porter Generik | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Maulida Zahrotul Millah Moh. Ma'muri | |||||||||
| Date Deposited: | 20 Apr 2026 03:53 | |||||||||
| Last Modified: | 20 Apr 2026 03:53 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/59390 |
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ANALISIS STRATEGI PEMASARAN PRODUCT LIFE CYCLE DAN DAYA SAING USAHA GIPANG SINGKONG DENGAN PORTER GENERIC
(Suatu Kasus pada UMKM Gipang Singkong Pasir Angin Kota Cilegon). (deposited UNSPECIFIED)
- ANALISIS STRATEGI PEMASARAN PRODUCT LIFE CYCLE DAN DAYA SAING USAHA GIPANG SINGKONG DENGAN PORTER GENERIC (Suatu Kasus pada UMKM Gipang Singkong Pasir Angin Kota Cilegon). (deposited 20 Apr 2026 03:53) [Currently Displayed]
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