relation: https://eprints.untirta.ac.id/43918/
title: STRATEGI PEMASARAN BERAS HITAM (Oryza sativa L. indica) UMKM TANA KITA, PANDEGLANG, BANTEN
creator: JOLANDA, ESTER
subject: S Agriculture (General)
description: Marketing strategy is crucial for achieving business objectives. UMKM Tana Kita is a micro-enterprise selling black rice (Oryza sativa L. indica), which requires effective marketing strategies to overcome competition and product accumulation. This study aims to develop such strategies. This research is qualitative and quantitative descriptive, analysing primary and secondary data. The sampling method was purposive sampling used for main respondents and snowball sampling used for consumer respondents. The methods used in the research are Matrix IFE, Matrix EFE, Matrix IE, and Matrix SWOT, focusing on the 4P variables (product, place, promotion, price). The results of the study showed that the IFE score of 2.962, with strengths in the health benefits of the rice and weaknesses in market access, and EFE score of 2.837, with opportunities in health awareness and threats from e-commerce price competition. The IE Matrix places the company in quadrant V, suggesting a strategy of holding and maintaining current operations. There are seven strategies from the results of the SWOT matrix analysis.
date: 2024
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/1/Ester%20Jolanda_4441200078_Fulltext.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/2/Ester%20Jolanda_4441200078_01.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/3/Ester%20Jolanda_4441200078_02.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/4/Ester%20Jolanda_4441200078_03.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/5/Ester%20Jolanda_4441200078_04.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/6/Ester%20Jolanda_4441200078_05.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/7/Ester%20Jolanda_4441200078_Ref.pdf
format: text
language: id
identifier: https://eprints.untirta.ac.id/43918/8/Ester%20Jolanda_4441200078_Lamp.pdf
identifier:   JOLANDA, ESTER  (2024) STRATEGI PEMASARAN BERAS HITAM (Oryza sativa L. indica) UMKM TANA KITA, PANDEGLANG, BANTEN.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.