relation: https://eprints.untirta.ac.id/52199/
title: USULAN STRATEGI PEMASARAN MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP), SWOT DAN QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) PADA UMKM RINARA BATIK
creator: ALFIQRI, AZKA DZAFIF
subject: T Technology (General)
description: UMKM Rinara Batik is a micro-enterprise engaged in the creative industry of Cilegon batik, but faces challenges in marketing due to limited innovation and increasingly tight market competition. This study aims to formulate an appropriate marketing strategy to increase business competitiveness through the Analytical Hierarchy Process (AHP), SWOT, and Quantitative Strategic Planning Matrix (QSPM) approaches. The AHP method is used to determine the priority weight of the seven marketing mix components (7P), which are then used as the basis for compiling the IFE and EFE matrices. The results of the analysis show that the position of Rinara Batik MSMEs is in the low quadrant (Harvest and DivestI) with the recommended strategy being the harvest or Divest. Alternative strategies are formulated through SWOT analysis and evaluated using QSPM to determine the attractiveness of each strategy. The priority strategy chosen based on the Total Attractiveness Score (TAS) is a training program for craftsmen to improve skills. This study provides a contribution in the form of recommendations for marketing strategies based on measurable analysis that can be used as a reference for business development for batik MSME actors.
date: 2025-07-21
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/52199/1/AZKA%20DZAFIF%20ALFIQRI_3333210105_FullText.pdf
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identifier: https://eprints.untirta.ac.id/52199/3/AZKA%20DZAFIF%20ALFIQRI_3333210105_01.pdf
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identifier: https://eprints.untirta.ac.id/52199/4/AZKA%20DZAFIF%20ALFIQRI_3333210105_02.pdf
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identifier: https://eprints.untirta.ac.id/52199/5/AZKA%20DZAFIF%20ALFIQRI_3333210105_03.pdf
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identifier: https://eprints.untirta.ac.id/52199/6/AZKA%20DZAFIF%20ALFIQRI_3333210105_04.pdf
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identifier: https://eprints.untirta.ac.id/52199/7/AZKA%20DZAFIF%20ALFIQRI_3333210105_05.pdf
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identifier: https://eprints.untirta.ac.id/52199/8/AZKA%20DZAFIF%20ALFIQRI_3333210105_06.pdf
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identifier: https://eprints.untirta.ac.id/52199/9/AZKA%20DZAFIF%20ALFIQRI_3333210105_Ref.pdf
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identifier: https://eprints.untirta.ac.id/52199/10/AZKA%20DZAFIF%20ALFIQRI_3333210105_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/52199/11/AZKA%20DZAFIF%20ALFIQRI_3333210105_CP.pdf
identifier:   ALFIQRI, AZKA DZAFIF  (2025) USULAN STRATEGI PEMASARAN MENGGUNAKAN METODE ANALYTICAL HIERARCHY PROCESS (AHP), SWOT DAN QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) PADA UMKM RINARA BATIK.  S1 thesis, FAKULTAS TEKNIK UNIVERSITAS SULTAN AGENG TIRTAYASA.