RACHMALIA, AISYFA (2024) ANALISIS STRATEGI PEMASARAN GULA AREN CAIR PADA UMKM TANGKAL KAWUNG DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_Fulltext.pdf Restricted to Registered users only Download (1MB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_01.pdf Restricted to Registered users only Download (1MB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_02.pdf Restricted to Registered users only Download (302kB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_03.pdf Restricted to Registered users only Download (304kB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_04.pdf Restricted to Registered users only Download (418kB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_05.pdf Restricted to Registered users only Download (232kB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_Ref.pdf Restricted to Registered users only Download (178kB) |
|
Text (SKRIPSI)
Aisyfa Rachmalia_4441200218_Lamp.pdf Restricted to Registered users only Download (924kB) |
Abstract
UMKM Tangkal Kawung are one of the liquid palm sugar processing businesses that are considered good quality.The competition of liquid palm sugar business is more competitive than before because of the increasing number of sales of liquid palm sugar in Serang city and outside Serang city. It causes the Tangkal Kawung management has to determine the right decision in product marketing so that it can reach more market share and can keep developing its business in the competitive business competition by creating the right alternative strategy. This research purposes are analyzing internal and external environment condition and creating the alternative of management strategy for Tangkal Kawung. The method which is used in this research are IFE matrix, EFE matrix, IE matrix , SWOT matrix and QSPM. The analysis result showed that Tangkal Kawung is in growth and build stage. The result of SWOT analysis identified that there are seven alternatives of management strategy which could be applied by Tangkal Kawung. The top priority strategy based on QSPM calculation is to improve product quality to increase customer satisfaction and loyalty.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | UMKM Tangkal Kawung merupakan salah satu usaha pengolahan gula aren cair yang dinilai berkualitas baik. Persaingan bisnis gula aren cair lebih kompetitif dari sebelumnya karena meningkatnya jumlah penjualan gula aren cair di kota Serang dan luar kota Serang. Hal ini menyebabkan manajemen Tangkal Kawung harus menentukan keputusan yang tepat dalam pemasaran produk sehingga dapat menjangkau lebih banyak pangsa pasar dan dapat terus mengembangkan bisnisnya dalam persaingan bisnis yang kompetitif dengan menciptakan strategi alternatif yang tepat. Tujuan penelitian ini adalah menganalisis kondisi lingkungan internal dan eksternal serta menciptakan alternatif strategi pengelolaan Tangkal Kawung. Metode yang digunakan dalam penelitian ini adalah matriks IFE, matriks EFE, matriks IE, matriks SWOT dan QSPM. Hasil analisis menunjukkan bahwa Tangkal Kawung berada dalam tahap pertumbuhan dan pembangunan. Hasil analisis SWOT mengidentifikasi bahwa ada tujuh alternatif strategi manajemen yang dapat diterapkan oleh Tangkal Kawung. Strategi prioritas utama berdasarkan perhitungan QSPM adalah meningkatkan kualitas produk untuk meningkatkan kepuasan dan loyalitas pelanggan. | |||||||||
| Uncontrolled Keywords: | liquid palm sugar, Marketing Strategy, Micro, Small and Medium Enterprises | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
|||||||||
| Depositing User: | Ms Aisyfa Rachmalia | |||||||||
| Date Deposited: | 03 Jul 2024 12:02 | |||||||||
| Last Modified: | 03 Jul 2024 12:02 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37305 |
Actions (login required)
 |
View Item |