SHITA SAKINA, MARSHA (2024) ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN PADA KEDAI MIE KOCOK PAK OYEN BANDUNG DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Pak Oyen Bandung's Mie Kocok shop is located at Jl. KH Abdul Fatah Hasan No. 82, RT / RW 02/16, Cijawa Masjid, Serang District, Serang City, Banten 42117. This study aims to determine the most effective marketing strategy to be implemented in increasing sales volume. This research uses descriptive qualitative research methods, both containing theories and summarized. With the results of the analysis through the IFE matrix with a total score of 3.082 and the EFE matrix with a total score of 2.856 which makes Kedai Mie Kocok Pak Oyen Bandung in a strong business position with the location of the strategy cell in quadrant IV which means "Growth and Build" or "Grow and Build" by carrying out intensive strategies through market penetration, market development, and product development can achieve its business goals, as well as being alert and responsive in facing competition in the culinary field. And based on the results of the analysis of the SWOT matrix and QSPM, there are three top alternative strategies that are prioritized to be carried out in an effort to increase sales volume, expand market share and increase competitiveness, namely, conducting online marketing activities, conducting promotional activities, and following market trends.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Kedai Mie Kocok Pak Oyen Bandung beralamat di Jalan KH Abdul Fatah Hasan No. 82, RT/RW 02/16, Kelurahan Cijawa Masjid, Kecamatan Serang, Kota Serang, Banten 42117. Penelitian ini bertujuan untuk mengetahui strategi pemasaran yang paling efektif untuk diterapkan dalam meningkatkan volume penjualan. Penelitian ini menggunakan metode penelitian kualitatif deskriptif, baik yang berisi teori-teori maupun yang dirangkum. Dengan hasil analisis melalui matriks IFE dengan total skor 3,082 dan matriks EFE dengan total skor 2,856 yang menjadikan Kedai Mie Kocok Pak Oyen Bandung berada pada posisi bisnis yang kuat dengan letak sel strategi berada pada kuadran IV yang berarti "Growth and Build" atau "Tumbuh dan Membangun" dengan melakukan strategi intensif melalui penetrasi pasar, pengembangan pasar, dan pengembangan produk dapat mencapai tujuan bisnisnya, serta sigap dan tanggap dalam menghadapi persaingan di bidang kuliner. Dan berdasarkan hasil analisis matriks SWOT dan QSPM, terdapat tiga alternatif strategi teratas yang diprioritaskan untuk dijalankan dalam upaya meningkatkan volume penjualan, memperluas pangsa pasar dan meningkatkan daya saing, yaitu, melakukan kegiatan pemasaran online, melakukan kegiatan promosi, dan mengikuti tren pasar. | |||||||||
| Uncontrolled Keywords: | Marketing Mix Strategy, Mie Kocok Pak Oyen Bandung, Sales Volume | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mahasiswa Marsha Shita | |||||||||
| Date Deposited: | 03 Jul 2024 11:55 | |||||||||
| Last Modified: | 03 Jul 2024 11:55 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37432 |
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