THEODORA, FERA CESILIA (2025) ANALISIS STRATEGI PEMASARAN KOPI BUBUK ROBUSTA (Suatu Kasus Pada UMKM Kopi Dadaman Desa Citaman Kecamatan Ciomas Kabupaten Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The increasing trend of coffee consumption in society is an opportunity for Kopi Dadaman MSMEs to develop robusta ground coffee product. Business competition is currently getting tougher because there are many competitors selling similar products. This causes Kopi Dadaman have to develop a new strategy to maintain its business, causing management to need alternative marketing strategy for taking advantage the opportunities. This research purposes is to analyze internal and external environment conditions and obtain appropriate alternative marketing strategy. The methods used in this research are the IFE Matrix, EFE Matrix, IE Matrix, SWOT Matrix and QSPM. The research results show that there are 10 internal factors (five strengths and five weaknesses) and 6 external factors (three opportunities and three threats). Based on the IE Matrix, the company is positioned in quadrant IV (Grow and Build). The results of the SWOT analysis show that there are 7 alternative strategies that the company can implement. The highest priority strategy based on the QSPM calculations is to increasing product marketing coverage according to the target market, with a score 5.762.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Meningkatnya tren konsumsi kopi di masyarakat menjadi peluang bagi UMKM Kopi Dadaman untuk mengembangkan produk kopi bubuk robusta. Persaingan bisnis saat ini semakin ketat karena banyaknya pesaing yang menjual produk sejenis. Hal ini menyebabkan Kopi Dadaman harus menyusun strategi baru untuk mempertahankan usahanya, sehingga manajemen memerlukan alternatif strategi pemasaran untuk memanfaatkan peluang tersebut. Penelitian ini bertujuan untuk menganalisis kondisi lingkungan internal dan eksternal serta memperoleh alternatif strategi pemasaran yang tepat. Metode yang digunakan dalam penelitian ini adalah Matriks IFE, Matriks EFE, Matriks IE, Matriks SWOT dan QSPM. Hasil penelitian menunjukkan bahwa terdapat 10 faktor internal (lima kekuatan dan lima kelemahan) dan 6 faktor eksternal (tiga peluang dan tiga ancaman). Berdasarkan Matriks IE, perusahaan berada pada kuadran IV (Grow and Build). Hasil analisis SWOT menunjukkan bahwa terdapat 7 alternatif strategi yang dapat diterapkan oleh perusahaan. Strategi dengan prioritas tertinggi berdasarkan perhitungan QSPM adalah meningkatkan cakupan pemasaran produk sesuai target pasar, dengan skor 5,762. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Fera Cesilia Theodora | |||||||||
| Date Deposited: | 11 Jun 2025 02:45 | |||||||||
| Last Modified: | 11 Jun 2025 02:45 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/49407 |
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