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.
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Abstract
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.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | UMKM Rinara Batik merupakan usaha mikro yang bergerak di bidang industri kreatif batik khas Cilegon, namun menghadapi tantangan dalam pemasaran akibat keterbatasan inovasi dan persaingan pasar yang semakin ketat. Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang tepat guna meningkatkan daya saing usaha melalui pendekatan Analytical Hierarchy Process (AHP), SWOT, dan Quantitative Strategic Planning Matrix (QSPM). Metode AHP digunakan untuk menentukan bobot prioritas dari tujuh komponen marketing mix (7P), yang kemudian dijadikan dasar penyusunan matriks IFE dan EFE. Hasil analisis menunjukkan bahwa posisi UMKM Rinara Batik berada pada kuadran rendah (Harvest and DivestI) dengan strategi yang disarankan adalah strategi panen atau jual. Alternatif strategi dirumuskan melalui analisis SWOT dan dievaluasi menggunakan QSPM untuk mengetahui daya tarik masing-masing strategi. Strategi prioritas yang dipilih berdasarkan skor Total Attractiveness Score (TAS) adalah Program pelatihan bagi pengrajin untuk peningkatan keterampilan. Penelitian ini memberikan kontribusi dalam bentuk rekomendasi strategi pemasaran berbasis analisis terukur yang dapat dijadikan acuan pengembangan usaha bagi pelaku UMKM batik. | |||||||||
| Uncontrolled Keywords: | AHP, QSPM, Strategi Pemasaran, SWOT. | |||||||||
| Subjects: | T Technology > T Technology (General) | |||||||||
| Divisions: | 03-Fakultas Teknik 03-Fakultas Teknik > 26201-Jurusan Teknik Industri |
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| Depositing User: | Azka Dzafif Alfiqri Alfiqri | |||||||||
| Date Deposited: | 22 Jul 2025 02:33 | |||||||||
| Last Modified: | 22 Jul 2025 02:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52199 |
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