Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Di Mie Jogging & Yoghurt Soekarno-Hatta, Malang

Permadi, Magi Arso (2017) Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Di Mie Jogging & Yoghurt Soekarno-Hatta, Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Peningkatan kedai Mie di kota Malang menyebabkan persaingan kedai Mie tersebut. Oleh karena itu, setiap kedai Mie harus memiliki strategi untuk mengembangkan usaha agar dapat bersaing. Penelitian ini bertujuan untuk mendapatkan alternatif strategi yang tepat dalam peningkatan penjulan di Mie Jogging & Yoghurt menggunakan metode A’WOT (AHP dan SWOT) Pengambilan data dilakukan dengan menyebar kuesioner pada 3 responden pakar yaitu Pemilik Kedai, Manajer, dan Kepala karyawan Mie Jogging & Yoghurt. Analisa data dilakukan menggunakan Matriks IFAS (Internal Strategic Factor Analysis Summary) dan EFAS (Eksternal Strategic Factor Analysis Summary) untuk mengetahui posisi strategi Mie Jogging & Yoghurt. Matriks SWOT kemudian dibuat untuk merumuskan alternatif strategi dan AHP untuk menentukan bobot alternatif strategi yang paling efektif. Hasil analisis dengan menggunakan matrik EFAS_IFAS menunjukkan bahwa Mie Jogging & Yoghurt dalam posisi stable Growth Strategy. Faktor yang dipertimbangkan dalam peningkatan penjualan di Mie Jogging & Yoghurt berdasarkan skor pada matriks IFAS_EFAS adalah tempat nyaman 0.38, standarisasi pangan 0.44, sajian 0.40, sertifikasi halal 0.33, parkir sempit 0.22, izin pendirian bangunan 0.11, harga relatif mahal 0.30, fasilitas sosial 0.36, menciptakan produk baru 0.22, peningkatan jumlah penduduk 0.30, perluasan marketing 0.75, perubahan gaya hidup masyarakat 0. 13, perubahan peraturan daerah 0.15, perusahaan baru dengan produk yang sama 0.40, Mie ternama di Kota Malang 0.25, kenaikan BBM 0.16. Hasil dari analasisi AHP dan SWOT menunjukkan bahwa melebarkan pasar ke wilayah lain dengan kualitas sama merupakan alternative strategi yang terpilih dengan nilai bobot 0.19.

English Abstract

The increasing amount of noodle restaurant in the city of Malang, causes competition among them. Therefore, noodle restaurant must have strategies to develop the business facing the competition. This study aimes to get the right alternative strategies in improving selling in Mie Jogging & Yoghurt using A'WOT (AHP and SWOT). Data were collected by questionnaire distribution to 3 expert respondents i.e the owner, managers, and employees of Mie Jogging & Yoghurt. Data were analysed using IFAS (Internal Strategic Factor Analysis Summary) and EFAS (External Strategic Factor Analysis Summary) to determine the position of strategies of Mie Jogging & Yoghurt. SWOT matrix was then made to formulate alternatives of strategies and AHP used to determine the weight of the most effective alternative strategies. Results of analysis using matrix EFAS_IFAS showed that Mie Jogging & Yogurt in a stable position Growth Strategy. The priority of the strategy formulated in the formulation of IFAS_EFAS to determine marketing strategies in Mie Jogging & Yoghurt were a comfortable 0.38, standardization of food 0.44, grain 0.40, halal certification 0.33, narrow parking 0.22, building permits 0.11, the price is relatively expensive 0.30, facilities social 0.36, 0.22 inventing new products, an increase in the population of 0.30, 0.75 marketing expansion, changes in people's lifestyles 0.13, local regulatory changes 0.15, a new company with the same product 0.40, 0.25 Noodle famous noodle in the Malang City, the increase in fuel 0.16. As well as the results obtained from AHP and SWOT analysis shows that the market widen to other areas with the same quality is an alternative to the chosen strategy with 0.19 weight value.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2017/259/051705046
Uncontrolled Keywords: IFAS_EFAS, Perencanaan Strategi, AHP dan SWOT
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Kustati
Date Deposited: 03 Aug 2017 06:39
Last Modified: 29 Nov 2021 02:33
URI: http://repository.ub.ac.id/id/eprint/1000
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