Hanifah, Nurul (2016) Perencanaan Strategi Pemasaran Keripik Buah Ramayana Menggunakan Analisis Swot Dan Topsis (Studi Kasus Ud. Ramayana Agro Mandiri Kota Batu). Sarjana thesis, Universitas Brawijaya.
Abstract
. Pertumbuhan UMKM (Usaha Mikro, Kecil, dan Menengah) di Indonesia dari tahun 2009 sampai dengan 2013 meningkat sebesar 8,871 persen, yaitu dari 52.764.603 menjadi 57.900.787. Semakin meningkatnya jumlah UKM menimbulkan persaingan untuk mempertahankan bidang usahanya. Produk dari UKM di Batu diantaranya berupa keripik buah, sari buah, dodol buah, jenang buah, bakpia buah, dan wingko buah. Salah satu UKM yang memproduksi keripik buah adalah UD. Ramayana Agro Mandiri. UD. Ramayana Agro Mandiri merupakan unit usaha yang bergerak dalam bidang pengolahan buah seperti jenang buah, keripik buah, dodol buah, dan bakpia apel. UD. Ramayana Agro Mandiri bersaing ketat dengan UKM lain dalam memasarkan produk keripik buah di wilayah Batu. Permasalahan yang terkait dengan pemasaran produk UD. Ramayana Agro Mandiri yaitu kurang maksimalnya penjualan produk keripik buah (keripik mangga, keripik nanas, dan keripik pepaya). Hal tersebut ditandai dengan jumlah produk yang terjual 170 packs dari total stok produk di retail sebanyak 200 packs. Berdasarkan permasalahan tersebut, maka perlu dilakukan perencanaan strategi pemasaran terhadap produk keripik buah, sehingga stok produk pada retail dapat terjual secara keseluruhan. Perencanaan strategi pemasaran ini dilakukan menggunakan analisis SWOT dan TOPSIS. SWOT merupakan suatu analisis yang digunakan untuk mendapatkan informasi dari analisis situasi dan memisahkannya dalam pokok persoalan internal (kekuatan dan kelemahan) dan pokok persoalan eksternal (peluang dan ancaman). Metode TOPSIS digunakan untuk meranking alternatif strategi pemasaran yang telah ii disusun menggunakan matriks SWOT. Penelitian ini bertujuan untuk menentukan alternatif strategi pemasaran keripik buah yang tepat dan menentukan urutan prioritas strategi pemasaran keripik buah yang tepat bagi UD. Ramayana Agro Mandiri. Responden ahli yang digunakan dalam penelitian ini terdiri dari 1 orang pemilik dan pemasaran, 1 orang kepala produksi, 1 orang bagian keuangan, dan 3 orang retailer. Hasil dari penelitian menggunakan analisis SWOT diperoleh 8 strategi pemasaran. Strategi tersebut meliputi mempertahankan mutu dan kehalalan pangan, mempertahankan dan menjaga hubungan baik dengan retailer, memberi potongan harga atau bonus pada pembelian jumlah tertentu, meningkatkan intensitas promosi media online, menambah variasi kualitas untuk semua varian produk, menjaga konsistensi kualitas produk, modifikasi bentuk kemasan keripik buah, dan menambah supplier produk jadi. Setelah diperoleh strategi, tahap selanjutnya adalah memprioritaskan strategi menggunakan metode TOPSIS. Metode TOPSIS menghasilkan 3 strategi yang diprioritaskan dari 8 strategi yang ada. Strategi tersebut meliputi mempertahankan mutu dan kehalalan pangan, menjaga konsistensi kualitas produk, dan menambah supplier atau mitra produk jadi.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2016/524/051610131 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 13 Oct 2016 09:39 |
| Last Modified: | 24 Oct 2021 22:54 |
| URI: | http://repository.ub.ac.id/id/eprint/151100 |
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