Krisnawanti, Ajeng (2017) Perencanaan Strategi Pemasaran dengan Analisis SWOT dan Metode QSPM (Quantitative Strategy Planning Matrix) Studi Kasus UKM Kerupuk Ikan Jaya Mulya, Mojokerto. Sarjana thesis, Universitas Brawijaya.
Abstract
Perikanan di Indonesia memiliki potensi yang melimpah, salah satunya hasil perikanan yaitu ikan tenggiri. Hal ini menjadikan pengolahan hasil ikan tengiri semakin banyak. Industri di Indonesia dari tahun ke tahun semakin berperan penting dalam memenuhi kebutuhan ditingkat kesehatan dan gizi masyarakat Indonesia. Dilihat dari hasil tangkapan, maka banyak diantara pelaku bisnis yang ada di Mojokerto, Jawa Timur yang membuat kerupuk ikan berbahan dasar tenggiri. Industri pembuatan kerupuk ikan Mojokerto berada di Dusun Kedung Wangi, Desa Gedangan, yang terdiri dari beberapa kelompok UKM, salah satunya yaitu UKM Jaya Mulya. Pemasaran produk kerupuk ikan ini hanya dipasarkan pada kota disekitar Mojokerto. Perlu adanya suatu perencanaan strategi pemasaran yang efektif dan efisien untuk memberikan solusi terhadap permasalahan yang dihadapi yaitu dalam hal pemasaran keluar kota dan provinsi. Penelitian ini dilaksanakan di Kelompok UKM Jaya Mulya dengan menggunakan metode penelitian analisis SWOT dan QSPM. Analisis SWOT digunakan untuk mengidentifikasi faktor-faktor yang mempengaruhi penentuan alternatif strategi pemasaran. Analisis SWOT meliputi pembobotan, rata-rata dan nilai tertimbang, kemudian menganalisis matrik IE bernilai 2,572 dan 2,69. Melalui analisis IE, selanjutnya membuat matriks SWOT dengan menentukan alternatif strategi yang berkaitan dengan kekuatan-peluang, kelemahan-peluang, kekuatan-ancaman, dan kekuatan-kelemahan. Tahapan akhir dengan The Decision Stage, dengan menentukan 6 alternatif strategi.Delapan alternatif tersebut (ST1) melakukan promosi ke wilayah lain, (ST2) meningkatkan kualitas produk, (ST3)meningkatkan kapasitas produksi, (ST4) memberikan potongan harga pada pembeli tertentu, (ST5) melakukan inventory, dan (ST6) produksi dilakukan secara berkala sesuai target yang diinginkan. Hasil penelitian Matriks QSPM diperoleh 3 alternatif strategi utama yang layak diterapakan pada UKM Jaya Mulya. UKM Jaya Mulya memiliki 3 alternatif strategi yang saling berkaitan, dengan meningkatkan kualitas produk diharapkan semakin tingginya daya beli masyarakat dan mempengaruhi kapasitas yang terus meningkat. Melakukan promosi dengan teknologi yang memadai akan mempermudah dalam pamasaran kepada konsumen.
English Abstract
The fisheries field in Indonesia has dozen potentials, one of which is the Spanish mackerel. This leads to the increasing of Spanish mackerel product. In this case, the industry in Indonesia these days has an important role in meeting the needs of the health and nutritional level of Indonesian society. As seen from the results of existing catches, there are many businessmen in Mojokerto, East Java, who try to make the fish crackers from the Spanish mackerel. The center of fish cracker manufacturing industry in Mojokerto is located at Kedung Wangi Sub Village, Gedangan Village, which consists of several groups of SMEs, one of those SMEs is Jaya Mulya. The marketing of this fish cracker product is currently only in the area of Mojokerto. Hence, there is a need of an effective and efficient marketing strategy planning to provide solutions to the matters, especially in terms of marketing so that the products can reach a wider area in more cities or even in the province or national level. This research was conducted in a group of Jaya Mulya SME using the research method of SWOT analysis and QSPM. The SWOT analysis is used to identify the factors that affect the determination of alternative marketing strategies. SWOT analysis includes the process of weighting, the calculation of average and the weighted value, and then analyzing the IE matrix which result as 2.572 and 2.69. Through the analysis of IE, eight alternative strategies on fish crackers are made. Eight of these alternatives are (ST1) promoting to other regions, (ST2) improving the quality of the product, (ST3) opening new outlets, (ST4) improving and expanding the production capacity, (ST5) doing the bookkeeping process on a regular basis, (ST6) giving a discount on certain buyers, (ST7) doing the inventory process, and (ST8) performing the production process which is done periodically according to the target. Based on the results of the research on QSPM Matrix, there are three main alternative strategies which are feasible to be applied at Jaya Mulya. Jaya Mulya has three alternative strategies related to each other, by improving the quality of products, it is expected that the public purchasing power can be uplifted. By doing the promotion using adequate technology, it will facilitate the marketing to consumers.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2017/155/051703098 |
| Uncontrolled Keywords: | Kerupuk ikan, strategi pemasaran, SWOT, QSPM |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian |
| Depositing User: | Kustati |
| Date Deposited: | 30 Mar 2017 15:06 |
| Last Modified: | 17 Nov 2021 06:36 |
| URI: | http://repository.ub.ac.id/id/eprint/151384 |
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