Strategi Pemasaran Produk Organik Dengan Metode Pairwise Comparison (Studi Kasus di Istana Sayur Tlogomas, Malang).

Istati, Devi Wahyu (2018) Strategi Pemasaran Produk Organik Dengan Metode Pairwise Comparison (Studi Kasus di Istana Sayur Tlogomas, Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Istana Sayur Tlogomas, Malang merupakan salah satu ritel kecil yang bergerak pada bidang penjualan sayur dan kebutuhan dapur. Ritel ini mendukung pemasaran organik yang memberikan kepuasan dan loyalitas pelanggan. Namun masih kalah bersaing dengan Supermarket yang menjual kebutuhan lainnya. Tujuan penelitian ini yaitu merumuskan jenis strategi pemasaran yang dapat dipertimbangkan berdasarkan kekuatan, kelemahan, peluang dan ancaman serta menentukan rekomendasi urutan prioritas strategi pemasaran produk organik di Istana Sayur Tlogomas, Malang. Penelitian ini, menggunakan analisis SWOT dan Pairwise Comparison. Analisis SWOT digunakan untuk identifikasi berbagai faktor secara sistematis untuk merumuskan strategi pemasaran. Alternatif strategi pemasaran selanjutnya dirumuskan berdasarkan posisi pada kuadran SWOT. Pemilihan prioritas alternatif strategi pemasaran menggunakan Pairwise Comparison. Kuesioner yang digunakan yaitu untuk penentuan bobot, rating, dan kuesioner Pairwise Comparison dengan responden manager, wakil manager dan kasir. Berdasarkan hasil penelitian, didapatkan bahwa nilai matriks Internal Factor Evaluation adalah sebesar 2.863 dan nilai matriks Eksternal Factor Evalution adalah sebesar 2.394. Analisa posisi ritel dengan menggunakan matriks Internal Eksternal didapatkan bahwa Istana Sayur Tlogomas berada pada sel V yang menunjukkan bahwa strategi yang dapat diterapkan yaitu penetrasi pasar dan pengembangan pasar. Terdapat 12 alternatif strategi pemasaran berdasarkan matriks SWOT yaitu pemasangan spanduk di depan ritel dengan tagline 'berani sehat, Go organik, mencantumkan pricelist produk secara online dan offline, happy hour, menjalin partnership dengan mitra bisnis, mengganti display menggunakan rak viii pendingin, memperbanyak variasi volume kemasan, menjual produk yang sudah tersertifikasi, menambah pemasok lain, memberikan informasi keunggulan dan rekomendasi resep produk organik pada kemasan, pemberian voucher dalam pembelian tertentu, kampanye hidup sehat, dan memperbanyak jenis produk. Rekomendasi prioritas strategi pemasaran berdasarkan metode Pairwise Comparison secara berurutan yaitu pemberian voucher dalam jumlah pembelian tertentu (0.148), memperbanyak jenis produk (0.139) dan memperbanyak variasi volume kemasan (0.126). Saran yang dapat diberikan yaitu untuk penelitian selanjutnya peneliti hendaknya memperhatikan variabel lain khususnya variabel eksternal perusahaan serta Istana Sayur diharapkan dapat menetapkan strategi-strategi yang telah direkomendasikan khususnya untuk meningkatkan penjualan produk organik.

English Abstract

Istana Sayur Tlogomas, Malang is one of the small retail that is engaged in the sale of vegetables and kitchen needs. This retail supports organic marketing that provides customer satisfaction and loyalty, but it still not compete with Supermarket that sell other needs. Completely this research aimed to formulate marketing strategy that can be considered based on strengths, weaknesses, opportunities and threats as well as to determine recommendation of priority order of marketing strategy priority of organic product at Istana SayurTlogomas, Malang. This study used SWOT and Pairwise Comparison analysis. SWOT analysis was used for systematic identification of various factors to formulate marketing strategies. Alternative marketing strategies then were formulated based on the position on the SWOT quadrant. Alternative marketing strategy priorities was determined using Pairwise Comparison. The used of questionnaire was to determine the weight, rating, and questionnaires Pairwise Comparison with respondents manager, vice manager and cashier. The result of research, showed that the value of Internal Factor Evaluation matrix was 2,863 and the External Factor Evalution matrix value was 2,394. The analysis of retail position by using Internal External matrix found that Istana Sayur Tlogomas was in cell V which indicating that the strategy which should be applied was market penetration and market development. There are 12 alternative marketing strategies based on the SWOT matrix, i.e. the installation of banners in front of retail with a tagline of 'brave healthy, go organic”, Providing product pricelist online and offline, happy hour, partnering with business partners, replacing display using cooling rack, packaging volume variation, selling certified x products, adding other suppliers, providing information on the benefits and recommendations of organic product recipes on packaging, giving vouchers in certain purchases, healthy living campaigns, and expanding product types. The priority recommendation of marketing strategy based on the Pairwise Comparison method in a sequence were the provision of vouchers in certain purchase amount (0.148), expanding product type (0.139) and multiply the variation of packaging volume (0.126). It is suggested for further research that the researcher should pay attention to other variables, especially the external variables of the company and Istana Sayur expected to set the recommended strategies specially to increase sales of organic products.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2018/299/051808452
Uncontrolled Keywords: Istana Sayur, Produk Organik, Strategi Pemasaran,/ Istana Sayur, Organic Product, Marketing Strategy
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Endang Susworini
Date Deposited: 31 May 2019 02:39
Last Modified: 22 Nov 2021 06:39
URI: http://repository.ub.ac.id/id/eprint/164209
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