Strategi Pemasaran Usaha Mikro Kecil Menengah (UMKM) Keripik Tempe Yang Berkelanjutan Di Daerah Sanan Kota Malang

Putera, Sukraj (2019) Strategi Pemasaran Usaha Mikro Kecil Menengah (UMKM) Keripik Tempe Yang Berkelanjutan Di Daerah Sanan Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Pada tahun 2011 terdapat 55.530.000 UMKM di Indonesia sehingga 99% dari total bisnis yang ada di Indonesia merupakan UMKM. Permasalahannya adalah banyak UMKM masih menggunakan metode pemasaran yang tidak berkelanjutan. Pemasaran yang berkelanjutan atau “Sustainable Marketing” merupakan hal yang sedang hangat dibicarakan, hal ini disebabkan Sustainable Marketing tidak hanya berisi tentang perubahan dalam proses manufaktur produk dan pengiriman perusahaan tertentu, tetapi memiliki 3 prinsip utama yaitu ekonomi, lingkungan dan sosial. Perkembangan UMKM sangat diperlukan mengingat revolusi industri 4.0 yang sedang berlangsung, maka dari itu UMKM lokal harus mampu mengembangkan bisnisnya agar mampu mengikuti perkembangan zaman. Penentuan sampel ini dilakukan melalui metode stratified random sampling yaitu berdasarkan jumlah tenaga kerja. Sampel penelitian ini adalah 3 UMKM keripik tempe Sanan. Metode analisis yang digunakan adalah analisis deskriptif serta analisis SWOT dengan pendekatan kuantitatif. Posisi kuadran matriks IE UMKM Sanan terdapat pada sel IV yang menunjukan stability strategy sehingga strategi yang dapat diterapkan perusahaan berfokus pada 3 langkah utama yaitu pengembangan pasar, penetrasi pasar serta pengembangan produk. Hambatan terbesar yang dihadapi UMKM adalah faktor modal yang rendah. Hasil penelitian menunjukan bahwa teradapat 8 strategi alternatif yang dapat dilakukan. Prioritas tertinggi yaitu meningkatkan pemasaran secara offline.

English Abstract

In 2011 there were 55,530,000 SMEs in Indonesia so that 99% of the total businesses in Indonesia were SMEs. The problem is that many SMEs still use unsustainable marketing methods. Continuous marketing or "Sustainable Marketing" is something that is currently being discussed, this is because Sustainable Marketing does not only contain changes in the product manufacturing process and the delivery of certain companies, but has 3 main principles, namely economic, environmental and social. The development of SMEs is very necessary given the ongoing industrial revolution 4.0, therefore local SMEs must be able to develop their businesses to be able to keep up with the times. The determination of this sample is done through the stratified random sampling method which is based on the number of workers. The sample of this study was 3 SME tempeh Sanan chips. The analytical method used is descriptive analysis and SWOT analysis with a quantitative approach. Sanan's SMEs IE quadrant matrix position is found in cell IV which shows stability strategy so that the strategy that can be applied by the company focuses on 3 main steps, namely market development, market penetration and product development. The biggest obstacle faced by SMEs is a low capital factor. The results of the study show that there are 8 alternative strategies that can be done. The highest priority is increasing offline marketing

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FP/2019/284/051907056
Uncontrolled Keywords: Sustainable Marketing; Hambatan; Strategi, Sustainable Marketing; Barriers; Strategy.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Pertanian > Sosial Ekonomi Pertanian
Depositing User: Nur Cholis
Date Deposited: 29 Oct 2019 01:50
Last Modified: 22 Oct 2021 03:57
URI: http://repository.ub.ac.id/id/eprint/173029
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