Perencanaan Strategi Pemasaran Produk Kripik Dendeng Daun Singkong Menggunakan Analisis Swot Dan Metode Qspm (Quantitative Strategy Planning Matrix) (Studi Kasus Di Cv. Kajaeye Food, Malang, Jawa Timur)

Destiyanti, Adilah (2019) Perencanaan Strategi Pemasaran Produk Kripik Dendeng Daun Singkong Menggunakan Analisis Swot Dan Metode Qspm (Quantitative Strategy Planning Matrix) (Studi Kasus Di Cv. Kajaeye Food, Malang, Jawa Timur). Sarjana thesis, Universitas Brawijaya.

Abstract

Tanaman singkong adalah sejenis tanaman umbi-umbian yang umumnya dimanfaatkan bagian daging umbi dan daun singkong untuk diolah menjadi produk. Salah satu industri pangan yang mengolah tanaman singkong untuk dikonsumsi secara instan yaitu CV. Kajeye Food dengan memanfaatkan rempah-rempah dan daun singkong menjadi kripik dendeng daun singkong. Akan tetapi adanya persaingan usaha serta strategi pemasaran yang belum maksimal tentunya CV. Kajeye Food harus mempunyai strategi pemasaran yang dapat menarik para pelanggan. Tujuan dari penelitian ini adalah menganalisis posisi produk kripik dendeng daun singkong CV. Kajeye Food menggunakan analisis SWOT dan menganalisis prioritas alternatif strategi pemasaran di CV. Kajeye Food menggunakan mariks SWOT dan metode QSPM. Perumusan strategi pemasaran dapat dilakukan dengan metode analisis Matriks SWOT dan QSPM. Matriks SWOT digunakan untuk menganalisis pengembangan 4 tipe strategi yaitu kekuatan, kelemahan, peluang serta ancaman perusahaan. Pada QSPM yaitu menetapkan daya tarik relatif dari tindakan alternatif serta strategi pemasaran yang dianggap paling baik dan sesuai untuk CV. Kajeye Food. Variabel penelitian yang digunakan yaitu variabel internal (pemasaran, pengendalian mutu, mesin dan perlatan, SDM), dan variabel eksternal (pemasok, persaingan antar perusahaan sejenis, ancaman produsen baru, pelanggan, fluktuasi permintaan, pasar, dan kebijakan pemerintah). Berdasarkan hasil penelitian, didapatkan bahwa posisi CV. Kajeye Food berada pada kuadran II yaitu grow and build dengan nilai IFE (2,700), EFE (3,020), sehingga strategi yang perlu dilakukan intensif, dan integratif. Berdasarkan matriks SWOT tersebut didapatkan 8 alternatif strategi. Urutan prioritas strategi yang didapatkan menggunakan matriks QSPM yaitu strategi peningkatan produktivitas kripik untuk memperluas target pasar dengan nilai 6,338, strategi mempertahankan harga produk dengan nilai 6,165, dan strategi melakukan riset pasar dan menambah media promosi secara online dan offline dengan nilai 5,704.

English Abstract

Cassava plants are a type of tuber plants which are generally utilized by the tuber meat and cassava leaves to be processed into products. One of the food industries which processes cassava for instant consumption is CV. Kajeye Food by utilizing spices and cassava leaves into cassava chips jerky cassava leaves. However, the existence of business competition and marketing strategies that are not optimal, of course CV. Kajeye Food must have a marketing strategy that can attract customers. The purpose of this study was to analyze the position of cassava leaf jerky chips products CV. Kajeye Food uses SWOT analysis and analyzes alternative priorities of marketing strategies in CV. Kajeye Food uses SWOT mariks and QSPM methods. The formulation of a marketing strategy can be done with the SWOT and QSPM Matrix analysis methods. The SWOT matrix is used to analyze the development of 4 types of strategies, namely strengths, weaknesses, opportunities and corporate threats. In QSPM which is determining the relative attractiveness of alternative actions and marketing strategies that are considered the best and most appropriate for CV. Kajeye Food. The research variables used are internal variables (marketing, quality control, machinery and equipment, HR), and external variables (suppliers, competition between similar companies, threats from new producers, customers, demand fluctuations, markets, and government policies).Based on the results of the study, it was found that the position of CV. Kajeye Food is in quadrant II, namely grow and build with IFE value (2,700), EFE (3,020), so that the strategies that need to be done intensively, and integratively. Based on the SWOT matrix, 8 alternative strategies were found. The priority order of strategies obtained using the QSPM matrix are crisp productivity improvement strategies to expand the target market with a value of 6.338, a strategy of maintaining product prices with a value of 6.165, and a strategy of conducting market research and adding to online and offline promotional media with a value of 5.704

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2019/146/052002104
Uncontrolled Keywords: Kripik Dendeng Daun Singkong, Strategi Pemasaran, Cassava Leaf Jerky Chips, Marketing Strategy.
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Nur Cholis
Date Deposited: 30 Jul 2020 02:51
Last Modified: 21 Oct 2021 04:17
URI: http://repository.ub.ac.id/id/eprint/181541
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