Raya Gumintang, Muhammad and Prof. Dr. Ir. Keppi Suk, MS. and Mas Ayu Ambayoen,, SP.,M.Si. (2023) Strategi Pemasaran Pengecer (Retailer) Minyak Goreng di Desa Sukowilangun Kecamatan Kalipare Kabupaten Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
RINGKASAN MUHAMMAD RAYA GUMINTANG. 195040107111062. Strategi Pemasaran Pengecer (Retailer) Minyak Goreng di Desa Sukowilangun Kecamatan Kalipare Kabupaten Malang. Dibawah bimbingan Prof. Dr. Ir. Keppi Sukesi.,MS. Sebagai pendamping utama, Mas Ayu Ambayoen, SP.,M.Si. sebagai pembimbing pendamping. Permasalahan rantai distribusi tersebut harus terus diperhatikan khususnya pada barang kebutuhan pokok seperti komoditas bahan makanan. Minyak goreng merupakan salah satu komoditas bahan makanan yang cukup penting bagi masyarakat Indonesia. Perubahan situasi perdagangan minyak goreng setelah fluktuasi harga akibat pandemi covid-19 membuat setiap sektor distribusi minyak goreng perlu mengkaji ulang strategi pemasaran yang telah dilakukan. Kembalinya harga minyak mendekati harga normal selaras dengan meningkatnya permintaan minyak goreng yang dapat menjadi peluang bagi pengecer (retailer) minyak goreng di Desa Sukowilangun. Berdasarkan uraian tersebut, maka timbul urgensi untuk dilakukan penelitian. Penelitian ini bertujuan untuk menganalisis alur distribusi minyak goreng, mengidentifikasi faktor di lingkungan usaha yang berpengaruh terhadap pemasaran minyak goreng, dan menganalisis strategi pemasaran yang efektif untuk pengecer (retailer) minyak goreng di Desa Sukowilangun, Kecamatan Kalipare, Kabupaten Malang. Dari beberapa tujuan tersebut, output yang diharapkan yaitu kenaikan penjualan bagi pengecer (retailer) minyak goreng di Desa Sukowilangun. Penentuan informan dilakukan dengan menggunakan metode non probability sampling yaitu metode purposive sampling. Informan yang dipilih berasalkan dari 4 dusun yaitu Dusun Sukorejo, Dusun Kampungbaru, Dusun Tawang dan Dusun Kopral sebanyak 10 pengecer (retailer) di sepanjang jalan utama Desa Sukowilangun. Pengumpulan data penelitian ini diperoleh dari data primer yang dikumpulkan melalui dengan metode wawancara tidak terstruktur kepada 10 pengecer (retailer) di sepanjang jalan utama Desa Sukowilangun. Data yang didapatkan kemudian dianalisis menggunakan model interaktif Miles dan Huberman serta Analisis SWOT kualitatif. Hasil dari penelitian ini yaitu alur distribusi minyak goreng di Desa Sukowilangun dalam proses penyalurannya melalui beberapa pelaku pasar. Alur distribusi minyak goreng disuplai dari agen lokal (grosir) Toko Air Mancur, agen lokal (grosir) Toko Naga Jaya, dan Pasar Kampung Baru serta beberapa agen minyak goreng kemasan. Kondisi lingkungan internal pada pengecer (retailer) minyak goreng di Desa Sukowilangun meliputi faktor kekuatan dan kelemahan. Faktor kekuatan yang dimiliki oleh pengecer (retailer) minyak goreng di Desa Sukowilangun terdiri dari 1) Menjual berbagai merek minyak goreng 2) Lokasi strategis dekat dengan pemukiman 3) Ragam produk penunjang lainnya 4) Terdapat karyawan toko 5) Ragam sistem pembayaran. Sedangkan, faktor kelemahan yang dimiliki oleh pengecer (retailer) minyak goreng di Desa Sukowilangun terdiri dari 1) Kurang ahli dalam sales 2) Susunan produk kurang rapi/menarik 3) Keterbatasan modal 4) Manajemen keuangan toko kurang bagus. Kondisi mikro ekternal pada pengecer (retailer) minyak goreng di Desa Sukowilangun terdiri dari peluang (opportunities) yang meliputi 1) Memberikan pelayanan yang bagus 2) Peluang pertembuhan penduduk, 3) Fasilitas suplai dari ii agen 4) Jaminan stok barang dan ancaman (threats) yang meliputi 1) Penawaran piutang toko lain 2) Munculnya pesaing pengecer 3) Harga minyak fluktuatif 4) Kepekaan pelanggan terhadap perbedaan. Strategi pemasaran yang dihasilkan melalui matriks SWOT kualitaitf menghasilkan empat kelompok strategi yang bisa diterapkan berdasarkan kondisi masing-masing pengecer (retailer). Strategi tersebut, antara lain 1) Strategi SO (agresif), meliputi pengembangan pasar dan melakukan kegiatan promo potongan harga serta hadiah langsung minimal pembelian tertentu 2) Strategi ST (diversifikasi), meliputi meningkatkan jaringan promosi yang menarik dan lebih luas serta media promosi online 3) Strategi WO (turn around) meliputi memperbarui manajemen pengelolaan toko dan meningkatkan kualitas pelayanan toko serta kualitas produk 4) Strategi WT (defensif) meliputi, antisipasi persaingan bisnis dengan tetap mengutamakan kepuasan konsumen dan menyediakan fasilitas produk yang lengkap, rapi, serta harga terjangkau. Saran peneliti dalam penelitian ini yaitu diharapkan pengecer (retailer) minyak goreng di Desa Sukowilangun agar mampu memperhatikan faktor penting dalam penyusunan strategi pemasaran. Pengecer (retailer) dengan volume penjualan rendah (≤10 liter/minggu) bisa menerapkan strategi WT (defensif). Pengecer (retailer) dengan volume penjualan menengah (11-20 liter/minggu) memiliki opsi strategi ST (difersifikasi) dan WO (turn around). Sedangkan pengecer (retailer) dengan volume penjualan tinggi (≥21 liter/minggu) mempunyai kesempatan mengembangkan usahanya melalui strategi SO (agresif). Bagi peneliti selanjutnya penelitian ini diharapkan dapat dijadikan salah satu referensi untuk melakukan sebuah penelitian baru atau melanjutkan penelitian yang sudah ada dengan menentukan prioritas strategi pemasaran minyak goreng di Desa Sukowilangun. Bagi pemerintah penelitian ini diharapkan dapat digunakan sebagai referensi alternatif pengambilan kebijakan mengenai lingkup pengembangan pemasaran khususnya pada kasus atau masalah yang sejenis dengan penelitian.
English Abstract
SUMMARY MUHAMMAD RAYA GUMINTANG. 195040107111062. Marketing Strategy of Cooking Oil Retailers in Sukowilangun Village Kalipare Sub-District Malang Regency. Supervied by Prof. Dr. Ir. Keppi Sukesi.,MS. and Mas Ayu Ambayoen, SP.,M.Si. These distribution chain problems must continue to be considered, especially in basic necessities such as food commodities. Cooking oil is one of the food commodities that is quite important for the people of Indonesia. These distribution chain problems must continue to be considered, especially in basic necessities such as food commodities. Cooking oil is one of the food commodities that is quite important for the people of Indonesia. Changes in the cooking oil trading situation after price fluctuations due to the Covid-19 pandemic make each cooking oil distribution sector need to review the marketing strategies that have been carried out. The return of oil prices close to normal prices is in line with the increasing demand for cooking oil which can be an opportunity for cooking oil retailers in Sukowilangun Village. Based on this description, there is an urgency to conduct research. This study aims to analyze the distribution flow of cooking oil, identify factors in the business environment that affect the marketing of cooking oil, and analyze effective marketing strategies for cooking oil retailers in Sukowilangun Village, Kalipare District, Malang Regency. From some of these objectives, the expected output is an increase in sales for cooking oil retailers in Sukowilangun Village. The determination of informants is carried out using the non-probability sampling method, namely the purposive sampling method. The informants came from 4 hamlets, namely Sukorejo, Kampungbaru, Tawang, and Kopral as many 10 retailers along the main road of Sukowilangun Village. The data collection of this study was obtained from primary data collected through an unstructured interview method with 10 retailers along the main road of Sukowilangun Village. The data obtained were then analyzed using Miles and Huberman's interactive model and qualitative SWOT Analysis. The result of this study is the distribution flow of cooking oil in Sukowilangun Village is in the process of distribution through several market players. The distribution channel of cooking oil is supplied by local agents of Toko Air Mancur in Kalipare Sub-District, local agents of Toko Naga Jaya in Sumber Pucung Sub-District, and Kampung Baru Traditional Market as well as several packaged cooking oil agents. Cooking oil retailers in Sukowilangun Village have enough wide market scope, that is the community in Sukowilangun Village and several micro-businesses that depend on their oil supply to retailers there. The internal environmental conditions of cooking oil retailers in Sukowilangun Village include strengths and weaknesses. The strength factor owned by cooking oil retailers in Sukowilangun Village consists of 1) Selling various brands of cooking oil 2) Strategic location close to settlements 3) a variety of other supporting products 4) There are store employees 5) a variety of payment systems. Meanwhile, the weakness factor owned by cooking oil retailers in Sukowilangun Village consists of 1) Lack of expertise in sales 2) Product arrangement is neat/attractive tile 3) Limited capital 4) Store financial management is not good. External micro-conditions at cooking oil retailers in iv Sukowilangun Village consist of opportunities that include 1) Providing good service 2) Opportunities for population growth, 3) Supply facilities from local agents 4) Guarantees of stock of goods and threats which include 1) Offers of receivables of other stores 2) The emergence of retailer competitors 3) Fluctuating oil prices 4) Customer sensitivity to differences. Marketing strategies generated through a quality SWOT matrix produce four groups of strategies that can be applied based on the conditions of each retailer. These strategies, among others: 1) SO strategy (aggressive), including market development and conducting discount promo activities and direct prizes for a minimum of certain purchases 2) ST strategy (diversification), including increasing an attractive and wider promotional network and online promotional media 3) WO strategy (turn around) includes updating store management and improving store service quality and product quality 4) WT strategy (defensive) includes, anticipating business competition while still prioritizing consumer satisfaction and providing complete, neat, and affordable product facilities. The researcher's suggestion in this study is that it is expected that cooking oil retailers in Sukowilangun Village will be able to pay attention to important factors in the preparation of marketing strategies. Retailers with low sales volume (≤10 liters/week) can implement a WT (defensive) strategy. Retailers with medium sales volume (11-20 liters/week) have ST (differentiation) and WO (turn around) strategy options. Meanwhile, retailers with high sales volume (≥21 liters/week) have the opportunity to develop their business through an SO (aggressive) strategy. For future researchers, this research is expected to be used as a reference to conduct a new study or continue existing research by determining the priority 4 of cooking oil marketing strategies in Sukowilangun Village. For the government, this research is expected to be used as an alternative reference for policy-making regarding the scope of marketing development, especially in cases or problems similar to research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052304 |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Unnamed user with username saputro |
| Date Deposited: | 09 Jan 2024 08:39 |
| Last Modified: | 09 Jan 2024 08:39 |
| URI: | http://repository.ub.ac.id/id/eprint/206817 |
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