Artikel Ilmiah : A1C012061 a.n. YUDA ADI SAPUTRA
| NIM | A1C012061 |
|---|---|
| Namamhs | YUDA ADI SAPUTRA |
| Judul Artikel | STRATEGI DAN BAURAN PEMASARAN PRODUK SALE PISANG PADA KELOMPOK “TUNAS SARI” DI DESA JATI SABA KECAMATAN CILONGOK KABUPATEN BANYUMAS |
| Abstrak (Bhs. Indonesia) | Di Kecamatan Cilongok terdapat kelompok yang membuat sale pisang kering bernama “Tunas Sari”. Kelompok Tunas Sari memiliki dua Usaha Kecil Menengah (UKM) yang menjual produk sale pisang yaitu, UKM Rizky Jaya dan UKM Empat Saudara. Tujuan penelitian (1) Mengidentifikasi faktor-faktor internal eksternal dikelompok “Tunas Sari”. (2) Menentukan alternatif strategi berdasarkan faktor-faktor internal dan eksternal. (3) Menentukan strategi dan bauran pemasaran yang tepat dan dapat diterapkan oleh kelompok “Tunas Sari”. Metode penelitian digunakan adalah metode sensus. Penentuan tempat dilakukan secara sengaja (purposive). Menggunakan data anlisis matriks IFAS, matriks EFAS, matriks IE, matriks SWOT, matriks QSP dan skala Likert. Hasil penelitian di UKM Rizky Jaya : (1) matriks IFAS pada posisi rata-rata, matriks EFAS pada posisi growth strategy, (2) matriks IE di sel II, (3) matriks SWOT menghasilkan lima strategi, (4) matriks QSP digunakan alternatif strategi ke lima, (5) Bauran pemasaran 4P (Product, Price, Place and Promotion), Aspek product, price, place dan pelanggan baik. Aspek promotion kurang baik, menurut pelanggan pelanggan aspek promotion tidak baik. Hasil pemelitian UKM Empat Saudara : (1) matriks IFAS pada posisi rata-rata, matriks EFAS pada posisi growth strategy, (2) matriks IE di sel II, (3) matriks SWOT menghasilkan lima strategi, (4) matriks QSP digunakan alternatif strategi ke satu, (5) Bauran pemasaran 4P (Product, Price, Place and Promotion): Aspek product, price, place dan pelanggan baik. Aspek promotion kurang baik, menurut pelanggan aspek promotion pelanggan tidak baik. |
| Abtrak (Bhs. Inggris) | In Cilongok Subdistrict, there is a group that makes sale of dried banana called "Tunas Sari". Tunas Sari Group has two Small and Medium Enterprises (SMEs) that sell banana sale products, namely, Rizky Jaya SMEs and Empat Saudara SMEs. Research Objectives (1) Identifying external internal factors in the "Tunas Sari" group. (2) Determine alternative strategies based on internal and external factors. (3) Determining the right strategy and marketing mix that can be applied by the "Tunas Sari" group. The research method used is the census method. Location determination is done purposively. Using IFAS matrix analysis data, EFAS matrix, IE matrix, SWOT matrix, QSP matrix and Likert scale. Research results of Rizky Jaya SMEs: (1) IFAS matrix on average, EFAS matrix on position growth strategy, (2) IE matrix in cell II, (3) SWOT matrix produces five strategies, (4) QSP matrix used alternative strategies fifth, (4) Marketing mix 4P (Product, Price, Place and Promotion), Product and customers aspects are in very good postion. The price and customers aspects are in good position. Good place and customers aspects are in good position. Promotion and customers aspects are in not good position. Research results of Empat Saudara SMEs: (1) IFAS matrix on average, EFAS matrix on position growth strategy, (2) IE matrix in cell II, (3) SWOT matrix produces five strategies, (4) QSP matrix used alternative strategies to one, (4) Marketing mix 4P (Product, Price, Place and Promotion), Product aspects are in good position, customers aspect are in poorly position. The price and customers aspects are in good position. Good place and customers aspects are in good position. Promotion and customers aspects are in not good position. |
| Kata kunci | Sale pisang, Usaha Kecil Menengah Strategi Pemasaran, Bauran Pemasaran |
| Pembimbing 1 | Dr. Ir. Agus Sutanto, M.P. |
| Pembimbing 2 | Dr. rer. Ir. Djeimy Kusnaman, M.Sc. Agr. |
| Pembimbing 3 | Akhmad Rizqul Karim, S.P., M.Sc. |
| Tahun | 2019 |
| Jumlah Halaman | 18 |
| Tgl. Entri | 2019-05-20 20:33:08.997095 |