STRATEGI PEMASARAN MINYAK KELAPA DI PT. LINGKAR ORGANIK, PURWOMARTANI, KALASAN, SLEMAN, YOGYAKARTA SAAT PANDEMI COVID-19

Hidayati, Arima Laily (2022) STRATEGI PEMASARAN MINYAK KELAPA DI PT. LINGKAR ORGANIK, PURWOMARTANI, KALASAN, SLEMAN, YOGYAKARTA SAAT PANDEMI COVID-19. Other thesis, UPN 'Veteran" Yogyakarta.

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Abstract

STRATEGI PEMASARAN MINYAK KELAPA DI PT. LINGKAR
ORGANIK, PURWOMARTANI, KALASAN, SLEMAN, YOGYAKARTA
SAAT PANDEMI COVID-19
Oleh : Arima Laily Hidayati
Dibimbing Oleh : Antik Suprihanti dan Agus Santosa
ABSTRAK
Penelitian bertujuan untuk 1) menganalisis faktor-faktor internal dan eksternal yang
berkaitan dengan kegiatan pemasaran produk minyak kelapa di PT. Lingkar
Organik saat Pandemi COVID-19. 2) menganalisis alternatif-alternatif strategi bagi
kegiatan pemasaran minyak kelapa di PT. Lingkar Organik. 3) menentukan
prioritas strategi pemasaran minyak kelapa di PT. Lingkar Organik. Metode
penelitian yang digunakan adalah metode deskriptif dengan studi kasus. Metode
pengambilan responden menggunakan metode purposive sampling dengan jumlah
sebanyak lima responden. Jenis dan sumber data yang digunakan yaitu data primer
dan sekunder. Metode pengumpulan data dengan observasi, wawancara, studi
pustaka, dokumentasi, dan FGD. Teknik analisis menggunakan matriks IFE,
matriks EFE, matriks IE, SWOT, dan QSPM. Hasil penelitian menunjukkan bahwa
1) PT. Lingkar Organik mempunyai kekuatan utama yaitu kualitas produk yang
bermutu tinggi dengan kelemahan utama produk belum memiliki sertifikasi organik
dan halal, dan peluang utama wilayah distribusi yang luas serta ancaman utama
adanya produk lain yang sejenis dengan harga lebih murah. 2) Alternatif strategi
yang dapat diterapkan di PT. Lingkar Organik yaitu penetrasi pasar dan
pengembangan produk 3) Prioritas strategi pemasaran yang dapat diterapkan oleh
PT. Lingkar Organik adalah strategi penetrasi pasar.
Kata kunci : minyak kelapa, strategi pemasaran, matriks IFE, matriks EFE,
matriks IE, SWOT, QSPM.
MARKETING STRATEGY OF COCONUT OIL IN PT. LINGKAR ORGANIK,
PURWOMARTANI, KALASAN, SLEMAN, YOGYAKARTA
DURING COVID-19 PANDEMIC
By : Arima Laily Hidayati
Supervised By : Antik Suprihanti and Agus Santosa
ABSTRACT
This study aims to 1) analyze internal and external factors related to the marketing
activities of coconut oil products at PT. Lingkar Organik during COVID-19
Pandemic. 2) analyze alternative strategies for marketing coconut oil activities at
PT. Lingkar Organik. 3) determine the strategic priorities of coconut oil marketing
activities at PT. Lingkar Organik. The research method used descriptive method
with case studies. The method of taking respondents using purposive sampling
method with the number are five respondents. The types and sources of data used
are primary and secondary data. Methods of data collection by observation,
interviews, literature study, documentation, and Focus Group Discussion (FGD).
The analysis technique used the IFE matrix, EFE matrix, IE matrix, SWOT, and
QSPM. The results of the study showed that 1) PT. Lingkar Organik has main
strengths with high quality products, has main weakness that it has not have
organic and halal certification yet, the main opportunity is the opportunity to
expand distribution area, and the main threat is the competitors with lower prices
of similar products. 2) Alternative strategies that can be applied to PT. Lingkar
Organik are market penetration and product development 3) Priority of marketing
strategies that can be applied by PT. Lingkar Organik is a market penetration
strategy.
Keywords: coconut oil, marketing strategy, IFE matrix, EFE matrix, IE matrix,
SWOT, QSPM.

Item Type: Thesis (Other)
Uncontrolled Keywords: minyak kelapa, strategi pemasaran, matriks IFE, matriks EFE, matriks IE, SWOT, QSPM.
Subjects: S Agriculture > S Agriculture (General)
Divisions: Faculty of Medicine, Health and Life Sciences > School of Biological Sciences
Depositing User: Eko Yuli
Date Deposited: 24 Jun 2022 02:47
Last Modified: 24 Jun 2022 02:55
URI: http://eprints.upnyk.ac.id/id/eprint/30132

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