Rahmanita, Fadillah (2024) STRATEGI PEMASARAN PRODUK DONUT BOCILS DENGAN PENDEKATAN ANALYTICAL HIERARCHY PROCESS DI KELURAHAN CONDONGCATUR KECAMATAN DEPOK. Other thesis, UPN Veteran Yogyajarta.
![[thumbnail of Abstrak_135200010_Fadillah Rahmanita.pdf]](http://eprints.upnyk.ac.id/style/images/fileicons/text.png) |
Text
Abstrak_135200010_Fadillah Rahmanita.pdf Download (13kB) |
|
Text
Cover_135200010_Fadillah Rahmanita.pdf Download (116kB) |
|
Text
Daftar Isi_135200010_Fadillah Rahmanita.pdf Download (368kB) |
|
Text
Daftar Pustaka_135200010_Fadillah Rahmanita.pdf Download (135kB) |
|
Text
Lembar Pengesahan_135200010_Fadillah Rahmanita.pdf Download (386kB) |
|
Text
Skripsi Fulltext_135200010_Fadillah Rahmanita.pdf Restricted to Repository staff only Download (4MB) |
Abstract
vii
Fadillah Rahmanita. 2024. Strategi Pemasaran Produk Donut Bocils dengan
Pendekatan AHP Analytical Hieararchy Process di Kelurahan Condongcatur
Kecamatan Depok. Di bawah arahan Dwi Aulia Puspitaningrum.
ABSTRAK
Usaha olahan makanan paling banyak dijumpai di Indonesia karena usaha olahan
ini adalah usaha yang mudah untuk dijalankan, namun akan banyak dijumpai
kompetitor yang menjual produk yang sama dengan rentang harga yang tidak jauh
berbeda. Banyaknya pesaing usaha yang dimiliki oleh Donut Bocils maka
diperlukan dilakukan penelitian lebih lanjut mengenai pemasaran produk Donut
Bocils dengan pendekatan Analytical Hieararchy Process (AHP). Tujuan dari
penelitian ini adalah mengidentifikasi faktor internal dan faktor eksternal yang
mempengaruhi pemasaran produk Donut Bocils, menganalisis alternatif strategi
pemasaran dalam upaya perluasan pangsa pasar untuk produk Donut Bocils,
menentukan alternatif strategi pemasaran terbaik untuk produk Donut Bocils
dengan pendekatan Analytical Hieararky Process (AHP). Penelitian ini
menggunakan metode deskriptif kuantitatif. Metode penentuan lokasi penelitian
mengunakan metode studi kasus. jenis data yang digunakan berupa data kualitatif
dan data kuantitatif, dan sumber data menggunakan data primer dan data
sekunder. Teknik pengumpulan data yaitu wawancara, observasi, dokumentasi,
kuesioner, dan FGD. Metode analisis data yang digunakan adalah analisis AHP
(Analytical Hierarchy Process). Hasil penelitian menunjukkan bahwa Faktor
lingkungan internal yang paling mempengaruhi pemasaran produk Donut Bocils
pada faktor kekuatan adalah pelayanan yang ramah kepada konsumen, sedangkan
pada faktor kelemahan adalah jumlah sumberdaya manusia masih terbatas dan
sebaran distribusi masih di wilayah Condongcatur. Faktor lingkungan eksternal
yang paling mempengaruhi pemasaran produk Donut Bocils pada faktor peluang
adalah pasar yang luas untuk digital marketing, sedangkan pada faktor ancaman
adalah terjadinya inflasi akan mengganggu proses produksi. Alternatif strategi
pemasaran dalam upaya perluasan pangsa pasar untuk produk Donut Bocils
terdapat empat alternatif strategi, yaitu memproduksi produk baru untuk menarik
perhatian konsumen, memperbanyak mitra distributor di wilayah pemasaran,
bekerjasama dengan Dinas Koperasi dan UKM DIY, dan mengikuti pameran
UMKM/UKM. Alternatif strategi pemasaran terbaik melalui pendekatan AHP
(Analytical Hierarchy Process) adalah memperbanyak mitra distributor di wilayah
pemasaran, seperti warung kecil dan kantin sekolah.
Kata Kunci: Strategi Pemasaran, Donat, Faktor Internal Faktor Eksternal,
Matriks IE, Analisis AHP (Analytical Hierarchy Process).
viii
Fadillah Rahmanita. 2024. Marketing Strategy for Donut Bocils Products using
the AHP Analytical Hierarchy Process Approach in Condongcatur Village, Depok
District. Supervised by Dwi Aulia Puspitaningrum.
ABSTRACT
Food processing businesses was most often found in Indonesia because this
processed business was an easy business to run, but you will find many
competitors who sell the same product at a price range that was not much
different. The large number of business competitors owned by Donut Bocils means
that further research is needed regarding the marketing of Donut Bocils products
using the Analytical Hierarchy Process (AHP) approach. The aim of this research
are to identify internal and external factors that influence the marketing of Donut
Bocils products, analyze alternative marketing strategies in an effort to expand
market share for Donut Bocils products, determine the best alternative marketing
strategy for Donut Bocils products using the Analytical Hierarchy Process (AHP)
approach. This research uses quantitative descriptive methods. The method for
determining the research location uses the case study method. The types of data
used are qualitative data and quantitative data, and the data sources use primary
data and secondary data. Data collection techniques are interviews, observation,
documentation, questionnaires and FGD. The data analysis method used is AHP
(Analytical Hierarchy Process) analysis. The research results show that the
internal environmental factor that most influences the marketing of Donut Bocils
products was the strength factor was friendly service to consumers, while the
weakness factor was that the number of human resources is still limited and
distribution was still in the Condongcatur area. The external environmental factor
that most influences the marketing of Donut Bocils products was the opportunity
factor was the wide market for digital marketing, while the threat factor was that
inflation will disrupt the production process. There are four alternative marketing
strategies in an effort to expand market share for Donut Bocils products, namely
producing new products to attract consumer attention, increasing distributor
partners in marketing areas, collaborating with the DIY Cooperative and SME
Service, and participating in MSME/UKM exhibitions. The best alternative
marketing strategy using the AHP (Analytical Hierarchy Process) approach was
to increase distributor partners in marketing areas, such as small stalls and
school canteens.
Keywords: Marketing Strategy, Donuts, Internal Factors, External Factors, IE
Matrix, AHP (Analytical Hierarchy Process) Analysis.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Marketing Strategy, Donuts, Internal Factors, External Factors, IE Matrix, AHP (Analytical Hierarchy Process) Analysis. |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Medicine, Health and Life Sciences > School of Biological Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 28 Mar 2024 03:30 |
| Last Modified: | 28 Mar 2024 03:30 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/39191 |
Actions (login required)
 |
View Item |