Oetomo, Diah Kartiningiyas (2022) ANALISIS STRATEGI PEMASARAN PRODUK UMKM “SALAK MAS” DI KABUPATEN SLEMAN DAERAH ISTIMEWA YOGYAKARTA. Other thesis, UPN 'Veteran" Yogyakarta.
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Abstract
ANALISIS STRATEGI PEMASARAN PRODUK UMKM “SALAK MAS”
DI KABUPATEN SLEMAN DAERAH ISTIMEWA YOGYAKARTA
Oleh : Diah Kartiningiyas Oetomo
Dibimbing oleh : Indah Widowati dan Antik Suprihanti
ABSTRAK
Penelitian bertujuan untuk 1) mengetahui posisi produk UMKM “Salak Mas”
berdasarkan analisis siklus hidup produk (product life cycle) 2) menganalisis faktor
lingkungan internal dan eksternal, serta menentukan alternatif strategi pemasaran
terbaik guna meningkatkan penjualan produk UMKM “Salak Mas”. Metode
penelitian menggunakan deskriptif dengan metode penentuan lokasi dan
pengambilan responden secara purposive. Pengumpulan data menggunakan Forum
Group Discussion (FGD), wawancara, observasi, studi pustaka, dan dokumentasi.
Metode analisis menggunakan Analisis PLC dengan Polli and cook, Matriks IFE,
Matriks EFE, Matriks IE, Matriks SWOT, dan Matriks QSP. Hasil penelitian
menunjukkan bahwa 1) Produk UMKM “Salak Mas” (manisan salak dan sari salak)
berada pada tahap menurun 2) Faktor internal (kekuatan dan kelemahan) yang
dominan yaitu produk yang memiliki legalitas, memiliki supplier tetap bahan baku
, umur produk relatif lama, teknologi produksi modern dan adanya garansi
kerusakan, sedangkan kelemahan yaitu lokasi outlet kurang strategis, belum ada
kemitraan dengan layanan pesan antar dan toko, dan laporan keuangan belum
tertulis baik. Faktor eksternal (peluang dan ancaman) yang dominan yaitu teknologi
untuk promosi, minat yang tinggi pada produk untuk oleh-oleh, dan adanya
pelatihan untuk meningkatkan kinerja, sedangkan ancaman yaitu pesaing produk
sejenis yang kualitasnya lebih baik dan harga lebih murah. Prioritas strategi
pemasaran yang terbaik bagi UMKM “Salak Mas” yaitu mencari pasar baru dengan
melakukan pemasaran melaui marketplace.
Kata Kunci: Siklus Hidup Produk, Strategi Pemasaran, SWOT, UMKM, QSPM
PRODUCT MARKETING STRATEGY ANALYSIS OF MSMES “SALAK
MAS” IN SLEMAN DISTRICT SPECIAL REGION YOGYAKARTA
By: Diah Kartiningiyas Oetomo
Supervised by: Indah Widowati and Antik Suprihanti
ABSTRACT
The study aims to 1) determine the position of "Salak Mas" Micro Small and
Medium Enterprises (MSMEs) based on product life cycle 2) analyze internal and
external environmental factors, and determine the best alternative marketing
strategy to increase sales of "Salak Mas" products. The research method used
descriptive, with the method of determining the location and sampling purposively.
Collecting data using FGD, interviews, observations, literature studies,
documentation. The analysis method uses PLC analysis with Polli and cook, IFE
Matrix, EFE Matrix, IE Matrix, SWOT Matrix, and QSP Matrix. Results of this
research indicated that 1) The sales of “Salak Mas” MSME products (candied
salak and salak juice) in the declined phase 2) dominan internal factors (strength
and weakness) included the product had legality, a permanent supplier, has a
relatively durable, produced with modern technology, and guaranteed, while the
weakness namely place was not strategies, no partnership such as delivery services
and shops, and administration of financial report was not good. Dominant external
factors (opportunity and threat) included technology for promotion, high interest
in souvenirs, and training to improve the performance, while the threat namely
competitors with better quality and lower prices. The best strategy that can be used
by “Salak Mas” MSMEs to increase product sales (especially sweets salak and
salak juice) was strategy 2 namely seeking new markets.
Keywords: Product Life Cycle, Marketing Strategy, SMEs, SWOT, QSPM
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Product Life Cycle, Marketing Strategy, SMEs, 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: | 27 Sep 2022 03:42 |
| Last Modified: | 27 Sep 2022 03:42 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/31068 |
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