Alfianti, Realita Putri (2022) ANALISIS STRATEGI PEMASARAN DI UMKM YAHUUD YOGURT KELURAHAN SARIHARJO KAPANEWON NGAGLIK KABUPATEN SLEMAN. Other thesis, UPN 'Veteran" Yogyakarta.
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Abstract
ANALISIS STRATEGI PEMASARAN DI UMKM YAHUUD YOGURT
KELURAHAN SARIHARJO KAPANEWON NGAGLIK
KABUPATEN SLEMAN
Oleh: Realita Putri Alfianti
Dibimbing Oleh: Budiarto dan Indah Widowati
ABSTRAK
Penelitian yang dilakukan di UMKM Yahuud Yogurt ini bertujuan (1) Untuk
mengidentifikasi faktor-faktor internal dan eksternal yang menjadi kekuatan,
kelemahan, peluang dan ancaman di UMKM Yahuud Yogurt. (2) Untuk
menganalisis alternatif strategi pemasaran yang dapat diterapkan di UMKM
Yahuud Yogurt. Metode penelitian menggunakan metode deskriptif dengan
pendekatan studi kasus. Metode pengambilan responden menggunakan teknik
purposive sampling dan terdapat 6 responden terpilih. Jenis data yang digunakan,
data primer dan sekunder. Metode pengumpulan data berupa observasi, wawancara,
kuesioner, dokumentasi dan Forum Group Discussion (FGD). Teknik analisis data
yang digunakan Internal Factor Evaluation (IFE), External Factor Evaluation
(EFE), Matrix Internal-Eksternal (IE), dan Matriks SWOT serta menggunakan
Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian (1) Faktor
internal, UMKM Yahuud Yogurt memiliki kekuatan utama berupa tekstur yogurt
yang kental, kelemahan utama kurangnya tenaga pemasaran yang handal. Faktor
eksternal peluang utama berkembangnya teknologi internet, sedangkan ancaman
utama naiknya harga bahan baku dan bahan pendukung. (2) prioritas strategi
pemasaran yang dapat diterapkan di UMKM Yahuud Yogurt adalah strategi
penetrasi pasar.
Kata kunci: Yogurt, Strategi Pemasaran, Faktor Internal, Faktor Eksternal, SWOT,
QSPM
ANALYSIS Of MARKETING STRATEGY AT UMKM YAHUUD YOGURT
SARIHARJO VILLAGE NGAGLIK DISTRICT
SLEMAN REGENCY
By: Realita Putri Alfianti
Supervised by: Budiarto and Indah Widowati
ABSTRACT
The research that was conducted at the Yahuud Yogurt UMKM aimed to (1)
identify the internal and external factors that became the strengths, weaknesses,
opportunities and threats in Yahuud Yogurt UMKM. (2) Analyze alternative
marketing strategies that can be applied to Yahuud Yogurt UMKM. The research
method uses a descriptive method with a case study approach. The method of taking
respondents used purposive sampling technique and there were 6 selected
respondents. Types of data used, primary and secondary data. Data collection
methods include observation, interviews, questionnaires, documentation and
Forum Group Discussion (FGD). Data analysis techniques used are Internal Factor
Evaluation (IFE), External Factor Evaluation (EFE), Internal-External Matrix
(IE), and SWOT Matrix and Quantitative Strategic Planning Matrix (QSPM). The
results of the study (1) Internal factors, UMKM Yahuud Yogurt has the main
strength in the form of a thick yogurt texture, the main weakness was the lack of
profesional marketing employee. External factors are the opportunities for the using
internet technology, while the main threat was rising prices of raw materials and
supporting materials. (2) the priority of marketing strategies that can be applied to
Yahuud Yogurt SMEs is a market penetration strategy.
Keywords: Yogurt, Marketing Strategy, Internal Factors, External Factors, SWOT,
QSPM
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Yogurt, Strategi Pemasaran, Faktor Internal, Faktor Eksternal, 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: | 04 Oct 2022 04:06 |
| Last Modified: | 04 Oct 2022 04:06 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/31237 |
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