ANALISIS STRATEGI PROMOSI DALAM MENINGKATKAN PENJUALAN PRODUK OLAHAN COKELAT DI TAMAN TEKNOLOGI PERTANIAN NGLANGGERAN KABUPATEN GUNUNGKIDUL

AROZY, SYAHRIAL KHAIS (2024) ANALISIS STRATEGI PROMOSI DALAM MENINGKATKAN PENJUALAN PRODUK OLAHAN COKELAT DI TAMAN TEKNOLOGI PERTANIAN NGLANGGERAN KABUPATEN GUNUNGKIDUL. Other thesis, UPN Veteran Yogyakarta.

[thumbnail of ABSTRAK_135200027_SYAHRIAL KHAIS AROZY.pdf] Text
ABSTRAK_135200027_SYAHRIAL KHAIS AROZY.pdf
Download (232kB)
[thumbnail of COVER_135200027_SYAHRIAL KHAIS AROZY.pdf] Text
COVER_135200027_SYAHRIAL KHAIS AROZY.pdf
Download (138kB)
[thumbnail of DAFTAR ISI_135200027_SYAHRIAL KHAIS AROZY.pdf] Text
DAFTAR ISI_135200027_SYAHRIAL KHAIS AROZY.pdf
Download (192kB)
[thumbnail of DAFTAR PUSTAKA_135200027_SYAHRIAL KHAIS AROZY.pdf] Text
DAFTAR PUSTAKA_135200027_SYAHRIAL KHAIS AROZY.pdf
Download (193kB)
[thumbnail of LEMBAR PENGESAHAN_135200027_SYAHRIAL KHAIS AROZY.pdf] Text
LEMBAR PENGESAHAN_135200027_SYAHRIAL KHAIS AROZY.pdf
Download (487kB)
[thumbnail of SKRIPSI FULLTEXT_135200027_SYAHRIAL KHAIS AROZY.pdf] Text
SKRIPSI FULLTEXT_135200027_SYAHRIAL KHAIS AROZY.pdf
Restricted to Repository staff only
Download (3MB)

Abstract

vii
Syahrial Khais Arozy. 2024. Analisis Strategi Promosi Dalam Meningkatkan
Penjualan Produk Olahan Cokelat Di Taman Teknologi Pertanian Nglanggeran
Kabupaten Gunungkidul. Dibimbing Oleh Indah Widowati.
ABSTRAK
Penelitian ini bertujuan untuk 1) menganalisis trend nilai penjualan produk olahan
cokelat Taman Teknologi Pertanian Nglanggeran pada 12 bulan mendatang
(Januari – Desember 2024), 2) menganalisis faktor internal dan eksternal dari
Taman Teknologi Pertanian Nglanggeran berdasarkan bauran promosi, 3)
menganalisis strategi promosi yang tepat untuk meningkatkan penjualan produk
olahan cokelat Taman Teknologi Pertanian Nglanggeran. Penelitian ini dilakukan
melalui metode deskriptif kuantitatif dengan jenis penelitian studi kasus. Metode
penentuan responden dilakukan melalui metode purposive. Jenis data yang
digunakan adalah data primer dan sekunder. Pengumpulan data dilakukan melalui
observasi langsung, kuesioner, wawancara, focus group discussion, dan
dokumentasi. Teknik analisis yang digunakan adalah metode analisis trend, matriks
Internal Factor Evaluation (IFE), matriks External Factor Evaluation (EFE),
Matriks Internal External (IE), matriks SWOT, dan Quantitative Strategic Planing
Matrix (QSPM) Hasil penelitian menunjukkan bahwa 1) nilai penjualan produk
olahan cokelat Taman Teknologi Pertanian Nglanggeran pada 12 bulan mendatang
cenderung menurun; 2) faktor internal kekuatan utama adalah membuka program
kunjungan edukasi dan pelatihan pembuatan produk, sedangkan faktor kelemahan
utama adalah kurangnya jumlah dan kemampuan tenaga kerja pada bagian promosi.
Faktor eksternal peluang utama adalah adanya relasi kerjasama dengan pihak luar,
sedangkan faktor ancaman utama adalah adanya persaingan dengan produsen
produk olahan cokelat lain; 3) strategi promosi yang tepat untuk meningkatkan
penjualan produk olahan cokelat Taman Teknologi Pertanian Nglanggeran adalah
dengan melakukan brand activation.
Kata kunci: Peramalan, Trend, Strategi Promosi, SWOT, QSPM
viii
Syahrial Khais Arozy. 2024. Analysis of Promotional Strategies in Increasing
Sales of Processed Chocolate Products at Nglanggeran Agricultural Technology
Park, Gunungkidul Regency. Supervised by Indah Widowati.
ABSTRACT
This study aimed to 1) analyze the trend of sales value of chocolate processed
products in the next 12 months (January – December 2024), 2) analyze the internal
and external factors of Nglanggeran Agricultural Technology Park based on the
promotion mix, 3) analyze appropriate promotion strategy to increase sales of
chocolate Processed Products in Nglanggeran Agricultural Technology Park. This
research is carried out through quantitative descriptive methods with the case study
type of research. The method of determining respondents is purposive. The data
types used are primary data and secondary data. Data collections are done through
questionnaires, interviews, Focus Group Discussions, observations, and
documentation. The analytical techniques used are the trend analysis, Internal
Factor Evaluation (IFE), external factor evaluation (EFE), internal external matrix
(IE), SWOT matrix, and the Quantitative Strategic Planing Matrix (QSPM). The
results of the research showed that 1) the sales value of chocolate processed
products in the next 12 months tends to decline; 2) the main internal strength factor
is the opening of an educational and manufacturing training visit program, while
the main weakness factor is a lack of workforce in the promotion section. The
primary external factor of opportunity is the existence of cooperative relations with
external parties, whereas the primary threat factor is competition with other
manufacturers of processed chocolate products; 3) the appropriate promotion
strategy to increase the sales of chocolate processed products is by doing brand
activation.
Keywords: Forecasting, Trend, Promotion Strategy, SWOT, QSPM

Item Type: Thesis (Other)
Uncontrolled Keywords: Forecasting, Trend, Promotion Strategy, 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: 30 Jul 2024 01:46
Last Modified: 30 Jul 2024 01:46
URI: http://eprints.upnyk.ac.id/id/eprint/40502

Actions (login required)

View Item View Item