ANALISIS STRATEGI PEMASARAN PADA UMKM KUE KERING DENGAN MENGGUNAKAN METODE STRENGTHS, WEAKNESS, OPPORTUNITIES AND THREATS (SWOT)

WIDIASTUTI, WIDIASTUTI (2025) ANALISIS STRATEGI PEMASARAN PADA UMKM KUE KERING DENGAN MENGGUNAKAN METODE STRENGTHS, WEAKNESS, OPPORTUNITIES AND THREATS (SWOT). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

MSME Max Amazing is a pastry home industry that has been running since 27 years ago. Currently, the marketing strategy implemented by UMKM Max Amazing Cookies is still conventional and not optimal in reaching a wider market. This study aims to determine internal and external factors and determine creative marketing strategy alternatives for UMKM Max Amazing Cookies using the Importance Performance Analysis (IPA) and Strengths, Weakness, Opportunities And Threats (SWOT) method approaches in identifying priority improvements in marketing aspects to achieve competitive advantage. The methods used are Importance Performance Analysis (IPA) and Strengths, Weakness, Opportunities And Threats (SWOT). The results of the IPA analysis identified four priority attributes, namely competitive prices, affordable prices, social media promotions, and easily accessible locations. Attributes that must be maintained include product quality, product inventory, delivery accuracy, and product hygiene. Then, the results of the SWOT analysis show that Max Amazing Cookies MSMEs are in quadrant I with an alternative S-O (Strengths-Opportunities) strategy that allows optimal utilisation of opportunities and strengths. Keywords: MSMEs, Pastries, Marketing Strategy, IPA, SWOT UMKM Max Amazing merupakan industri rumahan kue kering yang telah berjalan sejak 27 tahun yang lalu. Saat ini, strategi pemasaran yang diterapkan UMKM Max Amazing Cookies masih bersifat konvensional dan belum optimal dalam menjangkau pasar yang lebih luas. Penelitian ini bertujuan untuk menentukan faktor internal dan eksternal serta menetapkan alternatif strategi pemasaran yang kreatif bagi UMKM Max Amazing Cookies dengan menggunakan pendekatan metode Importance Performance Analysis (IPA) dan Strengths, Weakness, Opportunities And Threats (SWOT) dalam mengidentifikasi prioritas perbaikan pada aspek pemasaran untuk mencapai keunggulan dalam bersaing. Metode yang digunakan ialah Importance Performance Analysis (IPA) dan Strengths, Weakness, Opportunities And Threats (SWOT). Hasil analisis IPA mengidentifikasi empat atribut prioritas yaitu harga bersaing, harga terjangkau, promosi media sosial, dan lokasi mudah diakses. Atribut yang harus dipertahankan kinerjanya mencakup kualitas mutu produk, persediaan produk, ketepatan pengiriman, dan kebersihan produk. Kemudian, hasil dari analisis SWOT menunjukkan bahwa UMKM Max Amazing Cookies berada di kuadran I dengan strategi alternatif S-O (StrengthsOpportunities) yang memungkinkan pemanfaatan peluang dan kekuatan secara optimal. Kata Kunci: UMKM, Kue Kering, Strategi Pemasaran, IPA, SWOT

Item Type:	Thesis (S1)
Call Number CD:	FT/IND. 25 015
NIM/NIDN Creators:	41621010033
Uncontrolled Keywords:	UMKM, Kue Kering, Strategi Pemasaran, IPA, SWOT
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.01-658.09 [Management of Enterprises of Specific Sizes, Scopes, Forms; Data Processing]/[Pengelolaan Usaha dengan Ukuran, Lingkup, Bentuk Tertentu; Pengolahan Data] > 658.02 Management of Enterprises of Specific Sizes and Scopes/Pengelolaan Usaha dengan Ukuran dan Lingkup Tertentu > 658.022 Small Enterprises/Usaha Kecil 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	khalimah
Date Deposited:	15 Feb 2025 05:49
Last Modified:	15 Feb 2025 05:49
URI:	http://repository.mercubuana.ac.id/id/eprint/94263

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