Amaranggana, Vivie Azhari (2025) Perancangan Strategi Pemasaran Usaha Mikro Roti Manis di Balikpapan dengan Metode SWOT dan TOPSIS - Submit Jurnal/Seminar. Bachelor thesis, Institut Teknologi Kalimantan.
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Abstract
Minimnya strategi pemasaran usaha mikro roti manis di Balikpapan menyebabkan tidak tercapainya target penjualan. Hal ini disebabkan karena tidak adanya strategi pemasaran yang diterapkan pada usaha mikro roti manis. Usaha mikro ini hanya memasarkan roti manis dengan metode mouth to mouth, tidak menitipkan produk pada reseller, memiliki tempat penjualan yang tidak menarik bagi konsumen, hingga tidak memiliki cara untuk memperluas jangkauan pemasaran. Karena ini, dibutuhkan penelitian mengenai analisis strategi pemasaran ideal yang mampu mengatasi kendala untuk mendukung kenaikan daya saing usaha mikro roti manis ini. Metode yang digunakan adalah Strengths, Weaknesses, Opportunities, and Threats (SWOT) serta Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) di 6 usaha mikro roti manis di Balikpapan. Hasil penelitian diharapkan mampu memberi analisis dan solusi ideal strategi pemasaran yang sesuai bagi pelaku usaha mikro roti manis di Balikpapan agar mampu meningkatkan daya saing pemasaran. Adapun dari hasil penelitian ini, didapatkan Matriks IE dari Metode SWOT dengan nilai IFE 3,33 dan EFE 2,17 yang menunjukkan berada pada kuadran IV SWOT yang menunjukkan strategi defensif Weaknesses-Threats untuk diterapkan. Hasilnya, nilai preferensi tertinggi di dapat pada strategi optimalisasi stok dan persediaan produk sebesar 0,582.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Subjects: | A General Works > AI Indexes (General) |
| Divisions: | Jurusan Teknologi Industri dan Proses > Teknik Industri |
| Depositing User: | Vivie Azhari Amaranggana |
| Date Deposited: | 08 Jan 2025 03:57 |
| Last Modified: | 08 Jan 2025 03:57 |
| URI: | http://repository.itk.ac.id/id/eprint/21763 |
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