Strategi Pemasaran Keripik Pisang Melalui Analisis SWOT Di CV. Sahabat Pangan
DOI:
https://doi.org/10.37832/bistek.v10i2.76Keywords:
Banana Chips, SWOT Analysis, Marketing StrategyAbstract
The background of the author doing this research is based on the problems that are often found in fruit agricultural products which generally do not last long and have properties that are easily damaged if stored in fresh form, one of which is bananas. Bananas are the most consumed fruit by households. To extend the shelf life of bananas so as to add economic value, bananas can be processed into snack products, namely banana chips. Banana chips are one of the processed bananas that are thinly sliced and then fried. This research was conducted at CV. Sahabat Pangan Klayatan, Bandungrejosari Village, Sukun District, Malang City as one of the home industries that produces banana chips. This study aims to determine the strengths, weaknesses, opportunities, threats and choose one of four strategies, namely thestrategy Aggressive SO (Strengths, Opportunities), ST Diversification strategy (Strengths, Threats), WO Turnaround strategy (Weaknesses, Opportunities), and Defensive strategies. WT (Weaknesses, Threats) to formulate marketing strategies on CV. Sahabat Pangan through SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). The research method uses descriptive data collection techniques through observation, interviews, literature studies and the internet. The data analysis technique used is a qualitative descriptive analysis technique. The results of the calculation of the score on the SWOT analysis diagram are known to be the position of IFAS X (Strengths- Weaknesses) and EFAS Y (Opportunities-Threats), then it is known that the X coordinate point of 0.55 is the IFAS coordinate point and the Y coordinate point of -0.47 is the EFAS coordinate point. Then it is known that the alternative strategy used is thestrategy diversification ST (Strengths, Threats) by utilizing strengths to minimize existing threats. then there is the addition of strategic priorities, namely thestrategy diversification concentric. Thestrategy diversification concentricaims to prioritize what are the main strengths and threats of CV. Sahabat Pangan
References
Afillasi. (2021). Pengujian Hipotesis, Regresi Linear Berganda, Uji T » Uji F dan Uji t pada Analisis Regresi Linear Berganda. Retrieved novemb er senin, 2021, from uji f dan uji t pada analisis regresi.html: https://www.konsultanstatist ik.com/2021/01/uji-f-dan-uji- t-pada-analisis-regresi.html
Amirul. (2016,). Pengertian Uji Asu msi Klasi.Web.id. Retrieved mei 30, 2021, from Pengertian Uji Asumsi Klasi.Web.id: fakthan.web.id
Chan, A. (2010). Pengaruh Ekuitas Merek Terhadap Proses Keputusan Pembelian Konsu men: Studi Kasus Bank Mua malat Indonesia Cabang Bandung. Jurnal Administras i Bisnis, 6(1), 43–58.
Dini, N. S., & S. P. (2021). Analisis Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Ulang “Slai O’lai”.
Ekawati, M. S. (2016). Faktor – Faktor yang Mempengaruhi Konsumen Dalam Keputusan Buah Di Fresmart Kota Manado , 1-16.
Ghanimata (2012), Definisi kualitas kegunaan dan fungsi kemandi rian produk dan penampilan.
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital ERA Moderen (Sebuah Studi Liter atur). Jurnal EKSEKUTIF, 15(1), 133–146.
Istoto, S., & Subagja, I. K. (2018). Pengaruh kualitas produk dan promosi terhadap keputusan pembelian buah lemon pt.syaf ina niaga. PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP, 1-17.
Irawan Motorejo, dkk, (2018) “ Pengaruh Faktor-faktor Bauran Pemasaran Terhadap Penjualan Buah diKota Makasar”
Leni Nurraeni dan Harmanik (2017). Strategi Bauran Pemasaran untuk Usaha Kecil Keripik Bhineka di Desa Balendung Kecamtan Purwadadi Kabupa ten Subang
Lutfizulkifli. (2021). PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN. Ekonomi Pertanian dan Agribisnis (JEPA), 1-11.
Margono, M. (2004, April 23). Pengertian Populasi. Retrieved Juni 27, 2021, from pengertian-populasi- menurut-para-ahli/:https://www.dosenpendidikan.co.id/pengertian-populasi- menurut-para-ahli/
Mulyatiningsih, 2011, Pengertian populasi dan teknik sampling,//http:www.Pengertian populasi
Mufri Wedanimba, dkk, (2014) “Pengaruh Bauran Pemasaran (Marketing Mix) dan Perilaku Konsumen Terhadap Pengam bilan Keputusan Pembelian jus buah segar lampung”.
Kartono, (2010). Ciri ciri dan pengert ian observasi pengumpulan data dan metode
Nuraeni, L., & Harnanik. (2017).Stra tegi Bauran Pemasaran Usaha Kecil Keripik Kabupaten Subang. Economic Education Analysis Jurnal, 6(2), 647-655.
News, B. (2015, mei 15). Pengertian Teknik Sampling (Pengambilan Sampel). Retrieved juni 27, 2021, from pengertian teknik sampling pengambilan. html: http://statistikaikip.blogspot.com/2015/05/pengertian-teknik-samplingpengambilan.html
Octaviani, M.W., Indriani, Y.& Situ morang, S. (2014).Pengaruh Bauran Pemasaran(Marketing Mix) dan Perilaku Konsumen Terhadap Pengambilan Keputusan Pembelian Jus Bua Segar Bandar Lampung. JIIA, 2(2), 133-141.
Pertiwi, M. F. D., & Susanto, W. H. (2014). Pengaruh Proporsi (Buah:Sukrosa) dan Lama Osmosis Terhadap Kualitas Sari Buah Stroberi (Fragaria Vesca L). Jurnal Pangan Dan Agroindustri, 2(2), 80–90.
Posted. (2021, januari 6). Pengertian Sampel Menurut Para Ahli dan Secara Umum. Retrieved juni 27, 2021, from pengertian-sampel-menurut-para-ahli/: https://materibelajar.co.id/pen gertian-sampel-menurut-para- ahli/
Riduwan, (2011. Karakteristik dan ciri-ciri responden, from pengertian- populasimenurut-paraahli/ https://www.dosenp endidikan.co.id/pengertian po pulasi-menurut-para-ahli/
Rohmah, A. (2019). Penerapan analisis regresi Universitas Negeri Malang.
Selang, C.A. (2013). Bauran Pemasaran (Marketing Mix) Pengaruhnya Terhadap Loyalitas Konsumen pada Fresh Mart Bahu Mall Manado. Jurnal EMBA, 1(3), 71–80.
Susanto (2012). Pengertian penentuan jumlah sampel peneletian-yogyakarta
Sugiyono (2010) Pengertian populasi,pengertian-sampel-menurut para ahli/: https://ma teribelajar.co.id/pengertian- sampel-menurut-para-ahli/
Suhari, Y. (2012). E-Commerce: Model Perilaku Konsumen.
Utami, A. P. (2016). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsu men di Minimarket Kopma Universitas Negeri Yogyakarta. Skripsi. Universitas Negeri Yogyakart
Wibowo, Arifin, dkk., (2015). Trategi pemasaran dan keunggulan kompetitif yang berkelanjutan
Zulkarman (2011), Definisi pema aran American Marketing Association (AMA) tahun 2011
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 BISTEK : Jurnal Agribisnis dan Hasil Pertanian
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
