STRATEGI PEMASARAN KERIPIK TEMPE PADA INDUSTRI RUMAH TANGGA DI KECAMATAN BATURETNO KABUPATEN WONOGIRI

Nugraha, Angipta Soma (2011) STRATEGI PEMASARAN KERIPIK TEMPE PADA INDUSTRI RUMAH TANGGA DI KECAMATAN BATURETNO KABUPATEN WONOGIRI. Other thesis, Universitas Sebelas Maret.

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    Abstract

    This research is purposed to know the internal factor and external factor that influence, formulate alternative strategy and establish priority strategy that can be applied in keripik tempe marketing in home industry at Baturetno Subdistrict Wonogiri Residence. The basic method that is used in this research is descriptive method. The determining method of research location is done purposively, that is entrepreneur of keripik tempe industry in home scale which is located at Baturetno Subdistrict Wonogiri Regency. Problem solving method is done with intensive interviewing by using interview orientation that is pointed to the problem. The election technique for respondence by snowball technique and the election technique key informant by intentional technique. The data analysis method that are use are (1) IFE and EFE Matrix for identifieng the strategy factors, (2) IE Matrix to know the business position, (3) SWOT Matrix to formulate alternative marketing strategy, and (4) QSPM for deciding the priority of keripik tempe marketing strategy in home industry at Baturetno Subdistrict Wonogiri Regeny. Internal factor of keripik tempe in home industry that becomes the strength is the guarantee quality, but the weakness is the small capital and low promotion. External factor that can be the keripik tempe opportunity in industry is the high interest of consumen and keripik tempe flexibility, but the threath is product competition inter region. Home industry position of keripik tempe is located in cell I Grow and Build that is mean the position of keripik tempe industry is located in 12 perpustakaan.uns.ac.id digilib.uns.ac.id commit to user strong position and the high interest. Alternative strategy that can be applied in keripik tempe marketing in home industry is entrepreneur gives brand for promotion media especially when keripik tempe is bought and is brought by consumen from the other region, keep the keripik tempe quality and increase the marketing to the other region, and the government is available and has good relation with keripik tempe entrepreneur. Priority strategy that can be applied in keripik tempe marketing in home industry at Baturetno Subdistrict Wonogiri Residence based on QSPM analysis is the entrepreneur gives the brand for promotion media especially when keripik tempe is bought and is brought by consumen from the other region.

    Item Type: Thesis (Other)
    Subjects: S Agriculture > S Agriculture (General)
    Divisions: Fakultas Pertanian > Agribisnis
    Depositing User: Devi Nurlita Sari
    Date Deposited: 27 Jul 2013 03:28
    Last Modified: 27 Jul 2013 03:28
    URI: https://eprints.uns.ac.id/id/eprint/9749

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