Elly , Fitriana (2023) STRATEGI PEMASARAN JAMUR TIRAM (Pleurotus ostreatus) (Studi Kasus: Usaha Jamur Tiram Kus Mushroom, di Kecamatan Seputih Surabaya, Kabupaten Lampung Tengah). FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
Kus Mushrooms is a business that produces oyster mushrooms. This study aims to analyze internal and external factors that influence the marketing strategy formulation of Kus Mushroom oyster mushrooms, formulate alternatives, and determine marketing strategy priorities for Kus Mushroom oyster mushrooms. The study uses QSPM analysis resulting from the IFE, EFE, and SWOT matrixes. Based on the results of research using the IFE and EFE matrices, it can be seen that Kus Mushroom oyster mushrooms are in a strong position with a total IF matrix score of 3.06 and 2.74 and produce 7 alternative strategies in the SWOT analysis. The priority strategy for Kus Mushroom oyster mushrooms is Utilizing quality products by diversifying products to increase added value and selling prices and expanding marketing reach through online promotion and marketing, with a total value of 6.96. Keywords : Marketing Strategy, Oyster Mushroom, IFE and EFE matrix, IE Matrix, SWOT Matrix, QSPM Matrix Kus Mushroom merupakan salah satu usaha yang menghasilkan jamur tiram. Penelitian bertujuan untuk menganalisis faktor-faktor internal dan eksternal yang mempengaruhi formulasi strategi pemasaran jamur tiram Kus Mushroom dan merumuskan alternatif dan menentukan prioritas strategi pemasaran dari jamur tiram Kus Mushroom. Penelitian menggunakan analisis QSPM yang dihasilkan dari matriks IFE, EFE dan SWOT. Berdasarkan hasil penelitian dengan menggunakan matriks IFE dan EFE dapat diketahui bahwa jamur tiram Kus Mushroom berada pada posisi kuat dengan total skor matriks IF 3,06;2,74 dan menghasilkan 7 strategi alternatif pada analisi SWOT. Strategi yang diprioritaskan untuk jamur tiram Kus Mushroom adalah Memanfaatkan produk yang berkualitas dengan melakukan diversifikasi produk untuk meningkatkan nilai tambah, harga jual, serta memperluas jangkauan pemasaran melalui promosi dan pemasaran secara online, dengan nilai total sebesar 6,96. Kata Kunci : Strategi Pemasaran, Jamur Tiram, Matriks IFE dan EFE, Matriks IE, Matriks SWOT, Matriks QSPM Kus Mushrooms is a business that produces oyster mushrooms. This study aims to analyze internal and external factors that influence the marketing strategy formulation of Kus Mushroom oyster mushrooms, formulate alternatives, and determine marketing strategy priorities for Kus Mushroom oyster mushrooms. The study uses QSPM analysis resulting from the IFE, EFE, and SWOT matrixes. Based on the results of research using the IFE and EFE matrices, it can be seen that Kus Mushroom oyster mushrooms are in a strong position with a total IF matrix score of 3.06 and 2.74 and produce 7 alternative strategies in the SWOT analysis. The priority strategy for Kus Mushroom oyster mushrooms is Utilizing quality products by diversifying products to increase added value and selling prices and expanding marketing reach through online promotion and marketing, with a total value of 6.96. Keywords : Marketing Strategy, Oyster Mushroom, IFE and EFE matrix, IE Matrix, SWOT Matrix, QSPM Matrix
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | 600 Teknologi (ilmu terapan) > 630 Pertanian dan teknologi yang berkaitan |
| Program Studi: | Fakultas Pertanian dan Pascasarjana > Prodi Teknologi Hasil Pertanian |
| Pengguna Deposit: | 2301552297 . Digilib |
| Date Deposited: | 11 Aug 2023 09:42 |
| Terakhir diubah: | 11 Aug 2023 09:42 |
| URI: | http://digilib.unila.ac.id/id/eprint/74586 |
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