ANALISIS STRATEGI PEMASARAN CAFE MIE AYAM PATITO KAMPUNG BARU, BANDAR LAMPUNG, LAMPUNG

AMIVA VINDHO , RATU RESO (2025) ANALISIS STRATEGI PEMASARAN CAFE MIE AYAM PATITO KAMPUNG BARU, BANDAR LAMPUNG, LAMPUNG. FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

Cafe Mie Patito, yang berdiri sejak tahun 2023, menawarkan inovasi menu mie ayam original, mie yamin, dan mie ayam pedas dengan berbagai level kepedasan. Namun, terdapat permasalahan yang dihadapi yaitu banyak nya pesaing antar industri sejenis dan kurangnya promosi yang optimal sehingga diperlukan strategi pemasaran. Penelitian ini bertujuan untuk menganalisis strategi pemasaran Cafe Mie Ayam Patito di Kampung Baru, Bandar Lampung, Lampung. Metode analisis SWOT (Strengths, Weakness, Opportunities, Threats), serta metode QSPM (Quantitative Strategic Planning Matrix). Data dikumpulkan melalui wawancara, observasi, kuesioner, dan studi literatur. Berdasarkan hasil analisis matriks IFAS mengidentifikasi 5 faktor kekuatan dan 5 faktor kelemahan dengan selisih total nilai skor sebesar 0, 65. tertinggi 0,41. Berdasarkan hasil analisis matriks IFAS mengidentifikasi 4 faktor peluang dan 4 faktor ancaman dengan selisih total nilai skor sebesar 0, 59, sehingga Cafe Mie Patito berada pada posisi menguntungkan (Kuadran I Grand Strategy). Berdasakan hasil perumusan pada matriks SWOT (Strengths, Weakness, Opportunities, Threats), menghasilkan 6 alternatif strategi yang kemudian akan diurutkan prioritasnya menggunakan matriks QSPM (Quantitative Strategic Planning Matrix). Prioritas strategi pemasaran yang direkomendasikan adalah meningkatkan keterampilan tenaga kerja dalam kegiatan promosi dan penjualan produk baik secara langsung (offline) dan tidak langsung (online) dengan memaksimalkan potensi pasar dengan nilai TAS sebesar 8,24. Kata Kunci : mie ayam, matriks SWOT, matriks QSPM, strategi pemasaran. Cafe Mie Patito, which was established in 2023, offered an innovative menu of original chicken noodles, yamin noodles, and spicy chicken noodles with various levels of spiciness. However, it faced challenges such as a high number of competitors in the same industry and a lack of optimal promotion, necessitating a marketing strategy. This research aimed to analyze the marketing strategy of Cafe Mie Ayam Patito in Kampung Baru, Bandar Lampung, Lampung. The SWOT analysis method (Strengths, Weaknesses, Opportunities, Threats) and the QSPM method (Quantitative Strategic Planning Matrix) were employed. Data were collected through interviews, observations, questionnaires, and literature studies. Based on the results of the IFAS matrix analysis, 5 strength factors and 5 weakness factors were identified, with a total score difference of 0.65, the highest being 0.41. The results of the IFAS matrix analysis also identified 4 opportunity factors and 4 threat factors, with a total score difference of 0.59, placing Cafe Mie Patito in a favorable position (Quadrant I Grand Strategy). Based on the formulation results in the SWOT matrix (Strengths, Weaknesses, Opportunities, Threats), 6 alternative strategies were generated, which were then prioritized using the QSPM (Quantitative Strategic Planning Matrix). The recommended priority marketing strategy was to enhance the skills of the workforce in promotional and sales activities, both directly (offline) and indirectly (online), by maximizing market potential with a TAS value of 8.24. Keywords: chicken noodles, SWOT matrix, QSPM matrix, marketing strategy.

Jenis Karya Akhir:	Skripsi
Subyek:	600 Teknologi (ilmu terapan) > 630 Pertanian dan teknologi yang berkaitan
Program Studi:	FAKULTAS PERTANIAN (FP) & PASCASERJANA > Prodi S1 Teknologi Hasil Pertanian
Pengguna Deposit:	UPT . Desi Zulfi Melasari
Date Deposited:	31 Oct 2025 08:18
Terakhir diubah:	31 Oct 2025 08:18
URI:	http://digilib.unila.ac.id/id/eprint/92547

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