?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=STRATEGI+PEMASARAN+PRODUK+TORTILLA+JAGUNG%0D%0A(Studi+Kasus+UMKM+KWT+Kemuning+II+Desa+Marga+Catur%2C+Kalianda)&rft.creator=IRFAN+MUHFI+ALFIAN%2C+1214051036&rft.subject=Pertanian+(+Umum+)&rft.subject=Budidaya+tanaman&rft.description=ABSTRACT%0D%0ATHE+MARKETING+STRATEGY+OF+CORN+TORTILLA+PRODUCT%0D%0A(A+Case+Study+of+Micro+Small+and+Medium+Enterprise+(MSME)+of%0D%0AWomen+Farmers+Group+Kemuning+II+in+Marga+Catur+Village%2C+Kalianda)%0D%0ABy%0D%0AIRFAN+MUHFI+ALFIAN%0D%0AOne+of+corn+products+which+is+able+to+increase+its+economic+value+is+corn+tortilla.%0D%0AThe+housewives+joining+the+women+farmers+group+took+an+initiative+to+develop+the%0D%0Acorn+tortilla+product.+This+activity+has+been+being+done+since+2013+by%0D%0AKemuning+II+group.+The+cause+of+trouble+they+got+were+the+marketing+they+still%0D%0Adid+plain+and+the+competition+between+MSME+was+more+rigorous.+Therefore%2C+it%0D%0Awas+needed+a+precise+marketing+strategy+to+overcome+such+kind+of+this+problem.%0D%0AThis+research+intended+to+identify+the+strength%2C+weaknesses%2C+opportunity%2C+threats%2C%0D%0Aand+to+dicide+the+marketing+strategy+of+corn+tortilla+product.+This+research+used%0D%0AQSPM+analysis+which+was+resulted+from+matrix+of+IFE%2C+EFE%2C+IE+and+SWOT%0D%0Amatrix.+Based+on+the+results+of+the+study+showed+that+the+greatest+strengths+of+the%0D%0Abusiness+belonging+to+Kemuning+II+%3A+(1)+raw+materials+were+very+abundant+with+a%0D%0Ascore+of+0.258%2C+(2)+the+main+weaknesses+were+not+having+a+promotion+media+with%0D%0Aa+score+of+0%2C071%2C+(3)+the+main+opportunity+was+a+guidance+from+the+government%0D%0Awith+a+score+of+0.209%2C+(4)+and+the+main+threat+was+the+change+of+weather+being%0D%0Aunstable+with+a+score+of+0.133.+Rating+of+IE+matrix+places+MSME+at+the+cell%0D%0Aposition+V%2C+those+were+holding+and+maintaining+strategies+.+The+strategy%0D%0Aprioritized+for+the+business+of+Kemuning+II+was+to+improve+the+internal%0D%0Amanagement+system+by+improving+work+motivation+and+promotional+activities+to%0D%0Aexpand+the+marketing+area.%0D%0AKey+words%3A+MSME%2C+tortilla%2C+marketing+strategy%2C+SWOT%2C+QSPM%0D%0AABSTRAK%0D%0ASTRATEGI+PEMASARAN+PRODUK+TORTILLA+JAGUNG%0D%0A(Studi+Kasus+UMKM+KWT+Kemuning+II+Desa+Marga+Catur%2C+Kalianda)%0D%0AOleh%0D%0AIRFAN+MUHFI+ALFIAN%0D%0ASalah+satu+olahan+jagung+yang+dapat+meningkatkan+nilai+tambah+adalah+tortilla%0D%0Ajagung.+Ibu-ibu+rumah+tangga+yang+bergabung+dalam+kelompok+wanita+tani%0D%0Aberinisiatif+untuk+mengembangkan+produk+tortilla+jagung.+Kegiatan+ini+dilakukan%0D%0Asejak+tahun+2013+oleh+KWT+Kemuning+II.+Namun%2C+kesulitan+yang+dialami+usaha%0D%0Aini+disebabkan+adanya+persaingan+antara+UMKM+yang+semakin+ketat.+Oleh%0D%0Akarena+itu%2C+diperlukan+strategi+pemasaran+untuk+mengatasi+permasalahan+usaha+ini.%0D%0APenelitian+ini+bertujuan+untuk+mengidentifikasi+kekuatan%2C+kelemahan%2C+peluang%2C%0D%0Aancaman%2C+dan+menentukan+strategi+pemasaran+produk+tortilla+jagung+di+KWT%0D%0AKemuning+II.+Penelitian+yang+akan+dilakukan+menggunakan+analisis+QSPM+yang%0D%0Adihasilkan+dari+matriks+IFE%2C+EFE%2C+IE+dan+matriks+SWOT.+Berdasarkan+hasil%0D%0Apenelitian+menunjukkan+bahwa+kekuatan+terbesar+usaha+Kemuning+II+yaitu+bahan%0D%0Abaku+produk+yang+sangat+melimpah+dengan+skor+0%2C258%2C+kelemahan+utama+tidak%0D%0Amemiliki+media+promosi+skor+0%2C071%2C+peluang+utama+yaitu+pembinaan+dari%0D%0Apemerintah+skor+0%2C209+dan+ancaman+utama+perubahan+cuaca+yang+tidak+stabil%0D%0Adengan+skor+0%2C133.+Penilaian+matriks+IE+menempatkan+UMKM+pada+posisi+sel+V%0D%0Ayaitu+strategi+menjaga+dan+mempertahankan.+Strategi+yang+diperioritaskan+untuk%0D%0Ausaha+kemuning+II+yaitu+memperbaiki+sistem+manajemen+internal+dengan%0D%0Ameningkatkan+motivasi+kerja+dan+melakukan+kegiatan+promosi+untuk+memperluas%0D%0Adaerah+pemasaran.%0D%0AKata+Kunci%3A+UMKM%2C+tortilla%2C+strategi+pemasaran%2C+SWOT%2C+QSPM.&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2017-01-25&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26657%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26657%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F26657%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++IRFAN+MUHFI+ALFIAN%2C+1214051036++(2017)+STRATEGI+PEMASARAN+PRODUK+TORTILLA+JAGUNG+(Studi+Kasus+UMKM+KWT+Kemuning+II+Desa+Marga+Catur%2C+Kalianda).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F26657%2F