?url_ver=Z39.88-2004&rft_id=1314131111&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=ANALISIS+EFISIENSI+DAN+STRATEGI+PEMASARAN+EMPING+MELINJO+DI+PROVINSI+LAMPUNG%0D%0A&rft.creator=Tsuraya+Khairunnisa%2C+1314131111&rft.subject=HD28+Management.+Industrial+Management&rft.subject=Pertanian+(+Umum+)&rft.description=Penelitian+ini+bertujuan+untuk+menganalisis+efisiensi+saluran+dan+marjin+pemasaran%2C+serta+menyusun+strategi+prioritas+untuk+pemasaran+emping+melinjo+di+Provinsi+Lampung.++Metode+penelitian+yang+digunakan+adalah+metode+survei+dan+penentuan+lokasi+dilakukan+secara+purposif.++Responden+penelitian+ini+yaitu+produsen+emping+melinjo+di+Kelurahan+Sukamaju%2C+Teluk+Betung+Timur%2C+Kota+Bandar+Lampung+dan+di+Desa+Bernung%2C+Kecamatan+Gedong+Tataan%2C+Kabupaten+Pesawaran+yang+ditentukan+dengan+metode+proportionate+stratified+simple+random+sampling.++Penelitian+ini+menggunakan+metode+analisis+saluran+tataniaga%2C+analisis+marjin%2C+dan+analisis+producer%E2%80%99s+share%2C+sedangkan+alat+analisis+strategi+pemasaran+menggunakan+menggunakan+metode+analisis+deskriptif+dan+tahapan+formulasi-formulasi+strategi%2C+yaitu+matriks+IFE+dan+EFE%2C+matriks+IE+dan+matriks+SWOT%2C+dan+QSPM.++Hasil+penelitian+ini+menunjukkan+bawha%3A+(1)+terdapat+3+jenis+saluran+pemasaran+di+Provinsi+Lampung%2C+yaitu+saluran+I+%3A+produsen+ke+konsumen%2C+dan+saluran+II+%3A+produsen+ke+pedagang+pengecer%2C+lalu+konsumen.++(2)+Desa+Bernung+memiliki+tingkat+efisiensi+lebih+tinggi+dibandingkan+Kelurahan+Sukamaju+dengan+marjin+yang+didapat+sebesar+38%2C40%25+dan+producer%E2%80%99s+share+sebesar+61%2C60%25+pada+saluran+I+serta+marjin+sebesar+31%2C72%25+dan+producer%E2%80%99s+share+sebesar+68%2C28%25+pada+saluran+II.++(3)+strategi+pemasaran+usaha+emping+melinjo+di+Provinsi+Lampung+yaitu%3A+(a)+meningkatkan+kualitas+produk+emping+melinjo+agar+dapat+unggul+dalam+persaingan+produk%2C+(b)+meningkatkan+kerjasama+dengan+para+pemasok+untuk+ketersediaan+bahan+baku+dan+pedagang+besar+untuk+memperluas+pemasaran%2C+(c)+meningkatkan+skala+usaha+dengan+membentuk+koperasi+dan+(d)+mengedepankan+publikasi+dan+promosi+produk+emping+melinjo+dengan+memanfaatkan+pengetahuan+dan+teknologi.%0D%0A%0D%0A%0D%0AKata+kunci%3A+efisiensi%2C+emping+melinjo%2C+marjin%2C+QSPM%2C+SWOT%0D%0A%0D%0A%0D%0A%0D%0Aabstract%0D%0A%0D%0AThis+research+aims+to+analyze+the+efficiency+of+marketing+channels+and+margins%2C+and+formulate+the+Strategic+Marketing+Priorities+of+melinjo+chips+in+Lampung+Province.++The+research+method+was+survey+method+and+location+determined+by+purposive.++Respondents+of+this+research+were+producers+of+melinjo+chips+in+Sukamaju%2C+Teluk+Betung+Timur%2C+Bandar+Lampung+and+Bernung+village%2C+Gedong+Tataan+Sub-district%2C+Pesawaran+Regency+determined+by+proportionate+stratified+simple+random+sampling+method.++This+research+used+analysis+method+of+marketing+channel%2C+margin+and+producer's+share+analysis%2C+while+marketing+strategy+analysis+tool+uses+descriptive+analysis+method+and+strategy+formulation+stages%2C+IFE+and+EFE+matrix%2C+IE+matrix%2C+SWOT+matrix%2C+and+QSPM.++The+results+of+this+research+indicate+that+(1)+there+are+3+types+of+marketing+channels+in+Lampung+Province%2C+namely+channel+I%3A+producer+to+consumer%2C+and+channel+II%3A+producer+to+retailer+then+consumer.++(2)+Bernung+village+has+a+higher+efficiency+level+than+Sukamaju+village+with+a+margin+of+38%2C40%25+and+producer's+share+of+61%2C60%25+on+channel+I+and+margin+of+31%2C72%25+and+producer's+share+of+68%2C28%25+on+channel+II.++(3)+Marketing+strategies+of+melinjo+chips+business+in+Lampung+Province+were%3A+(a)+to+improve+the+quality+of+melinjo+chips+products+in+order+to+excel+in+product+competition++%2C+(b)+to+increase+cooperation+with+suppliers+for+the+availability+of+raw+materials+and+traders+great+for+expanding+marketing%2C+(c)+increasing+the+scale+of+business+by+forming+cooperatives+and+(d)+promoting+the+publication+and+promotion+of+melinjo+chips+products+by+utilizing+knowledge+and+technology.%0D%0A%0D%0AKey+words%3A+efficiency%2C+margin%2C+melinjo+chips%2C+QSPM%2C+SWOT&rft.publisher=UNIVERSITAS+LAMPUNG&rft.date=2017-12-20&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F30485%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F30485%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F30485%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Tsuraya+Khairunnisa%2C+1314131111++(2017)+ANALISIS+EFISIENSI+DAN+STRATEGI+PEMASARAN+EMPING+MELINJO+DI+PROVINSI+LAMPUNG.++UNIVERSITAS+LAMPUNG%2C+FAKULTAS+PERTANIAN+.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F30485%2F