creators_name: MIDAHTUL USROH, 1514051039
creators_id: -
type: other
datestamp: 2022-03-29 10:45:10
lastmod: 2022-03-29 10:45:10
metadata_visibility: show
title: Strategi Pemasaran Cake Lampung Banana Foster Di Bandar Lampung

(Studi Kasus di PT. Lampung Sukses Bersama)
ispublished: pub
subjects: 630
full_text_status: restricted
abstract: Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor lingkungan internal
dan lingkungan eksternal perusahaan dan menentukan prioritas serta alternatif
strategi pemasaran. Penelitian ini menggunakan metode wawancara dan
penyebaran kuisioner. Responden adalah General Manager, Manager Produksi,
Manager Pemasaran, dan 58 konsumen. Data dianalisis menggunakan matriks
dari Internal Factor Evaluation (IFE), External Factor Evaluation (EFE),
Internal-External (IE), SWOT dan QSPM. Hasil penelitian menunjukkan bahwa
kekuatan faktor lingkungan internal yang mempengaruhi usaha Lampung Banana
Foster adalah cita rasa sesuai dengan harga yang ditawarkan, kualitas bahan baku,
keunggulan mutu cake (rasa, tekstur, aroma, penampilan), pembelian ulang, khas
rasa pisang dan kemudahan akses ke outlet. Kelemahan yang dimiliki perusahaan
adalah kegiatan promosi yang dilakukan, variasi produk, ketersediaan produk,
tidak tersedianya produk dengan berbagai ukuran, dan pelayanan terhadap
konsumen. Peluang faktor lingkungan eksternal adalah perkembangan teknologi
dalam produksi, kualitas bahan baku khas daerah, dan penambahan outlet baru ;

sedangkan ancaman berupa banyaknya ragam produk sejenis, persaingan dalam
harga dan kekurangan stok produk.
Urutan prioritas dan alternatif strategi pemasaran berdasarkan matriks QSPM
adalah : melakukan pengembangan produk baru (STAS: 7,270), memperluas
jaringan distribusi dengan menambah outlet baru (STAS: 7,124), penerapan harga
yang kompetitif dalam setiap outlet (STAS: 5.955), kegiatan iklan dan promosi
yang lebih gencar dan efektif (STAS: 4,172).

Kata kunci : Lampung Banana Foster, strategi pemasaran, SWOT, QSPM. This study aimed to identify the internal environmental factors and the company's
external environmental factors and to determine priorities and alternative
marketing strategies. This study used interview methods and questionnaires
spread. The respondents was General Manager, Production Manager, Marketing
Manager, and 58 consumers. Data were analysed by using matrixs from Internal
Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE),
SWOT and QSPM. The results showed that the strengthses of the internal
environmental factors that affected Lampung Banana Foster's business were
consisting of taste according to the price offered, qualities of raw materials,
superiority of cake qualities (flavor, texture, appearance), repurchase, typical
banana taste and easier to accessing the outlets. The weaknesses owned by the
company were promotional activities, product variations, availability of products,
and customers service. The external environmental factors in the form of
opportunities, were consisting of technological developments in production
activities, local quality of raw materials, and the addition of new outlets ; while

the threats were many kinds of similar products, competition in prices and
insufficiency or lack of product stocks.
The order of priorities and alternatives marketing strategies based on the QSPM
matrixs were : new products development (STAS: 7,270), expanding of
distribution network (STAS: 7,124), application of competitive prices in each
existing outlets (STAS: 5,955), and conducting for advertising and promotion
activities more aggressive and effective (STAS: 4,172), respectively.

Keywords: Lampung Banana Foster, marketing strategy, SWOT, QSPM.
date: 2019
date_type: published
publisher: FAKULTAS PERTANIAN
place_of_pub: UNIVERSITAS LAMPUNG
id_number: 1514051039
citation:   MIDAHTUL USROH, 1514051039  (2019) Strategi Pemasaran Cake Lampung Banana Foster Di Bandar Lampung (Studi Kasus di PT. Lampung Sukses Bersama).  FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.     
document_url: http://digilib.unila.ac.id/57181/1/ABSTRAK.pdf
document_url: http://digilib.unila.ac.id/57181/2/SKRIPSI%20FULL.pdf
document_url: http://digilib.unila.ac.id/57181/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf