title: STRATEGI PEMASARAN JAMUR TIRAM (Pleurotus ostreatus)  (Studi Kasus: Usaha Jamur Tiram Kus Mushroom, di Kecamatan Seputih  Surabaya, Kabupaten Lampung Tengah)
creator: Elly , Fitriana 
subject: 630 Pertanian dan teknologi yang berkaitan
description: 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
publisher: FAKULTAS PERTANIAN
date: 2023-07-18
type: Skripsi
type: NonPeerReviewed
format: text
identifier: http://digilib.unila.ac.id/74586/1/ABSTRAK.pdf
format: text
identifier: http://digilib.unila.ac.id/74586/2/SKRIPSI%20FULL.pdf
format: text
identifier: http://digilib.unila.ac.id/74586/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf
identifier:   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.     
relation: http://digilib.unila.ac.id/74586/