TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints74586
UR  - http://digilib.unila.ac.id/74586/
A1  - Elly , Fitriana 
Y1  - 2023/07/18/
N2  - 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
PB  - FAKULTAS PERTANIAN
TI  - STRATEGI PEMASARAN JAMUR TIRAM (Pleurotus ostreatus)
(Studi Kasus: Usaha Jamur Tiram Kus Mushroom, di Kecamatan Seputih
Surabaya, Kabupaten Lampung Tengah)
AV  - restricted
ER  -