?url_ver=Z39.88-2004&rft_id=1914231025&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=STRATEGI+PEMASARAN+KOPI+RIGIS%0D%0A(Studi+Kasus+di+BUMDes+Kampung+Kopi%2C+Pekon+Rigis+Jaya%2C+Kecamatan+Air%0D%0AHitam%2C+Kabupaten+Lampung+Barat)&rft.creator=LINDA++%2C+MARETA+SARY&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=BUMDes+Kampung+Kopi+merupakan+usaha+yang+bergerak+dibidang+agroindustri%0D%0Ayang+memproduksi+kopi+bubuk+dengan+merek+Kopi+Rigis.+Namun%2C+terdapat%0D%0Apermasalahan+yang+dihadapi+yaitu+banyaknya+pesaing+antar+industri+sejenis+dan%0D%0Akurangnya+promosi+sehingga+diperlukaan+strategi+pemasaran.+Tujuan+dari%0D%0Apenelitian+ini+adalah+untuk+mengidentifikasi+faktor+internal+dan+eksternal%2C%0D%0Amerumuskan+dan+menentukan+prioritas+strategi+pemasaran+Kopi+Rigis.+Metode%0D%0Ayang+digunakan+pada+penelitian+ini+adalah+metode+deskriptif.+Analisis+data+dalam%0D%0Apenelitian+ini+menggunakan+matriks+IFAS%2C+dan+EFAS%2C+matriks+grand+strategy%2C%0D%0Amatriks+SWOT%2C+dan+matriks+QSPM.+Berdasarkan+analisis+matriks+IFAS%0D%0Amenghasilkan+5+faktor+kekuatan+dan+5+faktor+kelemahan+dengan+selisih+total+nilai%0D%0Askor+sebesar+0%2C43.+Berdasarkan+analisis+matriks+EFAS+menghasilkan+5+faktor%0D%0Apeluang+dan+5+faktor+ancaman+dengan+selisih+total+nilai+skor+sebesar+0%2C61%2C%0D%0Asehingga+berdasarkan+selisih+total+nilai+skor+IFAS+dan+EFAS+dapat+diketahui%0D%0Aposisi+BUMDes+Kampung+Kopi+yaitu+berada+pada+kuadran+I.+Strategi+yang+dapat%0D%0Aditerapkan+dalam+kondisi+ini+yaitu+mendukung+kebijakan+pertumbuhan+yang%0D%0Aagresif+(growth+oriented+strategy).+Berdasarkan+hasil+perumusan+pada+matriks%0D%0ASWOT+menghasilkan+7+alternatif+strategi+yang+kemudian+akan+diurutkan%0D%0Aprioritasnya+mengguakan+matriks+QSPM.+Berdasarkan+hasil+matriks+QSPM%0D%0Adidapatkan+prioritas+strategi+pemasaran+yaitu+meningkatkan+kualitas+produk%0D%0Adengan+memaksimalkan+perkembangan+teknologi%2C+ketersediaan+bahan+baku%2C+dan%0D%0Apotensi+pasar+dengan+total+nilai+TAS+sebesar+6%2C09.%0D%0AKata+kunci%3A+Kopi+bubuk%2C+QSPM%2C+strategi+pemasaran%2C+SWOT%0D%0A%0D%0ABUMDes+Kampung+Kopi+is+an+agro-industry+business+that+produces+ground%0D%0Acoffee+under+the+Kopi+Rigis+brand.+However%2C+there+are+problems+faced%2C+namely+the%0D%0Anumber+of+competitors+between+similar+industries+and+the+lack+of+promotion+so%0D%0Athat+a+marketing+strategy+is+needed.+The+purpose+of+this+research+is+to+identify%0D%0Ainternal+and+external+factors%2C+formulate+and+determine+the+priority+of+Rigis+Coffee%0D%0Amarketing+strategy.+The+method+used+in+this+research+is+descriptive+method.+Data%0D%0Aanalysis+in+this+study+uses+the+IFAS+and+EFAS+matrix%2C+the+grand+strategy+matrix%2C%0D%0Athe+SWOT+matrix%2C+and+the+QSPM+matrix.+Based+on+the+IFAS+matrix+analysis%2C+it%0D%0Aproduces+5+strengths+and+5+weaknesses+with+a+total+score+difference+of+0.43.+Based%0D%0Aon+the+EFAS+matrix+analysis%2C+it+produces+5+opportunity+factors+and+5+threat+factors%0D%0Awith+a+difference+in+the+total+score+of+0.61%2C+so+based+on+the+difference+in+the+total%0D%0Ascores+of+IFAS+and+EFAS+it+can+be+seen+that+the+position+of+BUMDes+Kampung%0D%0AKopi+is+in+quadrant+I.+The+strategy+that+can+be+applied+in+this+condition+namely%0D%0Asupporting+an+aggressive+growth+policy+(growth+oriented+strategy).+Based+on+the%0D%0Aresults+of+the+formulation+of+the+SWOT+matrix%2C+it+produces+7+alternative+strategies%0D%0Awhich+will+then+be+prioritized+using+the+QSPM+matrix.+The+QSPM+matrix+shows%0D%0Athat+the+priority+of+marketing+strategy+is+improving+product+quality+by+maximizing%0D%0Atechnological+development%2C+availability+of+raw+materials%2C+and+market+potential%0D%0Awith+a+total+TAS+value+of+6.09.%0D%0AKeywords%3A+Coffee+powder%2C+QSPM%2C+marketing+strategy%2C+SWOT&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2023-07-25&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74587%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74587%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F74587%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++LINDA+%2C+MARETA+SARY++(2023)+STRATEGI+PEMASARAN+KOPI+RIGIS+(Studi+Kasus+di+BUMDes+Kampung+Kopi%2C+Pekon+Rigis+Jaya%2C+Kecamatan+Air+Hitam%2C+Kabupaten+Lampung+Barat).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F74587%2F