?url_ver=Z39.88-2004&rft_id=1914231013&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=STRATEGI+PEMASARAN+KUE+SEMPRONG+HANURA%0D%0A(Studi+Kasus+di+UMKM+Kue+Semprong+Hanura+Desa+Hanura%0D%0APesawaran)&rft.creator=Agustin+Setia%2C+Ningsih&rft.subject=600+Teknologi+(ilmu+terapan)&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=The+UMKM+Kue+Semprong+Hanura+is+located+in+Pesawaran+Regency%2C+Lampung.+This%0D%0ASemprong+cake+is+known+as+%22Kue+Semprong+Hanura.%22+Semprong+cake+is+shaped+like+a%0D%0Along+cylinder%2C+resembling+a+pipe%2C+with+a+distinctive+and+unique+flavor.+Issues+faced+by+the%0D%0AUMKM+Kue+Semprong+Hanura+have+prompted+research+aimed+at+determining+suitable%0D%0Amarketing+activities.+The+SWOT+and+QSPM+methods+will+be+used+to+identify+the+weight%0D%0Aand+rating+of+each+issue+to+determine+the+appropriate+strategy.The+goal+of+this+research+is%0D%0Ato+analyze+marketing+strategies+based+on+the+SWOT+Matrix+and+QSPM.+The+SWOT%0D%0AMatrix+is+used+to+identify+internal+and+external+factors%2C+including+IFE+and+EFE+matrices%2C%0D%0Adetermining+the+position+matrix%2C+SWOT+matrix+diagram%2C+and+QSPM+analysis.+The%0D%0Aresearch+results+indicate+that+the+greatest+strength+is+having+the+PIRT+permit%2C+while+the%0D%0Amajor+weakness+is+limited+capital.+The+main+opportunity+is+the+potential+loyalty+of%0D%0Adedicated+customers%2C+while+the+most+significant+threat+is+the+presence+of+competition+from%0D%0Amore+innovative+cake+products+in+terms+of+flavors+and+packaging.Based+on+the+research%0D%0Aresults%2C+the+most+suitable+alternative+marketing+strategy+is+the+S-O+Strategy+(Strengths-%0D%0AOpportunities).+This+strategy+utilizes+strengths+to+exploit+existing+opportunities%2C+resulting%0D%0Ain+the+best+strategy+recommendations.+The+QSPM+value+for+the+obtained+strategy+is+9.27%2C%0D%0Afocusing+on+updating+the+PIRT+and+halal+certification+as+the+main+strengths+of+the%0D%0Abusiness%2C+improving+promotional+and+sales+media+through+social+media+and+shopping%0D%0Aplatforms%2C+enhancing+the+quality+and+quantity+of+products+from+raw+materials+to%0D%0Aappealing+consumer-friendly+products%2C+and+reducing+dependence+on+distributors%0D%0AKeywords%3A+UMKM%2C+Pesawaran%2C+Semprong+Cake%2C+SWOT%2C+and+QSPM%0D%0A%0D%0AUMKM+Kue+Semprong+Hanura+terletak+di+Kabupaten+Pesawaran%2C+Lampung.+Kue%0D%0ASemprong+ini+diikenal+dengan+nama+%22Kue+Semprong+Hanura%22.+Kue+semprong+berbentuk%0D%0Asilinder+panjang+seperti+pipa+dengan+rasa+yang+khas+dan+unik.+Adanya+permasalahan+pada%0D%0AUMKM+Kue+Semprong+Hanura+mendasari+penelitan+untuk+menerapkan+kegiatan%0D%0Apemasaran+yang+cocok+untuk+diterapkan.+Dengan+menggunakan+metode+SWOT+dan%0D%0AQSPM+yang+kemudian+akan+ditentukan+bobot+dan+rating+dari+masing-masing%0D%0Apermasalahan+guna+menentukkan+strategi+yang+tepat.+Tujuan+dari+penelitian+ini+adalah%0D%0Auntuk+menganalisis+strategi+pemasaran+berdasarkan+Matriks+SWOT+dan+QSPM.+Matriks%0D%0ASWOT+adalah+matriks+yang+digunakan+untuk+mengidentifikasi+faktor+internal+dan%0D%0Aeksternal%2C+dengan+matriks+IFE+dan+EFE%2C+penentuan+matriks+posisi%2C+dan+diagram+matriks%0D%0ASWOT%2C+serta+menganalisis+QSPM.+Hasil+dari+penelitian+menunjukkan+bahwa+kekuatan%0D%0Aterbesar+yaitu+memiliki+perizinan+PIRT%2C+sedangkan+kelemahan+terbesar+adalah+modal%0D%0Ausaha+terbatas.+Peluang+utamanya+yaitu+potensi+loyalitas+pelanggan+setia%2C+sedangkan%0D%0Aancaman+terbesar+adalah+adanya+persaingan+produk+kue+yang+lebih+inovatif+dari+varian%0D%0Arasa+dan+kemasan.+Berdasarkan+hasil+penelitian+menunjukkan+bahwa+alternatif+strategi%0D%0Apemasaran+yang+tepat+adalah+strategi+S-O+Strength+(kekuatan)+%E2%80%93+Opportunity+(Peluang).%0D%0AStrategi+ini+menggunakan+kekuatan+untuk+memanfaatkan+peluang+yang+ada+dengan%0D%0Amenghasilkan+rekomendasi+strategi+terbaik.+Nilai+QSPM+dari+Strategi+yang+didapatkan%0D%0Aterdapat+pada+dengan+skor+9%2C27%2C+yakni+dengan+memperbarui+PIRT+dan+sertifikat+halal%0D%0Asebagai+kekuatan+utama+berdirinya+usaha%2C+serta+meningkatkan+media+promosi+dan%0D%0Apenjualan+dengan+media+sosial+dan+platform+belanja%2C+meningkatkan+kualitas+dan+kuantitas%0D%0Aproduk+dari+bahan+baku+hingga+sampai+menjadi+produk+yang+dapat+disukai+dan+menarik%0D%0Akonsumen+serta+agar+tidak+terlalu+bergantung+pada+distributor.%0D%0AKata+Kunci%3A+UMKM%2C+Pesawaran%2C+Kue+Semprong%2C+SWOT%2C+dan+QSPM&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2024-01-25&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F79783%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F79783%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F79783%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Agustin+Setia%2C+Ningsih++(2024)+STRATEGI+PEMASARAN+KUE+SEMPRONG+HANURA+(Studi+Kasus+di+UMKM+Kue+Semprong+Hanura+Desa+Hanura+Pesawaran).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F79783%2F