?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=STRATEGI+PEMASARAN+KOPI+BUBUK%0D%0A(Studi+Kasus+di+Usaha+Kopi+Yusuf%2C+Desa+Gunung+Sugih%2C%0D%0A%0D%0AKabupaten+Lampung+Barat)&rft.creator=Yeri+%2C+Agil+Safitri&rft.subject=500+ilmu+pengetahuan+alam+dan+matematika&rft.subject=580+Tumbuh-tumbuhan%2C+tanaman%2C+botani%2C+flora&rft.subject=630+Pertanian+dan+teknologi+yang+berkaitan&rft.description=Usaha+Kopi+Yusuf+mengolah+buah+kopi+menjadi+kopi+bubuk.+Bahan+baku+yang%0D%0Adigunakan+berupa+kopi+robusta+petik+merah+pilihan+dengan+pengolahan+langsung%0D%0Aoleh+pemilik+Kopi+Yusuf+sehingga+dapat+menjamin+kualitas+dari+produknya%2C+akan%0D%0Atetapi+Usaha+Kopi+Yusuf+masih+memiliki+permasalahan+berupa+banyaknya+pesaing%0D%0Aantar+indutri+sejenis+dan+kurangnya+promosi%2C+untuk+itu+diperlukan+strategi%0D%0Apemasaraan+agar+produk+dapat+bersaing+dipasaran.+Pada+penelitian+ini+untuk%0D%0Amenentukan+strategi+pemasaran+digunakan+analisis+Matriks+SWOT+(Strengths%2C%0D%0AWeakness%2C+Opportunities%2C+Threat)+dan+Matriks+QSPM+(Quantitative+Strategic%0D%0APlanning+Matrix).+Dalam+membuat+analisis+SWOT+diperlukan+identifikasi+faktor%0D%0Ainternal+dan+eksternal.+Hasil+identifikasi+dengan+matriks+IFAS+didapatkan+8+faktor%0D%0Akekuatan+dan+6+faktor+kelemahan%2C+pada+faktor+kekuatan+diidentifikasi+bahwa%0D%0Amenggunakan+bahan+baku+dengan+kualitas+premium+dan+produk+bersertifikat+halal%0D%0Amerupakan+kekuatan+utama+dari+Usaha+Kopi+Yusuf+dan+kurangnya+pemanfaatan%0D%0Ateknologi+digital+merupakan+faktor+kelemahannya.+Sedangkan+faktor+eksternal%0D%0Adiidentifikasi+dengan+matriks+EFAS+didapatkan+5+faktor+peluang+dan+5+faktor%0D%0Aancaman%2C+pada+faktor+peluang+diidentifikasi+peluang+utama+yang+dimiliki+oleh%0D%0AUsaha+Kopi+Yusuf+adalah+ketersediaan+bahan+baku+yang+cukup+dan+ancaman+utama%0D%0Apada+Usaha+Kopi+Yusuf+yaitu+banyaknya+pesaing+antar+industri+sejenis.%0D%0ABerdasarkan+hasil+analisis+matriks+SWOT+dirumuskan+bahwa+Usaha+Kopi+Yusuf%0D%0Amemiliki+7+alternatif+strategi+yang+dapat+diterapkan+pada+perusahaan.+Berdasarkan%0D%0Aanalisis+QSPM+diketahui+bahwa+mempertahankan+kualitas+dan+kekhasan+produk%0D%0Adengan+tetap+menggunakan+bahan+baku+pilihan+dan+cara+pengolahan+yang+konsisten%0D%0Amenjadi+prioritas+utama+sebagai+strategi+yang+dapat+diterapkan+pada+Usaha+Kopi%0D%0AYusuf.%0D%0AKata+kunci%3A+Matriks+SWOT%2C+Martiks+QSPM%2C+Kopi+Yusuf%0D%0A%0D%0A%0D%0AYusuf+Coffee+Business+processes+coffee+cherries+into+ground+coffee.+The+raw%0D%0Amaterials+used+consist+of+selected+ripe+Robusta+coffee%2C+which+are+processed+directly%0D%0Aby+the+owner%2C+ensuring+the+quality+of+the+products.+However%2C+Yusuf+Coffee%0D%0ABusiness+face+challenges+such+as+intense+competition+within+the+same+industry+and%0D%0Ainsufficient+promotion.+Therefore%2C+a+marketing+strategy+is+needed+for+the+product%0D%0Ato+compete+in+the+market.+In+this+study%2C+SWOT+analysis+(Strengths%2C+Weaknesses%2C%0D%0AOpportunities%2C+Threats)+and+the+QSPM+(Quantitative+Strategic+Planning+Matrix)%0D%0Awas+used+to+determine+the+marketing+strategy.+Conducting+a+SWOT+analysis%0D%0Arequires+identifying+internal+and+external+factors.+The+identification+results+using%0D%0Athe+IFAS+matrix+reveal+8+strength+factors+and+6+weakness+factors.+Among+the%0D%0Aidentified+strengths%2C+the+use+of+premium+quality+raw+materials+and+halal-certified%0D%0Aproducts+stand+out+as+key+strengths+of+Yusuf+Coffee+Business%2C+while+the%0D%0Aunderutilization+of+digital+technology+is+a+noted+weakness.+In+contrast%2C+the+external%0D%0Afactors+identified+through+the+EFAS+matrix+show+5+opportunity+factors+and+5+threat%0D%0Afactors.+The+main+opportunity+for+Yusuf+Coffee+Business+is+the+sufficient%0D%0Aavailability+of+raw+materials%2C+while+the+primary+threat+is+the+high+number+of%0D%0Acompetitors+in+the+same+industry.+Based+on+the+results+of+the+SWOT+analysis%2C+it+is%0D%0Aformulated+that+Yusuf+Coffee+Business+has+7+alternative+strategies+that+can+be%0D%0Aimplemented.+According+to+the+QSPM+analysis%2C+maintaining+the+quality+and%0D%0Auniqueness+of+the+products+by+consistently+using+selected+raw+materials+and%0D%0Aprocessing+methods+are+the+main+priority+as+a+strategy+to+be+applied+in+Yusuf+Coffee%0D%0ABusiness.%0D%0AKeywords%3A+SWOT+Matrix%2C+QSPM+Matrix%2C+Kopi+Yusuf.&rft.publisher=FAKULTAS+PERTANIAN&rft.date=2024-08-09&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84303%2F1%2FAbstrak%2520-%2520Yeri.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84303%2F2%2FSkripsi_Yeri%2520Agil%2520Safitri_2014231028_tanpa%2520lampiran%2520-%2520Yeri.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84303%2F3%2FSkripsi%2520tanpa%2520bab%2520pembahasan_Yeri%2520Agil%2520Safitri%2520%25281%2529%2520-%2520Yeri.pdf&rft.identifier=++Yeri+%2C+Agil+Safitri++(2024)+STRATEGI+PEMASARAN+KOPI+BUBUK+(Studi+Kasus+di+Usaha+Kopi+Yusuf%2C+Desa+Gunung+Sugih%2C+Kabupaten+Lampung+Barat).++FAKULTAS+PERTANIAN%2C+UNIVERSITAS+LAMPUNG.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