%A GHIFARI  MUHAMMAD ABUZAR 
%T ANALISIS STRATEGI PEMASARAN PRODUK
TELUR ASIN AYAM LAYER TUA
%X The innovation of salted egg products made from old laying hens' eggs was
developed as an alternative to reduce production costs and provide consumers with
a variety of egg-based products. This study aimed to analyze internal and external
factors influencing marketing strategies, formulate alternative strategies, and
determine priority strategies in marketing salted egg products from old layer
chickens. The method used was a survey with a descriptive qualitative and
quantitative approach. Data were collected through interviews, observations, and
literature studies, and were analyzed using IFE, EFE, IE, SWOT, and QSPM
matrices. The results showed that the main strength factor was product quality,
while the main weakness was the lack of promotional activities. The greatest
opportunity was the high potential of market acceptance, and the major threat came
from competition with similar businesses. The priority strategies that could be
implemented included increasing promotions through online media, optimizing
product quality and competitive pricing, and introducing product innovations to
retain customers. These strategies were expected to enhance product
competitiveness in the market and support business sustainability.
Keywords: salted eggs, old layer chickens, marketing strategy, SWOT, QSPM

Inovasi produk telur asin berbahan dasar telur ayam layer tua dikembangkan
sebagai alternatif untuk menekan biaya produksi dan memberikan variasi olahan
telur kepada konsumen. Penelitian bertujuan untuk menganalisis faktor-faktor
internal dan eksternal yang memengaruhi strategi pemasaran, merumuskan
alternatif strategi, serta menentukan strategi prioritas dalam pemasaran produk telur
asin ayam layer tua. Metode yang digunakan adalah survei dengan pendekatan
deskriptif kualitatif dan kuantitatif. Data dikumpulkan melalui wawancara,
observasi, serta studi literatur, dan dianalisis menggunakan matriks IFE, EFE, IE,
SWOT, dan QSPM. Hasil penelitian menunjukkan bahwa faktor kekuatan utama
yaitu kualitas produk, sementara kelemahan utama yaitu m mnya aktivitas promosi.
Peluang terbesar adalah potensi penerimaan pasar yang tinggi, dan ancaman
terbesar berasal dari persaingan usaha sejenis. Strategi prioritas yang dapat
diimplementasikan yaitu dengan meningkatkan promosi melalui media online,
mengoptimalkan kualitas produk dan harga kompetitif, serta menghadirkan inovasi
produk untuk mempertahankan konsumen. Strategi diharapkan mampu
meningkatkan daya saing produk di pasar dan mendukung keberlanjutan usaha.
Kata kunci: telur asin, ayam layer tua, strategi pemasaran, SWOT, QSPM.
%D 2025
%C UNIVERSITAS LAMPUNG
%R 2054231002
%I FAKULTAS PERTANIAN
%L eprints87742