Nia Rahmatiah, NIM. 412019048 (2023) Strategi Pemasaran Kopi Bubuk IKM Harapan Baru Kelurahan Bumi Agung Kecamatan Dempo Utara Kota Pagaralam (Pendekatan IFE, EFE dan SWOT). Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

NIA RAHMATIAH “Marketing Strategy for IKM Powdered Coffee IKM Baru, Bumi Agung Village, North Dempo District, Pagaralam City. (Matrix approach IFE, EFE dan SWOT). Supervised by Mr. RAHMAT KURNIAWAN and Mrs. INNIKE ABDILLAH FAHMI. This study aims to analyze the marketing mix of IKM Harapan Baru ground coffee in Bumi Agung Village, North Dempo District, Pagaralam City, to analyze the marketing strategy for IKM Harapan Baru ground coffee in Bumi Agung Village, Dempo Utara District, Pagaralam City. This research was conducted in Bumi Agung Village, North Dempo District, Pagaralam City from January to March 2023. The research method used was a survey. The sampling method used is Instrument Nonprobability Sampling with Purposive Sampling technique. Where the actors in this study were only resource persons as samples or owners of Harapan Baru IKM. The data collection methods used in this study were interviews, observation and direct documentation of the informants using a tool in the form of a list of questions that had been prepared beforehand. Data processing methods used are data reduction, data presentation, drawing conclusions and verification. The data processing and analysis method used is descriptive qualitative analysis. The results of this study indicate that the 4 marketing mixes of Harapan Baru IKM, Harapan Baru IKM products have two types of packaging, namely packaging made of alumnifoil and packaging made of bamboo. The place or location of this Harapan Baru IKM is in the Bumi Agung Village, Dempo Utara District, Pagaralam City, for the price of Harapan Baru IKM products starting from Rp. 25,000 – Rp. 100,000. Promotions carried out by IKM Harapan Baru through social media and events such as exhibitions. The strategy that will be used by IKM Harapan Baru with the IFE, EFE and SWOT matrix approach is a strategy to support an aggressive strategy. Where this strategy is very profitable for the company. And produce 4 alternative strategies, namely SO providing quality ground coffee products, and maintaining the quality of ground coffee. Maintain product price stability. Making product innovations. ST made a breakthrough in product processing, maintaining the taste and appearance of the product. WT makes good use of social media to promote products. Apply for a halal certificate. WO guarantees the quality of IKM Harapan Baru ground coffee and repairs packaging that does not meet SNI standards.

Item Type:	Thesis (Skripsi)
Additional Information:	1. Rahmat Kurniawan, S.P., M.Si 2. Innke Abdillah Fahmi, S.P., M.Si
Uncontrolled Keywords:	kopi bubuk dan strategi pemasaran
Subjects:	Agribisnis > pemasaran pertanian
Divisions:	Fakultas Pertanian > Agribisnis (S1)
Depositing User:	Mahasiswa Fakultas Pertanian
Date Deposited:	06 Sep 2023 02:26
Last Modified:	06 Sep 2023 02:26
URI:	http://repository.um-palembang.ac.id/id/eprint/26325

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