ANALISIS STRATEGI PEMASARAN TEMPE SEBAGAI UPAYA UNTUK MEMPERBAIKI PEMASARAN HASIL INDUSTRI RUMAH TANGGA DI MACAN LINDUNGAN PALEMBANG

SETIAWAN, ADI and Maryadi, Maryadi and Mulyana, Eka (2014) ANALISIS STRATEGI PEMASARAN TEMPE SEBAGAI UPAYA UNTUK MEMPERBAIKI PEMASARAN HASIL INDUSTRI RUMAH TANGGA DI MACAN LINDUNGAN PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The purpose of this research were to : 1) ) Analyzing marketing strategy which used by the entrepreneur member of PRIMKOPTI Macan Lindungan Unit, 2) Analyzing obstacle that happened by the entrepreneur member of PRIMKOPTI Macan Lindungan Unit, 3) Analyzing the effort to reclaim tempe marketing strategies which are using by enterprenuer as member of PRIMKOPTI Macan Lindungan Unit Palembang City. 4) Analyzing the income by enterprenuer as member of PRIMKOPTI Macan Lindungan Unit Palembang City. This research performed in KOPTI Macan Lindungan Street, Palembang City. The choice of this location did purposively with the thinking that this location is biggest unit in produce tempe and it had variation scale for small scale until big scale. Data gathered in this research is data primer and data secundary The result of this research showed that marketing strategy used by the enterprenuer member of PRIMKOPTI in Macan Lindungan Unit is through mixed strategy (4P) and SWOT analysis. Mixed strategy through produet strategy is the enterprenuer watehing for the amount of goods/service, quality (design), paeking, size, brand name, and special Service which is offering by the enterprenuer to support goods and Service. Price strategy, the enterprenuer is watehing for the price so that it is still stable and the determination of price is based on cost plus pricing. Gutter distribulion strategy is doing by gutter distribution direct to consumer and gutter distribution to seiler and than sell to consumer. Promotion strategy which is used by the enterprenuer personal selling and direct marketing. The obstacles that happened in production process and tempe marketing is, the rise of soya price, transportation, technology, and the minimum of enterprenuer skill. The result of SWOT analysis which got to fix marketing strategy tempe in Macan Lindungan unit is, increasing tempe production, increasing the total of employe, making wider tempe production marketing, maintaining the quality of tempe, changing of packing, making benefit to technology progression, communication, and transportation, strengthening the modal, and doing innovation od product. The income of the enterprenuer member of PRIMKOPTI in Macan Lindungan is Rp3.574.687 per moon for small scale, Rp6.985.192 per moon for moderate scale, and Rp 16.328.642 per moon for big scale.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Tempe, Pemasaran, Industri Rumah Tangga
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Ichlasyah Aisyah
Date Deposited:	13 Jan 2025 04:02
Last Modified:	13 Jan 2025 04:02
URI:	http://repository.unsri.ac.id/id/eprint/163275

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