Perancangan Strategi Pemasaran Pada Usaha Mikro Kecil Menengah (UMKM) Kerupuk Amplang Udang Kembar Menggunakan Metode SWOT Dan TOPSIS
Abstract
Penjualanan pada UMKM Kerupuk Amplang Udang Kembar mengalami fluktuasi dan penjulanannya tidak mencapai target di tiap tahunnya, salah satu penyebab tidak tercapainya target penjualanan yaitu pemasaran yang di lakukan masih kurang maksimal dikarenakan usaha bisnis ini hanya mempromosikan produk dari mulut kemulut melalui teman, kerabat maupun keluarga. Maka dari itu, tujuan dari penelitian ini yaitu mengidentifikasi faktor internal dan eksternal yang mempengaruhi perusahaan dan memberi usulan strategi alternatif yang dapat di terapkan guna meningkatkan penjualanan pada UMKM Kerupuk Amplang Udang Kembar menggunakan metode SWOT dan TOPSIS. Hasil penelitian Matriks SWOT menunjukkan posisi kuadran matriks internal-eksternal yaitu berada pada kuadran I, ini berarti menunjukkan bahwa faktor internal perusahaan lebih kuat dari faktor eksternal yaitu dengan skor IFE sebesar 3,454 dan skor EFE sebesar 3,113. Oleh karena itu strategi yang diperlukan oleh UMKM Kerupuk Amplang Udang Kembar yaitu strategi tumbuh dan membangun yang artinya strategi untuk tumbuh kearah yang lebih baik dan mengembangkan usaha menjadi lebih baik lagi. Sedangkan hasil yang didapat pada penelitian Topsis menunjukkan bahwa strategi alternatif yang dapat di terapkan oleh UMKM Kerupuk Amplang Udang Kembar yaitu strategi alternatif 2 yaitu memanfaatkan kemajuan teknologi dengan memasarkan produk di media sosial dengan memilki nilai preferensi sebesar 0,7515.
Kata Kunci: Strategi Pemasaran, UMKM, Matriks IE, SWOT, Topsis
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