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All Journal Teknotan: Jurnal Industri Teknologi Pertanian Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan Jurnal Ilmiah Pangabdhi Jurnal Sosial Ekonomi Kelautan dan Perikanan Journal of Agritechnology and Food Processing Agroindustrial Journal DEDIKASI : Jurnal Pengabdian Kepada Masyarakat Journal Of Industrial Engineering & Technology Innovation Wisesa: Jurnal Pengabdian Masyarakat Babakti : Journal of Community Engangement Jurnal Pengabdian kepada Masyarakat Multidisiplin (JUPENGEN) JURNAL REKAYASA DAN MANAJEMEN AGROINDUSTRI
Sylvia, Teny
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Journal : Agroindustrial Journal

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Development and Priority Selection of Marketing Strategies for Pangas Catfish Skin Chips at Gatiga Snack MSMEs Novriyanti, Eka; Sylvia, Teny; Sembiring, Noveliska Br
Agroindustrial Journal Vol 12, No 1 (2025)
Publisher : Department of Agroindustrial Technology, Faculty of Agricultural Technology UGM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/aij.v12i1.106078

Abstract

Gatiga Snack MSMEs, a chip producer in South Lampung, faces tough competition and requires effective marketing strategies to grow. This study aims to develop and select strategies that can be implemented by Gatiga Snack using SWOT analysis and QSPM. Based on the SWOT analysis results, 18 recommended strategies were obtained. These strategies are then prioritized using QSPM analysis. There are three recommended strategy implementation periods. In the first period, six strategies were recommended that could be implemented. The highest TAS score among the strategies in the first period was forming a special marketing team for managing the Gatiga Snack MSME business (WO4), amounting to 7.296. In the second period, six strategies were also recommended that could be implemented. An intensive promotional strategy by creating a schedule of online and offline routine promotional activities (WO2) resulted in the highest TAS score of 7.141 in the second period. The third-period strategy consisted of six strategies with the highest TAS score of 7.031, namely building a brand image by making reviews or testimonials about the quality of Pangas Catfish Skin Chips’s Gatiga Snack so that new consumers would trust and be interested in buying (ST3).
Co-Authors Adjira Eka Dewanda Agus Firmansyah Ariyanto, Krisna Aviliano, Avil Awanis, Zatalini Berliana Eka Putri Cahyoaji Sasongko, Dharu Devita, Wilda Harlia Dyah Ismoyowati, Dyah Eka Novriyanti Endo Pebri Dani Putra Feerzet Achmad Fitranita, Vika Hatta, Madani Herlina, Idra Jarwinda Jayawarsa, A.A. Ketut Kumala, Reza Kuncoro Harto Widodo Laksono, Untung Trimo Larassati, Dyah Putri Mahendra, Lufy Eka Marlina, Titi Muhammad Hanif Nabhan Nainggolan, Willyana Tri Andini Noveliska Br Sembiring, Noveliska Br Nurul Fadhilah Oktaviani, Nurul Pinem, Holan Pindon Sembiring, , Noveliska Br Setiawan, Ahmad Dwi Shira Rizki Amanda Subara, Deni Suhartono Sulaiman, Ali Khotib Swandhari, Erika Thamrin, Elfa Susanti Wijayani, Rizky Aden Yogautami, Radya Zuhri, Ahmad Azkal Azkiya