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Yudi Sukmono, Yudi
Jurusan Teknik Industri, Fakultas Teknik Universitas Mulawarman
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Journal : Jurnal Optimalisasi

 1 
Analisis Strategi Pemasaran untuk Meningkatkan Volume Penjualan dan Daya Saing Willy Tambunan; Yudi Sukmono; Luvita Okti Anggreani
Jurnal Optimalisasi Vol 7, No 1 (2021): April
Publisher : Universitas Teuku Umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/jopt.v7i1.3419

Abstract

UKM Roti H-34 is one of the Small and Medium Enterprises (UKM) in Samarinda City which is engaged in the culinary field that produces unyil bread. The superior product has decreased in sales. Based on this, this study aims to determine the best alternative marketing strategy solutions to increase sales volume and competitiveness based on internal and external factors that affect the company. Marketing strategy analysis is carried out in several stages, the first is using the IFE and EFE matrices. The results obtained on the IFE matrix is 3.779, while the EFE matrix is 2.905. The second stage is the matching stage using the BCG matrix, benchmarking, IE matrix and SWOT matrix. In the BCG matrix, the results show that the market growth rate of -37% of the market share of each competing company is 0.22, 0.23, and 0.25, which indicates that the company is in the dog quadrant. In the IE matrix, it is found that UKM Roti H-34 is in cell IV, a strategy that can be used, namely growth and build. Then formulated a strategy using the SWOT matrix and obtained nine alternative strategies. The final stage is the decision stage to use QSPM for the selection of strategies that can be implemented by UKM Roti H-34. The alternative strategy that is most appropriate to be applied is to use the internet media to carry out online promotions in order to increase sales and the number of consumers with a TAS of 5.447.
Co-Authors A Halim Abdul Alimul Karim Abdul Halik Abdul Halim Abdullah Azzam Adriansyah Adriansyah Agus Winarno Agus Winarno, Agus Ahmad Amiruddin Nur Syam Aini, Sabrina Nur Amalia Dwi Irawati Amalia, Laeli Rezki Amirul Hadi, Amirul Anggata, Ariel Anggriani Profita Anindita Septiarini, Anindita Annisa Putri Dewiyanti Ari Susandy Sanjaya, Ari Susandy Arif Harjanto Arif Miming, Muhammad Ramdhani Arini Wijayanti Arizaldi Jamayam Rifani Ashar Ayuning Tias Ayuning Tias Baso Cante Burhandenny, Aji Ery Deasy Kartika Rahayu Denny Randiana Firda Saputra Dharma Widada Dhimas Saifullah Didit Suprihanto, Didit Dutho Suh Utomo Dwi Ermawati Rahayu Eko Saputro Fahrureza, Fahrureza Farida Djumiati Sitania Farida Djumiati Sitania Fathimahhayati, Lina Dianati Febrianice, Febrianice Felix, Manik Samuel Gunawan, Suwardi Hana Lee Hanafi, Mochammad Handayani, Friska Hardiansah, Hardiansah Haviluddin Haviluddin Heliza Rahmania Hatta, Heliza Rahmania Herwandi Herwandi Hidayat Hidayat Isal, Andi Jamayam Rifani, Arizaldi Jerio Madre Juk, Leonakanisi Karun Karang, Dominika Welin Khiyarinnisa, Faza Khoirunisa, siti La Ode Ahmad Safar Tosungku La Ode Ahmad Safar Tosungku, La Ode Ahmad Safar Lina Dianati Fathimahhayati Lina Dianati Fathimahhayati, Lina Dianati Luvita Okti Anggreani Mangkona Mangkona Marieke Stefanny Malenge Marrifa, Alfarizqi Nur Meicahayanti, Ika Meilisa Ayu Pratiwi Mualin Renaldy Setiabudi Muh Anhar Muhammad Aswar Ayyubi Muhammad Farhanuddin Wijaya Mustajib, Imron Ninda Nur Sabila Nurul Hasanah Okianadila Safira Widodo Olivia Angelica Murtioso Padmo Azam Masa, Amin Panjaitan, Irma Adelina Pawitra, Theresia Amalia Pratiwi, Sinthya Ayu Prayogi, Restu Priyo Heru Adiwibowo Purwanti, Wanda Putri, Icha Ayu Azzara Raihana, Jasmine Najwa Rais Kumar, Abdul Ghofur Ramadhana, Iqbal Ridwan, Syaiful M Rizki Hardiyan S, Junaidi Saptaningtyas, Wara Widyarini Endah Saputra, Muhammad Rizki Fajar Sariyani, Dwi Tika Seku, Agatha Silvia Herawati Singgih Rahardjo Sitania, Farida Djumiati Solly Aryza Stefanny Malenge, Marieke Suluhasa, Yoel Era Susanto, Gladis Permatasari Suwardi Gunawan Suwardi Gunawan Syamsiar, Syamsiar Tambunan, Willy Tasya Meidita Taufiq Qurrahman Theresia Amelia Pawitra Tirah, Afrilia Tita Dwi Riyanti Vablo Gloria, Siagian, Jevandra Wahyuda Wahyuda Wahyuda Wahyuda Wahyuda Wahyuda, Wahyuda Wibisono, Gibran Wicaksono, Martin Widada, Dharma Wijaya, Muhammad Farhanuddin Yusriawan, Muhammad Zulkifli Zulkifli