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All Journal Innovative: Journal Of Social Science Research Journal of Optimization System and Ergonomy Implementation
indrianto, elsa
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Transportation Other

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ANALISIS STRATEGI PEMASARAN LANTING MENGGUNAKAN METODE SWOT DAN QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) DI UMKM LANTING AGUNG: ANALYSIS OF LANTING MARKETING STRATEGIES USING SWOT AND QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) METHODS IN LANTING AGUNG indrianto, elsa
Journal of Optimization System and Ergonomy Implementation Vol 3 No 01 (2025): Journal of Optimization System and Ergonomy Implementation
Publisher : Program Studi Teknik Industri S-1, Fakultas Teknik UPN Veteran Jakarta

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Abstract

Competition between UMKM who produce similar products will become increasingly competitive, requiring business actors to always maintain and pay full attention to the quality of the products produced. This research aims to achieve the expected goals. With a management strategy, business activities will be more focused and adapt to increasingly complex business developments. The results of the QSPM analysis show that the strategy of maximizing location which is a strategy to attract potential market share has the highest TAS score of 3,62; the strategy of improving and maintaining product quality to maintain customer connections has a TAS score of 3,38; as well as the strategy of providing discounts and better service. good for maintaining customer loyalty has a TAS score of 2,80. The recommended strategy that should be implemented by the company is to maximize strategic locations to attract potential market share.
Analisis Strategi Pemasaran Lanting Menggunakan Metode SWOT Dan Quantitative Strategic Planning Matrix (QSPM) Di UMKM Lanting Agung Indrianto, Elsa; Wiyatno, Tri Ngudi; Putra, Fibi Eko
Innovative: Journal Of Social Science Research Vol. 5 No. 2 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i2.18280

Abstract

Persaingan antar pelaku UMKM yang menghasilkan produk yang sejenis akan semakin kompetitif, sehingga mengharuskan para pelaku usaha untuk selalu menjaga dan memperhatikan secara penuh terhadap kualitas produk yang dihasilkan. Penelitian ini bertujuan untuk mencapai tujuan yang diharapkan. Dengan manajemen strategi, aktivitas bisnis akan lebih terarah serta menyesuaikan dengan perkembangan bisnis yang semakin kompleks. .Hasil analisis QSPM menunjukkan bahwa strategi memaksimalkan lokasi yang strategis untuk menarik pangsa pasar potensial memiliki skor TAS tertinggi sebesar 3,62 , strategi memperbaiki dan menjaga kualitas produk untuk mempertahankan koneksi pelanggan memiliki skor TAS sebesar 3,38, serta strategi memberikan diskon dan pelayanan yang baik untuk menjaga loyalitas pelanggan memiliki skor TAS sebesar 2,80. Rekomendasi strategi yang sebaiknya diterapkan oleh perusahaan adalah memaksimalkan lokasi yang strategis untuk menarik pangsa pasar potensial.
Co-Authors Putra, Fibi Eko Tri Ngudi Wiyatno