Azinuddin, Wildan Asyraf and , Dr. Ir. Suranto, S.T., M.M., M.Si. (2023) Strategi Pengembangan Usaha Berbasis Media Sosial UMKM Batik Rafida. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Rafida Batik is one of the SMEs engaged in the textile sector which focuses on the production of batik with various types of batik motifs located in Masaran District, Sragen Regency. Due to the Covid-19 pandemic that has occurred in the past few years, this MSMEs have experienced a decline in product sales. Therefore, research will be carried out on business development strategies using the SWOT, QSPM and MAUT methods. With the aim of knowing business conditions and determining the right alternative strategy priorities for businesses and having benefits for MSMEs, namely getting an overview and alternative business development strategies that are right for their businesses. The research phase will begin with an analysis of internal and external factors using the SWOT method, then strategic planning using the QSPM and determining the priority of alternative strategies with several criteria using the MAUT model. The results of this study state that the top priority alternative strategies using the QSPM method are selling online (7.21), improving online or collaborative marketing strategies (6.89), and working with souvenir centers for batik marketing (6, 68). While the results using the MAUT method are promoting using digital marketing such as social media and e-commerce (0.69), selling online (0.59), and providing finished batik products and accepting custom orders (0.56).
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | UMKM, SWOT, QSPM, MAUT. |
| Subjects: | H Social Sciences > HE Communications > HE4 Social Media T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | WILDAN ASYRAF AZINUDDIN |
| Date Deposited: | 16 Aug 2023 04:30 |
| Last Modified: | 16 Aug 2023 04:30 |
| URI: | http://eprints.ums.ac.id/id/eprint/115579 |
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