Pamungkas, Erlang Ajisatya and -, Ahmad Kholid Al Ghofari, S.T., M.T. (2024) Perancangan Strategi Pemasaran Melalui Media Sosial Pada UMKM Untuk Meningkatkan Daya Saing (Studi Kasus: UMKM Toko Binbae). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Marketing via social media can help traders market their products to reach a wider range of potential buyers. However, with the wide reach of the market that can be reached, competition is tighter because more merchant with identical goods offer their wares. This problem was also found in Binbae Store. Binbae stores have experienced a decline in sales in the last 5 years. Marketing via social media at Binbae has not been optimal. This research was conducted with the aim of providing alternative marketing strategies that suit the internal and external conditions of the company by using SWOT analysis, pivoting and selecting alternative strategies that are suitable for application to the Binbae Store to compete with competitors, and implementing alternative strategies that have been designed for the Store's social media. Binbae. Based on data processing using the IE matrix, Binbae Shop is in quadrant V with values of 2.64 and 2.77. Quadrant V shows that Binbae Store can use the Hold and Maintain strategy. The SWOT matrix produces 7 alternative strategies that can be used according to the problems existing. The QSPM matrix is used to listen and choose alternative strategies that are very influential on the problems at the Binbae, the result is maximizing online marketing by prioritizing product quality, unique attractiveness and a variety of product colors with the highest TAS value of 6.73
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Matriks SWOT, Matriks IE, Matriks QSPM, Strategi Pemasaran |
| Subjects: | T Technology > T Technology (General) T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | ERLANG AJISATYA PAMUNGKAS |
| Date Deposited: | 19 Aug 2024 02:58 |
| Last Modified: | 19 Aug 2024 02:58 |
| URI: | http://eprints.ums.ac.id/id/eprint/127140 |
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