ANALISIS STRATEGI PEMASARAN PADA FILLOS FOOD AND DRINK MENGGUNAKAN METODE SWOT DAN AHP

Yudhistira, Hans Pandhu and , Ir. Arinda Soraya Putri, S.T., M.T. (2026) ANALISIS STRATEGI PEMASARAN PADA FILLOS FOOD AND DRINK MENGGUNAKAN METODE SWOT DAN AHP. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Fillos Food and Drink is a relatively new MSME in the food and beverage sector that faces several problems, such as limited capital, suboptimal digital promotion, weak café visual identity, intense F&B competition, and fluctuating raw material prices. This study aims to analyze internal and external factors, determine marketing strategy priorities, and design suitable strategies for Fillos Food and Drink. The scope of this study includes identifying SWOT factors, weighting strategic factors, formulating alternative strategies, and determining priority strategies. The methods used are SWOT analysis to identify strengths, weaknesses, opportunities, and threats, as well as the AHP to determine the priority weights of strategies based on respondents’ assessments. The results show that the main strength of Fillos Food and Drink is consistent taste quality, with a weight of 0.395; the main weakness is digital promotion, with a weight of 0.465; the main opportunity is active social media use, with a weight of 0.356; and the main threat is intense F&B competition, with a weight of 0.273. The recommended strategies are value-for-money bundling packages and optimizing sales on social media. These two strategies are considered relevant, realistic, and able to support the improvement of competitiveness and business sustainability of Fillos Food and Drink.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	SWOT, AHP, Strategi Pemasaran, UMKM, F&B
Subjects:	H Social Sciences > HC Economic Development > UMKM H Social Sciences > HD Management, Business and Labor > Enterpreneurship H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi > Branding H Social Sciences > HD Management, Business and Labor > Management > Promosi > Promosi Online
Divisions:	Fakultas Teknik > S1 Teknik Industri
Depositing User:	HANS PANDHU YUDHISTIRA
Date Deposited:	04 Aug 2026 06:46
Last Modified:	04 Aug 2026 06:46
URI:	http://eprints.ums.ac.id/id/eprint/146680

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