PERANCANGAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN UMKM PEMPEK SHERLY DENGAN PENDEKATAN ANALISIS SWOT DAN MARKETING MIX

So, Stefanie (2022) PERANCANGAN STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN UMKM PEMPEK SHERLY DENGAN PENDEKATAN ANALISIS SWOT DAN MARKETING MIX. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT Pempek Sherly SME’s is a typical Palembang culinary business that founded in 2019. From interviews, it was found that marketing activities implemented by Pempek Sherly SME’s were not optimal, causing low sales which is only 100 pieces/day on average. To formulate the right marketing strategy, a SWOT (Strenght, Weakness, Opportunities, and Threats) of Pempek Sherly SME’s. Then SWOT matrix is used to generate improvement strategies, then developed using marketing mix (7P). The implementation of improvements included product aspects (adding product variants, making logos, banners, stickers, and product packaging), price aspects (giving discounts), promotional aspects (making Instagram social media, online sales through gojek and grab), place aspect (direct sales and addition of storage shops), people aspect (providing knowledge about online marketing), process aspect (improvement of delivery facilities, ordering, payment), and physical evidence aspect (providing seats). After the implementation of improvements, product sales increased to 3,457 pieces small pempek, 33 pieces pempek kapal selam and 336 servings rujak mie. Then the independent sample t-test shows that H0 is rejected and Ha is accepted, meaning that there are differences in sales results before and after implementation. Then the b/c ratio of nine implementation strategies found that all strategies are feasible to be implemented.

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