STRATEGI PEMASARAN GUNA MENINGKATKAN PRODUKTIVITAS RUMAH JONGKONG DENGAN MENGGUNAKAN METODE SWOT DAN AHP

Dewi, Ferensia (2020) STRATEGI PEMASARAN GUNA MENINGKATKAN PRODUKTIVITAS RUMAH JONGKONG DENGAN MENGGUNAKAN METODE SWOT DAN AHP. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

Jongkong House Business is a business of the Family of Mr. Chandra (Chaim), which was established since 2012. The author conducted observations and interviews at the Jongkong House to get the profile and data needed for thesis writing, after the interview it turned out that the marketing activities applied have not been running optimal so that it causes low demand which influences the income obtained. Therefore, the author wants to analyze strategies that are suitable to be applied to the Jongkong House with the help of the SWOT and AHP methods to increase sales of the jongkong. The steps taken by the author are conducting interviews with the owner to find out more details about the SWOT factors (strengths, weaknesses, opportunities, and threats) contained in the Jongkong House business and the writer will create a SWOT matrix to describe the strategies that can be done ( SO Strategy, WO Strategy, ST Strategy, and WT Strategy), then IFE and EFE matrix design to determine the weight of each factor, then the writer makes an IE matrix to determine the business position of the Jongkong House, then making AHP involving 30 respondents to fill in a questionnaire regarding what strategies are deemed most suitable to be implemented at the Jongkong House. From the results of calculations and analysis it is known that the strategy that has the largest percentage is by doing extensive marketing (27.77%) and by adding new variants of jongkong (22.40%). For this reason, the authors worked with the owner in implementing for a full month, after the implementation in MayJune 2020, an additional productivity of 2.8% was obtained and an additional income of Rp. 2,837,644.14 compared to April-May 2020 productivity.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing Strategy, SWOT Analysis, AHP, I-E Matrix, Productivity.
Subjects: T Technology > TA Engineering (General). Civil engineering (General)
Divisions: Theses - S1 > Industrial Engineering Study Program
Depositing User: Users 1123 not found.
Date Deposited: 17 Sep 2020 02:05
Last Modified: 18 Sep 2020 09:02
URI: http://eprints.ukmc.ac.id/id/eprint/4585

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