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Strategi Pemasaran Produk Pangan Olahan Lokal Di Masa Pandemi Covid 19 (Studi Kasus UMKM Qobidh Kota Tarakan)

Pengarang : Elvina Salurapa

Perpustakaan UBT : Universitas Borneo Tarakan,2022
    SKRIPSI

Abstrak Indonesia

Umkm qobidh menghadapi berbagai permasalahan di masa pandemi covid 19 terkait dengan pemasaran produk pangan olahan lokal. tujuan penelitian ini adalah (1) untuk menganalisis faktor-faktor internal dan eksternal pada umkm qobidh. (2) untuk mengetahui alternatif strategi pemasaran pada umkm qobidh di masa pandemi. penentuan sampel menggunakan teknik purposive sampling dengan key informan yaitu pihak internal umkm qobidh diantaranya pemilik dan dua karyawan. metode pengumpulan data menggunakan metode wawancara, observasi, dokumentasi, dan studi pustaka. metode analisis menggunakan deskriptif kualitatif, matriks ifas dan efas, diagram swot, dan matriks swot. hasil dari penelitian ini menunjukkan bahwa faktor internal umkm qobidh berupa kekuatan yaitu : memiliki berbagai macam varian rasa, tidak menggunakan bahan pengawet, kualitas produk terjaga, kegiatan promosi menggunakan media online, harga produk keripik qobidh lebih murah, sedangkan untuk kelemahan yaitu : produk mudah hancur, kurangnya kegiatan promosi, informasi pada kemasan kurang jelas, produk menjadi tidak renyah jika terkena angin terus-menerus, kurangnya tenaga kerja, dan modal usaha. faktor eksternal meliputi peluang yaitu: adanya pelanggan tetap, adanya dukungan dari pemerintah, digemari masyarakat lokal yang menyukai camilan, media online dijadikan sebagai alat kegiatan promosi, sedangkan ancaman : banyak pesaing sesama umkm, perubahan selera konsumen, harga bahan pelengkap dan pendukung berfluktuatif. hasil analisis swot menunjukkan posisi umkm qobidh berada di kuadran i yang artinya mendukung strategi agresif. strategi yang dapat digunakan umkm qobidh yaitu strategi s-o dengan menggunakan berbagai macam varian rasa, tidak menggunakan bahan pengawet, harga produk yang lebih murah, kemasan produk praktis, serta menggunakan media online sebagai alat kegiatan promosi, memanfaatkan adanya dukungan pemerintah dan pelanggan tetap. kata kunci: strategi pemasaran, produk pangan olahan lokal, umkm qobidh

Abstrak Indonesia

Msme qobidh has been facing various problems during the covid-19 pandemic related to the marketing of these local processed food products. the objectives of this research were (1) to analyze the internal and external factors of msme qobidh; (2) to figure out the alternative marketing strategies for msme qobidh during the covid-19 pandemic. the research samples were determined using a purposive sampling technique with the key informants of msme qobidh internal parties including the owner and two employees. the data were collected using interviews, observation documentation, and literature studies. the data were then descriptively and qualitatively analyzed using ifas and efas matrix, swot diagram, and swot matrix. the research results show that the internal factors of msme qobidh had some strengths: having various flavor variants, not using preservatives, maintained product quality, promotional activities using online media, keripik qobidh with cheaper price, while the weaknesses: easily-breaking products, lack of promotional activities, less clear information on the packaging, the product becomes less crispy when constantly exposed to wind, as well as lack of workforce and business capital. the external factors included opportunities: having regular customers, supported by the government, popular among local people loving snacks, online media used as tools for promotional activities; and threats: many competitors among msmes, customers' taste changes, fluctuating prices for the complementary and supporting materials. the swot analysis show that the position of msme qobidh was in quadrant i, meaning that it supported the aggressive strategy. the s-o strategy could be used by msme qobidh through various flavor variants, not using preservatives, product cheaper prices, more practical product packaging, and using online media as a means of promotional activities, utilizing the government support, and regular customers. keywords: marketing strategy, local processed food products, msme qobidh