Alfiani, Siti Andi (2025) Strategi Pemasaran Beras Kemasan Pada UD Sumber Barokah Di Kecamatan Puger Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
Agriculture in the food sector, especially rice cultivation in Indonesia, is essential to meet the food needs of the Indonesian population, most of whom consume rice as a staple food. Furthermore, agribusiness in staple food production can be a profitable venture. Numerous rice companies have been established in Jember Regency, one of which is UD Sumber Barokah. UD Sumber Barokah is a business engaged in the production of packaged rice. The objectives of this study are: (1) To identify the internal and external factors affecting the marketing of rice at UD Sumber Barokah, categorized into strengths, weaknesses, opportunities, and threats (SWOT). (2) To formulate and analyze alternative marketing strategies for the rice produced by UD Sumber Barokah in Puger, Jember. (3) To determine the priority marketing strategy for rice at UD Sumber Barokah in Puger, Jember. Based on the results of the research using the QSPM (Quantitative Strategic Planning Matrix) analysis, the priority marketing strategy for packaged rice at UD Sumber Barokah in Puger Sub-district, Jember Regency is to maintain the price and quality of the rice products to gain consumer trust, with a Total Attractiveness Score (TAS) of 7,13.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Strategi Pemasaran, SWOT, QSPM | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 571 - Manajemen 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 576 - Manajemen Industri |
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| Divisions: | Jurusan Manajemen Agribisnis > Prodi D4 Manajemen Agroindustri > Tugas Akhir | ||||||
| Depositing User: | Siti Andi Alfiani | ||||||
| Date Deposited: | 31 Jul 2025 02:23 | ||||||
| Last Modified: | 31 Jul 2025 02:24 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/44915 |
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