Strategi Alternatif Dan Prioritas Pemasaran Keripik Pisang Asin Gurih "Sang Raja" Produksi UD Rumah Organik Di Kecamatan Sumbersari Kabupaten Jember

Abdullah, Moch. Ulil Absor (2026) Strategi Alternatif Dan Prioritas Pemasaran Keripik Pisang Asin Gurih "Sang Raja" Produksi UD Rumah Organik Di Kecamatan Sumbersari Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

UD Rumah Organik is a business that is located Sumbersari District, Jember Regency that produces savory salty banana chips with the “Sang Raja” bran established in 2020. The purpose of this research is: 1) identift strengths, weaknesses, opportunities, and threats that influence alternative strategies and marketing priorities for savory salty banan chips. 2) formulate alternative marketing strategies for savory salty banana chips products. 3) determine priority marketing strategies for savory salty banan chips. This research employs a quantitative descriptive methode with IFE, EFE, IE, SWOT, and QSPM analysis. The purpose of this research showan IFE score of 2,96, and an EFE of 2,69, positioning the business in quadran V. From produce of the SWOT analysis, five alternative marketing received the strategies. The final stage, the QSPM analysis shows the prioriy strategy implemented, namely adding workforce in the marketing department to optimize the marketing strategy in order to reach a wide market.

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