Rofika, Firliatur (2026) Strategi Pemasaran Kerupuk Bawang Putra Sumber Jeruk Di Kecamatan Kalisat Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
The Putra Sumber Jeruk Onion Cracker Business is a micro business managed by Mr. Hari with the main raw materials of wheat flour and tapioca flour. This business still faces several problems that affect performance, namely sales fluctuations, the existence of competitors who offer similar products at lower prices and located nearby, and not optimal promotional activities. This condition requires the implementation of the right marketing strategy so that businesses are able to survive and compete in the market. This study aims to 1) Identify internal factors (strengths and weaknesses) and external factors (opportunities and threats) in the Putra Sumber Jeruk Onion Cracker Business, 2) Formulate alternative marketing strategies in the Putra Sumber Jeruk Onion Cracker Business, and 3) Determine the priorities of marketing strategies in the Putra Sumber Jeruk Onion Cracker Business. The methods used in this study are SWOT and QSPM analysis. The results of the SWOT analysis resulted in nine alternative marketing strategies that can be applied. The results of QSPM's analysis show that the most appropriate strategy is to optimize the use of social media as a means of promotion to reach a wider market, with a Total Attractiveness Score (TAS) score of 5,965.
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | Strategi pemasaran, SWOT, QSPM, Kerupuk bawang | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 574 - Pemasaran 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: | Firliatur Rofika | ||||||
| Date Deposited: | 09 Jun 2026 06:12 | ||||||
| Last Modified: | 09 Jun 2026 06:12 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/56182 |
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