Chonia, Rena (2026) Strategi Pemasaran Produk Tahu Menggunakan Metode Swot dan Qspm Pada Ud Maju Jaya Di Kecamatan Besuki Kabupaten Situbondo. Undergraduate thesis, Politeknik Negeri Jember.
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Abstract
UD Maju Jaya is a tofu processing business located in Jetis Village, Besuki Subdistrict, Situbondo Regency. In its marketing activities, the business faces challenges in the form of increasingly intense price competition among tofu producers and promotional activities that have not been carried out optimally, resulting in fluctuations in product sales. These issues can be addressed through research on tofu marketing strategies at UD Maju Jaya. This study aims to analyze the company’s internal and external factors, formulate alternative marketing strategies, and determine the most appropriate priority strategy to implement. The methods used in this study are SWOT analysis and QSPM. The SWOT analysis yielded nine alternative marketing strategies, while the QSPM analysis indicated that the most appropriate strategy for UD Maju Jaya is to enhance promotion through social media and digital marketing to maintain the business’s competitiveness amidst numerous competitors and price competition among tofu producers, achieving a Total Attractiveness Score (TAS) of 6.68. This strategy is expected to expand market reach, increase product visibility, and drive sales growth and business sustainability
| Item Type: | Thesis (Undergraduate) | ||||||
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| Uncontrolled Keywords: | strategi pemasaran, SWOT, QSPM, tahu | ||||||
| Subjects: | 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 571 - Manajemen 550 - Rumpun Ilmu Ekonomi > 570 - Ilmu Manajemen > 574 - Pemasaran |
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| Divisions: | Jurusan Manajemen Agribisnis > Prodi D4 Manajemen Agroindustri > Tugas Akhir | ||||||
| Depositing User: | Rena Chonia | ||||||
| Date Deposited: | 27 Jul 2026 01:38 | ||||||
| Last Modified: | 27 Jul 2026 01:39 | ||||||
| URI: | https://sipora.polije.ac.id/id/eprint/58662 |
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