Nama : M. Tommy Artha
NIM : 15080324001
Program Studi : S1 Pendidikan Tata Niaga 2015 A
Jurusan : Pendidikan Ekonomi
Fakultas : Ekonomi
Nama Lembaga : Universitas Negeri Surabaya
Pembimbing : Novi Marlena, S.Pd., M.Si
Sentra UKM Industri Tas dan Koper Tanggulangin, Sidoarjo merupakan suatu tempat yang di dirikan oleh pemerintah Kabupaten Sidoarjo untuk pemasaran produk-produk dari para pemilik UKM yang menjual produk Tas dan Koper. Jenis penelitian yang dilakukan oleh peneliti adalah penelitian deskriptif kualitaif. Teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi dengan subjek penelitian adalah para Pemilik usaha, Ketua Koperasi INTAKO, dan Disperindag. Teknik analisis yang dilakukan peneliti melalui pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan, dengan mengidentifikasi faktor internal meliputi aspek pemasaran, promosi, keuangan, dan operasional serta faktor ekternal yang meliputi aspek ekonomi, demografi, pemerintah, teknologi, dan kekuatan kompetitif.
Berdasarkan hasil analisis data dari perhitungan matriks SWOT diperoleh total skor Kekuatan (1,97), Peluang (1,49), Kelemahan (1,31), dan Ancaman (1,54). Dimana menghasilkan posisi strategi ST (Kekuatan dan Ancaman). Sentra UKM Industri Tas dan Koper Tanggulangin, Sidoarjo harus bekerjasama dengan pihak pemerintah dalam peningkatan pemasaran produk dan memanfaatkan kemajuan teknologi yang sedang berkembang serta meningkatkan pelayanan penjualan.
Kata Kunci : Strategi Pemasaran, Analisis SWOT, Matriks SWOT
ANALYSIS OF MARKETING STRATEGY PLANNING USING SWOT MATRICES AT THE CENTER OF BAG AND SUITCASE UKM INDUSTRY TANGGULANGIN, SIDOARJO
Name : M Tommy Artha
Degree : S1 – Commerce Education 2015 A
Department : Economic Education
Faculty : Economic
Institution : Surabaya State University
Lecturer : Novi Marlena, S.Pd., M.Si
The center of the Bag and Suitcase Industry UKM in Tanggulangin, Sidoarjo District is a place that was established by the Sidoarjo Regency government to market products from UKM owners who sell some types of bags and suitcase products. The type of research conducted by the researcher is a qualitative descriptive. The technique of collecting data from interviews, observation, and documentation, with the research subjects were business owners, Chairman of the INTAKO Cooperative, and Disperindag. Analysis techniques carried out by researchers through data collection, data reduction, data presentation, and then conclusion, by identifying internal factors including aspects of marketing, promotion, finance, and operations as well as external factors which include aspects of the economy, demography, government, technology, and competitive power. Based on the results of data analysis from the calculation of the SWOT matrix obtained the total score including Strength (1.97), Opportunity (1.49), Weakness (1.31), and Threat (1.54). which the results in the strategy position is ST (Strength and Threat). The center of the Bag and Suitcase Industry UKM in Tanggulangin, Sidoarjo must cooperate with the government to increase product marketing and take advantage of developing technological advancements and improve to sales services
Keywords: Marketing Strategy, SWOT Analysis, SWOTS Matrix.