ANALISIS MARKETING MIX UMKM RAHAJENG DI DESA TINAWUN KECAMATAN MALO KABUPATEN BOJONEGORO DENGAN MENGGUNAKAN ANALISIS SWOT

ANALYSIS OF THE MARKETING MIX OF RAHAJENG UMKM IN TINAWUN VILLAGE, MALO DISTRICT, BOJONEGORO DISTRICT USING SWOT ANALYSIS

ABSTRAK

  ANALISIS MARKETING MIX UMKM RAHAJENG DI DESA TINAWUN KECAMATAN MALO KABUPATEN BOJONEGORO DENGAN MENGGUNAKAN ANALISIS SWOT

Nama                                    : Yudhi Minarto

NIM                                        21080574227

Program Studi                      : S-1

Jurusan                                 : Manajemen

Fakultas                                : Ekonomika dan Bisnis

Nama Lembaga                    : Universitas Negeri Surabaya

Pembimbing                          : Monika Tiarawati, S.E., M.M.

UMKM Rahajeng berlokasi di Desa Tinawun RT 007 RW 004 Kecamatan Malo Kabupaten Bojonegoro yang memiliki Produk unggulan minuman bubuk rempah jahe merah instan dengan merek Rahajeng. Tujuan penelitian ini adalah untuk menelaah marketing mix komponen produk (product), harga (price) distribusi atau tempat (place) dan promosi (promotion) UMKM Rahajeng di Desa Tinawun Kecamatan Malo Kabupaten Bojonegoro dengan menggunakan analisis SWOT. Berdasarkan hasil analisis dapat diketahui bahwa strategi bauran pemasaran (marketing mix) yang dilakukan UMKM Rahajeng sudah cukup baik. Hal ini disebabkan karena strategi produk dan strategi harga menjadi keunggulan UMKM Rahajeng. Berdasarkan analisis SWOT yang telah dilakukan dapat diperoleh 11 (sebelas) alternatif strategi. Dengan hasil perhitungan QSPM strategi prioritas yang dapat diterapkan oleh UMKM Rahajeng yaitu meningkatkan promosi dan penjualan produk dengan memanfaatkan media sosial, e-commerce dan website secara efektif.

Kata kunci : bauran pemasaran, product, price, place, promotion, marketing mix, analisis SWOT.

ABSTRACT

ANALYSIS OF THE MARKETING MIX OF RAHAJENG UMKM IN TINAWUN VILLAGE, MALO
DISTRICT, BOJONEGORO DISTRICT USING SWOT ANALYSIS

• Name                            : Yudhi Minarto
• NIM                               : 21080574227
• Study Program            : Bachelor's degree Management major
• Faculty                          : Economics and Business
• Name of Institution    : Surabaya State University
• Supervisor                : Monika Tiarawati, S.E., M.M.

Rahajeng UMKM is located in Tinawun Village, RT 007 RW 004, Malo District, Bojonegoro Regency, which has a superior product, instant red ginger spice powder drink under the Rahajeng brand. The aim of this research is to examine the marketing mix of product components (product), price (price) distribution or place (place) and promotion (promotion) of Rahajeng MSMEs in Tinawun Village, Malo District, Bojonegoro Regency using SWOT analysis. Based on the results of the analysis, it can be seen that the marketing mix strategy carried out by MSME Rahajeng is quite good. This is because product strategy and pricing strategy are the advantages of Rahajeng MSMEs. Based on the SWOT analysis that was carried out, 11 (eleven) alternative strategies were obtained. With the results of calculating the priority QSPM strategy that can be implemented by Rahajeng MSMEs, namely increasing product promotion and sales by utilizing social media, e-commerce and websites effectively.

Keywords: marketing mix, product, price analysis, place, promotion, marketing mix, SWOT.