EFISIENSI DAN STRATEGI PEMASARAN KRIPIK SALAK (STUDY KASUS: PUSAT OLEH-OLEH PRONOJIWO WINNA SARI, DESA SIDOMULYO KECAMATAN PRONOJIWO KABUPATEN LUMAJANG)

Abstract

ABSTRACT

Industry CV. Winna Sari is the only home industry in Lumajang that produces processed salak fruit. The abundance of salak results in relatively cheap prices, there are some salak fruit that are not sold and rots quickly. So it was made a business opportunity by producers to make processed products of high-value salak to be able to last longer and consumers can enjoy the fruit of salak with various processed products of salak. This research was conducted during a period of one month, namely on March 9, 2020 to April 9, 2020. Research Objectives: (1) To calculate the efficiency of salak chips business in CV. Winna Sari, (2) To find out the strengths, weaknesses, opportunities, and threats of salak chips business in CV. Winna Sari, (3) To find out the strategies that can be applied in the marketing of salak chips in CV. Winna Sari. Data analysis methods used are (1) calculating the efficiency of salak crisp business (2) IFE and EFE matrix for companies, (3) QSPM to decide on the priority of salak crisp marketing strategy. Indicators to measure the level of marketing efficiency are (IEE) the Economic Efficiency Index and the Technical Efficiency Index (IET). The test results show that the IEE value is 58 and the IET value is 2, based on these results it is known that IEE> IET, it can be concluded that the marketing strategy used by CV Winna Sari is efficient. Based on the IFE table the main strengths owned by CV. Winna Sari is a stable product quality with a score of 0.349, while for the main weaknesses of the CV industry. Winna Sari is a traditional processing technology with a score of 0.158. Based on the EFE table the main opportunities that are owned by CV. Winna Sari is an open market with a score of 0.420. As for the main threats faced by the CV Industry. Winna Sari is a fluctuating price of raw materials with a score of 0.373.