DARUS, BRILIAN HANDIKA (2021) STRATEGI BAURAN PEMASARAN (MARKETING MIX) DALAM MENINGKATKAN PENJUALAN UMKM KACA UKIR “EKA JAYA GLASS ART” GILANG SIDOARJO. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
UMKM is a business that can be developed, one of which is carved glass crafts. Eka Jaya Glass Art is one of the UMKM in the city of Sidoarjo which has unique products. This research was conducted to develop carved glass UMKM so that they could be recognized by the public, by conducting a 4P marketing mix analysis which includes (product, price, place and promotion). The method used in this research is by using a SWOT analysis. The population in this study were the management and consumers of carving glass UMKM. The sample chosen by the researcher amounted to 47 people including the owner, secretary, employees, and consumers. By using a quota sampling technique. The results of this study indicate that the IFAS and EFAS analysis of engraved glass UMKM has a strength score of 2.08 and a weakness score of 1.01. Meanwhile, the opportunity score is 1.83 and the threat score is 0.87, which indicates the position of engraved glass MSMEs is in quadrant I which supports an aggressive growth policy (growth oriented strategy) to increase sales of eka jaya glass art engraved glass. Keywords: Marketing Mix, SWOT Analysis, UMKM
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 10 Sep 2021 01:31 | ||||||||
| Last Modified: | 10 Sep 2021 01:31 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2616 |
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