PERUMUSAN STRATEGI PEMASARAN GULA SEMUT MENGGUNAKAN ANALISA �SWOT� (Studi Kasus pada UD. Sumber Rejeki Kulon Progo Yogyakarta)

• Main Authors: , DIAH WULANDARI, , Ibnu Wahid Fakhrudin Aziz, STP, MT.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2014
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/132036/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=72552
• Institution: Universitas Gadjah Mada

UD. Sumber Rejeki one of the industries that utilize the processing of agricultural commodities such as oil and empon-empon (rhizome) into a product of sugar ants (coconut sap sugar crystals), as well as syrup empon-empon. Marketing of sugar ants encountered some problems, stiff competition. So for future needs proper solution how this industry can maintain the quality of products that have so as to give satisfaction to the consumer. This study aims to determine the level of consumers' desire to product quality attributes of sugar ants that have been given and determine the effect of the marketing mix. Commonly used attributes that consumers are still buying quality while for other attributes that are used to support customer satisfaction are: taste, quality, variety, practical / hygienic, prices, information, and packaging. It also implements relationship marketing mix of product, price, promotion, distribution of consumer satisfaction. The study was conducted by using a questionnaire to measure customer satisfaction based on the SWOT analysis has been used. Using the SWOT analysis method able to judge the market opportunities to devise new marketing strategies. The level of market opportunities is measured based on the evaluation SWOT matrix that has been tested for validity and reliability, the sample was taken by using multiple respondents.