Analysis of marketing strategies for sea milkfish shredding at dapor sehati micro business
DOI:
https://doi.org/10.35335/ijafibs.v11i3.140Keywords:
Marketing Strategies, Shredding, Sea MilkfishAbstract
Currently, sales of shredded sea milkfish produced by Dapor Sehati have not met sales targets, therefore an appropriate marketing strategy needs to be formulated. Research on marketing strategies for fish shredded has been carried out a lot, however, not all of these strategy formulations can be applied, therefore it is necessary to carry out research on the formulation of appropriate marketing strategies for sea milkfish shredded in the Dapor Sehati micro business. This research aims to increase the sales results of sea milkfish Shredding produced by the Dapor Sehati micro business through formulating appropriate marketing strategies. The method used to formulate a marketing strategy is SWOT analysis and QSPM. The research results show that marketing alternative strategies for sea milkfish shredded based on a priority scale are (1) Increasing the marketing human resources capacity, (2) Improving product quality and packaging to obtain consumer satisfaction, (3) Conducting market research periodically to adapt to consumer dynamics, (4) Building the right product brand awareness to win the competition, (5) Optimizing excellent service to increase the quantity and quality of the marketing network, and (6) Optimizing cooperation with the raw material supplier network to overcome fluctuations in raw material prices
References
Akbar, M. J., Qurtubi, Q., & Maghfiroh, M. F. N. (2022). Perancangan Strategi Pemasaran Menggunakan Metode SWOT dan QSPM untuk Meningkatkan Penjualan Beras. Jurnal INTECH Teknik Industri Universitas Serang Raya, 8(1), 61–67. https://doi.org/10.30656/intech.v8i1.4595
Alhanani, G., & Santoso, B. (2023). Dampak Service Excellent Terhadap Kepuasan Pelanggan Salon Strawberry. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 6(3), 397–403. https://doi.org/10.23887/jppsh.v6i3.55025
Anggraini, C. A., Perbawasari, S., & Budiana, H. R. (2018). Cyberbranding Sebagai Upaya Membangun Brand Awareness Shopee Indonesia. Commed : Jurnal Komunikasi Dan Media, 2(2), 72–86. https://doi.org/10.33884/commed.v2i2.471
Breemer, J. (2020). Strategi Pelayanan Transportasi Online Gojek Di Kota Kendari. Jurnal Pengabdian Kepada Masyarakat (JPKM) - Aphelion, 1(01), 96. https://doi.org/10.32493/jpka.v1i01.6911
Diwanti, D. P., & Kandiyah, N. (2020). Pengaruh Capacity Building Terhadap Kinerja Karyawan Perbankan Syariah. Jurnal Bisnis, Manajemen, Dan Akuntansi, 7(1), 10–30. http://jurnal.amaypk.ac.id/index.php/jbma/article/view/86
Djafar, N., Yantu, I., Sudirman, S., Hinelo, R., & Hasiru, R. (2023). Pengaruh Kualitas Pelayanan Terhadap Keputusan Pembelian. Journal of Economic and Business Education, 1(2), 78–82. https://doi.org/10.37479/jebe.v1i2.18046
Ezar, G., & Kohardinata, C. (2018). Dampak Packaging Dan Product Quality Terhadap Kepuasan Konsumen pada Produk Sambal Dapoer Kuno. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 2(6), 734–741.
Farida, A., & Hardianawati. (2019). Pengaruh Pelayanan Prima Terhadap Kepuasan Nasabah Pada Pt. Bank Mandiri (Persero), Tbk. Cabang Pahlawan Revolusi Baru. Jurnal Administrasi Bisnis, 3(2), 11–20.
Fauzi, & Lina. (2020). Peran Foto Produk, Online Customer Review, Online Customer Rating Pada Minat Beli Konsumen. Jurnal Muhammadiyah, 1(1), 37–47.
Hidayat, R., & Basit, A. (2018). Pengaruh Service Excellence terhadap Brand Equity pada Pelanggan Batik Air. Nyimak (Journal of Communication), 2(1), 17–35. https://doi.org/10.31000/nyimak.v2i1.739
Immanuel Zai, Nasar Buntu Tan Widiana, Mualifah Nurhidayati, Sheril Fitri Riana, Jacelyn, Princessa tan Widiana, & Tan Alvin Henk Saputra. (2022). Penerapan Manajemen Rantai Pasok Berbasis Sistem ERP Dalam Meningkatkan Kinerja UMKM Rumah Makan Has Seven. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 1(2), 223–233. https://doi.org/10.56799/ekoma.v1i2.360
Mahanani, E., & Alam, I. K. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga terhadap Loyalitas Pelanggan D’besto Cabang Darmaga Caringin Bogor, Jawa Barat. Jurnal Akuntansi Dan Manajemen, 19(01), 11–21. https://doi.org/10.36406/jam.v19i01.550
Mahatir, Widodo, D., Dyah, M., & Maria, L. (2023). Hubungan Pola Makan Makanan Cepat Saji/Instant Pada Remaja. Proffesional Health Journal, 4(2), 59–70. https://www.ojsstikesbanyuwangi.com/index.php/PHJ
Marpaung, F. K., & Sibarani, H. J. (2018). Bagaimana Pengaruh Digital Marketing dan Capacity Building Terhadap Kinerja UKM di Kota Medan? Jurnal AKRAB JUARA, 3(4), 35–41. http://akrabjuara.com/index.php/akrabjuara/article/view/395
Musyawarah, I. Y., & Idayanti, D. (2022). Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada Usaha Ibu Bagas di Kecamatan Mamuju. Forecasting: Jurnal Ilmiah Ilmu Manajemen, 1(1), 1–13.
Pratama, sandi dastina, Adityawan, O., & Fathurrizky, A. (2023). Perancangan Desain Kemasan Sebagai Media Promosi Produk Kuliner Tradisional. Jurnal Kajian Pariwisata, 05(1), 11–19.
Saniantara, P., & Trianasari. (2023). Strategi Meningkatkan Kepuasan Pelanggan Restoran di Era Pandemi di Hotel The Laguna Nusa Dua Bali. Jurnal Manajemen Perhotelan Dan Pariwisata, 6(1), 241–249. https://doi.org/10.23887/jmpp.v6i1.47172
Shevany, M. (2018). Analisis Strategi Membangun Brand Awareness E- Commerce Shopee Di Media Sosial Dalam Meningkatkan Penjualan. Jurnal Manajemen Dan Inovasi (MANOVA), 1(1), 1–10. https://doi.org/10.15642/manova.v1i1.345
Siburian, F., Ahmad, H., Yamani, Z., & Sunaryati, R. (2020). Strategi Pemasaran Abon Ikan Gabus Studi Kasus Industri Rumah Tangga Kelompok Tampung Parei Palangka Raya Marketing Strategy Abon Fish Gabus Case Study of Household Industry Tampung Parei Group Palangka Raya. Journal Socio Economics Agricultural, 15(1), 1–9.
Sidi, A. P., & Yogatama, A. N. (2019). Mediasi Intellectual Capital atas Pengaruh Digital Marketing Terhadap Kinerja Pemasaran. Iqtishoduna, 15(2), 129–152. https://doi.org/10.18860/iq.v15i2.7592
Srisadono, W. (2018). Strategi Perusahaan E-Commerce Membangun Brand Community Di Media Sosial Dalam Meningkatkan Omset Penjualan. Jurnal Pustaka Komunikasi, 1(1), 167–179.
Wicaksana, I., Budiningsih, S., Triastuti, Y., & Jayadi, J. (2022). Peningkatan Kapasitas Sdm Dan Pemasaran Digital Dengan Mediasi Modal Intelektual Terhadap Kinerja Usaha Agribisnis. Jurnal Manajemen Kewirausahaan, 19(2), 165. https://doi.org/10.33370/jmk.v19i2.944
Wulandari, P. Y. (2022). Pengaruh kualitas produk makanan terhadap kepuasan pelanggan di skai restoran hotel padma resort legian. Jurnal Ilmiah Pariwisata Dan Bisnis, 1(7), 1775–1789. https://doi.org/10.22334/paris.v1i7.121
Yulian. (2020). Pengaruh Strategi Pemasaran Terhadap Penjualan. Core.Ac.Uk, 1(3), 99–109. https://core.ac.uk/download/pdf/147419234.pdf
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 International Journal of Applied Finance and Business Studies
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
