Krisna, Maria (2021) STRATEGI PEMASARAN ONLINE PRODUK OLAHAN PANGAN (Studi Kasus pada Beberapa KWT di Kalurahan Sendangtirto, Kapanewon Berbah, Kabupaten Sleman). Masters thesis, Politeknik Pembangunan Pertanian Yogyakarta.
Full text not available from this repository.Abstract
Abstract This study aimed to determine the marketing strategy online of processed food products that experienced a decline insales offline during the pandemic. This study was carried out from December 2020 to June 2021, located in the Sendangtirto Village, Kapanewon Berbah, Sleman Regency, Special Region of Yogyakarta. The research method used is a mixed method concurrent triangulation strategy with data collection techniques through interviews, questionnaires and data analysis using descriptive SWOT (Strenght, Weakness, Opportunity and Treath). Determination of respondents is done with a conditionally saturated sample. Analysis of marketing strategies online for processed food products obtained internal and external factors which were then weighted using the method paired comparison scale. The results of the IE matrix analysis are in quadrant I, namely the Growth Strategy and the results of the SWOT matrix analysis obtained nine alternative strategies. The prioritized strategy is to increase marketing activities online through social media and marketplaces utilizing technology developments and smooth internet networks, it is expected that the product Processed food belonging to KWT in Sendangtirto Village can be reached by all groups, both in the Yogyakarta area and outside the city, so as to expand market share. This is an important priority in the marketing strategy online of processed food products at several KWTs in Sendangtirto Village. activities on marketing online through the Outreach Shopee marketplace are carried out with the lecture, discussion and practice methods increase knowledge, attitudes and skills by 17%. Keywords: SWOT analysis, marketing strategy online of KWT processed food products
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Jurusan Pertanian > Prodi Penyuluhan Pertanian Berkelanjutan |
| Depositing User: | Ririn Indriyati |
| Date Deposited: | 28 Dec 2021 03:15 |
| Last Modified: | 28 Dec 2021 03:15 |
| URI: | http://repository.pertanianpolbangtanyoma.ac.id/id/eprint/233 |
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