SIGILIPU, ARIEF DWILAMBANG PUTERA (2021) PERANCANGAN STRATEGI PEMASARAN PADA INDUSTRI KECIL MENENGAH MAKANAN DAN MINUMAN DALAM UPAYA PEMULIHAN PADA KONDISI PANDEMI COVID-19 DI KABUPATEN MALANG. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
The COVID-19 pandemic has caused a decrease in the income of the country’s economic sector. This weakening economic condition has not only been felt by the government, but by the small and medium industries (IKM) as well. Due to this
condition, the IKM owners, especially in Malang Regency, encounter a decreased income. The objects f this research are eight IKM in Malang Regency. However, only one IKM proceeded to the implementation stage. The objectives of this study are to (1) identify the marketing problems of IKM products in Malang Regency caused by the COVID-19 pandemic; (2) analyze the marketing strategies that have been implemented in the Malang Regency IKMs; (3) devise a marketing strategy suggestion by conducting a SWOT analysis and TOPSIS method.The type of this research is descriptive qualitative and quantitative. The data collection methods used are interviews, questionnaires, and literature studies. The result shows that IKM owners need to conduct another market survey by adjusting the current COVID-19 pandemic conditions. Based on the survey conducted, obtained a marketing strategy development that needs to be carried out by IKM, which is to educate the employees at the outlets that sell IKM products.Kata kunci : COVID-19 Pandemic, IKM, SWOT, TOPSIS
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | T Technology > T Technology (General) |
| Divisions: | Fakultas Teknologi dan Desain > S1 Teknik Industri |
| Depositing User: | Surya |
| Date Deposited: | 16 Dec 2024 08:00 |
| Last Modified: | 16 Dec 2024 08:00 |
| URI: | http://repository.machung.ac.id/id/eprint/608 |
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