ANALISIS STRATEGI PEMASARAN PRODUK OLAHAN PALA PADA USAHA DAGANG (UD) MESTIKA PALA TAPAKTUAN
DOI:
https://doi.org/10.33143/jecs.v10i1.4032Abstract
Kabupaten Aceh Selatan dikenal sebagai salah satu sentral penghasil pala utama di Indonesia. Meskipun memiliki potensi yang besar, industri pengolahan pala di Aceh Selatan masih menghadapi berbagai tantangan tantangan utama yaiutu strategi pemasaran. Penelitian ini bertujuan untuk menganalisis strategi pemasaran produk olahan pala di UD. Mestika Pala, Tapaktuan, Kabupaten Aceh Selatan. Penelitian merupakan penelitian deskriptif yaitu penelitian yang digunakan untuk menggambarkan, menjelaskan dan menjawab persoalan-persoalan dengan fenomena dan peristiwa yang terjadi saat ini. Pengumpulan data penelitian ini menggunakan beberapa teknik yaitu: wawancara, observasi dan dokumentasi. Teknik analisis data menggunakan analisis deskriptif dan analisis SWOT untuk mengidentifikasi kekuatan dan kelemahan internal serta peluang dan ancaman eksternal yang dihadapi oleh UD. Mestika Pala dalam menentukan strategi pemasaran yang tepat. Hasil penelitian menunjukkan bahwa strategi pengembangan usaha Pala pada UD. Mestika Pala adalah mempertahankan dan memperluas strategi pemasaran dengan memanfaatkan perkembangan teknologi digital, melakukan kerjasama/kemitraan usaha, meningkatkan kualitas produk sesuai selera konsumen serta membuat kemasan produk yang lebih menarik.
Kata Kunci: Strategi Pemasaran, Agroindustri, Produk Olahan Pala dan Analisis SWOT
South Aceh district is known as one of the major Pala producer centers in Indonesia. Despite having huge potential, the Pala processing industry in South Aceh is still facing a variety of major marketing strategy challenges. This research aims to analyze the marketing strategy of processed Pala products in UD Mestika Pala, Tapaktuan, South Aceh district. his research is descriptive research that is used to describe, explain and answer questions with current phenomena and events.. The data collection of this research uses several techniques namely: interviews, observations and documentation. Data analysis techniques use descriptive analysis and SWOT analysis to identify internal strengths and weaknesses as well as external opportunities and threats faced by UD Mestika Pala to determine the right marketing strategy. The results of the research showed that the strategy of development of the Pala business at UD Mestika Pala is to maintain and expand the marketing strategy by taking advantage of the development of digital technology, conducting cooperation/partnership of the enterprise, improve the quality of the product according to the taste of the consumer as well as making the product packaging more attractive.
Keywords: Marketing strategic, Agroindustry, Pala processed products; SWOT Analysis
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