CD Skripsi

Strategi Pemasaran Ikan Asap Di Si Pujuk Farm Kelurahan Ikur Koto Panjang, Kecamatan Koto Tangah, Kota Padang Provinsi Sumatera Barat

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ABSTRACT
This research was conducted in May 2022 at Ikur Koto Panjang Village, Koto
Tangah District, Padang City. The purpose of this study was to analyze the internal,
external and marketing strategies that exist in Sipujuk Farm, the internal factors in
question are the strengths and weaknesses, while the external factors are the
opportunities and threats of the smoked fish marketing strategy at Sipujuk Farm.
The method used in this study is a survey method by conducting direct interviews
in the field and collecting data by filling out questionnaires. Respondents amounted
to 9 people who were taken by purposive sampling with predetermined criteria. The
data analysis technique using SWOT analysis tries to describe and analyze the level
of advantages, disadvantages, opportunities and threats as well as what marketing
strategies must be done by businesses at Sipujuk Farm Padang in marketing them.
The results of this study are from the results of internal factor analysis that the
weighting score for the Sipujuk Farm Padang smoked fish business is 2.89 and the
external factor analysis is that the weighting score for the Sipujuk Farm Padang
smoked fish business is 1.96. The strategy that is prioritized in the Sipujuk Farm
smoked fish business is in position I (aggressive strategy) to grow and develop,
namely the SO strategy. These strategies include: Maintaining product quality,
expanding marketing targets, utilizing certain parties when visiting to introduce
smoked fish businesses both on social media and in the real world, product quality
that has distinctive characteristics that distinguish it from other smoked fish and
places of business that carry out fishing activities. as a whole and maintain the
image of the smoked fish business in Sipujuk Farm Padang.
Keywords : Internal and External; Smoked Fish ; Marketing; Sipujuk Farm;
SWOT
1 ) Faculty in faculty of Fisheries and Marine Science, University of Riau
2 ) Lecturer in faculty of Fisheries and Marine Science, University of Riau
3) Lecturer in faculty of Fisheries and Marine Science, University of Riau

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1804111482

Penerbit

Pekanbaru : Universitas Riau –Fakultas Perikanan Dan Ilmu Kelautan –Sosial Ekonomi Perikanan., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1804111482

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

SOSIAL EKONOMI PERIKANAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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