CD Skripsi

Strategi Pengembangan Industri Kecil Keripik Nanas Kualu Di Kabupaten Kampar Provinsi Riau

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ABSTRACT
The purpose of this research is to get a development strategy in terms of
marketing to increase sales of pineapple chips in Kualu Nenas Village, Tambang
District, Kampar Regency, Riau Province. The research was carried out for three
months, from April to June 2021. This research method was carried out with a
survey method with the aim of analyzing marketing strategies through pair
comparison and SWOT matrix analysis in determining alternative strategies. From
the 4P (product, promotion, price and place) weighting using the pair comparison
method, the promotion weight is 41.3%, the product 32.6%. price 15.9% and
place factor with a weight of 10.3%. In the SWOT matrix, it is known that the
company is in quadrant-II, namely the meeting between IFAS at 0.248 and EFAS
at -0.071. This position indicated that despite facing various threats, this industry
still has internal strength. Alternative strategies that can be done by pineapple chip
craftsmen in an effort to increase sales were by utilizing easily obtained raw
materials to make innovations of pineapple chip product variants in overcoming
volatile consumer tastes, utilizing social media to promote products and
increasing product distribution to expand marketing reach.
Keywords: SWOT, Pair Comparison, 4P, Pineapple Chip Industry

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1606136949

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian – Teknologi Pertanian., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1606136949

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

TEKNOLOGI PERTANIAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Daus

Versi lain/terkait

Lampiran Berkas

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