Usaha Kue Tori’: Pendekatan Strategi Pemasaran
DOI:
https://doi.org/10.51574/jip.v2i2.71Keywords:
Strategi; Pengembangan; Industri Rumah Tangga; Kue Tori’Abstract
Penelitian ini bertujuan untuk mengetahui Strategi Pengembangan Usaha Kue Tori’ di Desa Barammamase Kecamatan Walenrang Kabupaten Luwu. Penelitian ini dilaksanakan di Desa Barammase Kecamatan Walenrang Kabupaten Luwu dengan menggunakan metode studi kasus. Analisis yang digunakan dalam penelitian ini yaitu Analisis SWOT. Pengambilan sampel dilakukan secara purposive sampling. Data penelitian disusun secara sederhana dan dianalisis secara deskriptif kualitatif dan 5 orang responden diwawancarai sebagai objek penelitian. Teknik analisis data yang digunakan adalah teknik analisis SWOT. Hasil penelitian ini menunjukkan bahwa strategi yang dapat dilakukan dalam mengembangkan usaha kue tori’ di Desa Barammamase Kecamatan Walenrang Kabupaten Luwu adalah: meningkatkan produksi dan kualitas kue tori’, memperluas jangkauan distribusi, memanfaatkan media sosial untuk memasarkan produk ke luar Walmas, meningkatkan kegiatan promosi industri rumah tangga dengan mendesain kemasan menarik dan mencantumkan nomor SPP-IRT dari BPOM, membuat website industri rumah tangga, mempertahankan kualitas produk dengan harga jual terjangkau dan menghadiri dan mengikuti pameranpameran hasil produk pangan industri rumah tangga dan mendaftarkan IRT ke Departemen Perdagangan dan Koperasi untuk mendapatkan SIUP.
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Copyright (c) 2022 Rizky Wiradhika Rahayu Sukardi, Marlina Bakri, Erni Firdamayanti
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