ANALISIS STRATEGI PEMASARAN PADA USAHA MIKRO KECIL (UMK) KERIPIK TEMPE DI KABUPATEN NGAWI MENGGUNAKAN METODE TOPSIS

Abstract

The tempe chips industry in Ngawi Regency is a leading industry, but currently it is still operating in a traditional way and has not utilized existing technology. The purpose of this study is to know the marketing development strategy for Micro Small Enterprises (UMK) Tempe Chips in Ngawi Regency. The basic research method uses descriptive. The research location was chosen purposively, namely in Sadang Hamlet, Karangtengah Prandon Village, Ngawi District, Ngawi Regency as many as 40 respondents. The data used are primary and secondary data with data collection techniques by observation, interviews and recording. The analysis used is IFE (Internal Factor Evaluation) EFE (External Factor Evaluation) analysis, I-E Matrix (Internal-External), SWOT Analysis (Strength, Weakness, Opportunity, Threat), and Technique for Other Reference by Similarity to Ideal Solution Analysis ( TOPSIS). The results of this study are that the UMK of tempeh chips has an IFE score of 2.586 and an EFE of 2.608. Based on the TOPSIS analysis, the priority strategy for UMK Tempe Chips in Ngawi Regency is to study and utilize online marketing technology to increase the market with the highest score of 1.925.

Keyword : Tempe Chips, Marketing strategy, IFE EFE, TOPSIS