Perumusan Strategi Rekomendasi UKM Pada Masa Pandemi Covid-19 (Studi kasus : UD Darmaji)

Albertus Daru Dewantoro, Aschensio Saogo

Abstract

Abstract

UD Darmaji is one of the SMEs that accepts orders for making sandals and shoes. In the last few years, UD Darmaji has experienced a decline in production, there are several causes for the decline in production from UD Darmaji, including the lack of demand and inaccurate formulation of marketing strategies in marketing strategies. There are several methods and analyzes used, namely SWOT analysis (Strength, Weaknesses, Opportunities, Threats), IFE matrix (Internal Factor Evaluation Matrix) and EFE (External Factor Evaluation Matrix) and AHP (Analytical hierarchy process) which is used for weighting and QSPM ( Quantitative Strategic Planning Matrix) to determine what strategies to choose. The results of the analysis show that the strategy of selling online using both social media and online buying and selling sites has the highest TAS (Total Attractive Score) value of 5,614, the strategy to improve the quality of the packaging is better and more attractive, with a TAS value of 5,336, and a strategy to make the workplace more comfortable by rearranging the factory so that it looks tidier and cleaner and implementing the 5R TAS value of 5.242, which will be used as a suggestion for UD Darmaji.

Keywords

SWOT; SME’s; QSPM; IFE; EFE;

References

A Zulkarnain, D Wahyuningtias, & T S Putranto (2018) Analysis of IFE, EFE and QSPM matrix on business development strategy. IOP Conf. Series : Eart and Environmental Science, 126.

Achmadi, N. S., Andriani, D., & Sudirman, M. A. (2020). Strategi Pengelolaan Akomodasi Berbasis Ekotourisme Di Tanjung Bayang Makassar Menggunakan Matrik SWOT Dan QSPM. Journal FAME: Journal Food and Beverage, Product and Services, Accomodation Industry, Entertainment Services, 3(2).

Al-Refaie, A., Sy, E., Rawabdeh, I., & Alaween, W. (2016). Integration of SWOT and ANP for effective strategic planning in the cosmetic industry. Advances in Production Engineering & Management, 11(1), 49.

Astina, S. T., & Mawardi, M. K. (2016). Analisis Segmentation, Targeting, dan Positioning dalam Rangka Meningkatkan Daya Saing Melalui Strategi Pemasaran di Toko Pia Cap Mangkok Cabang Semeru. Jurnal Administrasi Bisnis, 39(2), 57-66.

David, Fred R. 2005. Manajemen Strategis: Konsep. Jakarta : Salemba Empat

Maulidya Alfi A.Z , Vira Rizky dkk. (2018) Analisis Segmenting, Targeting, Positioning, dan Analisis SWOT Sebagai Strategi Pemasaran Kopi Karlos (Studi pada Produsen Kopi Karlos Desa Donowarih Kecamatan Karangploso Kabupaten Malang ). Jurnal Cakrawala, 12(1),41-62

Mujiastuti, R., Latifah, R., & Hendra. (2019). Penentuan Jenis Strategi Pemasaran Menggunakan Metode SWOT dan QSPM Pada UMKM Fashion di Kelurahan Penggilingan Berbasis Teknologi. Jurnal Ilmiah FIFO, XI(1), 52–64.

Nuary, N. S. (2016). Strategi Pemasaran dengan Pendekatan Analisis SWOT pada PT. Super Sukses Motor Banjarmasin. Jurnal Ilmiah Ekonomi Bisnis, 2(1), 30-42.

Purwanti, E. (2013). Pengaruh karakteristik wirausaha, modal usaha, strategi pemasaran terhadap perkembangan UMKM di Desa Dayaan dan Kalilondo Salatiga. Among Makarti, 5(9).

Putri, N. E., Astuti, R., & Putri, S. A. (2014). Perencanaan Strategi Pengembangan Restoran Menggunakan Analisis SWOT Dan Metode QSPM (Quantitative Strategic Planning Matriks) (Studi Kasus Restoran Big Burger Malang). Industria: Jurnal Teknologi dan Manajemen Agroindustri, 3(2), 93-106.

Rismawati, F. F., Wahyuni, S., & Widodo, J. (2019). Strategi Pemasaran STP (Segmenting, Targeting, Positioning) Larissa Aesthetic Center Cabang Jember. Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial, 13(2), 68-72.

Saaty,T.L (1994). The Fundamentals of Decision Making Priority Theory With the Analytic Hierarchy Process,RWS Publication, Pittsburgh.

Sari, R. I., & Budiani, S. R. (2017). Analisis Strategi Pemasaran Industri Tenun di Desa Wisata Gamplong Kabupaten Sleman. Majalah Geografi Indonesia, 32(1), 98-107.

Shahri, M. H., & Sarvestani, M. N. (2020). Business model innovation as a turnaround strategy. Journal of Strategy and Management.

Sluismans, R., Lommelen, T., & den Hertog, F. (2010). The use of SWOT as a tool to stimulate strategic conversation in SMEs. In IIE Annual Conference. Proceedings (p. 1). Institute of Industrial and Systems Engineers (IISE).

Refbacks

  • There are currently no refbacks.