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Perencaan ini Diajukan untuk memenuhi Tugas Mata Kuliah Manajemen Strategik
yang di Ampuh Oleh Hopid, S.P., M.P.
ABSTRACT
Puli crackers are flour-based food products that are very popular with the community. These crackers
are easy to find anywhere. In addition to the low price, these crackers are liked by many people
because they are delicious and easy to get. This is what makes many people open up business
opportunities by selling these puli crackers. One of the managers of this puli cracker-making business
is Ms. Watik's MSME located in Baban Village, Gapura District, Sumenep Regency, East Java.
Along with the increase in production, it turns out that there are many environmental problems around
it. The problems experienced by Ms. Watik's MSMEs at this time are the erratic weather factor which
causes a decrease in production and other obstacles, namely marketing strategies considering the large
number of MSMEs of Puli crackers in the Gapura area. The purpose of this study is to analyze the
marketing strategy in an effort to increase the competitiveness of the Puli cracker MSMEs. The
research method used is a qualitative method. Data collection was carried out through the interview
method with the owners of MSME crackers in Baban Village. In addition to collecting data through
observation and documentation. The chosen marketing area for Ms. Watik's MSME is the Gapura
area and its surroundings. The marketing strategy carried out by the Puli Cracker home industry is
only with personal closeness and sales in stores In addition to collecting data through observation and
documentation. The chosen marketing area for Ms. Watik's MSME is the Gapura area and its
surroundings. The marketing strategy carried out by the Puli Cracker home industry is only with
personal closeness and sales in stores In addition to collecting data through observation and
documentation. The chosen marketing area for Ms. Watik's MSME is the Gapura area and its
surroundings. The marketing strategy carried out by the Puli Cracker home industry is only with
personal closeness and sales in stores
Keywords: Puli Cracker Production, Marketing Strategy, Competitiveness.
ABSTRAK
Kerupuk puli merupakan produk makanan berbahan dasar tepung yang sangat digemari oleh
masyarakat. Kerupuk ini mudah dijumpai dimana saja. Selain harganya yang murah, kerupuk ini
banyak disukai masyarakat karena rasanya gurih dan mudah didapat. Hal inilah yang menjadikan
masyarakat banyak membuka peluang usaha dengan menjual kerupuk puli tersebut. Salah satu
pengelola usaha pembuatan kerupuk puli ini adalah UMKM milik Bu Watik yang bertempat di Desa
Baban, Kecamatan Gapura, Kabupaten Sumenep, Jawa Timur. Seiring dengan peningkatan produksi,
ternyata timbul banyak permasalahan lingkungan disekitarnya. Permasalahan yang dialami oleh
UMKM Bu Watik saat ini adalah faktor cuaca yang tidak menentu itu menyebabkan menurunnya
produksi dan kendala lainnya yaitu strategi pemasaran mengingat banyaknya UMKM kerupuk puli di
daerah Gapura. Tujuan penelitian ini untuk menganalisis strategi pemasaran dalam upaya peningkatan
daya saing UMKM kerupuk puli. Metode penelitian yang digunakan yaitu metode kualitatif.
Pengumpulan data dilakukan melalui metode wawancara dengan pemilik UMKM kerupuk puli di
Desa Baban. Selain pengumpulan data melalui observasi dan dokumentasi. Wilayah pemasaran yang
dipilih pada UMKM bu Watik adalah wilayah Gapura dan sekitarnya. Strategi pemasaran yang
dilakukan oleh home industri Kerupuk Puli hanya dengan kedekatan personal maupun penjualan yang
ada di toko saja
Kata kunci : Poduksi Kerupuk Puli, Strategi Pemasaran, Daya Saing.