SKRIPSI MBS

ANALISIS PEMILIHAN PRIORITAS KRITERIA INTERNET MARKETING, HARGA, DAN KAPABILITAS INOVASI TERHADAP STRATEGI PEMASARAN UMKM BATIK

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ABSTRACT

The COVID-19 pandemic has disrupted almost all aspects of life. Businessmen must
respond and adapt to these changes. Competition is getting more open the need for
changes and adjustments to the consequences caused by the pandemic. The need
for appropriate a marketing strategy current condition. The purpose of this study
is to determine the priority order of marketing strategies in the UMKM of Bati
Pilang Tourism Village based on the integration of the DEMATEL method
The research consists of 3 criteria is this, Internet marketing (I), Price (H), and
Innovation Capability (K) and each has 3 other perspectives. The type of research
used is quantitative research. The subjects in this research are the owners of the
UMKM batik industry in the Desa Batik Pilang Masaran , Sragen. The sample in
this study will be taken by the purposive sampling method with as many as 30
respondents.
The results of the study, from the three criteria, can be seen from the research that
has been done, it shows that the most prominent marketing strategy, namely
Innovation Capability is a top priority perspective, followed by prices, after that
Internet Marketing. From the perspective of the sub-criteria, the main priority of
the marketing strategies that must be carried out reach of promotions, the
suitability of the price with the product, and the quality of the product
The findings of this research need to increase awareness from the leadership or
owners of UMKM regarding the importance of analyzing criteria that affect UMKM
business strategies in supporting the performance process of achieving goals and
maximizing existing strategies.
Keywords: Marketing Strategy, Internet Marketing, Price, Innovation Capability,
DEMATEL.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 WAH a 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 117 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Wahyu Ferdiansyah

Versi lain/terkait

Lampiran Berkas

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