ANALISIS USAHA DAN STRATEGI PEMASARAN KUE PILIN DI DESA PASAR BARU KECAMATAN PANGEAN KABUPATEN KUANTAN SINGINGI (STUDI KASUS PADA USAHA KUE PILIN MAMA ZeZE)

Abstract

ABSTRACT

This study aims to determine the magnitude of the use of costs, the amount of income, efficiency and marketing strategies. This research has been carried out for seven months starting from March to September 2018. This research was conducted on the business players of the MAMA ZeZE spinning cake in Pasar Baru Village, Pangean District, Kuantan Singingi Regency. To analyze the data used mathematical analysis with Qualitative Analysis. Marketing strategy analysis uses EFE matrix analysis, IFE matrix, and SWOT matrix to determine marketing strategies. This study did not use populations and samples, because this research is a case study research where the researcher focused only on one household industry of pilin cakes. The results of the study showed the use of monthly costs of Rp. 8,426,833.33, with monthly income of Rp. 3,093,166.67 and 1.37 business efficiency. Whereas from the Marketing Strategy analysis shows the results on the EFE matrix with the total score of weight that is owned by the MAMA ZeZE cake business is 3.24, the total IFE score is 3.08 and the SWOT matrix shows the strategy position is in quadrant I (Growth). From the results of business analysis and marketing strategies, the MAMA ZeZE roll cake business is feasible to be developed.

Keywords: Income, Efficiency, Marketing Strategy.