Strategi Pemasaran Pada UMKM Tempe Di CV. Adnik Kabupaten Jombang

Ilmi, Gandes Hutami (2026) Strategi Pemasaran Pada UMKM Tempe Di CV. Adnik Kabupaten Jombang. [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

Saat ini menurut Dinas Koperasi dan Usaha Mikro Kabupaten Jombang, pada bidang usaha tempe di Kabupaten Jombang terdapat 175 unit usaha produsen tempe dengan persaingan bisnis yang sangat ketat. Diantara produsen tempe tersebut, terdapat pelaku usaha yang ingin berkembang dan mengalami perubahan yaitu produsen tempe dengan merek tempe Adnik yang diproduksi oleh CV. Adnik. Namun demikian, pengembangan pemasaran tempe masih menjadi kendala bagi CV. Adnik, dikarenakan tempe merupakan produk home industri yang mudah dibuat, sehingga terdapat persaingan harga. Tujuan penelitian ini adalah mengidentifikasi kekuatan dan kelemahan pada CV. Adnik, mengidentifikasi peluang dan ancaman yang dihadapi CV. Adnik dan menganalisis alternatif strategi pengembangan yang tepat bagi CV. Adnik. Penelitian ini dilaksanakan di CV. Adnik yang berlokasi di Desa Pandanwangi RT/RW 16/05, Kecamatan Diwek, Kabupaten Jombang, Jawa Timur, pada periode Oktober hingga Desember 2025. Metode yang digunakan dalam penelitian ini adalah analisis SWOT melalui identifikasi faktor internal dan faktor eksternal perusahaan. Hasil analisis menunjukkan bahwa posisi strategis CV. Adnik berada pada Kuadran I (positif, positif), yang mengindikasikan bahwa perusahaan memiliki kekuatan internal yang lebih dominan dibandingkan kelemahan serta peluang eksternal yang lebih besar daripada ancaman yang dihadapi. ======== Currently, according to the Jombang Regency Cooperative and Micro Business Office, there are 175 tempe producers in Jombang Regency, with very intense business competition. Among these tempe producers, there are business actors who want to grow and undergo change, namely the tempe producer with the Adnik tempe brand, which is produced by CV. Adnik. However, tempeh marketing development remains an obstacle for CV. Adnik, as tempeh is a home industry product that is easy to make, resulting in price competition. The purpose of this study is to identify the strengths and weaknesses of CV. Adnik, identify the opportunities and threats faced by CV. Adnik, and analyze appropriate development strategy alternatives for CV. Adnik. This research was conducted at CV. Adnik, located in Pandanwangi Village RT/RW 16/05, Diwek District, Jombang Regency, East Java, from October to December 2025. The method used in this study was SWOT analysis through the identification of internal and external factors of the company. The results of the analysis showed that CV. Adnik's strategic position was in Quadrant I (positive, positive), which indicated that the company had more dominant internal strengths than weaknesses and greater external opportunities than threats.

Item Type:	Tugas Akhir/Skripsi
Uncontrolled Keywords:	UMKM, Tempe, SWOT, Pengembangan, Pemasaran
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	Faculty of Agriculture > Agribusiness Study Program
Depositing User:	Gandes Hutami Ilmi
Date Deposited:	30 Apr 2026 02:50
Last Modified:	30 Apr 2026 02:50
URI:	http://erepository.uwks.ac.id/id/eprint/21995

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