Widhi, Berlian Neo (2019) Strategi pengembangan beras sachet oleh perum Bulog di kota Surabaya (studi kasus: perum Bulog kota Surabaya). Other thesis, Wijaya Kusuma Surabaya University.
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Abstract
Berlian Neo Widhi. 15220011. Program Studi Agribisnis Fakultas Pertanian Universitas Wijaya Kusuma Surabaya. Strategi Pengembangan Beras Sachet Oleh Perum Bulog Di Kota Surabaya (Studi Kasus: Perum Bulog Kota Surabaya). Pembimbing (I) Markus Patiung, (II) Nugrahini SW. ABSTRAK Pangan merupakan kebutuhan utama bagi manusia. Di antara kebutuhan yang lainnya, pangan merupakan kebutuhan yang harus dipenuhi agar kelangsungan hidup seseorang dapat terjamin. Nilai rupiah yang fluktuatif membuat pendapatan penduduk Indonesia bermacam-macam. Adanya Beras Sachet “Kita’ dapat membantu kalangan menengah kebawah dalam mudahnya menikmati beras. Dalam hal pangan adanya ketersediaan, kualitas, dan keterjangkauan pangan yang harus dicapai. Ketiga hal tersebut ada didalam Beras Sachet milik Perum Bulog. Dalam pengembangan Beras Sachet ditemukannya faktor-faktor yang mempengaruhi yaitu faktor internal dan faktor eksternal serta strategi pengembangan pemasaran Beras Sachet yang digunakan. Dari penelitian yang dilakukan menghasilkan strategi pemasaran untuk mempertahankan eksistensi dari Beras Sachet. Adapun tujuan penelitian ini adalah untuk : (1) Mengetahui pengaruh faktor internal dan faktor eksternal dari Beras Sachet merk “Kita”, dan (2) Menganalisis strategi pengembangan yang tepat untuk Beras Sachet milik Perum Bulog. Analisis yang dipakai dalam penelitian ini adalah Analisis IFA, Analisis EFA dan Analisis SWOT. Dari hasil penelitian yang dilakukan, ditemukan skor Matriks IFA sebesar 0,30 dan skor Matriks EFA sebesar 0,40. Berdasarkan diagram matriks Analisis SWOT hasil menunjukkan berada pada Kuadran I yang menandakan program Beras Sachet “Kita” oleh Perum Bulog memiliki posisi yang kuat dan berpeluang untuk dikembangkan. Dari posisi Kuadran I, ditemukan strategi S-O (Stength-Opportunity) yaitu memanfaatkan sarana internet untuk memasarkan produk secara intensif dan signifikan, peningkatan produksi dan pemasaran untuk dapat dikonsumsi semua kalangan dan membangun produk yang aman dari hal tiruan atau kw. Kata Kunci : Beras Sachet, Strategi Pengembangan, Analisis SWOT ======================================================== Berlian Neo Widhi. 15220011. Agribisnis Study Program Of Agriculture, Wijaya Kusuma Surabaya University. Strategy For Developing Sachet Rice By Bulog Corporation In Surabaya City (Case Study: Surabaya City Logistic Agency). Counselor (I) Markus Patiung, (II) Nugrahini SW. ABSTRACT Food is the main need for humans. Among other needs, food is a need that must be fulfilled so that a person's survival can be guaranteed. The fluctuating value of the rupiah makes the income of the Indonesian population. The existence of Sachets Rice "Kita" can help middle and lower class people to easily enjoy rice. To develop the SachetsRice program owned by Bulog Corporation, a research on the development strategy of Sachets Rice was conducted. In terms of food, the availability, quality and affordability of food must be achieved. These three things are in the Sachet Rice of the State Logistics Agency. In the development of sachets rice, the factors that influence are internal factors and external factors, as well as the strategy to develop the marketing of sachets rice used. From the research carried out it produced a marketing strategy to maintain the existence of Sachets Rice. The objectives of this study are to: (1) Know the influence of internal factors and external factors of the "Kita" brand of Sachet Rice, and (2) Know how the appropriate development strategy for the Sachets Rice "Kita" program by Bulog Corporation. The analysis used in this study is IFA Analysis, EFA Analysis and SWOT Analysis. So it can be concluded that the IFA Matrix score is 0.30 and the EFA Matrix score is 0.40. Based on the matrix diagram, the SWOT analysis results show that it is in Quadrant I, which signifies the "Kita" brand of Sachet Rice program by Bulog Corporation has a strong position and has the opportunity to be developed. From the Quadrant I position, the S-O (Strength-Opportunity) strategy was found, namely utilizing internet facilities to market products intensively and significantly, increasing production and marketing to be consumed by all people and building products that are safe from imitation. Keyword: Sachet Rice, Development Strategy, SWOT Analysis
Item Type: | Thesis (Other) |
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Uncontrolled Keywords: | Beras Sachet, Strategi Pengembangan, Analisis SWOT |
Subjects: | S Agriculture > S Agriculture (General) |
Divisions: | Faculty of Agriculture > Agribusiness Study Program |
Depositing User: | Berlian Neo Widhi |
Date Deposited: | 13 Feb 2019 05:16 |
Last Modified: | 13 Feb 2019 05:16 |
URI: | http://erepository.uwks.ac.id/id/eprint/3297 |
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