USULAN PRIORITAS STRATEGI PEMASARAN MENGGUNAKAN METODE ANALISIS SWOT DAN AHP (Studi Kasus UMKM Nuri Snack Desa Pesanggrahan)

Perekonomian Indonesia sangat ditopang oleh UMKM yang juga berperan strategis dalam meningkatkan nilai tambah hasil pertanian seperti ubi, pisang, dan singkong. Bentuk usaha pengelolaan hasil pertanian yang sering dijumpai adalah usaha aneka kripik, salah satu pelaku usahanya yaitu UMKM Nuri Snack. Banyaknya pelaku usaha aneka kripik, membuat tingginya persaingan usaha dan penjualan produk bersifat fluktuasi. Perlu adanya strategi pemasaran agar memperluas pasar guna meningkatkan jumlah penjualan. Salah satunya dengan analisis SWOT dan AHP. Analisis SWOT memberikan gambaran kondisi suatu usaha yang memungkinkan 4 alternatif startegi pemasaran yang digambarkan melalui diagram kuadran analisis SWOT. Perlu adanya metode pengambilan keputusan untuk menentukan prioritas dari startegi pemasarkan yang usulkan melalui Metode AHP. Hasil perhitungan Priority Vector dari AHP dijadikan nilai bobot dalam pembobotan matriks SWOT dan sebagai penentu prioritas dari usulan stategi pemasaran. Pembobotan Matriks SWOT memperoleh nilai IFAS (sumbu X 0.44391575) dan EFAS (Y=0.39385666) yang menghasilkan posisi Kuadran I Agresif dengan ususlan strateginya adalah S-O meraih peluang menggunakan kekuatan dengan cara melakukan penjualan online melalui Shopee dan memberikan pelayanan seperti: Memberikan respon yang cepat terhadap pembeli, memberikan vocher diskon toko, memberikan thank you card dan gift, dan melakukan pengemasan secara cepat dan aman.
===========================================================================
Indonesia's economy is strongly supported by MSMEs which also play a strategic role in increasing the added value of agricultural products such as sweet potatoes, bananas and cassava. The form of agricultural product management business that is often found is the various chips business, one of the business actors is the UMKM Nuri Snack. The large number of business actors in various types of chips means that business competition is high and product sales fluctuate. There needs to be a marketing strategy to expand the market in order to increase the number of sales. One of them is SWOT and AHP analysis. SWOT analysis provides an overview of the condition of a business that allows 4 alternative marketing strategies which are depicted through the SWOT analysis quadrant diagram. There needs to be a decision making method to determine the priorities of the proposed marketing strategy through the AHP Method. The results of the Priority Vector calculation from AHP are used as weight values in the SWOT matrix weighting and as a determinant of the priority of the proposed marketing strategy. The SWOT Matrix weighting obtained IFAS (X-axis 0.44391575) and EFAS (Y=0.39385666) which resulted in an Aggressive Quadrant I position with the proposed strategy being that the S-O seizes opportunities to use its strengths by making online sales through Shopee and providing services such as: Providing a fast response to buyers, give shop discount vouchers, give thank you cards and small gifts such as hair ties, and carry out packaging quickly.