Strategi Komunikasi Pemasaran Terpadu Badan Usaha Milik Desa (Bumdes) Sido Makmur Sidodadi Tempurejo
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Institusion
Universitas Muhammadiyah Jember
Author
Primadianti Nafaisa, Ashfa
WIJAYANTINI, BAYU
WIJAYANTINI, BAYU
Subject
658 General Management
Datestamp
2021-05-04 06:42:29
Abstract :
This study aims to formulating an integrated marketing communication strategy thatcan be applied in Badan Usaha Milik Desa (Bumdes) Sido Makmur Sidodadi, Tempurejo. This research uses SWOT matrix and QSPM Matrix. The results showed that the analysis of the IFE matrix has a total score of 3.284. The total scoreof the key external factors on the EFE Matrix is 2.997. In the IE (Internal External) Matrix, Bumdes Toserba Sido Makmur Sidodadi is located in quadrant IV in the developing and building stage. In this position, Bumdes Toserba Sido Makmur Sidodadi, Tempurejo is allowed to carry out intensive strategies such as market penetration, product development, or integrative strategies, namely backward, forward and horizontal integration. The SWOT matrix produces several alternative strategies which will determine the attractiveness of the QSPM matrix so that the strategic priorities are known, namely maintaining sales promotions and developing advertising and interactive marketing with consumers through social media such as WA, FB, IG with a total attractiveness value of 6,861. Keywords : Integrated Marketing Communication Strategy, SWOT Matrix, QSPM Matrix
This study aims to formulating an integrated marketing communication strategy thatcan be applied in Badan Usaha Milik Desa (Bumdes) Sido Makmur Sidodadi, Tempurejo. This research uses SWOT matrix and QSPM Matrix. The results showed that the analysis of the IFE matrix has a total score of 3.284. The total scoreof the key external factors on the EFE Matrix is 2.997. In the IE (Internal External) Matrix, Bumdes Toserba Sido Makmur Sidodadi is located in quadrant IV in the developing and building stage. In this position, Bumdes Toserba Sido Makmur Sidodadi, Tempurejo is allowed to carry out intensive strategies such as market penetration, product development, or integrative strategies, namely backward, forward and horizontal integration. The SWOT matrix produces several alternative strategies which will determine the attractiveness of the QSPM matrix so that the strategic priorities are known, namely maintaining sales promotions and developing advertising and interactive marketing with consumers through social media such as WA, FB, IG with a total attractiveness value of 6,861. Keywords : Integrated Marketing Communication Strategy, SWOT Matrix, QSPM Matrix
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