PENENTUAN PRIORITAS STRATEGI PEMASARAN UMKM NAIK KELAS
DOI:
https://doi.org/10.22441/pasti.2022.v16i2.006Keywords:
UMKM Naik Kelas, Strategi Pemasaran, AHP, ParetoAbstract
UMKM merupakan usaha sebagai penopang perekonomian di Indonesia serta berperan besar dalam pertumbuhan dan perkembangan bagi perokonomian. Pemberdayaan UMKM sangat penting dilakukan untuk memperkuat sturktur perekonomian negara. Salah satu langkah yang dapat diimplementasikan adalah melakukan Gerakan UMKM Naik Kelas, yaitu suatu kemampuan untuk meningkatkan usaha dalam pengembangan pemasaran pada UMKM. Penelitian bertujuan untuk menganalisis strategi pemasaran sehingga mengetahui kriteria strategi pemasaran yang menjadi prioritas dan berpengaruh penting agar UMKM dapat naik kelas dengan menggunakan metode Analytical Hierarchy Process (AHP) serta pendekatan prinsip pareto. Hasil pada penelitian menggunakan AHP responden yang memiliki nilai CR >0,1 berdasarkan responden terpilih menunjukkan bahwa terdapat empat kiteria penting dalam pemasaran, yaitu kolaborasi dengan perusahaan besar dengan nilai eugen vector 0.090, memperhatikan orientasi pasar dan membuat strategi pasar yang menggabungkan antara periklanan dan promosi global nilai eugen vector 0.086, mengembangkan atau berinovasi produk baru nilai eugen vector 0.075, serta customer relationship management nilai eugen vector 0.067.Downloads
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