Purba, Safrihan Ahmad Auli (2023) Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Industri Rumah Tangga “ Studi Kasus Kue Bolu Rima”. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT ANALYSIS OF MARKETING STRATEGY IN INCREASING THE SALES OF THE HOUSEHOLD INDUSTRY "CASE STUDY OF RIMA'S BAKED CAKE" SAFRIHAN AHMAD AULI PURBA 185210510 Faculty of Economics And Business Riau Islamic University Pekanbaru This study aims to determine the marketing strategy in the Home Industry of Rima Sponge Cake. The population of this study were customers who bought sponge cake products in the Rima Sponge Cake Home Industry, while the sample in this study was 40 respondents. Data analysis using SWOT analysis by identifying internal and external variables. The results of IFAS show that the strengths of the Home Industry of Sponge Cake are product quality, variety of product types, low prices, strategic locations, discipline, and good cooperative relationships. While the weaknesses are limited inventory, product durability, and not yet using a computerized system. The results of EFAS show that the opportunities in the Home Industry of Sponge Cake are consumer purchasing power, profits, customer loyalty, business development, and customer satisfaction. While the threats are the comparison of price and quality, the development of marketing technology, and business competitors. The results of IFAS and EFAS show that they are in a quadrant I position, which is a profitable position because they have strengths and opportunities. In this case, the Home Industry can maximize its strengths to take advantage of existing opportunities.

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