Marketing Strategy Selection for UMKM ACI In Tayan Hilir Using SWOT and QSPM Method
DOI:
https://doi.org/10.33506/mt.v12i2.5615Keywords:
Marketing Strategy, SWOT, QSPM, UMKMAbstract
UMKM Aku Cinta Ikan in Sanggau Regency is a freshwater fish processing business specializing in fish nuggets, shredded fish (abon), and fish chips. Despite a production capacity of 300 kg per month, the business faces inventory accumulation due to low sales realization, currently hindered by a marketing strategy limited to WhatsApp Stories. This study aims to formulate alternative marketing strategies using the SWOT matrix and determine the primary strategic priorities through the Quantitative Strategic Planning Matrix (QSPM) method. The research employs a quantitative approach, utilizing consumer questionnaires for data collection. The analysis progresses through the identification of internal and external factors (IFE and EFE matrices), strategy matching via the SWOT Matrix, and the decision-making stage using QSPM. The SWOT analysis reveals that the enterprise possesses solid internal strengths and significant external opportunities. Furthermore, the Internal-External (IE) Matrix positions the business in Quadrant I (Growth and Build), indicating a need for aggressive growth strategies. The QSPM analysis identifies the creation and optimization of dedicated business social media accounts as the top priority, achieving the highest Total Attractiveness Score (TAS) of 5.33. Implementing official social media platforms, supported by Standard Operating Procedures (SOPs) for account management, is expected to build a professional brand identity, expand market reach, and improve administrative order to drive sustainable business growth.
References
Aidil, H. (2022). Strategi Pemasaran Dalam Meningkatkan Volume Penjualan Pada UMKM Multi Kue Palopo. Jurnal Manajemen Perbankan Keuangan Nitro (JMPKN), 5(2), 94–104.
Atikah, N., Novandriani, N., & Moeliono, K. (2021). Analisis Strategi Pemasaran Menggunakan Metode SWOT Dan QSPM (Studi Kasus: Restoran Ramen Aboy). Jurnal Mebis, 88(1), 88–99.
Hanafi, F., Rizki, M., & Kusumanto, I. (2023). Analisis Perancangan Strategi Pemasaran Menggunakan Metode SWOT Dan QSPM Di UMKM Pempek Lenlin. Journal of Information Technology and Computer Science (INTECOMS), 6(1), 533–539.
Ishak, A., & Wafa, A. (2024). Strategi Pengembangan Usaha Mikro, Kecil, dan Menengah (UMKM) Sepatu di Kawasan Kota Medan. Jurnal Rekayasa Industri (JRI), 6(1), 27–39.
Khadijah, A., Dhamara, W., & Wijaya, D. H. (2023). Analisis Strategi Pemasaran Kerupuk Mawar Di UMKM Citra Dengan Metode SWOT Dan QSPM. Jurnal InTent, 6(2), 60–73.
Nofiani, P. W., Mursid, C., & Mursid, M. C. (2021). Pentingnya Perilaku Organisasi Dan Strategi Pemasaran Dalam Menghadapi Persaingan Bisnis Di Era Digital. Jurnal Logistik Bisnis, 11(02), 71–77.
Nur’aini, F. (2023). Master Analisis SWOT (F. Husaini, Ed.; 1st ed., Vol. 1). Anak Hebat Indonesia.
Nurjannah, D., & Mashuri. (2020). Analisis SWOT Sebagai Strategi Meningkatkan Daya Saing (Studi Pada PT. Bank Riau Kepri Unit Usaha Syariah Pekanbaru). Jurnal Perbankan Syariah, 1(1), 97–112.
Prayudi, D., & Yulistria, R. (2020). Penggunaan Matriks SWOT dan Metode QSPM pada Strategi Pemasaran Jasa Wedding Organizer: Studi Kasus pada UMKM Gosimplywedding Sukabumi. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 224–240.
Ririn Rosyidi, M., Izzah, N., Halim, N., Studi Teknik Industri, P., & Teknik Universitas Qomaruddin, F. (2024). Strategi Pemasaran Rebana Dengan Metode SWOT Dan QSPM. Jurnal Ilmiah Nasional Bidang Ilmu Teknik, 12(1), 32–39.
Riyanto, S., Azis, M. N. L., & Putera, A. R. (2022). Analisis SWOT sebagai Penyusunan Strategi Organisasi. Bintang Pustaka Madani.
Romli, N. A., Lena, S. V. V., Tingga, C. P., Sugiat, M. A., Widati, E., Lie, D., Kusuma, C. S. D., Sherly, Pertiwi, W. N. B., Sidabutar, N., Sefudin, A., Trenggana, A. F. M., Sinaga, O. S., & Anggraini, N. (2022). MARKETING 4.0: KONSEP DAN IMPLEMENTASINYA (A. Sudirman, Ed.; 1st ed., Vol. 1). Media Sains Indonesia.
Setiyawati, H., Kurniawan, H. M., Youlla, D., & Sugiardi, S. (2023). Strategi Bauran Pemasaran Pada Umkm Kripik Mak Ros (Studi Kasus di UMKM Kripik Mak Ros). Jurnal Ilmiah Pertanian, Sains & Teknologi, 1(1), 32.
Sundari, E., & Hanafi, I. (2024). Strategi Pemasaran (A. Afwa, Ed.; 1st ed.). UIR Press.
Sylvia, R., & Hayati, D. (2023). Analisis SWOT Dalam Menentukan Strategi Pemasaran Produk Indosat Pada PT X. Jurnal Ekonomi Dan Bisnis, 16(1), 124–134.
Vitasari Irwanto, E., & Rizky Izzalqurny, T. (2022). Telaah Matriks Internal Factor Evaluation (IFE) dan Eksternal Factor Evaluation (EFE) pada Beberapa Brand Kopi di Indonesia. Prosiding National Seminar on Accounting, Finance and Economics (NSAFE), 2(9), 68–74.
William, G., & Mulia, F. (2023). Penerapan Metode QSPM Terhadap Pemilihan Strategi Dadar Banjoer. Jurnal MANNERS, 5(2), 90–99.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Nobertus Matius Putra Jangge, Febri Prima, Famelga Clea Putri, Ratih Rahmawati, Noveicalistus H Djanggu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
