Strategi Pemasaran Produk Kerupuk Singkong Organik pada Yayasan Bina Sarana Bakti

Abstract

Yayasan Bina Sarana Bakti memproduksi beberapa olahan pangan, salah satunya kerupuk singkong organik. Kendala yang dihadapi yakni angka penjualan yang belum maksimal dan belum memahami strategi pemasaran yang tepat. Penelitian ini bertujuan untuk mengetahui strategi pemasaran produk kerupuk singkong organik. Penelitian menggunakan metode analisis kualitatif dan kuantitatif. Formulasi alternatif strategi pemasaran dibuat berdasarkan matriks IE dan SWOT. Penentuan prioritas strategi pemasaran dibuat menggunakan QSPM.Analisis finansial menggunakan perhitungan R/C ratio, analisis pendapatan, analisis penerimaan, payback period, dan BEP (Break Even Point). Hasil penelitian menunjukan berada di sel II yaitu “Tumbuh dan Membangun” yang memiliki tujuh alternatif strategi pemasaran. Strategi yang menjadi prioritas pemasaran kerupuk singkong organik yaitu penetrasi pasar dengan STAS sebesar 6.891. Hasil perhitungan analisis finansial dinyatakan layak dengan R/C ratio sebesar 1.6, dimana payback period 0.4 tahun. Total pendapatan per tahun sebesar Rp49,358,576, didapat dari perhitungan penerimaan sebesar Rp131,996,655 dan total biaya sebesar Rp82,638,079. Perhitungan BEP unit didapat sebanyak 365unit/bulan. BEP rupiah, didapatkan sebesar Rp5,245,250 /bulan.

The Bina Sarana Bakti Foundation produces several food preparations, one of which is organic cassava crackers. The obstacles faced are the sales figures that have not been maximized and not understanding the right marketing strategy. This research aims to determine the marketing strategy for organic cassava cracker products. The research uses qualitative and quantitative analysis methods. Alternative marketing strategy formulations are made based on the IE and SWOT matrices. Determination of marketing strategy priorities is made using QSPM. Financial analysis uses R/C ratio, income analysis, revenue analysis, payback period, and BEP (Break Even Point). The research results show that it is in cell II, namely "Grow and Develop", which has seven alternative marketing strategies. The priority strategy for marketing organic cassava crackers is market penetration with a STAS of 6,891. The results of the financial analysis calculations are declared feasible with an R/C ratio of 1.6, where the payback period is 0.4 years. Total income per year is Rp49,358,576, obtained from calculating revenues of Rp131,996,655 and total costs of Rp82,638,079. The unit BEP calculation shows that it is 365 units/month. BEP rupiah, obtained is Rp5,245,250 /month.