I Wayan Ari Yudiana, Alimudin Laapo, Karlina Muhsin Tondi

STRATEGI PEMASARAN KERIPIK PISANG PADA INDUSTRI RUMAH TANGGA PASUNDAN DI KELURAHAN NUNU KECAMATAN TATANGA KOTA PALU

Introduction

Strategi pemasaran keripik pisang pada industri rumah tangga pasundan di kelurahan nunu kecamatan tatanga kota palu. Temukan strategi pemasaran efektif Keripik Pisang Pasundan di Palu. Studi ini menganalisis faktor internal/eksternal via SWOT, merekomendasikan pertumbuhan agresif, peningkatan produksi, dan perluasan jaringan digital.

Abstract

Pemasaran merupakan elemen krusial dalam pengembangan usaha, termasuk pada industri rumah tangga seperti Keripik Pisang Pasundan di Kota Palu. Tujuan penelitian ini untuk menganalisis strategi pemasaran yang dijalankan oleh industri tersebut serta mengidentifikasi faktor-faktor internal dan eksternal yang mempengaruhi keberhasilannya. Metode yang digunakan adalah deskriptif dengan pendekatan kualitatif dan kuantitatif melalui analisis SWOT. Data diperoleh dari observasi, wawancara, dan kuesioner dari sembilan responden internal dan eksternal yang dipilih secara purposive. Hasil analisis menunjukkan bahwa industri Pasundan berada pada kuadran I (Strength– Opportunities) dengan skor IFAS 2,74 dan EFAS 3,14, yang merekomendasikan strategi pertumbuhan agresif (S–O). Strategi yang disarankan mencakup peningkatan volume produksi, pemanfaatan modal pribadi untuk pengembangan teknologi dan sumber daya manusia, serta perluasan jaringan konsumen melalui media sosial. Implementasi strategi yang tepat diharapkan dapat meningkatkan efektivitas pemasaran dan daya saing produk di pasar lokal maupun regional.

Review

The submitted paper, "STRATEGI PEMASARAN KERIPIK PISANG PADA INDUSTRI RUMAH TANGGA PASUNDAN DI KELURAHAN NUNU KECAMATAN TATANGA KOTA PALU," addresses a highly relevant and practical topic concerning the sustainability and growth of small-scale home industries. The research clearly articulates its objective: to analyze marketing strategies and identify influencing internal and external factors for the Pasundan Banana Chip industry. The chosen methodology, a descriptive approach integrating qualitative and quantitative data through SWOT analysis, is appropriate for this type of case study, allowing for a comprehensive understanding of the business environment. The use of IFAS and EFAS scores provides a structured framework for assessing the strategic position of the enterprise. The core strength of this study lies in its actionable findings and clear strategic recommendations. The analysis effectively places the Pasundan industry in Quadrant I (Strength-Opportunities), indicating a strong potential for aggressive growth, supported by IFAS and EFAS scores of 2.74 and 3.14 respectively. The proposed strategies are well-defined and directly address the identified strengths and opportunities, including increasing production volume, leveraging personal capital for technology and human resource development, and expanding consumer networks through social media. These recommendations are not merely theoretical but appear to offer concrete pathways for improving marketing effectiveness and enhancing product competitiveness within local and potentially regional markets. While the abstract presents a solid foundation, a more detailed discussion in the full paper on the specific mechanisms for implementing these aggressive growth strategies would further strengthen its contribution. For instance, elaborating on the type of technology upgrades, specific HR training, or targeted social media campaigns could provide richer insights into the operationalization of these strategies. Given the purposive sampling of nine respondents, the generalizability of findings beyond this specific case should be carefully addressed in the main text, even while acknowledging its value as an in-depth case study. Overall, this research offers valuable practical guidance for the Pasundan industry and contributes to the understanding of marketing strategies for similar home-based food enterprises in emerging markets, making it a valuable addition to the literature.

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