STRATEGI PEMASARAN IKAN PINDANG DAN LAYANG DI MASA PANDEMI COVID-19 (STUDI KASUS : UMKM LIMA PUTRA SEJAHTERA, JAKARTA SELATAN

Abstract

This study discusses the marketing strategy of pindang fish in the Lima Putra Sejahtera Micro, Small and Medium Enterprises (UMKM), which is one of the MSMEs that processes and markets pindang fish which is in demand by the public because the selling value of the processed is affordable by the community. However, the Lima Putra Sejahtera MSMEs had problems related to marketing, including: (i) promotion was not optimal because it was still conventional, (ii) did not have an official digital store, (iii) the lack of MSMEs ability to collect market information, and (iv) the existence of a pandemic Covid-19 which made retailing even more difficult. The aims of this study were (i) to analyze the internal and external environmental factors that affect the marketing of pindang fish in the Lima Putra Sejahtera SMEs, (ii) identify the marketing strategies of pindang fish that have been implemented by the Lima Putra Sejahtera SMEs, and (iii) to formulate alternative strategies in marketing the products of the Five Putra Sejahtera UMKM to the fullest. Sampling in this study was used as purposive sampling method. The results of this study concluded that the most influential internal factor was the good quality of pindang fish. The external factor that influences was the affordable selling value of all levels of society. The results of the QSPM analysis concluded that the priority of alternative strategies that can be applied to the Lima Putra Sejahtera UMKM was to expand the marketing network of pindang fish.