ANALISIS STRATEGI PEMASARAN PRODUK SEBAGAI UPAYA MEMPERTAHANKAN USAHA PELAKU UMKM DI MASA NEW NORMAL (STUDI KASUS KERIPIK TEMPE MURNI MADIUN)

Abstract

The development of UMKM has decreased due to the emergence of Covid19 at the beginning of 2020, which has a direct impact on economic turnover, especially for UMKM. A number of government efforts to overcome this by imposing a New Normal period. Where with this period is expected to overcome the existing economic problems. This research was conducted in Madiun Pure Tempe Chips with the aim of this study to find out and analyze how the Pure Tempe Chips Business Marketing Strategy in Efforts to Maintain UMKM Business Actors in the new normal period by using the SWOT analysis method. Respondents in this study were owners and consumers of Pure Tempe Chips business. in this study using qualitative research with SWOT analysis. Data collection techniques with interviews, observation and documentation. The data analysis technique uses the researcher using SWOT analysis. Prior to the SWOT analysis, the researchers also identified EFAS and IFAS factors. The results of this study indicate a marketing strategy by emphasizing marketing costs by comparing aspects of market demand and sales during the new normal, so that marketing that used to be done online and offline now relies on online marketing only with a 4P strategy consisting of a product strategy. , price strategy, promotion strategy, and place strategy. Keyword : Market Strategy, UMKM, New Normal