Yunitalia, Syalwa (2024) Strategi Pengembangan Usaha Kain Songket Tenun Aisyah Makmur di Desa Padang Genting kecamatan Talawi Kabupaten Batu Bara. S1 thesis, Universitas Malikussaleh.

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Abstract

The sales of woven songket fabric by Aisyah Makmur experience significant fluctuations annually due to the lack of knowledge in more modern and effective marketing strategies, as well as a shortage of innovation and creativity in their products. This also hinders the long-term growth and profitability of the business. This research aims to identify the internal and external factors influencing the development strategy of Aisyah Makmur's woven songket fabric business through the IFE matrix and EFE matrix, and to formulate alternative strategies using the SOAR matrix, followed by determining the priority strategies to be implemented through the QSPM method. Internal factors affecting Aisyah Makmur's woven songket fabric business include human resources, finances, management, production, and marketing. External factors include economic, social, cultural, evolving technology, and government policies. Based on the analysis of the IFE and EFE matrices, the total overall score is 3.618 for the IFE matrix and 4.3343 for the EFE matrix. In the SOAR analysis, twelve alternative strategies are obtained, and the priority alternative strategy based on the QSPM analysis for Aisyah Makmur's woven songket fabric business development efforts is to develop unique designs and motifs that can differentiate their products in the market, along with creating a brand logo and tagline, with a total attractiveness score (TAS) of 6.57. Keywords: development strategy, external, internal, QSPM, SOAR

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce S Agriculture > S Agriculture (General)
Divisions:	Fakultas Pertanian > 54201 - Jurusan Agribisnis
Depositing User:	Syalwa Yunitalia
Date Deposited:	28 Jun 2024 03:40
Last Modified:	28 Jun 2024 03:40
URI:	https://rama.unimal.ac.id/id/eprint/3044

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