ANALISIS PENGEMBANGAN STRATEGI PEMASARAN HALAL PADA USAHA KECIL MENENGAH PRODUK WEDANG UWUH DAN TEPUNG BEBAS GLUTEN DI UKM PROGRESS JOGJA
Abstract: The government is
encouraging small businesses to improve product quality by adjusting its
product in accordance with the Standar Nasional Indonesia (SNI-Indonesian
National Standardization). Halal is one aspect of quality, especially in the
food and beverage products, which is considered in Indonesia, due to most of
Indonesian is Moslem. This research was aimed to develop halal marketing
strategies for specific SME (Small Medium Enterprise) that produced “wedang
uwuh” beverage and gluten-free flour in Yogyakarta. The SME is called SMEs
Progress Jogja. The marketing strategy in SMEs Progress Jogja was developed
using a questionnaire that distributed to stakeholders. The tools which for
analysis were SWOT matrix and QSPM. There are three expected strategies by the
SMEs Progress Jogja that should be selected. The strategies were expanding the
market share (especially by exploiting the defense of government),
developing/increasing product variation, and also preserving the quality and
the halal requirement of products. Then, the chosen strategy that was selected
by using the priority matrix QSP is to expand market share.
Penulis: Vembri Noor Helia
Kode Jurnal: jptindustridd160090
