Electronic Theses and Dissertation

`Abstrak
Persaingan bisnis yang semakin kompetitif menuntut pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memiliki strategi pemasaran yang tepat agar mampu bertahan dan berkembang. Honest Juice merupakan salah satu UMKM yang bergerak di bidang minuman sehat dengan produk jus buah tanpa gula tambahan dan menggunakan pemanis alami stevia. Meskipun menawarkan keunggulan dalam komposisi produk dan harga yang terjangkau, Honest Juice menghadapi berbagai tantangan seperti promosi digital yang kurang optimal, saluran distribusi yang terbatas, serta rendahnya brand awareness di kalangan masyarakat. Oleh karena itu, penelitian ini bertujuan untuk menganalisis faktor internal dan eksternal yang memengaruhi strategi pemasaran Honest Juice serta merumuskan strategi alternatif yang paling tepat melalui pendekatan Quantitative Strategic Planning Matrix (QSPM). Metode penelitian ini melibatkan pendekatan deskriptif kuantitatif dengan pengumpulan data melalui observasi, wawancara, dan penyebaran kuesioner kepada pemilik dan karyawan Honest Juice. Data yang diperoleh kemudian dianalisis melalui tahapan formulasi strategi, meliputi analisis SWOT, penyusunan matriks IFE dan EFE, matriks IE, hingga penentuan strategi prioritas menggunakan matriks QSPM. Strategi alternatif yang dihasilkan antara lain peningkatan promosi digital, perluasan saluran distribusi melalui platform e-commerce, serta inovasi produk sesuai tren pasar. Berdasarkan hasil QSPM, strategi dengan skor tertinggi adalah meningkatkan promosi digital dan memperluas jangkauan pasar melalui media sosial, melakukan promosi dan penjualan langsung melalui stan di Car Free Day yang ramai pengunjung serta bekerja sama dengan platform pemesanan makanan. Strategi ini dianggap paling efektif dalam meningkatkan daya saing dan memperluas pangsa pasar Honest Juice.
Kata kunci: Strategi Pemasaran, SWOT, Matriks IFE, Matriks EFE, Matriks IE, QSPM

Abstract The increasingly competitive business environment requires micro, small, and medium enterprises (MSMEs) to implement effective marketing strategies to survive and thrive. Honest Juice is one such enterprise operating in the healthy beverage sector. It offers fruit juice products with no added sugar, using natural stevia as a sweetener. Despite the advantages of its product composition and affordable pricing, Honest Juice faces several challenges, including suboptimal digital promotion, limited distribution channels and low brand awareness. This study aims to analyse the internal and external factors affecting Honest Juice's marketing strategy, and to formulate alternative strategies using the Quantitative Strategic Planning Matrix (QSPM) approach. A quantitative descriptive approach was employed for the research, with data collected through observation, interviews, and questionnaires distributed to the owner and employees of Honest Juice. These data were analysed through a series of strategic formulation stages, including SWOT analysis and the development of IFE and EFE matrices, as well as an IE matrix. Priority strategies were then determined using the QSPM matrix. The findings reveal that Honest Juice's primary strengths lie in the healthy quality of its products and its competitive pricing. Meanwhile, significant opportunities arise from the growing trend of healthy lifestyles and the potential of digital marketing. Alternative strategies include enhancing digital promotion, expanding distribution channels through e-commerce platforms, and innovating products to align with market trends. According to the QSPM results, the most effective strategies are increasing digital promotion, expanding market reach through social media, conducting direct sales and promotions at crowded Car Free Day events, and collaborating with online food delivery platforms.These strategies are considered the most effective for increasing Honest Juice’s competitiveness and expanding its market share. Keywords: Marketing Strategy, SWOT, IFE Matrix, EFE Matrix, IE Matrix, QSPM