Analisis Strategi Pemasaran Produk Usaha Mikro Kecil Menengah Melalui Metode Analisis Soar (Strength, Opportunity, Aspirations, Result) Studi Pada UMKM Kue Cubit Laina Di Medan

Abstract

One of the efforts in realizing the vision of the government in reducing the number of unemployment in Indonesia is to increase the number of perpetrators of the micro small medium (Small Medium Enterprises). Medan City Government committed to continue to develop this, because for Small Medium Enterprises rated proved able to absorb much manpower. Stavros, Cooperrider, and Kelly (2003) offers the concept of SOAR (Strengths, Opportunities, Aspirations, Results) as an alternative to the SWOT analysis, which derived from the approach of Appreciative Inquiry (AI). Analysis of the SOAR putting an attempt as a wishful thinking to be the best in realizing the aspirations of the effort. This research aims to know the right marketing strategies to sell products in theKue Cubit LainaSMEC by analyzing existing powers in order to achieve the vision of Kue Cubit Laina makes its products as a favorite street food in the city of Medan. This study using a research method combination (Mixed Methods). Research locations were in Small Medium Enterprises of Chew MeKue Cubit Laina. The population in this study are all the visitors who ever bought cake product in outlets Kue Cubit Laina Chew me. Data collected through methods of interval assessment questionnaire with 100 against the respondent. Determination of the samples on the research method using non probability sampling with purposive sampling technique (ever buy a pinch cake at least twice in the outlets of Kue Cubit Laina Chew me). Based on testing the validity of the Product Moment, obtained that all the variables examined produce correlations greater than the value of r table on df = n-2 i.e. 100-2 = 98 namely rtabel 0.1966, which means that the instrument can be said to be valid. reliability test results of generating Alpha coefficient Cronbach's ≥ 0.6 or the value of r is smaller than the table value of r (r count ≤ 0.765) measured variables this research have reliability. Based on analysis of Importance Performance Analysis attributes the ease of payment when buying consumer products become key priorities and 8 attributes assessed already well and should be maintained, 7 attributes that are rated good enough and should be increased as well as the 5 attributes assessed its performance redundant and there are 4 based on the latest marketing strategies.