STRATEGI BERTAHAN PENGUSAHA TANAMAN HIAS MENGHADAPI MASA PANDEMI COVID-19 DI KECAMATAN BATURADEN KABUPATEN BANYUMAS

KATULISTIWA, ARNETANIO SATYA (2022) STRATEGI BERTAHAN PENGUSAHA TANAMAN HIAS MENGHADAPI MASA PANDEMI COVID-19 DI KECAMATAN BATURADEN KABUPATEN BANYUMAS. Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

This study aims to find out what strategies are used by entrepreneurs, target markets, and to find out the problems experienced by ornamental plant entrepreneurs and their solutions in Baturraden District, Banyumas Regency during the pandemic. The research method used in this research is descriptive qualitative analysis and carried out with random sampling technique. Types of primary and secondary data. Data collection is observation, interview and documentation. The data analysis method used is SWOT analysis, (IFE and EFE Matrix, SWOT Matrix, Space Matrix and SWOT Diagram). After knowing the company's position in the SWOT quadrant in quadrant one where the most appropriate strategy is in quadrant II, Quadrant II: Despite facing various threats, this company still has internal strength. The strategy that must be applied is to use strength to take advantage of long-term opportunities by means of a differentiation strategy. The target market they apply is still focused on consumers who come to the kiosk, because entrepreneurs have not been able to improve service. The problem and solution from this research is that the government has not been able to pay attention to ornamental plant entrepreneurs in the Baturraden sub-district, Banyumas Regency, because with the lack of government assistance in the form of socialization activities or financial assistance, entrepreneurs cannot survive and find it difficult to increase the ornamental plant business in Indonesia. Baturraden District, Banyumas Regency It is recommended that ornamental plant business actors increase their promotional activities for ornamental plants online and often attend training to improve their quality in the marketing and production processes.

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