Rohmania, Nur Lailul (2023) ..(TAMBAHKAN LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI ETHESIS DENGAN TTD ASLI BUKAN SCAN, UPLOAD ULANG)..Strategi Bersaing Pasar Tradisional di Era Digital (Studi pada pasar Warujayeng tanjunganom Nganjuk). Masters thesis, IAIN Ponorogo.
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Abstract
TRADITIONAL MARKET COMPETITIVE STRATEGIES
IN THE DIGITAL ERA
(Study At Warujayeng Tanjunganom Nganjuk Market)
ABSTRACT
Intense competition in traditional warujayeng markets in this digital era, makes traders must be able to compete against their competitors, namely modern markets and e-commerce. The purpose of this study is to determine the form of market competition, SWOT analysis to determine the position of traditional markets, as well as the application of competitive strategy.
The research was conducted at the Warujayeng Tanjunganom Nganjuk traditional market. The method used is descriptive qualitative with a field approach based on data analysis obtained from interviews and observations.
The results of this study can be seen that 1) The forms of competition that exist in the warujayeng traditional market include price competition, location, service quality, and product completeness. 2) In the SWOT analysis, warujayeng's market position is strong, so the recommended strategy is the SO strategy, namely utilizing support from the government, maintaining product quality, maintaining good working relationships, low costs, low production and expanding networks. 3) Based on the form of competitive strategy and the SWOT analysis that has been carried out, the competitive strategy used includes customer focus, quality improvement, integrity and creativity, innovation and responsibility, and low production costs. This is in accordance with Porter's strategy of low cost, product differentiation, and focus.
Keywords: competitive strategy, form of competition, swot analysis order
STRATEGI BERSAING PASAR TRADISIONAL
DI ERA DIGITAL
(Studi Pasar Warujayeng Tanjunganom Nganjuk) ABSTRAK
Persaingan yang ketat pasar tradisional warujayeng pada era digital ini, menjadikan para pedagang harus mampu bersaing untuk menghadapi pesaingnya yaitu pasar modern dan e-commerce. Tujuan penelitian ini adalah untuk mengetahui bentuk persaingan pasar, analisis SWOT untuk mengetahui posisi pasar tradisional, serta penerapan strategi bersaing.
Penelitian dilaksanakan di pasar tradisional Warujayeng Tanjunganom Nganjuk. Metode yang digunakan adalah diskriptif kualitatif dengan pendekatan lapangan berdasarkan analisis data yang diperoleh dari wawancara dan observasi.
Hasil penelitian ini dapat diketahui bahwa 1) Bentuk persaingan yang ada pada pasar tradisional warujayeng meliputi persaingan harga, lokasi, kualitas pelayanan, dan kelengkapan produk. 2) Pada analisis SWOT, posisi pasar warujayeng adalah kuat, sehingga strategi yang direkomendasikan adalah strategi SO yaitu memanfaatkan dukungan dari pemerintah, mempertahankan kualitas produk, mempertahankan hubungan kerja yang baik, biaya, produksi rendah dan memperluas jaringan. 3) Berdasarkan bentuk strategi bersaing serta analisis SWOT yang telah dilakukan maka strategi bersaing yang digunakan meliputi fokus pelanggan, peningkatan kualitas, intregitas dan kreativitas, inovasi dan tanggung jawab, serta biaya produksi rendah. Hal ini sesuai dengan strategi milik Porter yaitu strategi biaya rendah, diferensiasi produk, serta fokus.
Kata Kunci: Strategi Bersaing, Bentuk Persaingan, Analisis Swot
| Item Type: | Thesis (Masters) |
|---|---|
| Thesis Supervisor: | Aji Damanuri Luhur Prasetiyo |
| Subjects: | 14 ECONOMICS > 1499 Other Economics > 149999 Economics not elsewhere classified |
| Divisions: | Program Pascasarjana > Program Studi Magister Ekonomi Syariah |
| Depositing User: | Miss Perpustakaan IAIN Ponorogo |
| Date Deposited: | 08 Jun 2023 03:05 |
| Last Modified: | 08 Jun 2023 03:05 |
| URI: | http://etheses.iainponorogo.ac.id/id/eprint/23766 |
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