PERANCANGAN STRATEGI SUSTAINANBLE MARKETING BERBASIS ECO-GREEN PRODUCT INNOVATION GUNA MENCIPTAKAN POTENSI AGROWISATA AREA MANGROVE WONOREJO SURABAYA

Authors

  • Astria Hindratmo Teknik Industri, Fakultas Teknik, Universitas Wijaya Putra Surabaya
  • Nurwahyudi Widhiyanta Teknik Informatika, Fakultas Teknik, Universitas Wijaya Putra Surabaya

Abstract

Wonorejo Mangrove Region Surabaya is a natural tourism area that is still in the form of ecotourism.
In the area there are Micro, Small and Medium Enterprises (SMEs) that have been approved by
mangroves around the round. But until now the area has seen no synergy or mutually beneficial
cooperation between tourism trips and (SMEs). If you see the potential that exists between the tourist
area and (SMEs) in this region, the first mangrove agro-tourism area in Surabaya can be made with
the concept of natural products based on innovative eco-friendly products. This concept demands
that its marketing is sustainable and (SMEs) products are able to compete with other products by
meeting the demand for natural products that are environmentally friendly. This research discusses
sustainable marketing strategies in order to exploit the potential of mangrove agro-based innovation
of environmentally friendly products. The research method uses External Factor Evaluation (EFE)
and Internal Factor Evaluation (IFE), SWOT analysis, Internal-External Matrix (IE Matrix), and
Quantitaive Strategic Matrix Planning (QSPM). This research produced 30 internal factors and 23
external factors. The results of IFE and EFE were 3,058 and 3,219. The SWOT analysis produced 7
ST strategies, 11 SO strategies, 7 WT strategies, and 11 WO strategies. Position based on the IE
matrix in cell I which produces 4 strategies. Determination of the strategy with QSPM with the
largest score chooses a product development strategy.
Keywords: SMEs, Strategy, Agrotourism, Eco-Green, SWOT, QSPM

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Published

2019-10-05