STRATEGI PEMASARAN UMKM KAYU JATI DALAM MENINGKATKAN DAYA SAING (Studi Kasus Pada UMKM Di Kecamatan Jepon, Kabupaten Blora, Jawa Tengah)

Tiya, istiqomah (2026) STRATEGI PEMASARAN UMKM KAYU JATI DALAM MENINGKATKAN DAYA SAING (Studi Kasus Pada UMKM Di Kecamatan Jepon, Kabupaten Blora, Jawa Tengah). S1 thesis, Universitas PGRI Madiun.

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Abstract

Tiya Istiqomah. 2026. A Case Study of MSMEs in Jepon District, Blora Regency, Central Java. Economic Education Study Program, Faculty of Teacher Training and Education (FKIP), Universitas PGRI Madiun (UNIPMA). Supervisor (1) Dr. Dra. Ninik Srijani, M.Pd., M.M. Supervisor (2) Yahya Reka Wirawan, S.Pd., M.Pd.. Keywords: Marketing Strategy, Competitiveness, MSMEs, Teak Wood Handicrafts This study focuses on the marketing strategies of teak wood handicraft MSMEs in Jepon District, Blora Regency, in enhancing competitiveness. The objective of this research is to analyze the implemented marketing strategies, identify supporting and inhibiting factors, and examine efforts to maintain product quality and business innovation. The research method used is descriptive qualitative with a case study approach. Data collection techniques include in-depth interviews with ten MSME owners, direct observation, and documentation study. Data validity was tested through source, technique, and time triangulation, while data analysis was carried out through data reduction, data display, and conclusion drawing. The results show that marketing strategies of MSMEs in Jepon District are still dominated by conventional methods such as direct sales, networking, and word-of-mouth promotion, although some business owners have adopted digital media and marketplaces (WhatsApp, Facebook, TikTok, Shopee). The primary supporting factors for marketing are the use of high-quality teak wood raw materials and strong customer relationships. Conversely, inhibiting factors include high shipping costs, fierce market competition, and limited digital literacy. Product quality consistency is maintained through the selection of mature teak wood, proper drying, and meticulous finishing. However, innovation remains elementary, being order-driven and focused on seasonal trends

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Kata Kunci: Strategi Pemasaran, Daya Saing, UMKM, Kerajinan Kayu Jati.
Subjects:	L Education > LD Individual institutions (United States)
Divisions:	Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
Depositing User:	TIYA ISTIQOMAH TIYA
Date Deposited:	17 Oct 2026 04:45
Last Modified:	17 Oct 2026 04:45
URI:	http://eprint.unipma.ac.id/id/eprint/10406

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