Strategi Pemasaran Abon Ikan (Kasus Pada Produk Olahan Rapekan Kecamatan Padakembang Kabupaten Tasikmalaya)

Salsabiil Adhwaa' Safira, Unang Unang, Nurul Risti Mutiarasari

Abstract


Fishery products are highly perishable and therefore require proper processing to maintain quality, extend shelf life, reduce losses, and increase added value. Rapekan is an SME processing freshwater pomfret into shredded fish but faces low product awareness, stagnant production volumes, and intense competition from similar products. Therefore, a marketing strategy is needed to enhance its competitiveness. This study aims to identify the internal and external marketing factors of Rapekan fish floss, formulate alternative marketing strategies, and determine priority strategies. The research employed a case study approach involving the Rapekan MSME located in Padakembang District, Tasikmalaya Regency. The analytical tools used were the IFAS and EFAS matrices, SWOT analysis, and the QSPM matrix. The results show that the strongest internal factors include product’s MUI halal certification and P-IRT distribution permit, the availability of original and spicy flavors, a variety of price points and package sizes, and distribution through both offline and online channels. The main internal weaknesses are limited human resources for online marketing, simple production facilities, and low promotional frequency. Externally, the greatest opportunities lie in the large market potential, government support for fish-processing MSMEs, and improvements in packaging design and appearance. The major threats include the proliferation of similar products in online marketplaces, the presence of competing similar products in the same modern retail outlets, and competitors with more advanced production facilities. The recommended priority strategy is to implement digital marketing strategies by intensifying sales and promotional activities on digital platforms to expand market reach and enhance brand awareness.

Keywords


Strategi Pemasaran, Abon Ikan, SWOT, QSPM

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DOI: http://dx.doi.org/10.25157/ma.v12i2.23469

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