Analisis Strategi Pemasaran Usaha Catering Makanan Sehat untuk Orang Tanpa Gejala (OTG)

Authors

  • Sudarti Sudarti Jurnal Pendidikan Kedokteran Indonesia UGM
  • Rima Wardiana Balai Pendidikan Menengah Kota Yogyakarta

DOI:

https://doi.org/10.12928/jfc.v4i2.4124

Keywords:

Pemasaran, Makanan Sehat, Orang Tanpa Gejala

Abstract

COVID-19 telah merubah tatanan kehidupan dalam waktu yang sangat singkat di dunia. Indonesia yang merupakan salah satu  negara dengan menduduki peringkat serius dalam terdampak merebaknya COVID-19 membuat pemerintah mengambil kebijakan pembatasan interaksi masyarakat. Pembatasan interaksi masyarakat ini bertujuan untuk memutus rantai penyebaran COVID-19 di level terendah.

Penelitian ini bertujuan 1) mengetahui faktor lingkungan internal yang berpengaruh terhadap strategi pemasaran usaha Catering makanan sehat untuk Orang Tanpa Gejala (OTG); 2) Mengetahui faktor lingkungan eksternal yang berpengaruh terhadap strategi usaha Catering makanan sehat untuk OTG, dan 3) Mengetahui sistem pemasaran yang sesuai untuk usaha Catering makanan sehat untuk OTG. Metode yang digunakan dalam penelitian ini adalah deskriptif kualitatif dimana data diperoleh dengan cara wawancara, observasi, dan dokumentasi. Wawancara dilakukan di secara random dimana terdapat OTG pada kampung yang berada di wilayah Kota Yogyakarta..

Hasil lapangan digunakan untuk analisis SWOT yang terdiri dari tabel IFAS, tabel EFAS, matriks IE, dan matriks SWOT. Hasil penelitian ini menunjukkan faktor internal yang berpengaruh berupa Lokasi Strategis, Inovasi makanan up to date, Takaran gizi pada makanan sesuai kebutuhan, pemesanan harga produk makanan menyesuaikan kebutuhan, kurang promosi, keterbatasan armada pengiriman, Sumber Daya Manusia (SDM) dengan kemampuan terbatas. Faktor eksternal: jumlah pesaing sedikit, suplai tenaga kerja banyak, daya beli konsumen (OTG), suplai bahan pokok, respon masyarakat di sekitar baik, menu makanan mudah ditiru, faktor alergi makanan pada konsumen (OTG), harga bahan pokok yang tidak stabil.

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Published

2021-12-31

Issue

Vol. 4 No. 2 [Desember 2021]

Section

Articles

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