Analisis Entrepreneurial Marketing Pada Umkm Kopi Kabupaten Garut

Anisya Suci, Sisca Eka Fitria

Abstract

Abstrak Usaha Mikro, Kecil dan Menengah (UMKM) memiliki peran yang sangat penting bagi perekonomian Indonesia. UMKM mampu mengatasi kemiskinan dan pengangguran di Indonesia, selain itu UMKM juga berperan dalam penerimaan pajak Negara.. Entrepreneurial Marketing adalah penggabungan antara pemasaran dan kewirausahaan, dengan adanya kesadaran akan pentingnya kewirausahaan dan inovasi untuk pemasaran, dan pemasaran untuk sukses kewirausahaan. Kopi Garut yang banyak diminati banyak orang dan mampu Ekspor ke negara- negara yang salah satunya negara Taiwan. Ekspor kopi Garut menjadikan tolak ukur untuk memajukan Kopi Garut. Tujuan dilakukannya penelitian ini ialah untuk menganalisis bagaimana penerapan Entrepreneurial Marketing pada UMKM kopi Garut dengan menggunakan 7 dimensi menurut Morris et al (2002) yaitu Proactivness, Opportunity Focus, Customer Intensity, Innnovation, RiskTaking, Resource Leveraging dan Value Creation. Penelitian ini menggunakan metode Kualitatif.Pengumpulan data dilakukan dengan cara wawancara dan dokumentasi. Wawancara dilakukan kepada 6 narasumber yang memahami pemasaran pada Kopi Garut. Hasil penelitian menunjukan bahwa pelaku usaha Kopi Garut telah menerapkan 6 dimensi Entrepreneurial Marketing yaitu Proactivness, Opportunity Focus, Customer Intensity RiskTaking, Resource Leveraging dan Value Creation Kata kunci : UMKM, Pemasaran Kewirausahaan, Pemasaran, Kewirausahaan, Kualitatif Abstract Micro, Small and Medium Enterprises (MSMEs) have a very important role for the Indonesian economy. MSMEs are able to overcome poverty and agree in Indonesia, besides that MSMEs also win state revenues. Entrepreneurial Marketing is a combination of marketing and entrepreneurship, with an awareness of the importance of entrepreneurship and innovation for marketing, and marketing for entrepreneurial success. The emphasis is on adapting forms of marketing that are suitable for micro, small and medium enterprises (MSMEs). Garut coffee that is in great demand by many people and able to export to countries that are one of them is Taiwan. Garut Coffee Exports makes a benchmark for advancing Garut Coffee. The purpose of this study was to analyze how the application of Entrepreneurial Marketing in Garut coffee MSMEs uses 7 dimensions according to Morris et al (2002) namely Proactivness, Opportunity Focus, Customer Intensity, Innovation, RiskTaking, Resource Leveraging, and Value Creation. This study uses a qualitative method.Data collection is done by interview and documentation. Interviews were conducted to 6 speakers who discussed marketing in Garut Coffee. The results showed that there was a Garut Coffee business that had implemented 6 dimensions of Entrepreneurial Marketing, namely Proactivness, Opportunity Focus, Risk Taking, Customer Intensity, Increased Resources and Value Creation Keywords: UMKM, Entrepreneurial Marketing, Marketing, Entrepreneurial, Qualitative

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