NON HIGH TECH - LPPM UB

LAPORAN AKHIR
Penelitian Unggulan Perguruan Tinggi
MODEL PENINGKATAN DAYA SAING USAHA KECIL
BERTEKNOLOGI TRADISIONAL (NON HIGH TECH)
BERBASIS INOVASI PEMASARAN di KABUPATEN
BONDOWOSO
Tahun ke 2 dari rencana 2 tahun
Ketua:
Dr. MOCHAMMAD AL MUSADIEQ, MBA
0001055809
Anggota:
Drs. Topowijono, M.Si.
0004075302
Dibiayai oleh :
Direktorat Jenderal Pendidikan Tinggi,
Kementerian Pendidikan dan Kebudayaan, Melalui DIPA Universitas Brawijaya
Nomor : DIPA-023.04.2.414989/2014, Tanggal 5 Desember 2013, dan berdasarkan
SK Rektor Universitas Brawijaya Nomor 157 Tahun 2014 tanggal 10 April 2014
UNIVERSITAS BRAWIJAYA
OKTOBER 2014
RINGKASAN
Penelitian yang berjudul Model Peningkatan Daya Saing Usaha Kecil Berteknologi
Tradisional (Non High Tech) Berbasis Inovasi Pemasaran di Bondowoso ini bertujuan : 1)
Menemukan karakteristik pemasaran usaha kecil di Bondowoso 2) Menemukan
karakterisitik inovasi bisnis usaha kecil 3) Menemukan model inovasi pemasaran usaha
kecil di Bondowoso. Penelitian ini menggunakan metode deskriptif kualitatif dan
merupakan Tahap 2 (tahun pertama) dari 2 tahun yang direncanakan. Kegiatan Tahap 2 ini
adalah mengidentifikasi penerapan Pemasaran Terintegrasi, Fokus pada Pelanggan dan
Pasar, dan Produk yang Unik/Khas dan Modifikasi. Dengan metode kualitatif untuk
pengambilan data, dan Deskriptif untuk pembahasan, penelitian ini menunjukkan belum
adanya penerapan ketiga faktor tersebut dalam proses menjalankan bisnis. Penelitian ini
juga membuat model inovasi pemasaran UMKM Kabupaten Bondowoso agar mampu
memiliki daya saing. Model didasarkan dengan mengadopsi Model Bisnis Alexander Oster
Wolder dan beerdasar Focus Group Discussion (FGD) dengan para Stakeholder UMKM
Kabupaten Bondowoso.
Keyword: Inovasi; Daya Saing; Usaha Kecil; Teknologi Tradisional; Pemasaran
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