LAPORAN KEWIRAUSAHAAN PENGELOLAAN DAN PENGEMBANGAN USAHA PENGOLAHAN KAYU DI PANGLONG KAYU UC AL BADRUN NEGERI LAMA

MUHAMMAD ALI BADRUN HARAHAP, NPM 2109100096 (2025) LAPORAN KEWIRAUSAHAAN PENGELOLAAN DAN PENGEMBANGAN USAHA PENGOLAHAN KAYU DI PANGLONG KAYU UC AL BADRUN NEGERI LAMA. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

Penelitian ini bertujuan untuk menganalisis strategi pengelolaan kewirausahaan pada UD Al Badrun, sebuah usaha panglong kayu yang bergerak di bidang pengolahan dan penjualan kayu olahan untuk kebutuhan konstruksi dan furnitur. Kajian ini mencakup analisis profil usaha, strategi pemasaran, kualitas pelayanan, serta faktor pendukung dan penghambat dalam pengembangan usaha. Metode yang digunakan meliputi pengumpulan data primer melalui observasi dan wawancara, serta analisis SWOT untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang dihadapi. Hasil penelitian menunjukkan bahwa UD Al Badrun menerapkan strategi pemasaran berbasis bauran pemasaran 7P dan pemanfaatan media digital seperti WhatsApp, Instagram, dan marketplace untuk promosi. Kualitas pelayanan diukur melalui lima dimensi (tangible, reliability, responsiveness, assurance, empathy) yang sebagian besar dinilai baik oleh pelanggan. Analisis SWOT menempatkan usaha pada kuadran I, menunjukkan posisi yang progresif dengan peluang dan kekuatan yang besar, sehingga direkomendasikan untuk memperkuat manajemen, meningkatkan branding digital, dan memperluas jaringan pemasaran. Penelitian ini diharapkan dapat menjadi referensi bagi pelaku UKM dalam merumuskan strategi pengembangan usaha yang berkelanjutan. Kata kunci: Kewirausahaan, Strategi Pemasaran, SWOT, Panglong Kayu, UD Al Badrun ===================================================================== This study aims to analyze the entrepreneurial management strategy of UD Al Badrun, a woodworking business engaged in the processing and sale of processed wood for construction and furniture. This study includes an analysis of the business profile, marketing strategy, service quality, and supporting and inhibiting factors in business development. The methods used included primary data collection through observation and interviews, as well as a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The results indicate that UD Al Badrun implements a marketing strategy based on the 7P marketing mix and utilizes digital media such as WhatsApp, Instagram, and marketplaces for promotion. Service quality is measured through five dimensions (tangible, reliability, responsiveness, assurance, empathy), which are largely rated positively by customers. The SWOT analysis places the business in quadrant I, indicating a progressive position with significant opportunities and strengths. Therefore, it is recommended to strengthen management, enhance digital branding, and expand marketing networks. This research is expected to serve as a reference for SMEs in formulating sustainable business development strategies. Keywords: Entrepreneurship, Marketing Strategy, SWOT, Woodworking, UD Al Badrun

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Kewirausahaan, Strategi Pemasaran, SWOT, Panglong Kayu, UD Al Badrun==============Entrepreneurship, Marketing Strategy, SWOT, Woodworking, UD Al Badrun
Subjects:	Q Science > QA Mathematics > QA75 Electronic computers. Computer science T Technology > T Technology (General) Z Bibliography. Library Science. Information Resources > Z665 Library Science. Information Science Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4050 Electronic information resources Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4450 Databases
Divisions:	Fakultas Sains Dan Teknologi > Sistem Informasi
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	05 Nov 2025 07:21
Last Modified:	05 Nov 2025 07:21
URI:	http://repository.ulb.ac.id/id/eprint/1924

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