LAPORAN AKHIR Penelitian Unggulan Perguruan Tinggi

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1 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 Anggota: Drs. Topowijono, M.Si Dibiayai oleh : Direktorat Jenderal Pendidikan Tinggi, Kementerian Pendidikan dan Kebudayaan, Melalui DIPA Universitas Brawijaya Nomor : DIPA /2014, Tanggal 5 Desember 2013, dan berdasarkan SK Rektor Universitas Brawijaya Nomor 157 Tahun 2014 tanggal 10 April 2014 UNIVERSITAS BRAWIJAYA OKTOBER 2014

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3 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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