Manajemen Risiko Pemasaran Pada UMKM Chokato Di Kecamatan Payakumbuh Selatan Kota Payakumbuh

Authors

  • Utari Dwi Putri Universitas Andalas
  • Lora Triana Universitas Andalas
  • Cindy Paloma Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v8i1.670

Abstract

Penelitian ini dilakukan pada UMKM Chokato di Kecamatan Payakumbuh Selatan Kota Payakumbuh. Pemilihan lokasi dilakukan secara sengaja  dengan mempertimbangkan bahwa UMKM Chokato merupakan pelaku usaha pengolahan kakao yang memiliki sarana dan prasarana yang lengkap. Selain itu UMKM Chokato merupakan  UMKM pengolahan kakao yang terkenal di Sumatera Barat yang menerima penghargaan Adhikarya Pangan Nusantara tahun 2016. Jenis penelitian yang digunakan yaitu studi kasus dan metode analisis  kualitatif dan kuantitatif. Analisis kualitatif adalah mengidentifikasi sumber-sumber risiko yang terjadi pada UMKM Chokato menggunakan diagram tulang ikan, dan analisis kuantitaif mengukur tingkat risiko pemasaran UMKM Chokato menggunakan metode FMEA. Hasil penelitian mengungkapkan dalam kegiatan pemasaran pada UMKM Chokato diidentifikasi 19 penyebab risiko. Kemudian dari perhitungan presentase kumulatif didapatkan 8 risiko yang menjadi prioritas dalam merumuskan strategi manajemennya.

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Published

2026-04-30

Issue

Vol. 8 No. 1 (2026): April

Section

Research Articles

License

Copyright (c) 2026 Utari Dwi Putri, Lora Triana, Cindy Paloma

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