Strategi Pemasaran dalam Meningkatkan Penjualan Produk Jamur Tiram pada PT. Mushiro Jaya Gorup di Kota Medan

Abstract

Persaingan bisnis jamur tiram di Kota Medan mendorong PT. Mushiro Jaya Group menerapkan strategi pemasaran yang efektif untuk meningkatkan penjualan. Penelitian ini bertujuan: (1) menganalisis model bisnis menggunakan Business Model Canvas (BMC) dan (2) mengidentifikasi strategi pemasaran yang tepat. Metode penelitian yang digunakan adalah deskriptif kualitatif melalui observasi, wawancara, dokumentasi, dan kuesioner kepada 30 konsumen serta pemilik usaha. Hasil analisis BMC menunjukkan segmen pelanggan terdiri dari pasar tradisional, restoran, pedagang jajanan, dan konsumen individu. Proposisi nilai meliputi jamur segar, layanan antar gratis, dan garansi produk. Saluran distribusi mencakup penjualan online (Facebook, Instagram, TikTok) dan offline. Hubungan pelanggan dibangun melalui komunikasi aktif dan jaminan kualitas. Pendapatan berasal dari penjualan baglog, jamur segar, dan olahan jamur crispy. Sumber daya utama meliputi tempat produksi, tenaga kerja, dan rak baglog, sedangkan aktivitas utama mencakup budidaya dan pemasaran. Analisis SWOT menempatkan perusahaan pada kuadran II (Strength–Threat), menandakan perlunya memanfaatkan kekuatan untuk menghadapi persaingan. Berdasarkan QSPM, strategi prioritas ialah mengembangkan program loyalitas pelanggan, mengoptimalkan layanan antar berbasis online, dan menjaga kualitas produk agar tetap bersaing dan berkelanjutan. Business competition in oyster mushroom products in Medan encourages PT. Mushiro Jaya Group to implement effective marketing strategies to increase sales. This study aims to: (1) analyze the company’s business model using the Business Model Canvas (BMC) approach, and (2) identify effective marketing strategies. The research employed a descriptive qualitative method through observation, interviews, documentation, and questionnaires involving 30 consumers and the business owner. The BMC analysis shows that the customer segments include traditional markets, restaurants, street vendors, and individual consumers. The value propositions consist of fresh oyster mushrooms, free delivery, and product guarantees. Channels include online platforms (Facebook, Instagram, TikTok) and offline direct sales. Customer relationships are maintained through active communication and product quality assurance. The revenue streams come from selling mushroom baglogs, fresh mushrooms, and processed products such as crispy mushrooms. Key resources include production facilities, workers, and baglog racks, while key activities cover cultivation and marketing. The SWOT analysis places the company in Quadrant II (Strength–Threat), indicating the need to leverage strengths to overcome competition and distribution challenges. Based on the QSPM results, the priority strategies include developing customer loyalty programs, optimizing online delivery services, and maintaining product quality to enhance competitiveness and sustainable sales growth.