SUMMARY
ABSTRACTThis study aims to determine the strategic plan implemented in the marketing of tempe chips at UMKM in Pedan District, Klaten Regency, and determine the priorities of the marketing strategy of tempe chips at UMKM in Pedan District, Klaten Regency. The basic method used in this research is descriptive, analytic and SWOT-AHP integration methods. The results of this study indicate that the internal factor that is the main strength is the quality of awake tempe chips, while the main weakness of the marketing of tempe chips at UMKM in Pedan District, Klaten Regency is the lack of product innovation. The external factor that becomes the main opportunity of marketing tempe chips at UMKM in Pedan District, Klaten Regency is the demand for tempe chips from consumers is high, while the main threat to marketing tempe chips at UMKM in Pedan District, Klaten Regency is that competitors make tempe chips products more varied . The priority strategy that can be applied in the marketing of tempe chips at UMKM in Pedan District, Klaten Regency is to maintain the price of tempe chips to keep regular customers. Keywords: AHP, Marketing Strategy, SWOT, Tempe Chips UMKM