Analisis Strategi Pemasaran Untuk Meningkatkan Penjualan Pada UMKM Tahu Kocek Bang Geo Jember

Lalika Lafiska Dwi S; M. Taufiq Hidayah; Nely Puspitasari; Sintawati Sintawati; Nurul Qomariah

doi:10.31539/budgeting.v5i2.8831

Lalika Lafiska Dwi S Universitas Muhammadiyah Jember
M. Taufiq Hidayah Universitas Muhammadiyah Jember
Nely Puspitasari Universitas Muhammadiyah Jember
Sintawati Sintawati Universitas Muhammadiyah Jember
Nurul Qomariah Universitas Muhammadiyah Jember

DOI: https://doi.org/10.31539/budgeting.v5i2.8831

Abstract

MSMEs are businesses that drive the national economy. Currently the government is focusing on developing these MSMEs to increase community economic activity. The aim of this research is to find out how the marketing strategy carried out by Tahu Kocek Bang Geo MSMEs increases sales. The type of research is qualitative with SWOT analysis. Data collection methods are interviews, documentation and observation. The results of this research show that the strategic analysis carried out has been effective and the SWOT strategy has been implemented to increase sales at Tahu Kocek Bang Geo MSMEs, namely by adding facilities, promoting various products according to the tastes of the people of Jember.

Keywords: Delights, Marketing Strategy, MSMEs, Pocket Tofu Culinary SWOT Analysis.

References

Buchari, Alma. 2007. Manajemen Pemasaran Dan Pemasaran Jasa, Edisi Revisi. Bandung: Alfabeta.

Hapsari, Etta Emaculata. 2016. “Upaya Meningkatkan Kemampuan Pengambilan Keputusan Studi Lanjut Melalui Analisis Swot Pada Siswa Kelas Xi Ipa 4 Di Sma Negeri 1 Sleman.” E-Journal Bimbingan dan Konseling 5(10): 407–18. https://journal.student.uny.ac.id/index.php/fipbk/article/view/4655.

Hutagalung, Fatma Sari, Indah Purnama Sari, and Budi Kurniawan Hutasuhut. 2020. “Analisa SWOT Strategi Perencanaan Pemasaran Fakultas Ilmu Komputer Dan Teknologi Informasi Universitas Muhammadiyah Sumatera Utara.” InfoTekJar: Jurnal Nasional … 1: 4–7. https://jurnal.uisu.ac.id/index.php/infotekjar/article/view/3230.

Kotler, Philip. 2019. Manajemen Pemasaran (Marketing Management). Edisi 13. USA: Prentice Hall Inc.

Kotler, Philip, and Gary Amstrong. 2008. Prinsip-Prinsip Pemasaran. Jakarta: Penerbit Erlangga.

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran. Jakarta: Salemba Empat.

Qomariah, Nurul. 2016. Marketing Adactive Strategy. Jember: Cahaya Ilmu. https://www.researchgate.net/publication/326623130_Marketing_Adactive_Strategy.

Rachmat. 2014. Manajemen Strategik. Bandung: Pustaka Setia.

Sebtika, Astrid Nanda, M. E. Winarno, and Sugiyanto Sugiyanto. 2017. “Evaluasi Program Pembelajaran Pendidikan Jasmani Olahraga Dan Kesehatan Menggunakan Analisis Swot Kelas X Di Sma Negeri 1 Kesamben.” Gelanggang Pendidikan Jasmani Indonesia 1(2): 219.

Swastha, Basu. 2016. Azas-Azas Marketing, Edisi 3. Yogyakarta: Liberty.

Tjiptono, Fandy. 2011. Strategi Pemasaran. Yogyakarta: Andi.

Tjiptono, Fandy, and Gregorius Candra. 2012. Pemasaran Strategik. Yogyakarta: Andi.