JEFMS Journal

Google Scholar

Article Pdf

---

ABSTRACT:

Meatballs are a food that is much sought after by Indonesian people, especially the people of Situbondo Regency. In Situbondo Regency, there are many business people who sell meatballs. One of them is Mr. Jumari's Meatball Business P. Kardi which is located in Curah Jeru Village, Panji District, Situbondo Regency. However, there are still many business actors who still have various obstacles in marketing their products. Such as not having the right marketing strategy, not carrying out promotions or even not taking into account raw material costs and labor costs in determining the selling price. Therefore, this research uses a SWOT analysis approach to determine marketing strategies to increase sales and develop the business. Based on the IFAS and EFAS calculations that have been carried out, it can be concluded that P. Kardi's Meatball Business is at 0.7892; 0.5822. So from these calculations it can be concluded that Mr. Jumari's P. Kardi Meatball Business is in quadrant I position, this position shows a very favorable situation for Mr. Jumari's P. Kardi Meatball Business to carry out aggressive or growth strategies. The results of the SWOT analysis produce several alternative strategies that companies can choose, namely: 1) Improving product quality so that they can attract more consumers and increase consumer satisfaction and loyalty, 2) Creating products with new shapes and tastes, 3) Utilizing social media to carry out promotions and advertisements, 4) Establish good cooperation with regular meat sellers and meat grinders, 5) Expand marketing locations so that consumers who want to eat on site can enjoy their food deliciously.

KEYWORDS:

SWOT analysis; marketing strategy; Meatball UMKM.

REFERENCES:

1) Aji, N. B. (2018). Analisis Swot Daya Saing Sekolah: Studi Kasus di Sebuah Sma Swasta di Kota Tangerang. Operations Excellence, 10(1), 65–73. https://e-journal.upr.ac.id/index.php/edu/article/view/2078/1769

2) Amalia, N. R., Yulianti, F., & Kadir, A. (2023). Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Pada Cafe Bree Sweetandfreeze Banjarmasin ( Menggunakan Analisis SWOT ). JUrnal Rimba, Riset Ilmu Manajemen Bisnis Dan AKuntansi, 1(3), 41–48. https://journal.arimbi.or.id/index.php/Rimba/article/view/85/76

3) Anggraini, M. D., MUhtarom, A., & Safaatillah, N. (2019). IMPLEMENTASI STRATEGI PEMASARAN DENGAN MENGGUNAKAN ANALISIS SWOT DALAM MENINGKATKAN PENJUALAN DAN PENDAPATAN PADA UD. YOGA PUTRA BANGKIT SAMBENG LAMONGAN. Jurnal Penelitian Ilmu Manajemen (JPIM), 4(2), 963–974. https://journal.arimbi.or.id/index.php/Rimba/article/view/85/76

4) Dinarso, R. C., Nursaid, N., Qomariah, N., & Thamrin, M. (2024). Analysis of Marketing Mix Strategy in Order to Increase Sales in MSMEs. Budapest INternational Research and Critics Intitute Journal (BIRCI), 7(1), 90–97. https://doi.org/https://doi.org/10.33258/birci.v7i1.7837 90

5) Hapsari, E. E. (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), 407–418. https://journal.student.uny.ac.id/index.php/fipbk/article/view/4655

6) Haryono, R., & Qomariah, N. (2024). SWOT Strategy for Increasing Sales at " Bakso Bangkit Jember ". Budapest International Research and Critics Intitute Journal (BIRCI), 7(1), 134–141. https://doi.org/https://doi.org/10.33258/birci.v7i1.7844 134

7) Hutagalung, F. S., Sari, I. P., & Hutasuhut, B. K. (2020). Analisa SWOT Strategi Perencanaan Pemasaran Fakultas Ilmu Komputer dan Teknologi Informasi Universitas Muhammadiyah Sumatera Utara. InfoTekJar: Jurnal Nasional …, 1, 4–7. https://doi.org/https://doi.org/10.30743/infotekjar.v5i1.3230

8) Jatmiko, B., Handayani, S. D., Udin, U., Suryandani, E., Kusumawati, R., Laras, T., & Raharti, R. (2022). International Journal of Sustainable Development and Planning Key-Factor Strategy of Creative Industry in Distribution Channel : A SWOT Analysis Method. International Journal of Sustainable Development and Planning, 17(6), 1895–1904.

9) Kotler, P. dan A. (2016). Prinsip-Prinsip Pemasaran (13 jilid 3 (ed.)). Erlangga.

10) Meilinda, R. (2020). Analisis SWOT Marketing MIX Pada SMA Muhammadiyah 1 Palangka Raya. Edunomics Journal, 1(1), 8–13. https://e-journal.upr.ac.id/index.php/edu/article/view/1611/1464

11) Noor, S. (2014). Penerapan Analisis Swot dalam Menentukan Strategi Pemasaran Daihatsu Luxio di Malang. Jurnal INTEKNA, 14(2), 102–209.

12) Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia.

13) Qomariah, N. (2014). Ekonomi Skala Kecil Menengah dan Koperasi. Cahaya Ilmu. https://scholar.google.com/scholar?cluster=112258519452519018&hl=en&oi=scholarr

14) Qomariah, N. (2016). Marketing Adactive Strategy. Cahaya Ilmu. https://www.researchgate.net/publication/326623130_MARKETING_ADACTIVE_STRATEGY

15) Rachmat. (2014). Manajemen Strategik. Pustaka Setia.

16) Rangkuti, F. (2016). Teknik membedah kasus bisnis Analisis SWOT. Jakarta: Gramedia.

17) Sebtika, A. N., Winarno, M. E., & Sugiyanto, S. (2017). Evaluasi Program Pembelajaran Pendidikan Jasmani Olahraga Dan Kesehatan Menggunakan Analisis SWOT. Gelanggang Pendidikan Jasmani Indonesia, 1(2), 219. https://doi.org/10.17977/um040v1i2p219-228

18) Simamora, B. (2014). Nilai Pelanggan sebagai Basis Pemasaran Strategik. 469.

19) Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

20) Suryana, R. (2020). Analisis Swot Pada Smas Plus Al-Bashariah Kabupaten Kotabaru (Sebuah Studi Kasus). Cendekia: Jurnal Ilmiah Pendidikan, 8(2), 173–180. https://doi.org/10.33659/cip.v8i2.171

21) Tjiptono, F. (2020). StrategiPpemasaran: Prinsip dan Penerapan. Andi.

22) Widjaja, W. (2020). Strategi Pengembangan SMA Menggunakan Analisis SWOT: Studi Kasus SMA NRD, Jakarta, Indonesia. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 4(1), 103–116. http://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica

23) Yuliani, D., Mufidah, H., Dharma, R. A., & Qomariah, N. (2024). SWOT STRATEGY " UMKM GADO - GADO PAK KIRUN JEMBER " IN FACING BUSINESS. Jurnal Comparative: Ekonomi Dan Bisnis, 6(1), 1–9. https://doi.org/10.31000/combis.v6i1.10896.