Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal NETIZEN (JOURNAL OF SOCIETY AND BUSSINESS)
Anandhita Dwi Juniar
Pendidikan bisnis, Universitas Negeri Surabaya

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISIS STRATEGI PEMASARAN PADA KLASTER UMKM KAMPUNG KUE BY “UD. PAWON KUE” Mairoh Mairoh; Silvia Putriana Bahri; Anandhita Dwi Juniar
NETIZEN: JOURNAL OF SOCIETY AND BUSSINESS Vol. 2 No. 5 (2025): MEI
Publisher : CV. ADIBA AISHA AMIRA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Small and Medium Enterprises (SMEs) have a strategic role in supporting the national economy, including in the traditional culinary sector as carried out by the Kampung Kue Cluster in Surabaya. The purpose of this study is to analyze the marketing strategy implemented by UD. Pawon Kue. The research data collection technique used data tringulation techniques, namely observation, interviews, and documentation, which were conducted to the owner of UD. Pawon Kue, one of the business actors in the village. Based on the results of the SWOT matrix data analysis, the total IFE score of 2.44 and the total EFE score of 3.06 resulted in a matrix position in quadrant II with an IE strategy indicating the need for a Grow and Build strategy so that UD. Pawon Kue has taken advantage of taking advantage of existing opportunities with its strengths. Strategic recommendations include product development, flavor innovation, and wider utilization of digital channels.
Co-Authors Mairoh Mairoh Silvia Putriana Bahri