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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Nadhif Hasby Wikasa
Universitas Duta Bangsa Surakarta
Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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AN ERGONOMICS-BASED MARKETING STRATEGY FOR SOLO SPECIALTY CULINARY SOUVENIR PRODUCTS USING EWM Brillian Nur Diansari; Ringgo Ismoyo Buwono; Garnet Filemon Waluyono; Nadhif Hasby Wikasa; Nadya Melani Putri Vika Kaemba
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/vrs59f41

Abstract

This study aims to identify the priority of ergonomics-basedmarketing strategies for Solo specialty culinary souvenirproducts to enhance the competitiveness and long-termsustainability of SMEs. The study employs the EntropyWeight Method (EWM) to objectively determine therelative priority of alternative marketing strategies basedon the information contained in the evaluation data. Thealternatives include social media-based digital marketing,sales though marketplaces and e-commerce, strengtheninglocal branding and product packaging design and pricingstrategy. The evaluation is conducted using criteria relatedto implementation cost, ease of strategy implementation,potential for increasing sales, market reach,competitiveness enhancement, support for digitaltransformation, and long-term sustainability. The findingsindicate that all evaluated have relatively similar levels ofimportance, demonstrating that each strategy contributessignificantly to the improvement of marketing performanceand business development. Among the evaluated alternatives, pricing strategy emerged as the highest-priority option of 0,2514, while digital marketing, e-commerce utilization, and local branding and packaging development also showed comparable importance.
Co-Authors Brillian Nur Diansari Buwono, Ringgo Ismoyo Nadya Melani Putri Vika Kaemba Waluyono, Garnet Filemon