Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Jurnal Bisnis dan Kewirausahaan

Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri Ningsih, Anik Kurnia; Ningsih, Nuraini Kusuma; Pertiwi, Rizka Dwi Yulian; Suryani, Meina Putri; Arisetyawan, Kukuh
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 2 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i2.68-76

Abstract

Small and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, but face various challenges, both from internal and external factors. Marketing that is less than optimal is one of the common problems. Product image and innovation are the keys to achieving consumer satisfaction. This research aims to design product innovation, marketing strategies and rebranding to increase consumer interest in the MSME case study, Warung Moro Wareg in Kediri Regency. The research uses primary data obtained through observation, interviews with stall owners, and questionnaires distributed to consumers aged 20-54 years in Ngasem District, Kediri Regency. Analysis was carried out using the SWOT, IFAS, EFAS and Quantitative Strategic Planning Matrix (QSPM) matrices. The results of the SWOT analysis show the strengths of a variety of menus and strategic locations, while weaknesses include a lack of workers and limited operational hours. Opportunities are factory worker customers and online ordering, while threats are competition and menu imitation. IFAS and EFAS analysis identified Warung Moro Wareg's greatest strengths and opportunities. QSPM assesses the strategy of "rebranding without losing the taste of the food" as a top priority with the highest score on the Total Attractiveness Score (TAS). With this strategy, Warung Moro Wareg can strengthen its product image and compete better in the market.  
Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri Ningsih, Anik Kurnia; Ningsih, Nuraini Kusuma; Pertiwi, Rizka Dwi Yulian; Suryani, Meina Putri; Arisetyawan, Kukuh
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 2 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Badung Bali: Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i2.68-76

Abstract

Small and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, but face various challenges, both from internal and external factors. Marketing that is less than optimal is one of the common problems. Product image and innovation are the keys to achieving consumer satisfaction. This research aims to design product innovation, marketing strategies and rebranding to increase consumer interest in the MSME case study, Warung Moro Wareg in Kediri Regency. The research uses primary data obtained through observation, interviews with stall owners, and questionnaires distributed to consumers aged 20-54 years in Ngasem District, Kediri Regency. Analysis was carried out using the SWOT, IFAS, EFAS and Quantitative Strategic Planning Matrix (QSPM) matrices. The results of the SWOT analysis show the strengths of a variety of menus and strategic locations, while weaknesses include a lack of workers and limited operational hours. Opportunities are factory worker customers and online ordering, while threats are competition and menu imitation. IFAS and EFAS analysis identified Warung Moro Wareg's greatest strengths and opportunities. QSPM assesses the strategy of "rebranding without losing the taste of the food" as a top priority with the highest score on the Total Attractiveness Score (TAS). With this strategy, Warung Moro Wareg can strengthen its product image and compete better in the market.  
Co-Authors Agustin, Indah Dwi Amelia, Rosa Aminudin Ma'ruf AMINULLAH, BRILLIAN AKBAR Anik Indrawati Anwar, Anastasya Rolina Aprelia, Rizky Wahyuning Putri Ardini , Cheva Adisty Ariyadi, Atha Adinata Asia, Rama Putri Attaqi, Lifya Fillahi Awaliyah, Lisa Fadilah Awary, Nadiah Azhar, Nur Azirah Zahida Binti Muhammad Azhar, Nur Azirah Zahida Mohamad Christiayu Natalia Devanto Shasta Pratomo Dita Putri Eka Wahyuni dwi lestari, indri Efend, Silvie Putri Wahyu Effendi, Amanda Lailatul Khofifah Erlyn Yuniashri Fahnur Ari Wijaya Faradilla, Silvia Putri Firmansyah, Alhafiz Hamzah Hanifa, Nurul Hendry Cahyono Hutabarat , Ruth Eviana Hutabarat, Ruth Eviana Huzaimi, Fidya Dewi Kharisma, Safa Ladi Wajuba Perdini Fisabilillah Lillah, Neha Galih LUCKY RACHMAWATI Lustina Fajar Prastiwi M. Pudjihardjo Maharatni, Rina Dwi Ma‘ruf, Aminudin Nico Irawan Nilasari, Aprilia Nilasari, Aprillia Ningsih, Anik Kurnia Ningsih, Nuraini Kusuma Nur Adha , Anjestasya Anggrahi Nur'aini, Salsabila Nurul Hanifa Othman, Norashida Pertiwi, Rizka Dwi Yulian Prabowo, Prayudi Setiawan Putri, Icha Kartika Putri, Natasya Aditya Rabbani, Muhammad Arkan Rachmad Kresna Sakti Rahmatin, Nur Ihriza Ramadhani, Clara Sinta Prameswari Ratnaningsih, Ayu Risqi Noor Hidayati Putri Rizqi, Firistya Sabrina Ruth Eviana Hutabarat Saputra, Dimas Galih Sari, Amanda Devita Sari, Aprilia Herlina Sasmitaningroh, Pangastuti Nur Sasongko Sasongko, Sasongko Shakil, Nurul Syifaa Mohd Sibatuara, Trisha Clarita Solekha, Sheptia Dwi Imroatus Solicha, Firda Armaatus solihah, Nabilatus Srisuk, Prattana Sulistiyaningsih, Nur Ayu Suryani, Meina Putri Tony Seno Aji Wasil, Mohammad Wenny Restikasari Wijaya, Fahnur Ari Wijaya, Nila Aristia