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Mayasari, Financia
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Analysis of Product Marketing Strategy: Combined SWOT and QSPM Approach Andriyanto, Dicky; Kurniawati, Dewi; Wiguna, Ardhitya Alam; Mayasari, Financia; Resya, Fachmi; Universitasari, Pascawati Savitri
Jurnal Ilmu Manajemen Advantage Vol. 9 No. 2 (2025): Desember 2025
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/adv.v9i2.1723

Abstract

Situbondo Regency is dominated by farmers, providing residents with opportunities to become entrepreneurs in rice production. The rice business in Situbondo Regency needs to be developed to overcome the challenge of finding appropriate strategies for local conditions, to maintain more stable economic growth. This study has several objectives: to analyse strengths, weaknesses, opportunities, and threats using the IFE, EFE, and IE matrices; and to formulate and determine accurate key strategies for use by rice businesses in Situbondo Regency through the SWOT matrix and QSPM. Eight alternative strategies were identified from the SWOT and in-depth market evaluation (TAS = 7.81) using the QSPM as the primary framework for the strategies used by rice entrepreneurs in Situbondo Regency. Empirical findings show that the main internal strength in the form of financial records has been well implemented, while the main weakness is that marketing has not been evenly distributed. On the other hand, external factors indicate that the main business opportunities are the absence of price differences among competitors, computerised customer data collection, many farmers growing rice around the business location, and interest in organic rice.
Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia Wiguna, Ardhitya Alam; Ardi, Aditya Nizar Al; Saadillah, Dinu; Mayasari, Financia; Hardiyani, Rini; Andriyanto, Dicky; Azizah, Nur
Journal of Business Management Vol. 3 No. 2 (2025): December (In Progress)
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.171

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development; however, many face challenges in maintaining competitiveness, particularly in the traditional food sector. One example is the Putri Madu Cassava Tape Business in Jember Regency, East Java, which has experienced a decline in sales even though it has a wide market network. This study aimed to formulate an effective marketing strategy by combining SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Quantitative Strategic Planning Matrix (QSPM). The literature review highlighted the importance of strategic management, marketing mix, digital marketing, and empirical findings related to the competitiveness of MSMEs. Data was collected through interviews, questionnaires, and documentation involving business owners, employees, and marketing experts. The SWOT analysis identified key strengths such as product quality and an extensive distribution network, as well as weaknesses in the form of limited product innovation and conventional promotion. External analysis showed opportunities from digital technology adoption and government support, accompanied by the threat of fierce competition and changing consumer preferences. The QSPM results prioritized six alternative strategies, with digital marketing integration (TAS: 6.52) and product diversification (TAS: 6.20) as top priorities. These findings showed that the combination of SWOT–QSPM with digital marketing can provide a strategic framework for MSMEs to increase competitiveness, expand the market, and achieve sustainable growth.
Co-Authors Aditya Nizar Al Ardi Agustinus Waluyo, Donny Al Ardi, Aditya Nizar Alam Wiguna, Ardhitya Ambarkahi, Ratih Puspitorini Yekti Andriyanto , Dicky Anggraeni, Rifqi Dwi Ardhitya Alam Wiguna Ardi, Aditya Nizar Al Arief Putranto, Hermawan Cendani, Kintan Rafika Datik Lestari Descha Giatri Cahyaningrum Dessy Putri Andini, Dessy Putri Dewi Kurniawati Dhamayanthi, Wenny Dicky Andriyanto Hardiyani, Rini Hartatie, Dian Hermawan, Fendi Krismiratsih, Fitri Letari, Datik Nugraheni, Ponti Primastuti Aulia Nur Azizah Permatasari, Sylvia Leoni Pristiwaningsih, Estin Roso Rahmat Dhandy Resya, Fachmi Retno Sari Mahanani Ridwan Iskandar, Ridwan Rizky, Dian Saadillah, Dinu Subagiyo, Amar Sundari, Sri Tanti Kustiari Taufik Hidayat Tri Cahyaningrum, Deltaningtyas Universitasari, Pascawati Savitri Uyun Erma Malika Wiguna, Ardhitya Alam Wiyono, Luluk Cahyo Yuniar, Eka