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All Journal agriTECH Agro Ekonomi Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal SEPA (Social Economic and Agribusiness Journal) JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Jurnal Pertanian Agros Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science JURNAL PERTANIAN Jurnal Dinamika Sosial Ekonomi Agrifitia: Journal of Agribusiness Plantation Jurnal Manajemen Agribisnis dan Agroindustri Dharma: Jurnal Pengabdian Masyarakat Sriwijaya Journal of Agribusiness and Biometrics in Agriculture Research Agrifo: Jurnal Agribisnis Universitas Malikussaleh Journal of Agricultural Social and Business CITACONOMIA : Economic and Business Studies
Puspitaningrum, Dwi Aulia
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Veterinary

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Strategi Pemasaran Tahu Walik Dengan Pendekatan Blue Ocean Strategy Pada UMKM Dab Taso Walik Crunchy Di Kabupaten Sleman Jamilatun, Siti; Dwi Aulia Puspitaningrum; Antik Suprihanti
CITACONOMIA : Economic and Business Studies Vol. 5 No. 02 (2026): April - Juni
Publisher : CITACONOMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/citaconomia.v5i02.3604

Abstract

Penelitian ini bertujuan untuk menganalisis kondisi internal dan eksternal serta merancang strategi pemasaran berbasis Blue Ocean Strategy pada UMKM DAB Taso Walik Crunchy di Kabupaten Sleman, Daerah Istimewa Yogyakarta. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan metode studi kasus. Pengumpulan data dilakukan melalui observasi, wawancara semi terstruktur, Focus Group Discussion (FGD), kuesioner berskala Likert, dan studi pustaka. Responden terdiri dari 4 responden internal yang dipilih melalui purposive sampling dan 60 responden eksternal melalui accidental sampling. Analisis data menggunakan Matriks IFE, EFE, IE, kanvas strategi, serta kerangka ERRC. Hasil analisis menunjukkan nilai IFE sebesar 2,44 dan EFE sebesar 2,21, yang mengindikasikan kondisi internal dan eksternal berada pada kategori sedang. Berdasarkan Matriks IE, perusahaan berada pada posisi hold and maintain, sementara kanvas strategi menunjukkan pola persaingan yang masih sejajar dengan kompetitor dalam ruang red ocean. Penerapan kerangka ERRC menghasilkan strategi yang berfokus pada peningkatan kualitas produk, pelayanan, dan proses, serta penciptaan nilai baru berupa pengalaman pelanggan, identitas merek, dan loyalitas konsumen. Evaluasi rangkaian Blue Ocean Strategy menunjukkan bahwa strategi ini layak diimplementasikan dan berpotensi meningkatkan daya saing UMKM secara berkelanjutan.
OPTIMIZATION OF SMALL BUSINESS DEVELOPMENT STRATEGY WITH THE BLUE OCEAN METHOD (Case Study at Katamata Coffee & Roastery in Gunungkidul) Astuti, Ika Yuni; Puspitaningrum, Dwi Aulia
SEPA: Jurnal Sosial Ekonomi Pertanian dan Agribisnis Vol 22, No 1 (2025): FEBRUARY
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/sepa.v22i1.89156

Abstract

Katamata Coffee & Roastery is one of the coffee shops in Gunungkidul and started in 2016. The increasing trend of visiting coffee shops has certainly impacted competition. This study aims to (1) make a sales forecast for the next 12 months, (2) identify internal and external factors for Katamata Coffee & Roastery, and (3) make appropriate strategic decisions in Katamata Coffee & Roastery business development. This research uses quantitative with descriptive analysis. The analysis technique uses quadratic trend, IFE, EFE, IE, and Blue Ocean Strategy. The results show that (1) sales forecasting for the next 12 months shows that data has an increasing trend, (2) internal factor in Katamata Coffee & Roastery, which received the highest score for strength that it has good product quality and various types of coffee and the main weakness is the lack of promotional activities. The external factor that had the highest score for opportunity is participating in UMKM activities in Gunungkidul, and the main threat is the emergence of new competitors. Based on the IE matrix, Katamata is in cell V, which means the company must hold and maintain its position, and (3) decision-making used by the blue ocean method had the results in reduced purchasing raw materials of coffee that used to be less popular, increasing quality control, increasing size of the parking area, increasing online and offline promotion activities, increasing non-cash payment facilities, creating innovative custom coffee products, and creating a unique coffee shop concept.
Co-Authors Ainur Wahida Sabrin Arwiyani Anggraeini Puspitasari Anggraeni, Dhea Yunita Antik Suprihanti Azhar, Mohamad Farid Azimatun Nur, Muhammad Maulana Budiarto Budiarto Budiarto Budiarto Defiana, Vista Nur Eko Murdiyanto Erina Yuliansyah Heni Handri Utami Heni Handri Utami Hidayadi, Mukminan Arif Ika Yuni Astuti Ilham Veda Reswara Indah Widowati Intan Aisyah Jamhari, Jamhari Juarini Juarini Kharismayanti, Sintia KHOIRUL HIKMAH - Khoiryyah, Maftuhatul Kukuh Santoso Kumalasari, Dian Dewi Masyhuri Masyhuri Mega Anjani Muhammad Rafli Arfiyan Nada Qurrotul 'Aisy Nadia Yusuf Maghfironi Nanik Dara Senjawati Nurhidayah, Intan Wahyu Nurmastiti, Ardela Oktavia Padmini, Oktavia Padmini, Oktavia S. Pratiwi, Afionita Rizki Ps, Sumarwoto Puri Ayu Pertiwi Putra, Aditya Ananta Refa Sukma Auria Rina Indri Hapsari Rismaya Dwi Melanie Sabrin Arwiyani, Ainur Wahida SARASWATI SARASWATI Sasetyawati, Fatya Virnanda Senjawati, Nanik Dara Shawn Noah Rashaad Santosa Siti Hamidah Siti Jamilatun Slamet Hartono Sumarwoto Ps Suyastiri, Ni Made Trijuna, Ravid Ikhsan Utami, Heni Handri Widayanto, Budi Widayanto, Budi