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All Journal Jurnal Promosi Pendidikan Ekonomi Jurnal Soshum Insentif Jurnal Pengembangan Wiraswasta Referensi : Jurnal Ilmu Manajemen dan Akuntansi Business Innovation and Entrepreneurship Journal JAAF (Journal of Applied Accounting and Finance) JSMA (Jurnal Sains Manajemen dan Akuntansi) Jurnal Riset Akuntansi Politala Journal of Research in Business, Economics, and Education JPKMI (Jurnal Pengabdian Kepada Masyarakat Indonesia) EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Jurnal Manajemen dan Inovasi (MANOVA) Jurnal Akuntansi dan Keuangan Kontemporer (JAKK) Jurnal Pengabdian Masyarakat Akademisi Jurnal Pengabdian Pelitabangsa Innovative: Journal Of Social Science Research Masyarakat Mandiri: Jurnal Pengabdian Dan Pembangunan Lokal
Nani Hartati
Universitas Pelita Bangsa
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Studi Kasus UMKM Usaha Martabak Manis Bang Aldo Teguh H.S; Naufal G.R; Nani Hartati
Masyarakat Mandiri : Jurnal Pengabdian dan Pembangunan Lokal Vol. 1 No. 3 (2024): Juli: Masyarakat Mandiri : Jurnal Pengabdian dan Pembangunan Lokal
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/masyarakatmandiri.v1i3.267

Abstract

This research aims to analyze marketing strategies and factors that influence the success of SMEs in the martabak business in the Sukatani area, Bekasi Regency, which coincides in Sukadarma Village, Kampung Serengseng Jaya. MSMEs play an important role in the local economy, but often face challenges in competing with larger businesses. To identify effective strategies, we conducted a qualitative study using in-depth interviews with Martabak MSME owners and used SWOT analysis to identify strengths, weaknesses, opportunities and threats faced. The research results show that the use of social media as a marketing tool, product innovation and service quality are the main factors that contribute to the success of martabak MSMEs. Additionally, partnerships with local suppliers and a deep understanding of consumer preferences have also proven important. The challenges faced include intense competition, fluctuations in raw material prices, and limited capital. Thus, this research provides insight into the best practices that can be implemented by martabak MSMEs to increase the competitiveness and sustainability of their businesses. The proposed strategic recommendations include increasing digital skills, product diversification, and developing customer loyalty programs
Co-Authors Abdul Latif Ahmad Gunawan Aisy Haniifah Anissa Eka Fitria Daspar Daspar Erina Rulianti Fajar Fitriyani Hamzah Muhammad Mardi Putra Heri Susanto Ina Sawitri Ismamudi Ismamudi Miftakul Huda Muhamad Ekhsan Muhamad Sudharsono Naufal G.R Nur Aeni Nur Hidayati Nurhidayanti, Nisa Preatmi Nurastuti Primaraga Sumantri Indra Wicaksana Pupung Purnamasari Rudi Junaedi Teguh H.S Tukino Tukino wiji safitri Wiji Saputri Wike Hema Sugiarti Yuningsih Nining