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Fitri Damayanti Berutu
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Economics, Econometrics & Finance

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BRANDING STRATEGY PERUSAHAAN BAKPIA DI DAERAH ISTIMEWA YOGYAKARTA Fitri Damayanti Berutu
Jurnal Bisnis, Manajemen, dan Akuntansi Vol 4 No 1 (2017): Jurnal Bisnis, Manajemen, dan Akuntansi (JBMA) - Maret
Publisher : Sekolah Tinggi Ilmu Bisnis Kumala Nusa Yogyakarta

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Abstract

Bakpia industry is one of the industries that contribute greatly in the development of the communityeconomy. This is due to the number of bakpia companies, absorbed labor, and investment in thisindustry is large. There are 126 bakpia companies operating, 878 absorbed workers, andinvestment value is Rp 887,251,000,000.00. Brand as one of the most important aspect in thebusiness, that necessary to do a good strategy study for the sustainability of the good business. Theaim of the study is find how to determine branding strategy of bakpia industry in Daerah IstimewaYogyakarta (DIY). This study use SWOT analysis method with strategy of priority. In this researchthere are 14 respondents (13 owner and one manager) from 14 companies. Based on the analysis, itwas found that six companies (rank 8-14) focused on defensive strategy (WT Strategy), which isbranding strategy done by analyzing the deficiencies and challenges of the company in order to bealert to the competition. One company (ranked 7) focused on a conservative strategy (WOStrategy), which is a branding strategy that is done by analyzing how to overcome weaknesses, soas not to waste the opportunities that exist. Six companies (ranked 1-6) focus more on aggressivestrategies (SO Strategy), which are strategies utilizing the power to take advantage of existingopportunities.Keywords : Industry of bakpia, brand strategy, SWOT analysis
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