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Journal : SINTESA

Marketing Strategy Analysis of Cracker Products in Ganeas Faiz, Agus Maulana; Anarki, Aprillia Alling; Miftahudin, Miftahudin; Sopandi, Nur Irfan; Purwanti, Tira
SINTESA Vol. 15 No. 2 (2024): Sintesa
Publisher : SINTESA

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Abstract

Kerecek, a traditional snack from Ganeas, Sumedang, has great potential for development in the modern market. However, the product faces several challenges, such as limited innovation, inadequate promotion, and competition with modern snacks that are more convenient and diverse. This study aims to identify factors affecting the competitiveness of kerecek and to design strategies to enhance its appeal in the market. The research method used is qualitative descriptive with interviews and literature review as data collection tools. The results indicate that factors such as lack of innovative flavors, weak branding, and limited distribution are major obstacles in marketing kerecek. Based on these findings, it is recommended to diversify products, improve quality, strengthen promotion through social media, and expand distribution networks to a wider market. With these steps, it is expected that kerecek can become more competitive and popular among modern consumers while maintaining its traditional value as aunique local product
Co-Authors , Triadiati AD Ambarwati ADEEL ABDUL KARIM ALTUHAISH Afifah Azkiyah Ahmad Dwi Setyawan Ahmad Tarmidi Albarokah, Nurdiansyah ALEX HARTANA ALEX HARTANA Amarullah, Mohammad Syarifuddin Ambarwati, AD Anarki, Aprillia Alling Anjar Tri Wibowo Arafah, Purnama Aris Tjahjoleksono Atang Sutandi Awik Puji Dyah Nurhayati Aziz, Alvi Bachtiar, Machdum BUDI SETIADI DARYONO Budiarto, Despiyan Dwi CHAIDIR CHAIDIR Dasumiati Dasumiati Desvian Bandarsyah Devi Media Siska Dewi Indriyani Roslim DIANA AGUSTIN CAROLINA DIBYO PRONOWO Dwi Jatmoko Dwi Suci Setyaningsih Dwinita Wikan Utami DWINITA WIKAN UTAMI Eka Setiawan Fahrurrozi Fahrurrozi Faiz, Agus Maulana Fauzobihi, Fauzobihi Fuad Fitriawan, Fuad Habizar, Habizar Hafizhni Anggia, Rafi HAJRIAL ASWIDINNOOR Hamim Hamim Hanarida, I Harisca, Rodhi Hartanti, Fajri Hartati, N Sri Haryanti, Intisari HIMMAH RUSTIAMI Himmah Rustiami, Himmah I Hanarida I PUTU GEDE P. DAMAYANTO I PUTU GEDE P. DAMAYANTO, I PUTU GEDE P. I Rosdianti Ilham Dinar Akbar Cudino Iman Rusmana Iswandi Anas Isya, Mandanu Akhta Nur Iwan, Pristanto Ria Irawan J PERRY GUSTAFSON Joko Prasetiyono JULIARNI JULIARNI Juliyani Juliyani Kamini, Kamini Khoirurrijal Khoirurrijal, Khoirurrijal Komalasari, Selly Siti Komalasari Kustiariyah, Kustiariyah Kusumanegara, Kusumawaty LA KOLAKA Latifah, Vida Rahma M Ilham Fahmi Roji MARIA BINTANG Marlina Ardiyani Maududy, Robby Meitha, Karlia Moeljopawiro, Sugiono Muchozin, Muhammad Ni'an Muhammad Akbar Velayati Muhammad Alfarabi Mukhlash Abrar Munif Ghulamahdi Muslimin Muslimin MUTTAQIN, MAFRIKHUL Nadzar Saifudin Nasir, Fahad Muhammad Nasir Nettyani, Naipospos Nugroho, Giri Nunung Fajaryani, Nunung Nurlaela Nurlaela Nurlaela Nurlaela Nurlaila, Santi Nurlaila OKKY SETYAWATI DHARMAPUTRA Pieter Agusthinus Riupassa Polosoro, Aqwin Prasetiyono, Joko Purwanti, Tira Puspita Dewi Sopyati Putri Aulia Putro, Karso Suryo Raden Mohamad Herdian Bhakti RANTJE LILLY WORANG Rasyid, Aliy Ratnasari, Seli Risa Aryantri Rizal Nursamsi, Dede RIZAL SYARIEF Rosandi Ardi Noegraha Rosdianti, I Ruwirohi, Jan Everhard S Yuriyah Sahab, Fahmi Sahab Sairun Sairun Salimah, Hafshah Aqidatun Sandra Arifin Aziz Sartika, Dian Setiawan Setiawan Setiawan, Jeffry SISWA SETYAHADI Siti Maryam Harahap Slamet, Oky Sobir Sobir Sokoy, Mercy Sopandi, Nur Irfan Sri Ernawati Srifariyati, Srifariyati Sudirman Yahya Sugeng Heri Suseno Sugiono Moeljopawiro Suharsono Suharsono Suharsono Suharsono Suharsono Suharsono Suharsono, Suharyadi Suharyadi Sulistiani, Erina Supena, Ence Darmo Jaya Sutiarso Sutiarso Suwaji Handaru Wardoyo Suwarno Suwarno Suwarno Suwarno TATIK CHIKMAWATI Tnunay, Ite Morina Yostianti Toto Hadiarto Trikoesoemaningtyas Turhadi Turhadi Utut Suharsono Utut Widyastuti Violita Violita Wardhani, Hilda Sari Wening Enggarini Windarti Wahyuningtyas Windriyana, Windriyana Yuriyah, S Yusrian, Afif Ramdhan Yusuf, Adib Fakhruddin Yuyun Rohmatul Uyuni Zurtiana, Ahmad