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All Journal PROSIDING SEMINAR NASIONAL SEGMEN Jurnal Manajemen dan Bisnis Jurnal Keuangan dan Perbankan Benefit: Jurnal Manajemen dan Bisnis Daya Saing : Jurnal Ilmu Manajemen Jurnal Sinar Manajemen Jurnal Penelitian IPTEKS JURNAL MANAJEMEN DAN BISNIS INDONESIA BALANCE: Economic, Business, Management and Accounting Journal Jurnal Proaksi Majalah Ilmiah Warta Dharmawangsa Review of Management and Entrepreneurship Jurnal Pengabdian Masyarakat IPTEKS Ilomata International Journal of Management Jurnal Ilmiah Manajemen Kesatuan BUDGETING : Journal of Business, Management and Accounting Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Ilomata International Journal of Management Dynamic Management Journal Jurnal Manajemen DIVERSIFIKASI Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Borobudur Management Review Jurnal Comparative : Ekonomi Dan Bisnis Jurnal Manajemen, Akuntansi, Ekonomi National Multidisciplinary Sciences Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Manajemen : Jurnal Ekonomi IECON: International Economics and Business Conference Ulil Albab Jurnal Pengabdian Masyarakat Manage eJEBA JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Ilmiah Manajemen Dan Kewirausahaan
Maheni Ika Sari
Universitas Muhammadiyah Jember
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Majalah Ilmiah Warta Dharmawangsa

 1 
DETERMINATION OF MARKETING STRATEGY AT WARUNG LESEHAN AA REMBANGAN USING SWOT ANALYSIS Kuncoro, Muh Alfan; Sari, Maheni Ika; Wibowo, Yohanes Gunawan
Jurnal Warta Dharmawangsa Vol 19, No 4 (2025)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v19i4.7246

Abstract

In the era of increasingly fierce business competition, especially in the culinary sector, the management of an effective marketing strategy is the main key to maintaining and developing the business. Warung Lesehan AA Rembangan as one of the traditional culinary business actors faces the challenge of staying relevant and competitive amid many competitors and changing consumer preferences. This study aims to analyze the internal and external factors that affect the marketing strategy of Warung Lesehan AA Rembangan and formulate an effective business development strategy based on SWOT, IFE (Internal Factor Evaluation), and EFE (External Factor Evaluation) analysis. The research method used is a descriptive study with a qualitative and quantitative approach through the collection of primary and secondary data. The results of the analysis show that the main strength of Warung Lesehan AA lies in active promotion through discounts and banners as well as an easy-to-reach strategic location. However, there are weaknesses in the form of simple and less modern stall facilities that have the potential to reduce the comfort of visitors. The main threat faced is the stiff competition with the number of lesehan stalls in the Rembangan area. Based on the results of the SWOT analysis, it is recommended to implement growth strategies that maximize strengths and opportunities, as well as weakness improvement strategies to deal with existing threats. This research provides practical recommendations for the managers of Warung Lesehan AA to improve the quality of services, facilities, and promotional innovations to strengthen the competitiveness and sustainability of the business.
Co-Authors Achmad Hasan Hafidzi Agus Irawan Agus Yulianti, Yulas Ahmad Baiquni Ahmad Fatoni, Setio Ahmad Hasan Hafidzi Ahmad Izzuddin Aini, Terawati Isro’ Ainun N, Fardhotun Alfi Arif Ana Mufida Ana Mufida Ana Mufidah Andrean, Mohammad Ongky Aqnes Devita Efendy Arrahhma Elian Tania Bayu Wijayantini, Bayu Cahyo, Bayu Dwi Devi Lestari Dian Asih Budiarti Ega Afri Wulandari Eko Budi Satoto Fadhilah, Ikrimah Nur Fardela, Yusfi Nila Fefi Nurdiana Wijayanti Fitra Nahar Rizky Haris Hermawan Haris Hermawan, Haris Ira Puspita Dewi S Irianti, Lutvia Ragilta Jekti Rahayu Juhari Juhari Karsiyanto, Regita Wira Utami Kuncoro, Muh Alfan Ma’nunah, Zauharotul Masluhah S, Masluhah S Mathew, Raisun Mela Rosalina Mochtar Luthfi Effendy Mohammad Fathul Muin Mubarok, Muhammad Umam Muhammad Edo Fiorentino Muzaki Ahmad Dayan Nely Supeni Nely Supeni Ningtias, Kiki Arista Wahyu Nita Herlina Novita Dwi Susanti Nurul Qomariah Oktaviani, Nadia Paramita, Fina Pratna Prabatwati, Titis Alvita Pramesti, Cindy Pratama, Rizky Anggi Rahayu, Jekti Rajasa, Ilham Surya Rendy Mirwan Aspirandi Retno Endah Supeni Retno Endah Supeni Ririn Windari Rosalina, Mela Rusdiyanto Rusdiyanto Rusdiyanto Rusdiyanto, Rusdiyanto Safira, Serli Vebriana Sari, Nur Ita Septy Holisa Umamy Siti Naisyah Suharto, Akhamd Suharto, Akhmad Sutrisno, Mashluhah Tatit Diansari Reskiputri Tatit Diansari Reskiputri Tatit Diansari Reskiputri, Tatit Diansari Tina Destiana Trias Setyowati Trias Setyowati, Trias Wahyu Eko Setianingsih Wenny Murtalining Tyas Wibowo, Yohanes Gunawan Winahyu, Pawestri Windiawati, Windiawati Yanik Rinata Yesita Karel Yoni Setiawan Yunitasari, Silvia Yusron Rozaid Yusron Rozzaid