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Eksplorasi Target Pasar dan Strategi Pemasaran Home Industri Sandal Teplek di Ciomas, Bogor Mahmudah, Sofia Maqom Al; Sukemi, Sukemi; Suniyati, Suniyati; Mariah, Siti; Sobirin, Sobirin
Jurnal Simki Economic Vol 9 No 1 (2026): Volume 9 Nomor 1 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i1.1425

Abstract

This study aims to determine the characteristics and behavior of the target market and the marketing strategies implemented by the home industry of flat sandals in Ciomas, Bogor. The research method used was qualitative, with data collection techniques through direct interviews with flat sandal producers. The results show that this home industry has been established since 1992 and produces sandals that are popular with various groups, from teenagers to adults. Consumers choose these products for their comfort, diverse designs, and affordable prices. The marketing strategy implemented is still traditional, namely through direct sales and collaboration with partner stores. However, product quality is a key factor in retaining existing customers and attracting new buyers. The obstacle faced by producers is limited customer data, so market analysis cannot be carried out optimally. This study recommends that producers begin implementing digital marketing strategies and recording consumer data to expand market reach and increase business competitiveness in the future.
Co-Authors Abdul Karim Abdullah, Thamrin Abdus Salam, Abdus Adi Wibowo Afrig, Afrig Agus Kusnadi Agus Suprianto Ahmad Asrof Fitri Ahmad Syafii Rahman Al-Maamari, Abdulwahab Abdullah Alifatri, La Ode Anggraini, Dewi Rini Anwar, Badrul Ari, Muhammad Rifqi Al As Arumsari, Maria Dewi As'ad, Muhammad Uhaib Aspriansyah, Aspriansyah Az Zahra, Ullayah Fathina Bachrul Ulum Barsihanor, Barsihanor Bekti Wibowo, Nursamsu Burchanuddin, Andi Burhanuddin, Andi Chamidy, Ardian Nurrasyid Dahria, Muhammad Deik, Ghiyas Ahmed Dewi Utami Dicky Nofriansyah Dila Erlianti Dinillah, Muhammad Hafidz Dodi Mulyadi Duror, Anirotud Eka Zuni Lusi Astuti Erinaldi, Erinaldi Ernawati Ernawati Fattah Setiawan Santoso Fitri Handayani Fuadil Aliya, Khairul Ghazali, Ziyadul Ifdhal Gymnastiar, Reyhan Halim, Luthfi Hanafi, Andi Abdul Hasruddin Hema Malini Hema Malini, Hema Hendra Hendra Hendra Jaya Hutagalung, Juniar Irma Oktaviani, Irma Irpani, Ayit Irsyadiah, Nur Irwan Irwan Iswan, Mochammad Jaelani, Misnan Jamaluddin, Didi Nur Jayawarsa, A.A. Ketut Junaidi Abdullah Kamaruddin, Umar kamil erwansyah Kholik, Buldian Kusnasari, Sri Kusratmoko, E Lagaligo, Serlitha Listianti, Anissa Luluk Indarinul Mufidah, Luluk Indarinul Mabrurrosi, Mabrurrosi Mahmud, Basri Mahmudah, Sofia Maqom Al Malfiany, Rini Mariami, Ita Marzuki Masruri Masruri Masruri Masruri Masyuni Hutasuhut Maysarah, Putri Mazwandi, Mazwandi Muhammad Faisal Muhammad Faisal Muhammad Nur Kholish Abdurrazaq, Muhammad Nur Kholish Muhammad Syahril Munthe, Muhammad lemsium Musfirah, Andi Muthmainnah Muthmainnah Najikha, Anggi Uswatun Nasruddin, Muhammad Ninta, Ninta Katharina Nirmala, Annisa Nugroho, Reesky Adi Nur, Aufa Rafika Nurazizah, Naeila Nurrahmah Nurrahmah, Nurrahmah Nurul Ikhsan Nurwachid, Mochammad Bilal Panatariani, Eka Panjaitan, Zaimah Pratiwi, Sulis Prayuda, Dimas Purwadi Purwadi Putri Hergianasari Putri Tipa Anasi Rahma Rahma Rahman Yus, Abd. Rahmat Muhajir Nugroho Ramadhan, Mukhlis Ramadhan, Puji Sari Rasyidin, Asep Ratmono Ratmono, Ratmono Refdi, Refdi Rindi Ani Riwaldi, Riwaldi Rizka Nurul Fatimah, Rizka Nurul Rohayani, Rohayani Rojikin, Rojikin RR. Ella Evrita Hestiandari Rupiah, Sri Nikmatu Ruslan, Muhlis S, Dani Safuan Safuan Saiful Nur Arif Salam, Fadlillah Santoso, Ismawardi Sari, Rini Indah Satria Mandala Satria, Alfi Siti Maesaroh Siti Mariah, Siti Sri Buwono . Sudirman Tebba Sukemi Sukemi Sulfianna, Sulfianna Sunaryo, Widodo Suniyati, Suniyati Syah Putra, Surianto Syaripudin, Mohamad Taibe, Patmawaty Tambunan, M. P. Tengku Riza Zarzani N Thamrin, Asbullah Tihurua, Nurul Inayah Tugiono, Tugiono Utomo, Cicilia San San Indah Nilla Uzma, Rafida Madania Wafizra, Ryokuji Wagimin Wagimin, Wagimin Wakhrudin, Wakhrudin widya, Widya Indah Patricia Sitorusi Winata, Hendryan Yanti, Olpy Nopy Yunatan, Yunatan yunelci, Yunelci Marta Seliamang Zahro, Haura Zainul Arifin Zakaria, Nanang Zulhayti, Zulhayti Zulkifli Lubis