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All Journal Jurnal Manajemen dan Agribisnis Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat JMM (Jurnal Masyarakat Mandiri) Kumawula: Jurnal Pengabdian Kepada Masyarakat Ghurnita: Jurnal Seni Karawitan Fruitset Sains : Jurnal Pertanian Agroteknologi Jurnal Masyarakat Madani Indonesia Jurnal Kabar Masyarakat Agricultural Socio-Economic Empowerment and Agribusiness Journal Muria Jurnal Agroteknologi Indonesia Bergerak: Jurnal Hasil Kegiatan Pengabdian Masyarakat
Wahid Nur Fajri
Program Studi Agribisnis, Universitas Muria Kudus, Kudus
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Strategi Pemasaran Adaptif UMKM Bidang Agribisnis Pada Lanskap Digital di CV. Selekasi Alam Muria Fajri, Wahid Nur; Imanuddin, Muhamad; Alpandari, Heny; Widyastuti, Winda; Afifah, Asti Nur
Agricultural Socio-Economic Empowerment and Agribusiness Journal Vol 4, No 2 (2025): Desember 2025
Publisher : Program Studi Magister Agribisnis, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/agrisema.v4i2.107097

Abstract

The large Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the Indonesian economy, contributing 61% of the Gross Domestic Product (GDP), employing approximately 66 million business owners, and absorbing 97% of the workforce. MSMEs face various challenges, including branding, innovation, digital literacy, and licensing. Research on MSMEs is crucial for poverty reduction, especially in developing countries. CV Seleksi Alam Muria is one of the MSMEs in Kudus that produces various processed products from the parijoto plant, known for its health benefits. Utilizing a digital approach, this MSME aims to enhance its marketing performance, refine its strategies, and pinpoint its business strengths and weaknesses. This study analyzes the effectiveness of CV. Seleksi Alam Muria's marketing strategy in developing processed parijoto fruit products as a local flagship product of Kudus Regency. The qualitative descriptive method involves identifying internal and external factors and conducting a SWOT analysis. Using a descriptive approach and marketing mix analysis, as well as SWOT and SOSTAC, the study found that the company has successfully diversified its product line, set varied prices, implemented strategic distribution, and conducted online and offline promotions. The economic value-added reached IDR 64,833/kg, with a profitability of 35.11%, and a distribution network in seven cities. Although the marketing strategy was effective, challenges remained, including price increases and limited public awareness. Recommendations for development include market education, branding enhancement, and digital expansion.
Co-Authors Afifah, Asti Nur Af’idzatuttama Af’idzatuttama Alpandari, Heny Any Suryantini Arini, Nindya Asmara, Fantasi Fana Sari Fairuzia, Fazat Farida Yuliani Farida Yuliani Hendy Hendro, Hendy Imanuddin, Muhamad Imanuddin, Muhammad Masyhuri Muhammad Amir Biky Nurfahmi Fadlillah Riany Aulia Shabila Syaiful Anwar Tangguh Prakoso Wasis Wijayanto Widyatma, Yollanda Vannesicha Winda Widyastuti