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All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) YUME : Journal of Management JURNAL MANAJEMEN Revitalisasi : Jurnal Ilmu Manajemen BASKARA: Journal of Business and Entrepreneurship TEKIBA : Jurnal Teknologi dan Pengabdian Masyarakat Journal of Hospitality Accommodation Management Al-DYAS : Jurnal Inovasi dan Pengabdian kepada Masyarakat TRJ (Tourism Research Journal) Jurnal Ilmiah Pariwisata
Johani Sakti, Pricilia
Institut Pariwisata Trisakti
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Mechanical Engineering Social Sciences Other

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Increasing the Competitiveness of Sweet Nutmeg and Papaya Products Owned by MSMEs in Cibeber Village, West Java Province, Indonesia Alda Chairani; Pricilia Johani Sakti; Irfal Irfal; Eduard Rudolf Pangkerego
BASKARA : Journal of Business and Entrepreneurship Vol. 7 No. 2 (2025): BASKARA: Journal of Business and Entrepreneurship
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54268/baskara.v7i2.25926

Abstract

This study aims to analyze strategies that can be applied to MSMEs producing candied nutmeg and papaya products in Cibeber Village to enhance their market competitiveness. A qualitative research method using in-depth interviews was conducted with 5 MSME actors and 5 regular consumers. The data collected was analyzed using SWOT analysis, with the Internal Factor Analysis Summary (IFAS) component to assess internal strengths and weaknesses, and the External Factor Analysis Summary (EFAS) to identify external opportunities and threats. The findings indicate that the most appropriate strategy is the ST (Strengths-Threats) strategy, which leverages internal strengths to address external threats such as intense competition and raw material price pressures. The novelty of this research lies in identifying the potential for MSMEs producing candied nutmeg and papaya to grow through improved packaging, product diversification, digital marketing, and more efficient supply chain management. The study recommends that MSMEs focus on utilizing technology for digital marketing, improving product quality, and expanding their market reach to mitigate external threats. Overall, this research offers new insights into marketing and product management strategies for local MSME development.
Co-Authors Alda Chairani Alda Chairani Amrullah Amrullah Aryapranata, Ariawan Azizah, Zahra Nur Chairani, Alda Christian, Nico Dewi, Triana Rosalina Eduard Rudolf Pangkerego Fachrul Husain Habibie, Fachrul Husain Haryo Wicaksono Haryo Wicaksono, Haryo Heny Ratnaningtyas Heny Ratnaningtyas Irfal Irfal Irfal Michael Khrisna Aditya Michael Khrisna Aditya Mohammad Syaltut Abduh, Mohammad Syaltut Renwarin, Joseph Martinio Jocrien Rianto, Muhammad Richo Robiatul Adawiyah Rudolf Pangkerego, Eduard Saputri, Nur Fathma Ragil Herma Savitri Hendradewi Siahaan, Matdio Thamrin, Djuni Tri Djoko Sulistiyo Tri Djoko Sulistiyo, Tri Djoko