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All Journal Jurnal Optimalisasi Jurnal Pengabdian Masyarakat: BAKTI KITA
Nyoman Sri Widari
Universitas Katolik Dharma Cendika Surabaya
Humanities Control & Systems Engineering Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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PELATIHAN DAN PENDAMPINGAN INTREGASI MARKETING MIX UNTUK MENINGKATKAN DAYA SAING UMKM PADA ERA DIGITAL Moh. Ainul Fais; I Gusti Ayu Sri Deviyanti; Nyoman Sri Widari; Agus Rahmanto; Wiwik Prihartanti
Jurnal Pengabdian Masyarakat : BAKTI KITA Vol. 5 No. 2 (2024): Jurnal Bakti Kita
Publisher : LPPM Universitas Islam Darul 'Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/baktikita.v5i2.7721

Abstract

This community service aims to provide understanding, training, and mentoring to MSMEs in RT 04 RW 14, Kalirungkut sub-district, as an effort to improve the understanding of MSME actors regarding the Marketing Mix in order to face the digitalization era. Through the KKN-PPM program of WR Supratman University Surabaya, the activities carried out after conducting observations include 5 stages of training that are carried out and approximately 26 days of mentoring process for which there are MSME consultations, training in the use of digital tools and software, formation of MSME business communities, and monitoring and evaluation of performance. The results found that MSMEs feel the benefits obtained starting from marketing methods, pricing, and openness to digital media that can improve sales performance from MSMEs, MSME actors around said they were able to see the direction and goals of the company in the future and know how to maintain the company's existence so that it remains optimal every year.
Marketing Strategy for Lely Gorden Interior MSME Using SOAR Analysis and Quantitative Strategic Planning Matrix (QSPM) I Gusti Ayu Sri Deviyanti; Moh. Ainul Fais; Nyoman Sri Widari; Suhatati Tjandra; Endang Sriwahyuni
Jurnal Optimalisasi Vol 12, No 1 (2026): April
Publisher : Universitas Teuku Umar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35308/jopt.v12i1.15102

Abstract

Competition among interior-related MSMEs requires marketing strategies that connect internal capability with market opportunity. Previous studies have discussed MSME marketing strategies using SWOT, SOAR, and QSPM, but limited attention has been given to interior curtain MSMEs that rely on customization, product quality, installation service, and customer trust. This study aims to formulate and determine the priority marketing strategy for Lely Gorden Interior MSME by integrating SOAR analysis and the Quantitative Strategic Planning Matrix (QSPM). This research used a descriptive case study approach. Primary data were obtained through owner interviews and field observation, while secondary data were collected from business documents and relevant literature. The data were analyzed using SOAR, EFE, IFE, IE, and QSPM matrices. The EFE and IFE scores were 3.60 and 3.40, placing the MSME in Quadrant I of the IE matrix. This position indicates a growth-oriented strategy. The SOAR matrix produced four alternative strategies. QSPM results show that building a premium brand image through customized product quality and personalized service across online and offline channels obtained the highest Total Attractiveness Score of 3.70. The study contributes to MSME strategy literature by showing how SOAR and QSPM can convert qualitative business potential into measurable marketing priorities in an interior MSME context.
Co-Authors Agus Rahmanto Endang Sriwahyuni I Gusti Ayu Sri Deviyanti I Gusti Ayu Sri Deviyanti Moh. Ainul Fais Moh. Ainul Fais Prihartanti, Wiwik Suhatati Tjandra