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Perancangan strategi pemasaran di UMKM Bakpia Pathok Bu Susi Putri, Louisa Adella Regita; Hadisantono; Hanandoko, Theodorus B.; Dewa, Parama Kartika
Jurnal Teknik Industri dan Manajemen Rekayasa Vol 2 No 2 (2024)
Publisher : Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/jtimr.v2i2.9943

Abstract

[Marketing Strategy Design for Bakpia Pathok Bu Susi SME] Bakpia Pathok Bu Susi SME is one of the bakpia pathok producers in Yogyakarta, capable of producing 3000 to 3500 pieces of bakpia per day. During the COVID-19 pandemic, there was a decline in sales that has not yet been resolved. The main problem that will be solved in this research is the decline in product sales since the COVID-19 pandemic, resulting in not meeting the sales target of 20 boxes per day. This research aims to increase daily product sales by 15% through several proposed improvements and selected effective marketing strategies. The method used in this research is combination of Marketing Mix 7P and SWOT Analysis method. Based on the analysis and solution determination, the chosen solution is to promote through instagram and use whatsapp as an online ordering platform. The implementation of the solution is carried out over a period of 30 days by creating promotional content that highlights the product’s distinctive features and uniqueness. The implementation results in a 22% increase in daily product sales.
Perancangan ulang kemasan Susu Kedelai Bu Kati dengan metode Quality Function Deployment dan Geneva Emotion Wheel Chriswandari, Verena Asri; Hadisantono; Hanandoko, Theodorus B.; Dewa, Parama Kartika
Jurnal Teknik Industri dan Manajemen Rekayasa Vol 3 No 1 (2025)
Publisher : Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/jtimr.v3i1.11041

Abstract

Bu Kati soy milk, an MSME in Kudus that was established in 2015, experienced a decline in sales due to unattractive packaging, easy to leak, and product durability of only one day at room temperature. This study aims to increase consumer interest and extend the product's shelf life so that it can be consumed longer. The problem solving was carried out by combining the Quality Function Deployment (QFD) method to design a packaging design that suits consumer desires, and the Geneva Emotion Wheel (GEW) method to measure consumer emotions towards old and new packaging. From the design results, three designs with bottle sizes of 250 ml, 300 ml, and 350 ml were produced. The 3rd design with a bottle size of 250 ml was chosen because it was considered the most appropriate by consumers. The comparison between the old packaging and the newly designed packaging showed an increase of more than 25% in consumer interest, indicating that the new packaging was more in line with their desires. The new packaging also extended the product's shelf life to two days at room temperature, meeting the established success criteria. In addition, evaluation using the Geneva Emotion Wheel (GEW) method showed an increase in positive emotions and a decrease in negative emotions, indicating an increase in consumer interest in Bu Kati's soy milk products.
Co-Authors Chintya Devi, Ni Luh P Christo, Rafael Pandu Chriswandari, Verena Asri Dewa, Parama Kartika Dewa, Parama Kartika Emiton, Joseph Juan Evangeli, Monica Valentina George Reynaldi Koten Halim, Lenny Hanandaka, Theodorus B. Hanandoko, Theodorus B. Hesti Probodinanti Johanes Daulat Tamba Marshanda Krisnawi Saputri Putri, Louisa Adella Regita Stelly Alison Kwa Yoseph, Jemima Davini