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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Dehasen Mengabdi Journal of Management, Economic, and Accounting Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Journal of Accounting and Management (JAM)
Febliansa, M Rahman
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Social Sciences Other

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Journal : Journal of Management, Economic, and Accounting

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Marketing Strategy Analysis of Lemea Ibu Melli's Traditional Food in Lebong Sakti District Irawati, Gustina; Anggriani, Ida; Febliansa, M Rahman
Journal of Management, Economic, and Accounting Vol. 4 No. 1 (2025): Januari- Juni
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i1.627

Abstract

The purpose of the study was to determine how the marketing strategy analysis of traditional food lemea Ibu Melli in Lebong Sakti District. The sample in this study was 35 people consisting of 5 internal factor respondents and 30 external samples, namely customers of lemea Ibu Melli. Data collection using a questionnaire and the analysis method used was SWOT analysis consisting of the Internal Strategy Factor Matrix (IFAS) and the External Strategy Factor Matrix (EFAS). The results of the study on the marketing strategy of traditional lemea food at the Lemea Ibuk Melli Business can be seen from internal and external factors. Based on the results of the total score obtained, it can be seen that the total value of the strength score owned is 21.75 while the weakness is 11.48 so the internal factor quadrant is 21.75-11.48 = 10.27. The Opportunity Score owned from the strategy is 20.50 and the threat is 10.22. So the external factor quadrant is 20.50 - 10.22 = 10.28. If the two weighted values ​​are combined in the IE matrix, then both will meet in cell I, which supports an aggressive strategy. The marketing strategy that can be carried out by the Lemea Ibuk Melli Business is to carry out the S-O (Strength-Opportunity) strategy or the strength-opportunity strategy is a strategy that uses internal strengths to take advantage of external opportunities. Alternative S-O strategies that can be formulated are maximizing production and promoting on social media.
Swot Analysis In Increasing The Sales Of Wood Products At The Wood Depot Tiga Mandala Putra In Kaur Regency Setiawan, Riduan; Anggriani, Ida; Febliansa, M Rahman
Journal of Management, Economic, and Accounting Vol. 4 No. 2 (2025): Juli-Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i2.817

Abstract

This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) faced by Depot Kayu Tiga Mandala Putra in Kaur Regency, as well as to formulate appropriate marketing strategies to increase the sales of wood products. The method used is a combination of quantitative and qualitative approaches. Data collection techniques included direct observation, in-depth interviews, questionnaire distribution, and document analysis. Data analysis utilized the IFE (Internal Factor Evaluation) matrix, EFE (External Factor Evaluation) matrix, and SWOT quadrant mapping to determine relevant strategies.The research results indicate that the strategic position of Tiga Mandala Putra Wood Depot is in Quadrant I (aggressive strategy) with an IFE score of 2,39 and an EFE score of 2,22. This indicates that the depot has sufficient internal strengths and significant external opportunities. The recommended strategies include optimizing digital promotions, enhancing service capacity, and developing partnerships with local businesses. The implementation of SWOT-based strategies is expected to significantly increase sales volume and business competitiveness.
Co-Authors Ahmad Soleh Anugerah , Yeza Dwi Apta, Muhammad Ferdi Gayatri, Ida Ayu Made Er Meytha Hanila, Siti Ida Anggriani Irawati, Gustina Karona Cahya Susena, Karona Cahya Maharani, Nana Nabela, Inka Prawitasari, Andriyani Setiawan, Riduan Sulistia, Zahra Tawakal, Anzori