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All Journal Jurnal Kewirausahaan dan Inovasi
Salsabilla, Adibah Ardelia
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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A Strategic and The Business Development of Bumbu Bu Erna Salsabilla, Adibah Ardelia; Fakhri, Erie Awalil
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Bumbu Bu Erna is an MSME in Probolinggo Regency that have been producing and selling ready-to-use cooking spices and herbs for ten years. The foci of this study are analyzing the branding strategy and developing the said business. The purposes of branding strategy are creating differences and providing added value to certain products. Using quantitative approach, this study identifies key factors for the company’s performance and the market acceptance toward the products of Bumbu Bu Erna. The results of the analysis suggest that the application of effective and innovative branding strategies can increase consumer’s brand awareness and preference. In addition, comprehensive evaluations on the current business conditions can provide insights for product developments and service improvements to meet the growing market demands.
Co-Authors Fakhri, Erie Awalil