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Aulya Rahman Adi Luhung
Universitas Triatma Mulya
Economics, Econometrics & Finance Social Sciences

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Analisis Strategi Pemasaran UMKM Cendol Sonia dalam Meningkatkan Volume Penjualan di Denpasar Aulya Rahman Adi Luhung; Ni Made Hartini
Journal Research of Management Vol. 5 No. 2 (2024): Juni
Publisher : Universitas Triatma Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51713/jarma.2024.5214

Abstract

This study aims to determine the marketing strategy used by UMKM Cendol Sonia in increasing sales volume. The data analysis technique used in this study is a descriptive analysis technique using SWOT analysis. The data analysis method used in this research is descriptive with a qualitative approach. The method used is to analyze the internal environment (strengths and weaknesses) and external (opportunities and threats). Based on the results of research on marketing strategy analysis in increasing sales volume of UMKM Cendol Sonia using SWOT analysis it shows that the company is in quadrant I which supports aggressive growth policies (growth oriented), this can be seen from IFAS with a score of 3.67 and EFAS with a score 3.51. To increase the sales volume of UMKM Cendol Sonia, they can implement Market Development, Market Penetration and Product Development.
Co-Authors Ni Made Hartini