ANALISIS STRATEGI PEMASARAN PADA KLASTER UMKM KAMPUNG KUE BY “UD. PAWON KUE”
Keywords:
Marketing Strategy, SWOT Analysis, UD. Pawon KueAbstract
Small and Medium Enterprises (SMEs) have a strategic role in supporting the national economy, including in the traditional culinary sector as carried out by the Kampung Kue Cluster in Surabaya. The purpose of this study is to analyze the marketing strategy implemented by UD. Pawon Kue. The research data collection technique used data tringulation techniques, namely observation, interviews, and documentation, which were conducted to the owner of UD. Pawon Kue, one of the business actors in the village. Based on the results of the SWOT matrix data analysis, the total IFE score of 2.44 and the total EFE score of 3.06 resulted in a matrix position in quadrant II with an IE strategy indicating the need for a Grow and Build strategy so that UD. Pawon Kue has taken advantage of taking advantage of existing opportunities with its strengths. Strategic recommendations include product development, flavor innovation, and wider utilization of digital channels.
Downloads
References
Bismala, L. (2014). Analisis strate$gi pe$masaran pada U$MKM di Su$mate$ra U$tara u$ntu$k me$ningkatkan daya saing U$MKM. Ju$rnal Pe$mbangu$nan Pe$rkotaan, 2(2), 126-134.
S Su$hairi, E$D Site$pu$, DP Tarigan, SA Pu$tri. Ju$rnal Pe$ndidikan Tambu$sai 8 (1), 2244-2248, 2024.
Marce$lina, D., Ku$rnia, A., & Te$rttiaavini, T. (2023). Analisis Klaste$r Kine$rja U$saha Ke$cil dan Me$ne$ngah Me$nggu$nakan Algoritma K-Me$ans Clu$ste$ring: Clu$ste$r Analysis of Small Me$diu$m E$nte$rprise$ Pe$rformance$ with K-Me$ans Clu$ste$ring Algorithm. MALCOM: Indone$sian Jou$rnal of Machine$ Le$arning and Compu$te$r Scie$nce$, 3(2), 293-301.
Siantu$ri, R. D. (2020). Manaje$me$n pe$masaran me$nggu$nakan analisis SWOT pada U$MKM gu$na me$ningkatkan daya saing U$MKM. Jou$rnal of Bu$sine$ss and E$conomics Re$se$arch (JBE$), 1(1), 45-50.
David, Fre$d R. 2010. Manaje$me$n Strate$gis. Jakarta: Sale$mba E$mpat
Dave$d. 2011. Manaje$me$n Strate$g. Bu$ku$ 1. Dite$rje$mahkan ole$h Pau$lyn Su$listio. E$disi ke$se$pu$lu$h. Jakarta: Sale$mba E$mpat
Hu$nge$r David. J dan Richard B. 2008. Manaje$me$n Strate$gis. Yogyakarta: Andi
Su$listyani, Pratama Aditya, Se$tiyanto. 2016. Analisis Strate$gi Pe$masaran dalam U$paya Pe$ningkatan Daya Saing U$MKM. Ju$rnal Pe$masaran Vol 3, No. 2.
Kampu$ng Ku$e$. (2025). Komu$nitas U$MKM ku$line$r di Ke$lu$rahan Ru$ngku$t Lor, Su$rabaya: Pe$mbe$rdayaan e$konomi dan pe$le$starian ku$e$ tradisional. Su$rabaya: Kampu$ng Ku$e$ Commu$nity.
Bahte$ra Adijaya. (2025). Tre$n Makanan dan Minu$man 2025: Pre$diksi u$ntu$k Indu$stri F&B di Indone$sia.
Cahaya Agro. (2025). Tre$n dan Tantangan Indu$stri Makanan & Minu$man di Indone$sia Tahu$n 2025.
Aile$e$na Solicitor C.R.E$.C., & Widyasari. (2020). Ke$masan Jajanan Tradisional Produ$k U$KM Kampu$ng Ku$e$ (Stu$di Kasu$s U$D. Die$va Cake$). Ju$rnal De$sain Komu$nikasi Visu$al Ge$stalt, Vol. 02, No. 01.
Sari, D. P., & Nu$groho, Y. (2020). Strate$gi pe$masaran digital u$ntu$k U$MKM dalam me$nghadapi pe$rsaingan di e$ra digital. Ju$rnal Manaje$me$n dan Bisnis, 7(2), 123-135.
Wibowo, A. (2021). Pe$ngaru$h strate$gi pe$masaran te$rhadap pe$ningkatan daya saing U$MKM di Indone$sia. Ju$rnal E$konomi dan Bisnis, 15(1), 45-56.
Bank Du$nia. (2021). Su$rve$i pe$ngaru$h pande$mi te$rhadap U$MKM di Indone$sia.
Su$santo, H., Rahmawati, D., & Pu$tri, L. (2020). Pe$ngaru$h manaje$me$n ke$u$angan te$rhadap kine$rja U$MKM di e$ra digital. Ju$rnal Ce$me$rlang, 3(1), 23-30.
Matrik Inte$rnal Factor E$valu$ation (IFE$) dan E$xte$rnal Factor E$valu$ation (E$FE$), Ju$rnal Agromix, 2021.
Su$listyani, P., Pratama, A., & Se$tiyanto, S. (2016). Analisis Strate$gi Pe$masaran dalam U$paya Pe$ningkatan Daya Saing U$MKM . Ju$rnal Pe$masaran, 3(2), 31–40.
Haqu$e$, M. G., Iskandar, A. S., E$rlangga, H., & Su$narsi, D. (2022). Strate$gi pe$masaran: Konse$p, te$ori dan imple$me$ntasi.
Affandy, S. (2022). Impe$me$ntasi Analisis SWOT (Stre$nght, We$akne$ss, Opportu$nity, Thre$at) pada Organisasi Dakwah. INTE$LE$KSIA: Ju$rnal Pe$nge$mbangan Ilmu$ Dakwah, 4(1), 179-194.
