Analysis of marketing strategies for home industry MSMEs on consumer behaviour
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Published:
May 30, 2024
Keywords:
Consumer Behaviour, Home Industry, Marketing, Msme
Section
Economy
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Abstract
Within the MSME sector, home industries stand out as one of the pillars that drive the local economy. Despite their small scale, home industries have great potential to grow and contribute more to the national economy if managed with the right marketing strategy. Therefore, the main challenge is how MSMEs can convince themselves to adopt digital technology as part of their marketing strategy. Marketing is a key element in business success, including for home industry MSMEs. The purpose of this research analysis is carried out because it departs from one of the main challenges for home industry MSMEs in implementing marketing strategies is limited funds. Therefore, marketing strategies must be designed in such a way as to be effective but still cost-effective or in accordance with the capacity of the business. The research method is qualitative with the design used in this research is a descriptive method with a type of case study. The data collection technique using observation provides direct data from the field and interviews provide insight from the resource person's perspective. The results showed that Fatur Bakery has great potential by utilising strengths and overcoming weaknesses. Market opportunities can be maximised with advanced marketing strategies and improved management. Threats of competition and market changes are anticipated by innovation and rapid adaptation, increasing customer satisfaction and loyalty.
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How to Cite
Fitriany, F. (2024) “Analysis of marketing strategies for home industry MSMEs on consumer behaviour”, Jurnal Mantik, 8(1), pp. 626-635. doi: 10.35335/mantik.v8i1.5207.
References
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Rachmawati, S., Pramularso, E. Y., & Sari, I. (2022). Pemanfaatan Instagram Sebagai Media Pemasaran. Jurnal Abdimas Ekonomi Dan Bisnis, 2(1). https://doi.org/10.31294/abdiekbis.v2i1.1147
Sarfiah, S., Atmaja, H., & Verawati, D. (2019). UMKM Sebagai Pilar Membangun Ekonomi Bangsa. Jurnal REP (Riset Ekonomi Pembangunan), 4(2), 1–189. https://doi.org/10.31002/rep.v4i2.1952
Satria, C., Antoni, A., & Nofiansyah, D. (2022). The Role of Market Orientation And Product Quality On The Performance of Small-Medium Enterprises With Supply Chain Management Strategies As Mediation Variables (Case Study On Songket Smes In Palembang City). Islamic Banking?: Jurnal Pemikiran Dan Pengembangan Perbankan Syariah, 8(1). https://doi.org/10.36908/isbank.v8i1.471
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Setyorini, H., Effendi, M., & Santoso, I. (2016). Analisis Strategi Pemasaran Menggunakan Metode Quantitative Strategi Planning Matrix ( QSPM ). Industria: Jurnal Teknologi Dan Manajemen Agroindustri, 5(1), 46–53.
Sholeh, I. I., & Hartono, B. (2022). Strategi Pengembangan Pemasaran Kerupuk “UD AGUNG” dengan Metode Analisis SWOT. Jurnal Perspektif, 20(1). https://doi.org/10.31294/jp.v20i1.12244
Suarmaja, I. B. K., Suarmanayasa, I. N., Susila, G. P. A. J., & Atidira, R. (2023). Word of Mouth Marketing atau Social Media Marketing yang Lebih Efektif dalam Keputusan Memilih Program Studi S1 Manajemen Di Universitas Pendidikan Ganesha. Bisma: Jurnal Manajemen, 9(1), 32–37.
Tholib, H. H., Ahmadi, S., & Marzuki, A. (2023). Membangun Daya Saing Para Pelaku UMKM di Kabupaten Bogor. Syntax Literate?; Jurnal Ilmiah Indonesia, 8(3). https://doi.org/10.36418/syntax-literate.v8i3.11520
Yustitia, E., & Adriansah, A. (2022). Pendampingan Penentuan Harga Pokok Produksi (HPP) dan Harga Jual pada UMKM di Desa Sawahkulon. Jumat Ekonomi: Jurnal Pengabdian Masyarakat, 3(1). https://doi.org/10.32764/abdimas_ekon.v3i1.2506
Analisis Spasial Persebaran Usaha Kecil Menengah di Kabupaten Sleman Daerah Istimewa YogyakAnalisis Spasial Persebaran Usaha Kecil Menengah di Kabupaten Sleman Daerah Istimewa Yogyakarta. (2019). JURNAL GEOGRAFI, 11(1). https://doi.org/10.24114/jg.v11i1.1. (2019). JURNAL GEOGRAFI, 11(1). https://doi.org/10.24114/jg.v11i1.12233
Aryani, D. N., Bunyamin, B., Munfaqiroh, S., Kadarusman, K., N, N., Setyawan, S., H, S., Lating, A., Tjahjani, F., Zucroh, I., & Triana, T. (2022). Market price sebagai strategi bersaing peningkatan penjualan produk unggulan di Kampoeng Kajoetangan Heritage, Malang. ABDIMASKU?: JURNAL PENGABDIAN MASYARAKAT, 5(2). https://doi.org/10.33633/ja.v5i2.629
Ayu novita, nanda, Oktianingrum, selvi, & Sanjaya, V. (2022). Pengaruh-Digitalisasi-Pemasaran-Pemasaran Online. E-Journal Al-Dzahab, 3(1), 1–9.
Damayanti, S., Chan, A., & Barkah, C. S. (2021). Pengaruh Social Media Marketing terhadap Brand Image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. https://doi.org/10.26740/jim.v9n3.p852-862
Febianti, F., Putra, C. A., Nurtyara, C. A., Rahmayanti, S., Krisdayanti, F. H. D., & Khafi, A. M. N. (2022). Pemanfaatan Media Sosial Sebagai Sarana Promosi UMKM “Sang Telang.” Literasi: Jurnal Pengabdian Masyarakat Dan Inovasi, 2(2), 715–723. https://doi.org/10.58466/literasi.v2i2.395
Febriano, R., & Munir, N. S. (2021). Formulasi Strategi Bisnis PT Jalan Tol Perkasa. Journal of Management and Business Review, 18(2). https://doi.org/10.34149/jmbr.v18i2.281
Fitri, H. (2022). Strategi Pemasaran Bumbu Masak ud. Gunong Salju di Desa Ulee Tutu Raya Kecamatan Delima Kabupaten Pidie. Jurnal Sains Pertanian (JSP), 6(2). https://doi.org/10.51179/jsp.v6i2.1750
Handayani, E., Sari, P. P., & Islami, M. J. (2021). Pemanfaatan Teknologi Informasi dan Komunikasi (TIK) oleh UMKM pada Masa Pandemi COVID-19. Jurnal Komunika: Jurnal Komunikasi, Media Dan Informatika, 10(2), 113. https://doi.org/10.31504/komunika.v10i2.4622
Lin, S. H., & Weng, Y. (2019). Market size, productivity and product quality regarding firm heterogeneity. Economic Research-Ekonomska Istrazivanja , 32(1). https://doi.org/10.1080/1331677X.2019.1653781
Maheshwari, P., Kamble, S., Pundir, A., Belhadi, A., Ndubisi, N. O., & Tiwari, S. (2021). Internet of things for perishable inventory management systems: an application and managerial insights for micro, small and medium enterprises. Annals of Operations Research. https://doi.org/10.1007/s10479-021-04277-9
Mauligita, S. Z. N., & Windasari, N. A. (2021). Brand strategies development through sales promotion and endorsement of Small and Medium Enterprises (SME) in West Java Indonesia. Research, Society and Development, 10(8). https://doi.org/10.33448/rsd-v10i8.17143
Mursalat, A. (2021). Pengembangan Pola Kemitraan dalam Menunjang Saluran Distribusi Beras di Kabupaten Sidenreng Rappang. AGRIMOR, 6(2). https://doi.org/10.32938/ag.v6i2.1335
Nazim, M. D., Batool, S., & Urooge, S. (2019). Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa. Global Social Sciences Review, IV(II). https://doi.org/10.31703/gssr.2019(iv-ii).20
Novebri, & Fadhilah, N. (2021). ANALISIS BAURAN PEMASARAN KOPI MANDAILING (STUDI KASUS PADA COFFEE SHOP LOPO MANDHELING CAFE, PANYABUNGAN). JAMI: Jurnal Ahli Muda Indonesia, 2(1). https://doi.org/10.46510/jami.v2i1.58
Oribel, F., Izaak, W. C., Eka, F. A., Mawarni, N. D., Rosyidah, F. I., & Putra, N. P. (2022). OPTIMALISASI MEDIA PROMOSI DIGITAL SEBAGAI STRATEGI PEMASARAN WISATA TERPADU UMKM KENDANGSARI, SURABAYA. Jurnal Pendidikan Dan Pengabdian Masyarakat, 5(2). https://doi.org/10.29303/jppm.v5i2.3684
Rachmawati, S., Pramularso, E. Y., & Sari, I. (2022). Pemanfaatan Instagram Sebagai Media Pemasaran. Jurnal Abdimas Ekonomi Dan Bisnis, 2(1). https://doi.org/10.31294/abdiekbis.v2i1.1147
Sarfiah, S., Atmaja, H., & Verawati, D. (2019). UMKM Sebagai Pilar Membangun Ekonomi Bangsa. Jurnal REP (Riset Ekonomi Pembangunan), 4(2), 1–189. https://doi.org/10.31002/rep.v4i2.1952
Satria, C., Antoni, A., & Nofiansyah, D. (2022). The Role of Market Orientation And Product Quality On The Performance of Small-Medium Enterprises With Supply Chain Management Strategies As Mediation Variables (Case Study On Songket Smes In Palembang City). Islamic Banking?: Jurnal Pemikiran Dan Pengembangan Perbankan Syariah, 8(1). https://doi.org/10.36908/isbank.v8i1.471
Septiawati, R., Sujaya, F. A., Dewi, F. A., & Ariyani, R. M. (2022). ANALISIS PENGGUNAAN SISTEM INFORMASI AKUNTANSI DAN STRATEGI E-MARKETING PADA UMKM SAAT PANDEMI COVID-19 NEW NORMAL DI KARAWANG JAWA BARAT (Studi Kasus Pada Beras Puri Karawang). Jurnal Apresiasi Ekonomi, 10(1). https://doi.org/10.31846/jae.v10i1.445
Setyorini, H., Effendi, M., & Santoso, I. (2016). Analisis Strategi Pemasaran Menggunakan Metode Quantitative Strategi Planning Matrix ( QSPM ). Industria: Jurnal Teknologi Dan Manajemen Agroindustri, 5(1), 46–53.
Sholeh, I. I., & Hartono, B. (2022). Strategi Pengembangan Pemasaran Kerupuk “UD AGUNG” dengan Metode Analisis SWOT. Jurnal Perspektif, 20(1). https://doi.org/10.31294/jp.v20i1.12244
Suarmaja, I. B. K., Suarmanayasa, I. N., Susila, G. P. A. J., & Atidira, R. (2023). Word of Mouth Marketing atau Social Media Marketing yang Lebih Efektif dalam Keputusan Memilih Program Studi S1 Manajemen Di Universitas Pendidikan Ganesha. Bisma: Jurnal Manajemen, 9(1), 32–37.
Tholib, H. H., Ahmadi, S., & Marzuki, A. (2023). Membangun Daya Saing Para Pelaku UMKM di Kabupaten Bogor. Syntax Literate?; Jurnal Ilmiah Indonesia, 8(3). https://doi.org/10.36418/syntax-literate.v8i3.11520
Yustitia, E., & Adriansah, A. (2022). Pendampingan Penentuan Harga Pokok Produksi (HPP) dan Harga Jual pada UMKM di Desa Sawahkulon. Jumat Ekonomi: Jurnal Pengabdian Masyarakat, 3(1). https://doi.org/10.32764/abdimas_ekon.v3i1.2506
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