Tamimatus, Sidhana ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN PADA RUMAH MAKAN WAROENG AKONG JEMBER. Analisis SWOT dalam Menentukan Strategi Pemasaran Pada Rumah Makan Waroeng Akong Jember, 2 (3). pp. 1-16. ISSN 3089-0128
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Abstract
ABSTRACT This study aims to analyze the marketing strategy of Waroeng Akong, a food stall located in Jember, by applying the SWOT analysis approach (Strengths, Weaknesses, Opportunities, Threats). The background of this research is driven by the intense competition in the culinary business and the evolving lifestyle of consumers, which demand adaptability from business owners in terms of market trends and technological advancements. The method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, and documentation involving the business owners and customers. The results show that Waroeng Akong's Strengths lie in its competitive pricing, consistent product quality, strategic location, and friendly service. However, weaknesses were identified, including fluctuating ingredient prices, limited branding, and insufficient parking space. Opportunities include strong consumer interest, partnerships with online food delivery platforms, and effective digital marketing. Threats consist of competitive pricing from similar businesses, an abundance of direct competitors, and inconsistent customer satisfaction. Based on the SWOT analysis, strategies were formulated to enhance competitiveness and business sustainability, such as digital promotion, brand development, and service diversification. This study is expected to serve as a reference for developing marketing strategies in the MSME culinary sector. Keywords: Marketing Strategy, SWOT Analysis, Food Stall, UMKM, Waroeng Akong
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 19 Jan 2026 04:46 |
| Last Modified: | 19 Jan 2026 04:46 |
| URI: | http://repo.itsm.ac.id/id/eprint/1651 |
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