MARKETING STRATEGY OF SUPER LEDRE AS A TRADITIONAL SNACK AND SOUVENIR OF BOJONEGORO REGENCY: CASE STUDY OF LEDRE SUPER MORO TRESNO IN PADANGAN DISTRICT, BOJONEGORO
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Della Agfy Dwi Andriyani(1)
Department of Agribusiness, Faculty of Agriculture, University of Pembangunan Nasional Veteran Jawa Timur
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Mubarokah Mubarokah(2*)
Department of Agribusiness, Faculty of Agriculture, University of Pembangunan Nasional Veteran Jawa Timur
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Mirza Andrian Syah(3)
Department of Agribusiness, Faculty of Agriculture, University of Pembangunan Nasional Veteran Jawa Timur
(*) Corresponding Author
Keywords:
Marketing Strategy, Traditional Snack, Ledre
Abstract
Ledre Super is a brand of traditional snacks typical of Bojonegoro Regency located in Padangan District Bojonegoro. Over time, many new ledre businesses have sprung up, and in today's modern era, many modern snacks have also sprung up, which can shift public interest and consumption. This study analyze the internal and external factors and the right strategy to increase sales volume. The methods used in this research are SOAR and QSPM. The results of the research that was done using the IE matrix based on the IFE matrix were 3.184, and the EFE matrix was 3.301. The formulation of alternative strategies using the SOAR matrix results in a market development strategy, market penetration, product development, horizontal integration, and backward integration, while the priority strategy is horizontal.
Keywords: Marketing Strategy; Traditional Snacks; Ledre
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References
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http://repository.ibs.ac.id/id/eprint/4973
Febrianti, F., & Beni, S. (2023). Strategies To Maintain Customer Loyalty In Indonesia’s Pandemic. Jurnal Ekbis, 23(1), 285. https://doi.org/10.30736/je.v23i1.1156
Fuadi, A. (2020). Analisis Strategi SOAR Balai Diklat Aparatur Kementerian Kelautan dan Perikanan Menuju Corporate University. Jurnal Pendidikan Kewarganegaraan, 7(1), 35. https://doi.org/10.32493/jpkn.v7i1.y2020.p35-46
Hartuti, R. F., & Rochdiani, D. (2021). Perancangan Strategi Pemasaran Irt Keripik Ubi Cilembu Cihuy Chips Menggunakan Soar Strategic Soar Strategic for Marketing Strategy Design of Cihuy Chips Home Industry. Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 7(1), 320–330.
Hidayah, N. (2018). Riset Pasar Konsumen Terhadap Makanan Tradisional Kota Pontianak. 37
Nurlia, L. (2021). Pengaruh Lokasi Terhadap Keputusan Pembelian Pengunjung Di Minimarket Menggunakan Metode Regresi Linier. Jurnal Riset Sistem Informasi Dan Teknologi Informasi (Jursistekni), 3(1), 1–12.
https://doi.org/10.52005/jursistekni.v3i1.75
Pariati, H. (2021). Analisis Keberlangsungan Usaha Jajanan Tradisional Dalam Persaingan Usaha Dengan Jajanan modern Di Pasar Peterongan Kota Semarang. November, 174–184.
Sembiring, J., & Fatihudin, D. (2020). Manajemen Strategi (T. Q. Media (ed.); 2020th ed.). CV. Penerbit Qiara Media.
Sihombing, M. M., Arifin, M. H., & Maryono, M. (2022). Pengaruh Varian Menu, Harga, dan Suasana Cafe, Terhadap Kepuasan Konsumen Cafe Miltie Garden Mulawarman Banjarmasin. Smart Business Journal, 1(1), 26.
https://doi.org/10.20527/sbj.v1i1.12787
Stavros, J. M., & Cole, M. L. (2013). SOARing towards positive transformation and change. The ABAC ODI Visions Action Outcome, 1(1), 10–34.
Sugiyono. (2013). Metode Penelitian Kuantitaif,Kualitatif dan R&D, ISBN: 979-8433-64-10. In Alfabeta (Issue 465).
Umar, H. (2002). Riset Pemasaran dan Perilaku Konsumen. PT. Gramedia Pustaka Utama.
Wardhana, A. (2021). Analisis Strategi ( Space , Bcg , Ie , Gs , Dan Qspm ). July, 27.
Published
2024-11-04
How to Cite
Andriyani, D., Mubarokah, M., & Syah, M. (2024). MARKETING STRATEGY OF SUPER LEDRE AS A TRADITIONAL SNACK AND SOUVENIR OF BOJONEGORO REGENCY: CASE STUDY OF LEDRE SUPER MORO TRESNO IN PADANGAN DISTRICT, BOJONEGORO. Journal of Management : Small and Medium Enterprises (SMEs), 17(3), 1031-1042. https://doi.org/10.35508/jom.v17i3.13711
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Articles
