Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri
Small and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, but face various challenges, both from internal and external factors. Marketing that is less than optimal is one of the common problems. Product image and innovation are the keys to achieving consumer satisfac...
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| Format: | Article |
| Language: | Indonesian |
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Politeknik Negeri Bali
2024-07-01
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| Series: | Jurnal Bisnis dan Kewirausahaan |
| Subjects: | |
| Online Access: | https://ojs2.pnb.ac.id/index.php/JBK/article/view/1509/898 |
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| author | Anik Kurnia Ningsih Nuraini Kusuma Ningsih Rizka Dwi Yulian Pertiwi Meina Putri Suryani Kukuh Arisetyawan |
| author_facet | Anik Kurnia Ningsih Nuraini Kusuma Ningsih Rizka Dwi Yulian Pertiwi Meina Putri Suryani Kukuh Arisetyawan |
| author_sort | Anik Kurnia Ningsih |
| collection | DOAJ |
| description | Small and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, but face various challenges, both from internal and external factors. Marketing that is less than optimal is one of the common problems. Product image and innovation are the keys to achieving consumer satisfaction. This research aims to design product innovation, marketing strategies and rebranding to increase consumer interest in the MSME case study, Warung Moro Wareg in Kediri Regency. The research uses primary data obtained through observation, interviews with stall owners, and questionnaires distributed to consumers aged 20-54 years in Ngasem District, Kediri Regency. Analysis was carried out using the SWOT, IFAS, EFAS and Quantitative Strategic Planning Matrix (QSPM) matrices. The results of the SWOT analysis show the strengths of a variety of menus and strategic locations, while weaknesses include a lack of workers and limited operational hours. Opportunities are factory worker customers and online ordering, while threats are competition and menu imitation. IFAS and EFAS analysis identified Warung Moro Wareg's greatest strengths and opportunities. QSPM assesses the strategy of "rebranding without losing the taste of the food" as a top priority with the highest score on the Total Attractiveness Score (TAS). With this strategy, Warung Moro Wareg can strengthenits product image and compete better in the market. |
| format | Article |
| id | doaj-art-b0f11dd1dea54c37a9c4208188674b06 |
| institution | Kabale University |
| issn | 0216-9843 2580-5614 |
| language | Indonesian |
| publishDate | 2024-07-01 |
| publisher | Politeknik Negeri Bali |
| record_format | Article |
| series | Jurnal Bisnis dan Kewirausahaan |
| spelling | doaj-art-b0f11dd1dea54c37a9c4208188674b062025-01-20T05:11:10ZindPoliteknik Negeri BaliJurnal Bisnis dan Kewirausahaan0216-98432580-56142024-07-01202687610.31940/jbk.v20i2.68-76Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten KediriAnik Kurnia Ningsih0Nuraini Kusuma Ningsih1Rizka Dwi Yulian Pertiwi2Meina Putri Suryani3Kukuh Arisetyawan4Fakultas Ekonomika dan Bisnis/S1 Ekonomi, Universitas Negeri Surabaya, IndonesiaFakultas Ekonomika dan Bisnis/S1 Ekonomi, Universitas Negeri Surabaya, IndonesiaFakultas Ekonomika dan Bisnis/S1 Ekonomi, Universitas Negeri Surabaya, IndonesiaFakultas Ekonomika dan Bisnis/S1 Ekonomi, Universitas Negeri Surabaya, IndonesiaFakultas Ekonomika dan Bisnis/S1 Ekonomi, Universitas Negeri Surabaya, IndonesiaSmall and Medium Enterprises (MSMEs) have an important role in the Indonesian economy, but face various challenges, both from internal and external factors. Marketing that is less than optimal is one of the common problems. Product image and innovation are the keys to achieving consumer satisfaction. This research aims to design product innovation, marketing strategies and rebranding to increase consumer interest in the MSME case study, Warung Moro Wareg in Kediri Regency. The research uses primary data obtained through observation, interviews with stall owners, and questionnaires distributed to consumers aged 20-54 years in Ngasem District, Kediri Regency. Analysis was carried out using the SWOT, IFAS, EFAS and Quantitative Strategic Planning Matrix (QSPM) matrices. The results of the SWOT analysis show the strengths of a variety of menus and strategic locations, while weaknesses include a lack of workers and limited operational hours. Opportunities are factory worker customers and online ordering, while threats are competition and menu imitation. IFAS and EFAS analysis identified Warung Moro Wareg's greatest strengths and opportunities. QSPM assesses the strategy of "rebranding without losing the taste of the food" as a top priority with the highest score on the Total Attractiveness Score (TAS). With this strategy, Warung Moro Wareg can strengthenits product image and compete better in the market.https://ojs2.pnb.ac.id/index.php/JBK/article/view/1509/898product innovationmarketing strategyrebranding planmsmeswarung moro wareg |
| spellingShingle | Anik Kurnia Ningsih Nuraini Kusuma Ningsih Rizka Dwi Yulian Pertiwi Meina Putri Suryani Kukuh Arisetyawan Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri Jurnal Bisnis dan Kewirausahaan product innovation marketing strategy rebranding plan msmes warung moro wareg |
| title | Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri |
| title_full | Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri |
| title_fullStr | Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri |
| title_full_unstemmed | Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri |
| title_short | Pengembangan Inovasi Produk, Marketing Strategy, dan Rebranding Plan UMKM Warung Moro Wareg, Kabupaten Kediri |
| title_sort | pengembangan inovasi produk marketing strategy dan rebranding plan umkm warung moro wareg kabupaten kediri |
| topic | product innovation marketing strategy rebranding plan msmes warung moro wareg |
| url | https://ojs2.pnb.ac.id/index.php/JBK/article/view/1509/898 |
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