Strategi Pengembangan Usaha Terhadap Kinerja Pemasaran Usaha Home Lavacakery pada Covid-19

Authors

  • Sinta Nur Rahmadana Universitas Mulawarman
  • Saida Zainurossalamia ZA Universitas Mulawarman

DOI:

https://doi.org/10.55123/mamen.v2i3.1989

Keywords:

Business Development Strategy, Marketing Performance, Covid-19, SWOT Analysis

Abstract

The purpose of this study is to explain the strategies applied to the Lavacakery business in business development towards marketing performance during the Covid-19 period. The type of research used is descriptive qualitative. In this study, the data used was data derived from primary and secondary data using a SWOT analysis tool. The data collection technique carried out was by observation, interviews, documentation, and dissemination of questionnaires to Lavacakery consumers, totaling 65 respondents. The results of this study obtained a total score from the IFAS factor and EFAS strength having a total score of 2.973, weakness of 0.47, odds of 2.47, and threats of 1.130. And it is known that the difference in the total score factor of strength and weakness is (+) 2.503, while the difference in the total score of opportunities and threats (+) is 1.34. The results show that through the SWOT diagram, the Lavacakery Business is in quadrant I, namely SO, namely in the application of various business developments carried out by Lavacakery can maximize the strength of the company in order to seize various opportunities so that it can balance competitors.

Downloads

Download data is not yet available.

References

Abdiputra, Y. (2019). Strategi Pengembangan Usaha Bidang Bakery. Prosiding SemNas Teknik Umaha, 1, 2–6. https://doi.org/http://dx.doi.org/10.51804/prosiding.v1i0.688

Afridhal, M. (2017). Strategi Pengembangan Usaha Roti Tanjong Di Kecamatan Samalanga Kabupaten Bireuen Muhammad. Jurnal S. Pertanian, 53(9), 223–233. https://www.neliti.com/publications/210812/strategi-pengembangan-usaha-roti-tanjong-di-kecamatan-samalanga-kabupaten-bireue

Asmawati, H. (2018). Strategi Pengembangan Usaha Dengan Metode Analisis Swot Pada Usaha Laundry Istiqomah Di Samarinda. EJournal Administrasi Bisnis, 6(1), 65–76.

Astutik, E. D., Silalahi, C. F., Azizah, A. I., Nur, E., & Gista, Syeren Al dan Alfarizi, R. (2021). Strategi Bisnis “Cejedw Frozen Food” Pada Masa Pandemi Covid-19. Jurnal Bisnis Dan Kajian Strategi Manajemen, 5(1), 14–29. http://jurnal.utu.ac.id/jbkan/article/view/3047

Darmanto, & Wardaya, S. (2016). Manajemen Pemasaran Untuk Mahasiswa , Usaha Mikro, Kecil dan Menengah. In C. M. Sartono (Ed.), STIE St. Pignatelli Surakarta (Pertama, Issue 9). Deepulblish. http://www.stiepignatelli.ac.id/foto_berita/files/9. Buku pemasaran.pdf

Frida, N. (2020). … Strategi Mempertahankan dan Mengembangkan Bisnis di Tengah Pandemi COVID-19 Serta Mengetahui Dampak Perkembangan dan Pertumbuhan COVID-19 di …. Jurnal Aktiva: Riset Akuntansi Dan Keuangan, 2(3), 28–36. https://aktiva.nusaputra.ac.id/article/view/61

Kotler, P., & Armstroong, G. (2011). Principles of Marketing. In Economica (14th ed., Issue 19). Prentice Hall. https://id.id1lib.org/book/1217563/565471

Monique, E. P., & Nasution, S. (2019). Analisis Strategi Pengembangan Usaha Tahu Teguh Pribadi Di Bengkulu Tengah. Ekombis Review: Jurnal Ilmiah Ekonomi Dan Bisnis, 7(2), 133–143. https://doi.org/10.37676/ekombis.v7i2.824

Oktamade, D., Andrizal, G. F., Dinata, H. S., Yusuf, M., & Sari, D. P. P. (2021). Analisis Strategi Dan Pengembangan Usaha Pada Saat Pandemi ( Studi Kasus : UMKM Feandra Cake ). Jurnal Pendidikan Tambusai, 5(2), 3756–3763. https://www.jptam.org/index.php/jptam/article/view/1459

Prasetio, D. E. A. (2021). Business Development Strategy Using SWOT Analysis Method In Culinary. Journal of Industrial Engineering & Management Research, 2(3), 53–61. https://doi.org/https://doi.org/10.7777/jiemar.v2i3

Rangkuti. (2016). Analisis SWOT: Teknik Membedah Kasus Bisnis. PT Gramedia Pustaka Utama. Jakarta

Ritonga, H. M., Fikri, M., Siregar, N., Agustin, R. R., & Hidayat, R. (2018). Manajemen pemasaran. CV.Manhaji. https://id1lib.org/book/15149356/0d8fef

Sugiyarti, G. (2016). Analisis Kinerja Pemasaran Usaha Kecil Menengah Batik di Provinsi Jawa Tengah. Unisbank Semarang, 1945(024), 643–650. https://media.neliti.com/media/publications/173943-ID-analisis-kinerja-pemasaran-usaha-kecil-m.pdf

Sugiyono. (2020). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabet Bandung

Yulianti, F., Lamsah, & Periyadi. (2019). Manajemen Pemasaran.pdf (Pertama). CV BUDI UTAMA. http://eprints.uniska-bjm.ac.id/3895

Downloads

Published

2023-07-28

How to Cite

Sinta Nur Rahmadana, & Saida Zainurossalamia ZA. (2023). Strategi Pengembangan Usaha Terhadap Kinerja Pemasaran Usaha Home Lavacakery pada Covid-19 . MAMEN: Jurnal Manajemen, 2(3), 335–350. https://doi.org/10.55123/mamen.v2i3.1989

Issue

Vol. 2 No. 3 (2023): Juli 2023

Section

Articles

License

Copyright (c) 2023 Sinta Nur Rahmadana, Saida Zainurossalamia ZA

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MAMEN (Jurnal Manajemen) sebagai publisher yang mempublikasikan pertama kali dengan lisensi
Creative Commons Attribution 4.0 International License. 

Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MAMEN (Jurnal Manajemen).