Analisis Strategi Pemasaran Dalam Peningkatan Penjualan Pada Produk Bika Ambon
Studi Kasus Pada Usaha Toko Bika Ambon Nasywa
DOI:
https://doi.org/10.61132/maeswara.v3i2.1707Keywords:
Marketing Strategy, Bika Ambon Nasywa, SWOT Analysis, Product InnovationAbstract
This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.
Downloads
References
Abdussamad, Z. (2022). Buku metode penelitian kualitatif.
Amina Fitri Siregar, et al. (2022). Analisis strategi komunikasi pemasaran asuransi syariah pada Asuransi Jiwa Bumiputera Syariah. Journal of Economic Perspectives, 2(1), 1–4.
Andriano, et al. (2022). The effect of product quality, price and distribution on the purchase decision of Aviator brand bike (Survey of bike shops in Bangkinang City). Jurnal Riset Manajemen Indonesia, 4(1), 114–123. https://doi.org/10.55768/jrmi.v4i1.98
Annisa, R. F., & Wulandari, P. A. (2023). Literature review analisis data kualitatif: Tahap pengumpulan data. Mitita Jurnal Penelitian, 1(3), 34–46.
Apreda Nor Rochmah. (2024). Kesiapan Pemerintah DKI Jakarta dalam agenda setting Rancangan Peraturan Pengendalian Lalu Lintas secara Elektronik. Jurnal Niara, 16(3), 495–503. https://doi.org/10.31849/niara.v16i3.15497
Arifuddin Mane, et al. (2022). Peran UMKM dalam peningkatan pendapatan masyarakat di Desa Kaloling. Journal of Management, 5(3), 341–346. https://doi.org/10.37531/yume.vxix.548
Arman Syah. (2023). Strategi pemasaran. Widina Media Utama. ISBN: 978-623-459-638-0
Assyakurrohim, et al. (2022). Case study method in qualitative research. Jurnal Pendidikan Sains dan Komputer, 3(1), 1–9.
Atmoko, Prasetyo Hadi, T. (2018). Strategi pemasaran untuk meningkatkan volume penjualan di Cavinton Hotel Yogyakarta. Journal of Tourism, 1(2), 83–96.
Fathurrochman, et al. (2021). Strategi pemasaran jasa pendidikan dalam meningkatkan nilai jual Madrasah Aliyah Riyadus Sholihin Musirawas. Jurnal ISEMA: Islamic Educational Management, 6(1), 1–12. https://doi.org/10.15575/isema.v6i1.9471
Haryanti, et al. (2024). Pengaruh volume penjualan dan biaya produksi terhadap laba bersih pada PT Indofood Sukses Makmur Tbk. Jurnal Manajemen dan Bisnis, 2(3), 375–386.
Hekya Yuland, et al. (2023). The influence of viral marketing, digital influencers, and online consumer reviews on purchase intention. Enrichment: Journal of Management, 13(2). www.enrichment.iocspublisher.org
Hidayah, I., & Al, E. (2021). Analisis strategi bauran pemasaran dalam meningkatkan volume penjualan (Studi kasus pada Pudanis di Kaliwungu). Jurnal Ilmiah Bidang Ilmu Ekonomi, 19(1), 76. https://doi.org/10.26623/slsi.v19i1.3001
Labaso, S. (2019). Penerapan marketing mix sebagai strategi pemasaran jasa pendidikan di MAN 1 Yogyakarta. MANAGERIA: Jurnal Manajemen Pendidikan Islam, 3(2), 289–311. https://doi.org/10.14421/manageria.2018.32-05
Lutfi Hendriyati, & Ihsan Budi Santoso. (2021). Strategi pemasaran food and beverage untuk meningkatkan penjualan pada masa pandemi Covid-19 di Cavinton Hotel Yogyakarta, Indonesia. Journal of Tourism and Economic, 4(1), 60–72. https://doi.org/10.36594/jtec/xwpgeh73
Nadya, et al. (2020). Analisis strategi pemasaran untuk meningkatkan volume penjualan pada UMKM Griya Manik di Desa Plumbon Jombang. Jurnal Ilmiah Ekonomi dan Bisnis, 13(2), 21–30.
Sasmita, et al. (2021). Strategi pemasaran Tokopedia dalam persaingan antar e-commerce dengan analisis SWOT. JPTAM, 5(2), 3397–3404. https://jptam.org/index.php/jptam/article/view/1403
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Yenny Dwi Suharyani, & Djumarno, D. (2023). Perencanaan strategis dan pembangunan berkelanjutan. Jurnal Ilmiah Global Education, 4(2), 767–778. https://doi.org/10.55681/jige.v4i2.827
Yuliani, W. (2017). Metode penelitian deskriptif kualitatif dalam perspektif bimbingan dan konseling. Jurnal Kajian Bimbingan dan Konseling dalam Pendidikan, 1(1), 1–10. https://doi.org/10.22460/q.v1i1p1.10.497
Yuniar, L., & Agoestiyowati, R. (2021). Peranan pengembangan produk dalam peningkatan volume penjualan pada online shop Jacquelle Beautee di Jakarta. Jurnal Administrasi Bisnis, 1(5), 453–460.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan

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