Strategi Pemasaran untuk Meningkatkan Brand Image UMKM Kripik Anak Singkong di Desa Pengasinan Kecamatan Gunung Sindur Kabupaten Bogor

Farhan Saleh; Wawan Supriyatna

doi:10.61132/rimba.v4i4.2964

Authors

Farhan Saleh Universitas Pamulang
Wawan Supriyatna Universitas Pamulang

DOI:

https://doi.org/10.61132/rimba.v4i4.2964

Keywords:

Brand Image, Cassava Chips Business, Marketing Strategy, MSMEs, SWOT

Abstract

This study examines the marketing strategy to enhance the brand image of the Anak Singkong cassava chips MSME, located in Pengasinan Village, Gunung Sindur District, Bogor Regency. The study focuses on evaluating the marketing activities and the brand image that have been established, as well as formulating appropriate development strategies based on the internal and external conditions of the business. This research employs a qualitative approach, with data collected through direct observation, in-depth interviews, and documentation studies. The informants involved consisted of the marketing manager, a finance staff member, and five consumers. Data analysis was conducted using a SWOT framework supported by the IFAS and EFAS matrices to determine the strategic position of the MSME. The findings indicate that the Anak Singkong cassava chips MSME has a relatively positive brand image, reflected in its memorable brand name, consistent product quality, competitive pricing, and relatively high levels of consumer and reseller loyalty. Based on the IFAS and EFAS calculations, scores of 3.07 and 2.93 respectively were obtained, positioning the MSME in Quadrant I of the SWOT diagram. Therefore, an aggressive (SO) strategy is recommended, including strengthening digital promotion, updating packaging design, expanding distribution networks, and innovating flavor variants to strengthen the brand image and enhance product competitiveness.

Downloads

Download data is not yet available.

References

Arianto. (2023). Strategi branding dan digital marketing dalam pengembangan usaha mikro, kecil, dan menengah (UMKM).

Assauri, S. (2021). Manajemen pemasaran. Rajawali Pers.

David, F. R. (2020). Strategic management: A competitive advantage approach, concepts and cases. Pearson.

Halim, A. (2020). Pengaruh pertumbuhan usaha mikro, kecil, dan menengah terhadap pertumbuhan ekonomi Indonesia. Jurnal Ilmiah Ekonomi Pembangunan.

Jasmani, J., & Sunarsi, D. (2020). The influence of product mix, promotion mix, and brand image on consumer purchasing decisions of Sari Roti products in South Tangerang. PINISI Discretion Review, 1(1), 165. https://doi.org/10.26858/pdr.v1i1.13409

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson.

Kotler, P., & Armstrong, G. (2016). Principles of marketing (16th ed.). Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th ed.). Pearson.

Laily, D. W., Prabowo, H. T., Firdausy, N., & Maharani, A. D. U. (2023). Diversifikasi logo dan kemasan produk sebagai strategi branding UMKM keripik singkong. Jurnal Pengabdian Kepada Masyarakat, 3(1), 50–58.

Meilena Dwiyanti. (2023). Analisis kelayakan usaha pengolahan keripik singkong di CV. Sitela Riyank Sejahtera, Kabupaten Bogor.

Nikmah, M. (2022). Brand image, trust, dan quality of information pada consumer purchase decisions. Implementasi Manajemen & Kewirausahaan, 2(1), 70–82. https://doi.org/10.38156/imka.v2i1.108

Purnomo, A. (2024). Pengembangan inovasi kemasan untuk meningkatkan merek dan keunggulan kompetitif bagi UMKM Klanting. MRBest Journal, 3, 72–76. https://doi.org/10.36448/jpu.v3i2.61

Rianto, M. R. (2025). Manajemen stratejik dan implikasi penelitian metode SWOT.

Rosmadi, M. L. N. (2021). Penerapan strategi bisnis di masa pandemi COVID-19. Jurnal IKRA-ITH Ekonomika.

Sedyastuti, K. (2020). Analisis pemberdayaan UMKM dan peningkatan daya saing dalam kancah pasar global. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia.

Sofi Qadrifa, S., Rikha, R., Rachim, P., Hairy, & Setiawan, A. (2024). Sosialisasi pentingnya membangun brand image di kalangan UMKM masyarakat Kelurahan Ciater Kec. Serpong Kota Tangerang Selatan. Jurnal PKM COMMs, 1(2).

Sugiyono. (2017). Metode penelitian kualitatif, kuantitatif, dan R&D. Alfabeta.

Supriyatna, W., Rachmawan, A., & Zakaria. (2021). Pengaruh harga dan kualitas produk terhadap minat beli konsumen pada produk peyek kacang di produsen Peyek Berkah Bersaudara Bojongsari, Depok, Jawa Barat. Jurnal Semarak, 4(2). https://doi.org/10.32493/smk.v4i2.10987

Suwarni, & Handayani. (2022). Inovasi dan perilaku konsumen dalam pengembangan UMKM makanan ringan.

Wheeler, A. (2023). Designing brand identity: An essential guide for the whole branding team. Wiley.