Strategi Pemasaran Serta Peran Kreativitas dan Inovasi dalam Pengembangan Produk Mouku Cimahi

https://doi.org/10.35912/jpe.v2i1.1323
Published: Feb 7, 2023

Abstract:

Purpose: The purpose of this research is to study and analyze marketing strategies and creativity in Mouku Cimahi Micro, Small and Medium Enterprises (MSMEs) in Cimahi City, West Java Province.

Methodology: The method or method used is descriptive qualitative which uses several processes such as observation and interviews, analysis of observation results, providing alternative improvements. Then the informant who was used as a source of data was the owner of the MSME Mouku Cimahi, this research was carried out throughout a period of 3 months. Based on this research method, the strategy that has been tried in research on Micro, Small and Medium Enterprises (MSMEs) Mouku Cimahi is to conduct an analysis carried out in this study is STP (segmentation, targeting, positioning).

Results: The results of the study show that MSMEs of Mouku Cimahi have not maximized technology for their marketing, because they have less and limited expertise and are also faced with cases in the development of their business. The cases experienced in Mouku Cimahi include the lack of skilled human resources in the field of technology and product creativity.

Keywords:
1. MSMEs
2. STP
3. Product Development
Authors:
1 . Tiara Kamilla
2 . Haneti Arumsari
3 . Nathania Nanda Nugraha
4 . Budi Prasetiyo
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How to Cite
Kamilla, T., Arumsari, H. ., Nugraha, N. N. ., & Prasetiyo, B. . (2023). Strategi Pemasaran Serta Peran Kreativitas dan Inovasi dalam Pengembangan Produk Mouku Cimahi . Jurnal Pemberdayaan Ekonomi, 2(1), 1–8. https://doi.org/10.35912/jpe.v2i1.1323
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Issue & Section
Vol. 2 No. 1 (2023): Februari
Articles
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References

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  1. Dewi, R. R., Wibowo, S. M., & Nadifah, M. (2022). Pelatihan Meningkatkan Pemahaman Pelaku UMKM Menyusun Laporan Keuangan Sederhana (UMKM Kompeten di Bekasi). Jurnal Pemberdayaan Ekonomi, 1(1), 15-23.
  2. Husen, T. I., & Mandaraira, F. (2021). Penerapan Strategi Bisnis di Masa Pandemi Covid-19 (Studi pada UMKM Wizz Kitchen Aceh Barat). Jurnal Bisnis Dan Kajian Strategi Manajemen, 5(2).
  3. Jefri, U., & Ibrohim, I. (2021). Strategi Pengembangan Usaha Mikro Kecil Menengah (UMKM) Berbasis Ekonomi Kreatif di Kecamatan Puloampel Kabupaten Serang Banten. Jurnal Manajemen STIE Muhammadiyah Palopo, 7(1), 86-100.
  4. Jimad, H., Roslina, R., Yuniar Avianti, Y., & Wahono, E. P. (2022). Pembinaan Potensi Ekonomi Kreatif melalui Pendekatan Kelembagaan (Fostering the Potential of the Creative Economy through an Institutional Approach). Jurnal Pemberdayaan Ekonomi (JPE), 1(2), 61-67.
  5. Kotler, P., & Keller, K. (2012). Marketing management 15th edition pearson education ltd.
  6. Mandasari, D. J., Widodo, J., & Djaja, S. (2019). Strategi Pemasaran Usaha Mikro, Kecil Dan Menengah (Umkm) Batik Magenda Tamanan Kabupaten Bondowoso. JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi Dan Ilmu Sosial, 13(1), 123-128.
  7. Mas’adah, A., & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul’Ulum Jombang (MSME Marketing Strategy during the Covid-19 Pandemic: Case study of UMKM in the Area of Pondok Pesantren Darul’Ulum Jombang). Jurnal Bisnis dan Pemasaran Digital (JBPD), 1(1).
  8. Persada, A. G., & Achiria, S. (2022). Pemberdayaan UKM Jamaah Masjid berbasis Digital Marketing di Desa Tlogoadi Kecamatan Mlati Kabupaten Sleman. Yumary: Jurnal Pengabdian kepada Masyarakat, 3(1), 1-11.
  9. Prasetiyo, B., & Hidayat, T. (2019). Pengaruh Promosi Dan Word Of Mouth Terhadap Keputusan Pembelian Produk XYZ Donut. JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI), 4(1), 937-952.
  10. Widjaja, Y., & Winarso, W. (2019). Bisnis Kreatif dan Inovasi. 117.