Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung

Syahril Daud ; Erwin Erwin ; Hezky Yonathan ; Jefry Wijaya
Jurnal Visi Manajemen 📅 2025 Vol 11, No 2 🔗 DOI: 10.56910/jvm.v11i2.545
Abstract
This research is to analyze the Marketing Strategy of Pempek Cik Rita, using Strenghts, Weeknesses, Opportunity, Threads (SWOT) Analysis. Data collection techniques using interviews and field observations. The results of this study suggest that Pempek Cik Rita can optimize its business strategy by utilizing its strengths to face various opportunities and challenges. By expanding the market outside the city and establishing partnerships with catering parties in Bandar Lampung, the company can expand its reach and attract more customers. To overcome weaknesses, Pempek Cik Rita can increase visibility through social media such as GoFood, Instagram, and TikTok, as well as product diversification by adding vegan pempek variants to follow the healthy food trend. To deal with threats, the company can establish stronger cooperation with mackerel suppliers to ensure the supply of quality raw materials and develop diverse pempek variants to compete in a tight market.
Keywords
Marketing Strategy; MSMEs; SWOT Analysis
How to Cite

Syahril Daud, et al. (2025). Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung. Jurnal Visi Manajemen, 11(2). https://doi.org/10.56910/jvm.v11i2.545

Syahril Daud; Erwin Erwin; Hezky Yonathan; Jefry Wijaya, "Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung," Jurnal Visi Manajemen, vol. 11, no. 2, 2025.

Syahril Daud; Erwin Erwin; Hezky Yonathan; Jefry Wijaya. "Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung." Jurnal Visi Manajemen, vol. 11, no. 2, 2025.

Syahril Daud; Erwin Erwin; Hezky Yonathan; Jefry Wijaya. "Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung." Jurnal Visi Manajemen 11, no. 2 (2025).

Syahril Daud, et al. (2025) 'Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung', Jurnal Visi Manajemen, 11(2). doi: 10.56910/jvm.v11i2.545.

Syahril Daud; Erwin Erwin; Hezky Yonathan; Jefry Wijaya. Analisis Strategi Pemasaran Terhadap Perkembangan Kewirausahaan UMKM Kuliner Studi Kasus “Pempek Cik Rita” di Bandar Lampung. Jurnal Visi Manajemen. 2025;11(2).

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