Publication Search

The highly competitive healthcare industry in Cirebon poses a significant challenge for Klinik Utama X, especially as a non-BPJS facility. This condition requires a paradigm shift from a provider-centric marketing mix to a patient-centric approach to retain patient loyalty. This study aims to evaluate and formulate the marketing strategy of Klinik Utama X using a comparative 4P (Product, Price, Place, Promotion) and 4C (Customer Solution, Customer Cost, Convenience, Communication) approach based on SWOT analysis. This research used a qualitative descriptive design with purposive sampling, gathering primary and secondary data through in-depth interviews, observations, and document studies. The data were systematically evaluated using Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices. The findings reveal that the clinic is strategically positioned in Quadrant I, with an IFAS score of 2.53 and an EFAS score of 2.60, indicating strong internal capabilities to seize external opportunities. The recommended aggressive growth strategy involves integrating psychiatric and aesthetic services, penetrating the Business-to-Business (B2B) market through corporate medical check-ups, accelerating digitalization via telemedicine and online queuing, and preparing for BPJS accreditation. The managerial implications suggest that the clinic must prioritize resolving internal human resources and strengthening financial record-keeping systems before investing heavily in medical assets, while actively expanding digital convenience and corporate partnerships to secure short-term financial stability.

The beauty industry is one of the fastest-growing business sectors in Indonesia. This situation encourages businesses to develop appropriate business development strategies to remain competitive. This study aims to analyze the business development strategies implemented by Orlin Beauty Skincare Brebes to increase competitiveness in the beauty industry. The study employed qualitative methods, with data collection techniques including observation, interviews, documentation, and literature review. Data analysis employed a SWOT approach to identify the company's strengths, weaknesses, opportunities, and threats. The results indicate that the strategies implemented include product development, improving service quality, and utilizing digital marketing. The company's primary strengths lie in personalized service and customer loyalty, while its weaknesses are limited capital and market reach. Opportunities stem from increasing public awareness of skincare, while threats stem from intense industry competition. Service differentiation strategies and strengthening digital marketing are key strategies for increasing the company's competitiveness in both local and regional consumer markets.

This study aims to analyze the implementation of digital marketing in increasing sales of small and medium enterprises (SMEs) in the bedding equipment sector on online platforms. The background of this research is driven by the high level of competition in marketplaces and the need for business actors to optimize digital marketing strategies to remain competitive. The research method used is Participatory Action Research (PAR), combined with SWOT analysis to identify business conditions comprehensively. Data collection techniques were carried out through direct observation of production and marketing activities. The results show that the implementation of digital marketing through marketplaces and social commerce can expand market reach, increase sales volume, and enhance the business actor’s understanding of managing online marketing strategies. In addition, product content optimization, the use of promotional features, and customer service play an important role in increasing consumer trust and purchase decisions. However, challenges such as high advertising costs and frequent changes in platform policies were also identified. Overall, this study concludes that well-planned and efficient digital marketing strategies can improve competitiveness, profitability, and business sustainability of SMEs in the digital era.

The rapid growth of the culinary industry in Purwokerto has led to the emergence of numerous coffee shops with unique and competitive concepts. La Puerto Coffee & Eatery stands out as one of the leading businesses by implementing a green building concept and modern industrial design. This study aims to analyze the business processes of La Puerto using the SWOT and Value Chain methods to identify its strategic position and sustainable development opportunities. The research adopts a descriptive qualitative approach through direct observation, interviews with management and customers, and literature review. The results show that La Puerto’s main strengths lie in its eco-friendly concept, strategic location, and high-quality service, while its weaknesses include limited digitalization and underdeveloped marketing strategies. The Value Chain analysis reveals that most primary activities are effective; however, digital integration needs improvement to enhance efficiency and value creation. Overall, the combination of SWOT and Value Chain analyses provides a comprehensive understanding of business potential, suggesting that digital transformation, service innovation, and community-based marketing are key strategies for sustaining La Puerto Coffee & Eatery’s competitiveness in the dynamic culinary industry.  

This study aims to analyze the operational and marketing strategies of UMKM Bolu Kambu Daeng Rosi in enhancing the competitiveness of traditional food products in Barru Regency, South Sulawesi. The research uses a descriptive qualitative approach with a case study method, through guided observation, semi-structured interviews, and documentation. The findings show that the enterprise's strengths lie in its culturallybased product differentiation and strong customer loyalty. However, the business still faces challenges in managerial aspects, digital promotion, and operational recording. SWOT analysis highlights the importance of strengthening production systems and applying simple marketing strategies to expand market reach. In addition, a daily profit and loss estimation shows a relatively high profit margin, though not yet supported by a documented financial system. The main recommendation is the need for gradual managerial transformation through simple financial record-keeping, basic visual promotion, and technology adaptation aligned with the owner's capacity. This research is expected to contribute to the development of local culinary-based MSMEs rooted in cultural heritage.

This study aims to analyze the potential and business development strategies of Warung Misop Kampung Yani Mbotz in Tanjung Morawa District as a representative of traditional culinary MSMEs. The main problems identified are limited capital, simple business management, and the lack of digital promotion. This research employs a qualitative descriptive method with a case study approach, using direct observation, interviews with the business owner, and document analysis. Data were analyzed using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors, and the Business Model Canvas (BMC) to formulate development strategies. The results reveal that the main strengths of the business lie in authentic taste, affordable prices, and customer loyalty. Weaknesses include limited menu innovation, underutilized digital promotion, and the absence of systematic financial recording. Opportunities arise from the growing public interest in traditional culinary products and government support for MSMEs, while threats come from competition with modern food outlets, fast-food chains, and rising raw material prices. The strategies formulated through the BMC framework include product innovation, service diversification, the optimization of social media marketing, and the strengthening of business networks. The study concludes that applying BMC-based strategies can enhance the competitiveness of Warung Misop Kampung Yani Mbotz while preserving traditional culinary heritage. These findings are expected to serve as a reference for other culinary MSMEs in developing their businesses sustainably.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economic development, particularly in developing products based on local wisdom. Toko Jayabaru is an MSME that markets Maumere's signature souvenirs made from traditional ikat woven fabric, facing various challenges and opportunities amid business and tourism dynamics. This study aims to identify internal and external factors affecting Toko Jayabaru's performance and formulate appropriate business development strategies through SWOT analysis. The research employs a qualitative descriptive approach with data collection through in-depth interviews with the owner and management of Toko Jayabaru. Data analysis uses the SWOT framework (Strengths, Weaknesses, Opportunities, Threats) to identify the business's strategic position and formulate alternative development strategies. Toko Jayabaru's main strengths lie in strong local cultural identity, authentic product quality, and adequate business experience. Weaknesses include limited digital marketing, restricted production capacity, and lack of derivative product variations. Opportunities encompass Flores tourism sector growth, increasing interest in local products, and potential strategic collaborations. Main threats are competition from similar products, influx of imitation products, and dependence on tourism sector fluctuations. Recommended development strategies include strengthening branding through storytelling, diversifying woven derivative products, optimizing digital marketing, strategic collaboration with tourism stakeholders, enhancing human resource capacity, and implementing customer loyalty programs. Implementation of these strategies is expected to increase MSME competitiveness while preserving Maumere's local culture.

The purchase of secondhand goods, known as thrifting, involves acquiring and reselling pre-owned clothing at low cost. Originating from Western practices during the Great Depression in the United States, this activity is no longer solely about financial considerations it is also an effort to protect the ecosystem by reducing fashion waste and addressing the adverse impacts of fast fashion, such as pollution and unethical labor practices. In Indonesia, thrifting has expanded rapidly since the 2010s, supported by the creative industry, online access, and platforms like Shopee and Tokopedia. It contributes 10% to the nation’s creative economy (BPS 2022), with export value reaching Rp 100 trillion. This phenomenon has gained traction among young generations such as millennials and Gen Z, often aligning with local cultural traditions. In Maumere, a small city in East Nusa Tenggara with limited access to international fashion, thrifting has emerged as a primary option for students. Stores offer t-shirts, blouses, and dresses priced between Rp 20,000 and Rp 50,000, which suits their modest financial circumstances. Jeanette’s (Aunt Cindy’s) business focuses on top garments like crop t-shirts and crop blouses, leveraging online marketing through TikTok, Instagram, and Facebook to compensate for the store’s less-than-ideal location. This study employs a qualitative approach with direct interviews with Jeanette, using SWOT analysis for evaluation. Strengths: Affordable pricing and alignment with current fashion trends enhance customer loyalty. Weaknesses: Delayed inventory arrivals, "PHP" behavior (holding items without purchase), ineffective management, and limited product options. Opportunities: Adoption of digital technology and fashion trends. Challenges: Domestic competitors and low-priced imported goods. This study provides strategic guidance for small businesses in remote areas to adapt to the digital era.

The rapid advancement of information technology has compelled digital marketing companies to enhance efficiency and system integration to improve business performance. PT Imused Satria Muda, a digital marketing company focusing on beauty and herbal product promotion, faces challenges in integrating its information systems across divisions such as advertising, content creation, and customer service. This study aims to formulate an information systems and information technology (IS/IT) strategy aligned with the company’s business strategy using the Ward and Peppard methodology. A descriptive qualitative approach was employed, with data collected through observation, documentation review, and structured interviews. The analysis utilized SWOT, Value Chain, and McFarlan Strategic Grid tools to identify the internal and external conditions of the business and IS/IT environments. The results indicate that PT Imused Satria Muda requires the development of a cloud-based Customer Relationship Management (CRM) system, a Digital Campaign Dashboard, and marketing automation tools to enhance digital campaign effectiveness. The implementation plan is divided into short- and long-term stages over five years, focusing on data integration, information security, and IT human resource competency improvement. The proposed strategy is expected to increase operational efficiency and strengthen the company’s competitiveness within the dynamic digital marketing industry.

This study aims to analyze business development strategies through a SWOT analysis approach for Patricia Aksesoris, focusing on understanding the internal and external conditions that influence business development. The analysis results show that Patricia Aksesoris has strengths in good product quality and a variety of attractive designs. However, this business also faces weaknesses, such as limitations in promotion and capital that can limit expansion. Opportunities that can be exploited include the growing trend in accessories and the great potential for marketing through digital platforms. On the other hand, the main threats faced are intense price competition and rapid changes in consumer tastes. Based on these findings, the recommended strategies to increase business competitiveness are strengthening marketing through social media, improving customer relationships, and improving operational management to achieve greater efficiency. With these strategies, Patricia Aksesoris can strengthen its position in the market and achieve sustainable growth.

This study aims to analyze the digital marketing strategies implemented by Islamic fintech platforms to enhance their competitiveness in the Islamic financial sector. The research is motivated by the rapid development of financial technology, which has significantly influenced consumer behavior and reshaped financial institutions’ business models, including those operating under Islamic principles. Despite this growth, Islamic fintech faces challenges in strengthening its brand image, user trust, and customer loyalty amidst the dominance of conventional fintech players. The study adopts a qualitative descriptive approach using case studies of selected Islamic fintech platforms such as Ammana, Ethis, and Investree Syariah. Data were collected through documentation, online interviews, and analysis of financial reports and official websites. The data were analyzed using the SWOT framework to identify the strengths, weaknesses, opportunities, and threats of current digital marketing strategies. The findings indicate that the use of social media, collaboration with Muslim influencers, and educational content about halal finance serve as key strategies for expanding market reach and building user trust. Consistent and Sharia-compliant digital marketing efforts have proven effective in enhancing brand awareness, customer loyalty, and Islamic financial inclusion. The implications of this research suggest that digital marketing is not merely a promotional tool but a strategic instrument to strengthen competitiveness and expand the global presence of Islamic fintech. With supportive regulations and improved digital literacy, Islamic fintech has the potential to become a driving force in transforming the Islamic financial ecosystem in the digital era.

Tourism is a type of business in the service sector. As a business, it requires the formulation of an appropriate marketing strategy to ensure its sustainability. The purpose of this study was to determine the marketing strategy of Mekarbuana Tourism to increase visitor interest. The study was conducted with Mekarbuana Tourism managers, using descriptive qualitative research through a SWOT analysis. The results showed that Mekarbuana Tourism's marketing strategy needs to be developed using a diversification strategy through various programs and policies such as digital promotion, training and mentoring for managers in developing tourism products, and developing educational tourism. Cooperation between institutions is also necessary for the strategy to be implemented effectively. Mekarbuana Tourism managers need a joint commitment with tourism awareness groups, village officials, and the Karawang Regency government to support their efforts to increase visitor interest.

This study aims to analyze the development strategy of micro, small, and medium enterprises (MSMEs) in the coffee sector using the Business Model Canvas (BMC) and SWOT Analysis approaches. A case study was conducted at Paul Coffee Shop, located in Tajurhalang, Bogor Regency. The research method employed was descriptive qualitative, with data collected through observation, interviews, and literature review. The results indicate that the current business model of Paul Coffee Shop has strengths in affordable pricing and personal relationships with customers but still has weaknesses in digital marketing and product innovation. Through SWOT analysis, development strategies were formulated, including product diversification, strengthening digital marketing, collaboration with local MSMEs, and customer loyalty programs. This study emphasizes that BMC can be used not only in the initial stage of business establishment but also as a tool for evaluation and strategy development for ongoing MSMEs.

Competition in the songkok (traditional cap) industry in Gresik Regency has become increasingly intense, especially for small enterprises such as UD. Arif Bersaudara, which face challenges in maintaining competitiveness amid changing market trends and consumer preferences. This study aims to analyze effective marketing strategies for UD. Arif Bersaudara by identifying internal and external factors and determining the most appropriate strategic priorities for business development. The research employs the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify strategic factors and the QSPM (Quantitative Strategic Planning Matrix) to determine the order of strategic priorities. Data were collected through questionnaires distributed to 92 respondents and analyzed quantitatively using weighting and attractiveness score calculations. The results show that the total IFE Matrix score is 4.80 and the EFE Matrix score is 4.772, placing UD. Arif Bersaudara in the “Grow and Build” strategic position. Based on the QSPM results, the main priority strategy is to leverage superior product quality, design variations, and size diversity to capture opportunities in digital and international markets, with the highest TAS value of 8.37. The study concludes that UD. Arif Bersaudara should focus its strategy on improving product quality and implementing digital marketing to strengthen competitiveness. The strength of this research lies in the application of the combined SWOT–QSPM methods, which provide measurable analytical results, while its limitation lies in the relatively small and region-specific number of respondents. Future research is recommended to expand respondent coverage and incorporate digital marketing–based analysis to make MSME marketing strategies more adaptive to technological developments.

The K-Pop music industry has experienced tremendous growth and emerged as a global phenomenon, impacting other sectors, including the souvenir industry. The allegiance of devoted K-Pop enthusiasts significantly influences the purchase of memorabilia associated with their heroes. K-Pop memorabilia serves not merely as commodities, but also as emblems of cultural identity for enthusiasts. Consequently, SMEs involved in souvenir production possess significant potential to enhance the competitiveness of their products in both home and international markets. This study seeks to examine the influence of K-Pop fan devotion on the competitiveness of souvenir products and to identify business strategies that SMEs, like Zonnebloem Souvenir, can implement to compete in the worldwide market. Employing qualitative methodologies alongside the Business Model Canvas (BMC) and SWOT analysis to assess the business model of Zonnebloem Souvenir. Data was collected by observation, interviews, and documentation, then analyzed to formulate a business development strategy. The data indicates that Zonnebloem Souvenir has effectively leveraged K-Pop fan loyalty via product innovation and digital marketing, enabling international marketability. Zonnebloem enhances competitiveness by diversifying distribution channels, elevating product quality, and perpetually innovating in response to the burgeoning K-Pop trends in the global market.

This study aims to analyze the business development strategy of Siecraft, a creative that transforms waste into environmentally friendly and marketable products. The research uses a qualitative method with a case study approach through in-depth interviews, observation, documentation, and the distribution of questionnaires to 30 respondents. The analysis focuses on production, finance, marketing, and human resources, supported by a SWOT analysis. The results show that Siecraft’s main strengths lie in its unique products, use of waste materials, and social value. However, weaknesses remain in digital promotion and production management. The SWOT analysis places the business in Quadrant I (aggressive strategy). Development strategies are directed toward product innovation, improving digital promotion quality, and expanding partnerships to support business sustainability. However, despite these strengths, the business faces several challenges. The weaknesses identified include limited digital promotion efforts and inefficient production management. These areas require urgent attention to enhance overall business performance and market visibility. Furthermore, the SWOT analysis places Siecraft in Quadrant I, signifying an aggressive growth strategy. This suggests that the company should capitalize on its current strengths while addressing its weaknesses to achieve sustainable growth. The recommended development strategies include focusing on product innovation to keep up with market trends and customer demands. Improving the quality of digital marketing efforts is also crucial to expand its customer base and reach new markets. Additionally, expanding partnerships with other businesses and organizations can provide the necessary resources and networks to foster sustainability and long-term success. Overall, the business development strategy aims to strengthen Siecraft’s competitive edge and promote environmental consciousness while achieving financial success.

This research aims to formulate a business development strategy for AK Laundry, a micro, small, and medium enterprise (MSME) located in Palembang that operates in the laundry service industry. As competition in this sector continues to intensify, MSMEs are required to adapt quickly through effective strategic planning. The study employed a descriptive qualitative approach, with data collected through interviews, direct observations, documentation, and questionnaires, ensuring a holistic understanding of both internal and external conditions. The analysis was carried out using the SWOT framework, which identifies internal strengths and weaknesses, as well as external opportunities and threats. The findings reveal that AK Laundry possesses several strengths, including good relationships with its loyal customer base, competitive pricing that appeals to a wide range of market segments, and a strategic location that facilitates accessibility. However, weaknesses were also identified, such as limited promotional efforts, particularly in digital channels, and occasional delays in completing customer orders, which may affect satisfaction and trust. From an external perspective, AK Laundry has opportunities to expand its services, particularly through the growing demand for pickup and delivery facilities, as well as changes in consumer lifestyles that increasingly prioritize practicality and efficiency. Nevertheless, the enterprise must also address potential threats, such as intense competition in pricing strategies among similar businesses and the risk of item loss, which could undermine its reputation. Based on the SWOT matrix, AK Laundry is positioned in Quadrant I, indicating that it holds considerable potential for aggressive growth. Therefore, the recommended strategies include strengthening digital marketing initiatives, introducing innovative services to differentiate from competitors, enhancing employee competencies through training programs, and upgrading equipment to improve service quality and speed. These strategies are expected to help AK Laundry leverage its strengths and opportunities effectively, ensuring sustainable development and competitiveness in the MSME laundry service sector.

This study aims to analyze the marketing strategies implemented by the Burger Eat Aja MSME to increase its competitive advantage amidst the intense competition in the culinary industry. The research method used is descriptive qualitative with a case study approach. Data were obtained through direct observation, interviews with the owner and consumers, and documentation of business activities. Furthermore, the data were analyzed using the SWOT, EFAS, IFAS, and IE matrix methods to obtain a comprehensive picture of the business position and applicable strategies. The results show that Burger Eat Aja has several key strengths, including a strategic business location, a distinctive taste that distinguishes it from competitors, and a varied menu that is able to attract consumers from various segments. However, several weaknesses were also found, such as relatively higher product prices compared to competitors, inconsistent service quality, and limited available facilities. On the other hand, there are significant opportunities that can be utilized, such as the increasing trend of fast food consumption, the development of online application-based delivery services, and the effectiveness of promotions through social media in reaching a wider consumer base. Threats faced include the large number of new competitors, fluctuations in raw material prices, and dynamic changes in consumer tastes. Based on the IE matrix analysis, Burger Eat Aja is in quadrant II (Grow and Build), indicating that an aggressive growth strategy is necessary. Recommended strategies include improving service quality, regularly innovating menu items in line with trends, optimizing digital promotions, and strengthening customer relationships to foster loyalty. With this strategy, Burger Eat Aja is expected to maintain its presence and strengthen its position in the culinary industry.  

This study aims to identify internal and external factors influencing the development of the Arunika Wedding Organizer business in Padang City and formulate appropriate strategies through a SWOT analysis approach. The research method was conducted qualitatively, with data collection techniques through in-depth interviews with five informants, consisting of business owners, employees, and vendors who collaborate with Arunika. The data obtained was then analyzed to map the strengths, weaknesses, opportunities, and threats faced by the company. The results show that the main strengths of Arunika Wedding Organizer lie in responsive service to client needs, solid team coordination, and good working relationships with supporting vendors. These factors are important capital in maintaining consumer trust. However, the study also found weaknesses such as a limited number of part-time teams that can hinder operational flexibility, and suboptimal digital promotions that limit market reach. From the external side, opportunities that can be utilized include the increasing trend of more personal and simple intimate weddings, and the high demand for one-stop services, where all wedding needs can be accommodated by a single service provider. Meanwhile, the threats faced stem from intense price competition with similar service providers and relatively rapid changes in wedding trends, requiring the company to be constantly adaptive. Based on the SWOT matrix analysis, Arunika Wedding Organizer falls into quadrant IV (hold and maintain). Therefore, the recommended strategy is to maintain existing strengths while addressing existing weaknesses, particularly in human resources and digital promotion.

Micro, Small, and Medium Enterprises (SMEs) play an important role in the economy, including in the growing culinary sector. Cimol Bojot Aa, a culinary business focusing on selling cimol snacks, operates in a highly competitive market. This study aims to analyze the internal and external environments influencing the business strategy of the SME Cimol Bojot Aa. The methodology used includes SWOT and TOWS analysis, combining internal and external factor analysis to formulate business development strategies. Data were collected through interviews with the business owner, direct observation, and related document studies. The results show that Cimol Bojot Aa has strengths in unique products and competitive pricing, but faces challenges in marketing and financial management. Based on these findings, it is recommended that the business focus on strengthening digital marketing strategies and improving financial management for sustainable growth. This study provides practical recommendations for SME owners in planning adaptive and competitive business strategies in the culinary market.