ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN VOLUME PENJUALAN PADA UMKM MOU-MOU BY DHINA EKA

Rian Maulana, Nikmatul Khoiriyah, Zainul Arifin

Abstract


Abstract

 

This research aims to determine the Segmenting, Targeting, Positioning (STP) and analyze marketing strategies in increasing sales volume. This study employed a mixed-methods approach (quantitative and qualitative) with STP and SWOT analysis, collecting data through interviews and surveys of 50 respondents. The results show that Mou-Mou By Dhina Eka has successfully implemented broad market segmentation (demographic, geographic, psychographic, behavioral), targeting consumers aged 15-50 years in Pasuruan Regency, and positioning itself as a provider of high-quality, unique, contemporary, customizable, and affordable cakes. Evaluation of the 4P marketing mix revealed strengths in product quality meeting customer needs and competitive pricing, as well as accessible physical store locations. However, weaknesses were identified in packaging design, online distribution optimization, and social media promotion frequency. SWOT analysis placed UMKM Mou-Mou By Dhina Eka in Quadrant 1, indicating a highly favorable position for aggressive growth. An SO (Strengths- Opportunities) strategy is recommended, focusing on product innovation, attractive promotions, online distribution channel expansion, and increased customer engagement through social media.

Keywords: UMKM Mou-Mou By Dhina Eka, Marketing Strategy

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References


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