Strategi Pengembangan UMKM Angkringan Tebing Senja di Sendangmulyo, Semarang: Analisis SWOT dan Bauran Pemasaran 4P

Naufal Muhammad Dzulfiqar Putra Handoko; Cicik Harini; Dyah Ika Kirana Jalantina

doi:10.61132/jusbit.v3i3.1682

Authors

Naufal Muhammad Dzulfiqar Putra Handoko Universitas Pandanaran
Cicik Harini Universitas Pandanaran
Dyah Ika Kirana Jalantina Universitas Pandanaran

DOI:

https://doi.org/10.61132/jusbit.v3i3.1682

Keywords:

Angkringan, Marketing Mix, MSME Development, MSMEs, SWOT

Abstract

This study analyzes the business development strategy of Angkringan Tebing Senja, an MSME culinary business in Sendangmulyo, Tembalang, Semarang. The study responds to increasingly competitive culinary businesses and the need for contextual strategies that strengthen competitiveness and business sustainability. A descriptive qualitative design was employed. Data were collected through observation, in-depth interviews, and documentation involving the business owner, two employees, and customers. Data were analyzed interactively through data reduction, data display, and conclusion verification, followed by SWOT analysis and interpretation using the 4P marketing mix. The findings show that the main strengths are the distinctive natural cliff panorama, comfortable atmosphere, consistent product quality, affordable prices, responsive service, active social-media promotion, and satisfied customers. Weaknesses include limited capital and labor, suboptimal facilities, simple financial management, unstructured stock control, and slower service during peak visits. Opportunities arise from growing interest in culinary leisure, digital promotion, menu innovation, and customer loyalty, while threats include new competitors, intense culinary competition, changing consumer preferences, weather, and rising raw-material prices. The SWOT matrix indicates that the SO strategy is the dominant direction: leverage the distinctive place and product quality through stronger digital promotion, continuous menu innovation, service consistency, and gradual facility improvement.

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