Strategi Peningkatan Daya Saing Pada Produk Olahan Sambel Pecel (Studi Kasus Pada Komunitas UMKM Juragan Sambel Pecel di Kota Madiun)

Istyalita, Devi (2026) Strategi Peningkatan Daya Saing Pada Produk Olahan Sambel Pecel (Studi Kasus Pada Komunitas UMKM Juragan Sambel Pecel di Kota Madiun). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economic progress. In addition to providing significant employment, MSMEs also have the potential to create various business opportunities that support regional economic growth and contribute significantly to equitable development outcomes. This study aims to analyze the Competitiveness Enhancement Strategy of Sambal Pecel MSMEs in Madiun City. Data analysis methods used in this study include Porter's analysis, IFE and EFE matrix analysis, IE matrix analysis, SOAR analysis, and QSPM matrix analysis. The results show that competitiveness is in a high competitive position, but faces major challenges, especially in the aspects of promotion, packaging, and product certification. Identification of internal and external factors is in quadrant I, namely growing and building. Alternative strategies to increase competitiveness through market penetration efforts to adjust the price of Sambal Pecel to market prices, as well as market development to create new variations, attractive packaging, and offer premium products based on traditional recipes to attract a broad market segment.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	NIP 196211141988032001	mubarokah@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	NIDN 0012089202	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Devi Istyalita

Date Deposited:

26 Jan 2026 04:04

Last Modified:

26 Jan 2026 04:04

URI:

https://repository.upnjatim.ac.id/id/eprint/49157