Strategi Pengembangan Usaha Olahan Semanggi di UD. Kampung Semanggi Kota Surabaya

Izzah, Aqidah Natasya Nurul (2026) Strategi Pengembangan Usaha Olahan Semanggi di UD. Kampung Semanggi Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

UD. Kampung Semanggi is an MSME engaged in the processing and marketing of products made from clover leaves, an initiative aimed at preserving a signature culinary specialty of Surabaya. The business currently faces challenges in expanding its market reach and enhancing its competitiveness. Therefore, an appropriate business development strategy is required to boost the competitiveness of its clover-based products, attract consumer interest, and support the preservation of this traditional Surabaya delicacy. This study aims to identify public perceptions regarding traditional clover-based food, analyze internal and external factors, and formulate a business development strategy for UD. Kampung Semanggi. The research employs a descriptive approach utilizing SOAR and QSPM methodologies. Regarding public perception, the highest score was recorded in the quality aspect (83.3%), while the lowest score was in the promotion aspect (71.6%). The IFAS analysis yielded a score of 0.448, and the EFAS analysis resulted in -0.342. The S-A strategy was identified as the suitable approach for business development. The QSPM analysis ranked digital promotion highlighting the product's health benefits and unique regional character to increase public awareness of UD. Kampung Semanggi as the top priority.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Mubarokah, Mubarokah	NIDN0714116201	mubarokah@upnjatim.ac.id
Thesis advisor	Wijayati, Prasmita Dian	NIDN0012089202	prasmita.dian.agribis@upnjatim.ac.id

Subjects:

S Agriculture > S Agriculture (General)

Divisions:

Faculty of Agriculture > Departement of Agribusiness

Depositing User:

Aqidah Natasya Nurul Izzah

Date Deposited:

27 Jul 2026 02:30

Last Modified:

27 Jul 2026 02:52

URI:

https://repository.upnjatim.ac.id/id/eprint/58163