Analisis Strategi Pemasaran Pada Usaha Mikro, Kecil, dan Menengah (UMKM) : Studi Kasus UMKM Kopi Lampung Barat

Abstract

West Lampung Regency is famous for its natural wealth, with many of its residents working as farmers and many also working as domestic entrepreneurs or often known as MSMEs. West Lampung is known as one of the areas producing high-quality robusta coffee in Indonesia. However, many Micro, Small, and Medium Enterprises (MSMEs) face challenges in marketing their products amidst fierce competition. This study aims to identify internal factors (strengths and weaknesses) and external factors (opportunities and threats), formulate alternative marketing strategies, and create alternative marketing strategies for Coffee in Pekon Kubu Liku Jaya. An effective marketing strategy for coffee MSMEs in West Lampung must include a digital approach, innovative product development, community-based marketing, competitive pricing, and in-depth market analysis. By implementing this strategy, coffee MSMEs can increase their competitiveness and product sales in an increasingly competitive market.