Analysis and marketing strategy for processed sea cucumber crackers in the UMKM Kenjeran coastal area, Surabaya

Abstract

Micro, Small and Medium Enterprises (UMKM) are a good place for job creation which is planned by the government, private sector and individual business actors. In an effort to increase tourism and UMKM, the Surabaya City Government provides a platform for all residents, including Sea Cucumber Cracker UMKM. This research aims to analyze the profile of Sea Cucumber Crackers UMKM in the Kenjeran Coastal Area of Surabaya, analyze the marketing strategy of Sea Cucumber Crackers UMKM in the Kenjeran Coastal Area of Surabaya, and analyze the factors that influence the sustainability of the Sea Cucumber Crackers UMKM in the Kenjeran Surabaya Coastal Area. The research was carried out using a survey method of 28 Sea Cucumber Cracker UMKM business actors in the Kenjeran coastal area of Surabaya from April 2023 to December 2023. Data collection techniques used observation, interviews, literature study and documentation methods. The analysis carried out is quantitative descriptive analysis, SWOT analysis and QSPM. The results of this research show that in general, sea cucumber cracker UMKM in the Kenjeran Coastal Area of Surabaya City are micro businesses, with the majority running the business for more than 10 years, and having a high school education. Based on the SWOT analysis, it can be concluded that the marketing strategy position of UMKM Sea Cucumber Crackers is in Quadrant III, namely Change Strategy. The results of the Quantitative Strategic Planning Matrix (QSPM) analysis show that the Total Attractive Score (TAS) is 65.78.