ANALISIS STUDI KELAYAKAN BISNIS PADA UMKM KUE  BANGKIT KENANGA DARI ASPEK PEMASARAN   DAN MANAJEMEN

Nathanael Nicholas Obadja; Wenny Permata Sari; Hepiana Patmarina

doi:10.36448/jmb.v15i1.4262

ANALISIS STUDI KELAYAKAN BISNIS PADA UMKM KUE BANGKIT KENANGA DARI ASPEK PEMASARAN DAN MANAJEMEN

Nathanael Nicholas Obadja, Wenny Permata Sari, Hepiana Patmarina

Abstract

Penelitian ini bertujuan untuk menganalisis kelayakan bisnis UMKM Kue Bangkit Kenanga di Kota Bandar Lampung ditinjau dari aspek pemasaran dan manajemen, serta mengidentifikasi kendala, peluang, dan strategi keberlanjutan usaha. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi terhadap pemilik, karyawan, konsumen, dan pihak Dinas Koperasi/UMKM. Hasil penelitian menunjukkan bahwa dari sisi pemasaran, usaha ini memiliki kekuatan pada loyalitas konsumen dan keunikan produk berbasis budaya lokal, namun strategi digital masih minim dan tidak terstruktur. Dari aspek manajemen, usaha dikelola secara informal tanpa pencatatan keuangan dan SOP yang baku. Kendala utama mencakup keterbatasan SDM, literasi digital, dan akses pasar. Adapun peluang yang dapat dikembangkan meliputi digitalisasi bertahap, branding berbasis budaya, serta kolaborasi komunitas. Disarankan agar usaha menerapkan strategi digital, menyusun sistem manajemen sederhana, dan memperkuat identitas produk sebagai bagian dari warisan kuliner daerah.

Keywords

UMKM, Pemasaran, Manajemen, Makanan Tradisional

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DOI: http://dx.doi.org/10.36448/jmb.v15i1.4262