Formulasi Strategi Pemasaran Dengan Framework Nine Core Elements of Marketing: Studi Kasus UMKM Bakpia Satu Hati

Asy-Syafi'iy, Muhammad Faqih (2026) Formulasi Strategi Pemasaran Dengan Framework Nine Core Elements of Marketing: Studi Kasus UMKM Bakpia Satu Hati. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini dilakukan untuk merespons tingginya tingkat persaingan industri oleh-oleh bakpia di Yogyakarta serta tantangan keberlanjutan yang dihadapi UMKM akibat perubahan preferensi konsumen dan dinamika lingkungan bisnis yang semakin kompleks. Selain itu, diperlukan perumusan strategi pemasaran yang tidak hanya bersifat operasional, tetapi juga terintegrasi dan berorientasi pada penciptaan nilai jangka panjang bagi UMKM. Penelitian ini merumuskan strategi pemasaran bagi UMKM Bakpia Satu Hati dengan mengintegrasikan analisis 4C Diamond (Change, Competitor, Customer, Company) yang diperkuat PESTEL dan Porter’s Five Forces sebagai diagnosis lingkungan, TOWS Matrix sebagai formulasi isu dan alternatif strategi, serta Framework Nine Core Elements of Marketing melalui STV Triangle (Strategy–Tactic–Value) sebagai rancangan strategi yang operasional dan terintegrasi. Hasil penelitian menunjukkan bahwa Bakpia Satu Hati berada pada lingkungan bisnis yang dinamis dengan intensitas persaingan tinggi; terjadi pergeseran preferensi konsumen menuju oleh-oleh yang modern, higienis, dan berorientasi pengalaman, sementara tekanan kompetisi dari merek bakpia lama menuntut kapabilitas internal yang adaptif. Di sisi internal, perusahaan memiliki kekuatan pada kapasitas produksi, inovasi produk, standar higienitas, dan konsep superstore, namun masih menghadapi keterbatasan pada kekuatan merek serta jaringan distribusi. Strategi yang dirumuskan melalui TOWS mencakup strategi agresif (SO) untuk menangkap peluang, strategi adaptif (WO) untuk mengatasi kelemahan, strategi defensif (ST) untuk menghadapi ancaman persaingan dengan diferensiasi, serta strategi bertahan (WT) untuk meminimalkan risiko secara simultan; sementara melalui Nine Core Elements, strategi diturunkan ke arah pasar (STP), diferensiasi, bauran pemasaran, aktivitas penjualan, dan penciptaan nilai melalui penguatan merek, layanan, serta proses. Implikasi bagi perusahaan menekankan penguatan pemasaran digital dan konsistensi komunikasi merek sesuai positioning “bakpia modern dan higienis”, integrasi promosi online–offline dengan memaksimalkan pengalaman berbelanja sebagai pemasaran relasional, serta pengembangan pemasaran berbasis nilai yang berorientasi pada pengalaman dan loyalitas untuk menopang keberlanjutan bisnis.
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This study was conducted to respond to the increasingly intense competition in the souvenir food industry in Yogyakarta, as well as the sustainability challenges faced by micro, small, and medium enterprises (MSMEs) amid shifting consumer preferences and a highly dynamic business environment. Furthermore, there is a growing need for an integrated marketing strategy that not only supports short-term competitiveness but also fosters long-term value creation and business sustainability. This study formulates a marketing strategy for the MSME Bakpia Satu Hati by integrating the 4C Diamond analysis (Change, Competitor, Customer, Company)—strengthened by PESTEL and Porter’s Five Forces—as an environmental diagnosis, the TOWS Matrix to identify strategic issues and alternatives, and the Nine Core Elements of Marketing framework through the STV Triangle (Strategy–Tactic–Value) to translate strategy into operational actions. The findings show that Bakpia Satu Hati operates in a dynamic environment with high competitive intensity: consumer preferences are shifting toward souvenirs that are modern, hygienic, and experience-oriented, while competition from established bakpia brands increases pressure to build adaptive capabilities. Internally, the firm’s strengths lie in production capacity, product innovation, hygiene standards, and its superstore concept; however, it faces constraints in brand strength and distribution reach. The TOWS-based strategies comprise aggressive (SO) strategies to capture opportunities, (WO) strategies to address internal weaknesses by leveraging external opportunities, (ST) strategies to mitigate competitive threats through differentiation, and (WT) strategies to minimize risks arising from both weaknesses and threats. Using the Nine Core Elements, these directions are further operationalized into (STP) decisions, differentiation, the marketing mix, selling activities, and value creation through strengthening the brand, service, and processes. The managerial implications for the company emphasize strengthening digital marketing and consistent brand communication aligned with a “modern and hygienic bakpia” positioning, integrating online–offline promotions by leveraging the in-store shopping experience as relational marketing, and advancing value-based marketing focused on customer experience and loyalty to support long-term business sustainability.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Strategi Pemasaran, Nine Core Elements of Marketing, 4C, TOWS, PESTEL, Porter’s Five Forces, UMKM, Bakpia, Yogyakarta, Marketing Strategy, Nine Core Elements of Marketing, MSMEs
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Faqih Asy-Syafi`iy
Date Deposited:	30 Jan 2026 07:57
Last Modified:	30 Jan 2026 07:57
URI:	http://repository.its.ac.id/id/eprint/131394

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