Research Article
Business Development Strategies to Increase Sales Volume at UMKM Roti Cantik
@INPROCEEDINGS{10.4108/eai.1-8-2024.2354144, author={Elmira Febri Darmayanti and Fitriani Fitriani and Jawoto Nusantoro}, title={Business Development Strategies to Increase Sales Volume at UMKM Roti Cantik}, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={promotion strategy qspm swot and ahp}, doi={10.4108/eai.1-8-2024.2354144} }- Elmira Febri Darmayanti
Fitriani Fitriani
Jawoto Nusantoro
Year: 2026
Business Development Strategies to Increase Sales Volume at UMKM Roti Cantik
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2354144
Abstract
Micro, Small and Medium Enterprises (MSMEs) in the Indonesian Economy. MSMEs play an important role in national growth, namely job creation, increasing income, rural economic growth, increasing non-oil and gas exports, and increasing gross domestic product (GDP). Roti Cantik is an MSME that produces bread, which is located in Bumi Harjo village, Batanghari East Lampung. Since the covid 19 pandemic in 2019, sales at Roti Cantik have decreased, at the beginning of 2022 there has been an increase but still not optimal. Research findings, the researcher analyzed the right strategy for the Roti Cantik SME using three analysis tools, namely SWOT analysis., QSP Matrix Analytical Hierarchi Process (AHP) funds. From the combination of the analysis that has been done, it is concluded that the main strategy that is right for UKM Roti Catik to develop the business is the Market Development Strategy (MDS) strategy. With the MDS strategy, it is intended that the determining actor in the policy in business development is the business owner himself and with the main priority, namely by developing or opening new markets other than the main market in marketing Roti products and opening new distribution channels for marketing Roti Cantik products.
