Marketing strategy and business development to improve product quality and innovation in Omah Kepiting Micro, small and medium enterprises in Surabaya: Case study on MSMEs Pakal Emas in Surabaya

Upik Purwanti; Rini Adiyani; Kurniawati Darmaningrum

doi:10.21744/ijbem.v7n2.2269

Authors

Upik Purwanti
nderun31@gmail.com
Tunas Pembangunan University, Surakarta, Indonesia
Rini Adiyani Tunas Pembangunan University, Surakarta, Indonesia
Kurniawati Darmaningrum Tunas Pembangunan University, Surakarta, Indonesia

Keywords:

business development, marketing strategy, MSMEs, product innovation, quality

Abstract

Micro, Small and Medium Enterprises (MSMEs) have an important role in improving the regional economy and the economy of a country. The government pays great attention to the development of MSMEs to survive the global crisis. Various initiatives are always pursued by the government through the Ministry of Cooperatives and Small and Medium Enterprises so that more and more individuals want to pursue the entrepreneurial world. UMKM Omah Kepiting is one of the Pakal Emas MSMEs groups located in Surabaya. MSMEs Omah Kepiting provides a variety of foods with certain characteristics, both traditional and modern foods. Omah Kepiting strives for several innovations and creations in food to attract consumers. Omah Kepiting also always strives to improve the quality of food products so that consumers are satisfied with the taste of food and service. This research is quantitative. Data collection through questionnaires and other similar research reference data. Data analysis using multiple linear regression analysis. The results of this study showed that quality is influenced by marketing strategies and Business Development by 88.2%, while the remaining 11.8% is influenced by other variables that are not included in this study.

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