Determining Business Strategies For Conventional Clothing Traders in the Banyuwangu Songgon Market in the Digital Business Era
DOI:
https://doi.org/10.51699/economics.v38i1.251Keywords:
Marketing, Business Strategy, Conventional Traders, Digital Business Era, Marketing Mix and Business Environment Analysis (SWOT)Abstract
This research aims to provide business strategy input in facing the dynamics in the digital business era, especially for conventional clothing traders in Songgon market, Banyuwangi. The research carried out in this scientific work is descriptive qualitative research, using observation, interviews and documentation methods. The recommended tactic is a Defensive Strategy, which indicates that the company's internal condition is in a difficult situation. Therefore, companies are advised to use defensive strategies, controlling internal performance so that it does not get worse. This tactic is carried out while continuing to make improvements. The strategy that supports quadrant IV is the WO strategy, namely utilizing social media as a means of promotion, expanding networks, increasing innovation and creativity. There is a need to evaluate the marketing mix strategy and analyze the external and internal environment by applying a SWOT strategy to the Songgon market and conventional clothing traders at the Songgon market also need to adapt by integrating digital technology in their operations, such as opening an online shop or using social media platforms to promote their products. so that it can remain in demand by all groups in today's digital era.
References
T. A. Ananda, N. K. Dewi, and M. Z. Saleh, “Fenomena Perubahan Strategi Pemasaran dalam Menghadapi Tantangan di Era Digital,” J. Publ. Ilmu Manaj., vol. 2, no. 4, pp. 98–107, 2023.
A. Supriyanto and K. F. Hana, “Strategi Pengembangan Desa Digital Untuk Meningkatkan Produktivitas UMKM,” BISNIS J. Bisnis dan Manaj. Islam, vol. 8, no. 2, p. 199, 2020, doi: 10.21043/bisnis. v8i2.8640.
Sugiyono, METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D. Alfabeta, 2017.
Wijayantini, B. (2019). Productive Economy Through Marketing Innovation Development. Jurnal Aplikasi IPTEK Indonesia, 3(3), 110-115.
F. Rangkuti, Analisis SWOT teknik membedah kasus bisnis. Jakarta: PT Gramedia Pustaka Utama, 2006.
Murtalingtyas, W., Wijayantini, B., & Sobri, T. (2023). Strategi Pemasaran Terpadu BUMDes Menyongsong Era Society 5.0. Jurnal Manajemen dan Bisnis Indonesia, 9(2), 316-326.
Supeni, R. E., & Wijayantini, B. (2023). Mushroom Cultivation Business Development Strategy with BMC Model During Pandemic Covid 19. BASKARA: Journal of Business and Entrepreneurship, 5(2), 165-175.
F. A. C. Ligot, “A Qualitative Study on the Feeding Methods of Filipino Mothers of Children with Cleft Lip and Palate Aged 0 to 24 Months: A Pilot Study,” Acta Med Philipp, vol. 58, no. 3, pp. 23–33, 2024, doi: 10.47895/amp.vi0.6625.
Sugiyono, METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D. Alfabeta, 2017.
M. Donadey, “Application, understanding, and appropriation of the Montessori method for persons with dementia: A qualitative pilot study,” Dementia, vol. 23, no. 8, pp. 1245–1262, 2024, doi: 10.1177/14713012241264910.
K. Lam, “Barriers to the adoption of routine surgical video recording: a mixed-methods qualitative study of a real-world implementation of a video recording platform,” Surg Endosc, vol. 38, no. 10, pp. 5793–5802, 2024, doi: 10.1007/s00464-024-11174-2.
E. K. Lee, “Effects of Qualitative Interview Participation on Muslim American Identity Integration: A Mixed-Method Investigation,” Identity, 2024, doi: 10.1080/15283488.2024.2418632.
T. Saastamoinen, “Students’ experiences of a computer-based simulation game as a learning method for medication process: A qualitative study,” Teaching and Learning in Nursing, vol. 19, no. 2, 2024, doi: 10.1016/j.teln.2024.01.009.
S. Basu, “Designing pricing strategy under environmental-friendly promotion and competition,” Proceedings of the International Conference on Industrial Engineering and Operations Management, vol. 2019, pp. 557–558, 2019, [Online].
S. Lu, “Does Shein redefine fast fashion merchandising strategies? A product-level analysis in the US retail market,” Research Journal of Textile and Apparel, 2024, doi: 10.1108/RJTA-01-2024-0001.
K. P. Das, “Electrospun fibrous constructs towards clean and sustainable agricultural prospects: SWOT analysis and TOWS based strategy assessment,” J Clean Prod, vol. 368, 2022, doi: 10.1016/j.jclepro.2022.133137.
J. R. Dias, “Electrospinning Fabrication Strategies: From Conventional to Advanced Approaches,” Electrospun Materials and Their Allied Applications, pp. 1–52, 2020, doi: 10.1002/9781119655039.ch1.
R. Islam, “Highly Efficient Wear Resistance and Anti-wrinkle Properties of Cotton Fabric Finished by One-Step Eco-friendly Strategy,” Fibers and Polymers, vol. 25, no. 10, pp. 3765–3777, 2024, doi: 10.1007/s12221-024-00699-x.
X. Zhang, “New Retail Marketing Strategy Combining Virtual Reality and 5G Mobile Communication,” Math Probl Eng, vol. 2021, 2021, doi: 10.1155/2021/6632701.
K. F. Fong, “Residential building performance analysis at near extreme weather conditions in Hong Kong through a thermal-comfort-based strategy,” Build Simul, vol. 16, no. 1, pp. 13–25, 2023, doi: 10.1007/s12273-022-0934-8.
E. Enes, “Turkey fashion industry’s Cut-and-sew waste problem and its waste management strategies,” Tekstil ve Muhendis, vol. 26, no. 113, pp. 97–103, 2019, doi: 10.7216/1300759920192611311.
