Identifikasi Masalah Pada UMKM Kota Padang dan Solusinya Pada Kedai Sala Lauak dan Perkedel Jagung di Depan Kampus UPI ”YPTK” Padang

Mutia Sahilna; Nadia Putri; Neneng Senja Agusta; Nurkhalifah Salsabilla; Vivi Nila Sari

doi:10.59581/jmpp-widyakarya.v2i3.3893

Authors

Mutia Sahilna Universitas Putra Indonesia ”YPTK” Padang
Nadia Putri Universitas Putra Indonesia ”YPTK” Padang
Neneng Senja Agusta Universitas Putra Indonesia ”YPTK” Padang
Nurkhalifah Salsabilla Universitas Putra Indonesia ”YPTK” Padang
Vivi Nila Sari Universitas Putra Indonesia ”YPTK” Padang

DOI:

https://doi.org/10.59581/jmpp-widyakarya.v2i3.3893

Keywords:

Segmentasi, Targeting, Positioning, UMKM, Srategy

Abstract

Micro, Small and Medium Enterprises (MSMEs) are a form of productive economy that stands alone, meaning that these businesses are not subsidiaries or branches of any company, whether government companies or individual companies. In this research, researchers chose MSMEs located in front of the UPI "YPTK" Padang Campus, namely the Sala Lauak and Corn Perkedel Shop. Currently, the Sala Lauak and corn fritters shop in front of the UPI "YPTK" Padang campus is still experiencing problems in the form of placing a location to sell products that are still not fixed and official. For this reason, researchers use STP theory, namely Segmentation, Targeting, and Positioning so that they can determine the right strategy to provide solutions to the problems faced by MSME shop owners. This type of research uses a qualitative descriptive approach, while the method in this research is qualitative by carrying out observations in the field, by visiting the relevant MSMEs directly.

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