Transformasi Pemasaran Menggunakan BMC Pada Industri Cokelat di Sulawesi Tengah
DOI:
https://doi.org/10.31851/jmwe.v22i1.17572Keywords:
BMC, marketing strategy, RAPOVIAKA SIMPLEAbstract
ABSTRAK
Penelitian ini bertujuan untuk menggambarkan penerapan (BMC) pada IKM Rapoviaka Simple, salah satu IKM cokelat di Sulawesi Tengah, dalam menghadapi kompetisi bisnis yang sangat ketat. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Wawancara dilakukan pada 5 informan termasuk direktur dan mitra bisnis. Teknik analisis data menggunakan model analisis interaktif Miles dan Huberman. Hasil penelitian menunjukkan bahwa IKM Rapoviaka Simple telah berhasil menjalankan bisnis dengan mengimplementasikan sembilan elemen BMC, hal ini terlihat dari semakin meningkatnya income setiap tahunnya. IKM ini berhasil mengidentifikasi segmen pasar utama dan mengembangkan proposisi nilai berupa cokelat berkualitas tinggi yang terbuat dari bahan baku lokal. Melalui penerapan BMC, Rapoviaka Simple berhasil memperkuat posisinya di pasar lokal, melakukan inovasi, dan tumbuh ditengah yang persaingan semakin ketat.
Kata Kunci: BMC , Strategi Pemasaran, IKM Rapoviaka Simple.
ABSTRACT
This study aims to describe the application of the Business Model Canvas (BMC) to Rapoviaka Simple, one of the chocolate SMEs (Small and Medium Enterprises) in Central Sulawesi, in facing intense business competition. The study employs a descriptive qualitative approach, with data collection techniques including observation, interviews, and documentation. Interviews were conducted with five informants, including the director and business partners. Data analysis techniques utilize the interactive analysis model by Miles and Huberman. The results of the study indicate that Rapoviaka Simple has successfully operated its business by implementing the nine elements of the BMC, as evidenced by increasing income each year. The SME has successfully identified its main market segments and developed a value proposition in the form of high-quality chocolate made from local raw materials. Through the implementation of the BMC, Rapoviaka Simple has strengthened its position in the local market, fostered innovation, and achieved growth amidst increasingly fierce competition.
Keywords : BMC, Marketing Strategy, IKM Rapoviaka Simple.
References
Adwiyah, R. (2021). Analysis Of Business Plan Using Business Model Canvas (BMC) On Modern Fish Market. MIMBAR : Jurnal Sosial Dan Pembangunan, 37(1), 232–245. Https://Doi.Org/10.29313/Mimbar.V37i1.8020
Aryasuta, Y., & Putra, B. C. (2020). Penerapan Business Model Canvas Untuk Meningkatkan Penjualan Peralatan Beladiri Pada Toko Danis. IDEALIS : Indonesia Journal Information System, 3(1), 49–55. Https://Doi.Org/10.36080/Idealis.V3i1.1495
Bachri, S., Mandala, S., Sasreawan, E., & Darman, D. (2023). The Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21, 578–592. Https://Doi.Org/10.21776/Ub.Jam.2022.021.03.03
Fadjar, A., Hartini, S., & Astuti, S. W. (2022). Instagram Usage Behavior: Does It Aim To Look More Attractive? Quality - Access To Success, 23(190), 226–232. Https://Doi.Org/10.47750/Qas/23.190.24
Fawzi, M., Iskandar, A., Erlangga, H., Nurjaya, N., & Sunarsi, H. (2022). STRATEGI PEMASARAN. Pascal Books.
Ferdinand, A. T., & Wahyuningsih, W. (2018). Salespeople’s Innovativeness: A Driver Of Sales Performance. Management And Marketing, 13(2), 966–984. Https://Doi.Org/10.2478/Mmcks-2018-0016
Ibrahim, A. I., Setiawan, M., Noermijati, & Rahayu, M. (2024). Hr Innovation In Mediating Entrepreneurial Motivation In Improving The Competitive Ability Of Palu Fried Onions Msmes. Business, Management And Economics Engineering, 22(1), 77–95. Https://Doi.Org/10.3846/Bmee.2024.19933
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles Of Marketing. In Pearson.
Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The Analysis Of Forming Dimensions Of E-Service Quality For Online Travel Services. International Journal Of Data And Network Science, 5(3), 239–244. Https://Doi.Org/10.5267/J.Ijdns.2021.6.010
Nurfatimah, D., Asngadi, A., Miru, S., & Syamsuddin, S. (2024). Pengendalian Proses Produksi Untuk Meningkatkan Kualitas Produk Pada Usaha Out Of The Box Di Kota Palu. Jurnal Ekonomi Dan Pembangunan Indonesia, 2(1), 200–206. Https://Doi.Org/10.61132/Jepi.V2i1.363
Osterwalder, Alexander Pigneur, Y. (2010). Business Model Generation : A Handbook For Visionaries, Game Changers, And Challengers (A. Smith, Ed.). Wiley, Hoboken, New Jersey, 2010.
Racmad Et, A. (2022). Manajemen Pemasaran. In Eureka Media Aksara.
Rombe, E., & Hadi, S. (2022). The Impact Of Supply Chain Capability And Supply Chain Performance On Marketing Performance Of Retail Sectors. Uncertain Supply Chain Management, 10(2), 593–600. Https://Doi.Org/10.5267/J.Uscm.2021.11.005
Rombe, E., Zahara, Z., Santi, I. N., & Rahadhini, M. D. (2021). Exploring E-Mobile Banking Implementation Barriers On Indonesian Millennial Generation Consumers. International Journal Of Data And Network Science, 5(4), 579–586. Https://Doi.Org/10.5267/J.Ijdns.2021.8.010
Sintya Puspita Sari, Sulaeman Miru, Asngadi Asngadi, & Wiri Wirastuti. (2024). Analisis Value Added Olahan Cokelat Batangan Pada CV. Rapoviaka Simple Di Kota Palu. Jurnal Ekonomi Dan Pembangunan Indonesia, 2(1), 215–222. Https://Doi.Org/10.61132/Jepi.V2i1.366
Suparman, S., Muzakir, M., Wahyuningsih, W., Tope, P., & Ponirin, P. (2023). Promoting Tourism Governance And Supply Chain Management In The Competitiveness Of Tourism Sector. Uncertain Supply Chain Management, 11(3), 1247–1256. Https://Doi.Org/10.5267/J.Uscm.2023.3.023
Utari, N. K. M. T. (2023). Implementation Of The Business Model Canvas (BMC) And Projection Of Financial Analysis As A Solution For The Continuity Of Home Industry Activities. Jurnal Ekonomi & Bisnis JAGADITHA, 10(1), 98–103. Https://Doi.Org/10.22225/Jj.10.1.2023.98-103
Wahyuningsih, Hanny Nasution, Ratna Roostika, Y. H. Y. (2020). AN EXAMINATION OF CUSTOMER SATISFACTION COVID-19 PANDEMIC. 200, 231–241.
Wahyuningsih, W. (2005). The Relationships Among Customer Value, Satisfaction And Behavioral Intentions: A General Structural Equation Model. Gadjah Mada International Journal Of Business, 7(3), 301. Https://Doi.Org/10.22146/Gamaijb.5584
Wahyuningsih, W., Nasution, H., Yeni, Y. H., & Roostika, R. (2022). The Drivers Of Repurchase Intention During The Corona Pandemic: An Examination Of Gender Difference. Asean Marketing Journal, 14(1). Https://Doi.Org/10.21002/Amj.V14i1.1149
Zahara, Z., Muslimin, M., & Buntuang, P. C. D. (2022). The Impact Of Marketing Innovations And Business Plans On Business Sustainability During The COVID-19 Pandemic. Innovative Marketing, 18(3), 121–135. Https://Doi.Org/10.21511/Im.18(3).2022.11
Zahara, Z., Muslimin, M., Rumijati, A., & Rony, Z. T. (2024). Competitive Advantage As Mediating Role To Enhance MSMES Performance. Journal Of Small Business Strategy, 34(2), 109–117. Https://Doi.Org/10.53703/001c.121131
Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The Effect Of E-Service Quality, Consumer Trust And Social Media Marketing On Intention To Use Online Transportation Services. International Journal Of Data And Network Science, 5(3), 471–478. Https://Doi.Org/10.5267/J.Ijdns.2021.4.001
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jurnal Media Wahana Ekonomika
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The copyright of the received article shall be assigned to the publisher of the journal licensed under a Creative Commons Attribution-NonCommercial 4.0 International License in line with the license, authors and any users (readers and other researchers) are allowed to share and adapt the material only for non-commercial purposes. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
