AN ERGONOMICS-BASED MARKETING STRATEGY FOR SOLO SPECIALTY CULINARY SOUVENIR PRODUCTS USING EWM
DOI:
https://doi.org/10.47701/vrs59f41Keywords:
Marketing Strategy, Ergonomics Based, SMEs, Solo Specialty Culinary Souvenir Product, EWMAbstract
This study aims to identify the priority of ergonomics-based
marketing strategies for Solo specialty culinary souvenir
products to enhance the competitiveness and long-term
sustainability of SMEs. The study employs the Entropy
Weight Method (EWM) to objectively determine the
relative priority of alternative marketing strategies based
on the information contained in the evaluation data. The
alternatives include social media-based digital marketing,
sales though marketplaces and e-commerce, strengthening
local branding and product packaging design and pricing
strategy. The evaluation is conducted using criteria related
to implementation cost, ease of strategy implementation,
potential for increasing sales, market reach,
competitiveness enhancement, support for digital
transformation, and long-term sustainability. The findings
indicate that all evaluated have relatively similar levels of
importance, demonstrating that each strategy contributes
significantly to the improvement of marketing performance
and business development. Among the evaluated
alternatives, pricing strategy emerged as the highest-
priority option of 0,2514, while digital marketing, e-
commerce utilization, and local branding and packaging
development also showed comparable importance.
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