Marketing Strategy Analysis of Bu Yanti’s Betawi Traditional Cake Micro-Enterprise In Ciledug, Tangerang, To Improve Consumer Satisfaction: A Swot Approach

Abstract

This study analyzes the marketing strategy of Bu Yanti’s Betawi traditional cake micro-enterprise in Ciledug, Tangerang, by integrating internal and external environmental assessment through SWOT analysis and relating the findings to consumer satisfaction. A qualitative descriptive-exploratory single-case design was employed. Data were obtained through semi-structured interviews with the business owner and purposively selected consumers, direct observation of production, packaging, promotion, and service processes, and review of supporting business documents. The findings indicate that the enterprise possesses substantial product-based strengths, particularly distinctive and consistent taste, authentic traditional processing, product variety, competitive pricing, and the owner’s openness to customer feedback. Nevertheless, internal weaknesses remain more influential than strengths. The most critical weaknesses are slow WhatsApp response, limited product shelf life, unclear job descriptions, restricted packaging variation, limited operating capital, and inadequate digital marketing literacy. External opportunities include demand for traditional cakes as wedding and religious-event gifts, positive word of mouth, local cultural identity, and the growing accessibility of digital platforms. The principal threats are raw-material price fluctuations, seasonal purchasing patterns, and increasing competition. The IFAS score was 3.32 and the EFAS score was 3.27, producing a SWOT coordinate of (-0.24, 0.31), which places the business in Quadrant II and supports a Weaknesses–Opportunities (WO) or turn-around strategy. The recommended strategy prioritizes service-response improvement, basic digitalization, modern small-scale packaging, clearer operating procedures, and supplier collaboration. The study concludes that consumer satisfaction can be strengthened not by abandoning tradition, but by improving the service and delivery system surrounding an authentic product.