Strategi Pemasaran dan Pengembangan Produk pada Usaha Kue Kering “Cookies Melt’ta” dalam Mendukung Pertumbuhan UMKM Berkelanjutan
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Abstract
This study aims to analyze the marketing strategy and product development of the “Cookies Melt’ta” business, a home-based cookie enterprise in Yogyakarta, Indonesia. Using a qualitative approach through interviews and Business Model Canvas (BMC), this research explores effective marketing channels, product innovation, and business feasibility. The findings show that Cookies Melt’ta has potential in both online and offline markets, but requires optimization in digital promotion, product variation, and packaging design. The business is economically feasible with an NPV of Rp19,779,834.05 per year, IRR of 142%, and a payback period of 1.62 months. Non-economic feasibility is also met through legal compliance (NIB, Halal, HAKI) and environmentally responsible practices. The study recommends enhancing digital marketing, expanding product variants, and developing gift packaging to increase competitiveness and sustainability.
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