STRATEGI PENGEMBANGAN USAHA GELANG MANIK AESTHETIC “MANIK YUK!” DALAM MENINGKATKAN MINAT BELI KONSUMEN

Abstrak

manik aesthetic “Manik Yuk!” dalam meningkatkan minat beli konsumen dengan menggunakan pendekatan kualitatif metode deskriptif berbasis studi literatur melalui pengkajian teori dan penelitian terdahulu tanpa pengumpulan data langsung. Objek penelitian meliputi daya tarik produk, strategi pemasaran online dan offline, inovasi produk, serta strategi pengembangan usaha, dengan “Manik Yuk!” sebagai studi kasus penerapan teori. Analisis data dilakukan secara deskriptif kualitatif melalui pengelompokan informasi, interpretasi teori, dan pengaitan dengan kondisi nyata usaha. Hasil penelitian menunjukkan bahwa usaha memiliki potensi berkembang karena produk yang aesthetic, harga terjangkau, dan konsep handmade yang unik, namun masih menghadapi kendala berupa pemasaran yang belum optimal, kurangnya konsistensi promosi, serta inovasi produk yang belum berkelanjutan. Oleh karena itu, diperlukan strategi berupa peningkatan daya tarik visual produk, optimalisasi pemasaran digital melalui konten yang kreatif dan konsisten, serta pengembangan inovasi produk secara berkelanjutan agar mampu meningkatkan daya saing dan minat beli konsumen secara optimal.

The aesthetic bead product "Manik Yuk!" (Manik Yuk!) increased consumer purchasing interest using a qualitative, descriptive approach based on literature studies through theoretical review and previous research without direct data collection. The research objectives included product appeal, online and offline marketing strategies, product innovation, and business development strategies, with "Manik Yuk!" as a case study for the application of the theory. Data analysis was conducted using descriptive qualitative methods through information grouping, theoretical interpretation, and linking it to actual business conditions. The results indicate that the business has growth potential due to its aesthetic products, affordable prices, and unique handmade concept. However, it still faces obstacles such as suboptimal marketing, lack of consistent promotions, and unsustainable product innovation. Therefore, strategies are needed to enhance product visual appeal, optimize digital marketing through creative and consistent content, and develop sustainable product innovations to optimally enhance competitiveness and consumer purchasing interest.