Published: 2025-01-10
Implementasi Business Model Canvas (BMC) dalam Perencanaan Strategi Pemasaran Kewirausahaan UMKM (Studi pada “Citra Oleh-Oleh Lampung” di Bandar Lampung)
DOI: 10.35870/emt.v9i1.3542
Downloads
Abstract
This study aims to apply the Business Model Canvas (BMC) as a strategic tool in designing marketing strategies to increase the competitiveness and sales of Toko Citra Oleh-Oleh Lampung, an MSME engaged in the field of regional souvenirs. The research method used is descriptive qualitative, with data collection through in-depth interviews, direct observation, and literature studies. Data analysis uses a thematic approach supported by SWOT analysis to identify strengths, weaknesses, opportunities, and threats in the business. The results of the study show that the main elements in the BMC, such as Customer Segments, Value Propositions, and Channels, play a significant role in determining an effective marketing strategy. Lampung's typical products with local cultural values, distributed through physical and digital stores, and a focus on customer experience are the main advantages. However, the study also identified challenges, such as dependence on tourists and logistical constraints, which need to be addressed through product diversification, digital marketing optimization, and operational efficiency. This study provides a practical contribution to Toko Citra Oleh-Oleh Lampung in increasing its competitiveness in the local and national markets. In addition, the results of this study are expected to be a reference for other MSMEs in facing competition in the era of globalization. Suggestions for further research are to conduct a comparative study between MSMEs that implement BMC and those that do not, to show the effectiveness of this strategy in more depth.
Keywords
Business Model Canvas ; Marketing Strategy ; Entrepreneurship ; SWOT Analysis
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
-
Issue: Vol. 10 No. 2 (2026)
-
Section: Articles
-
Published: %750 %e, %2025
-
License: CC BY 4.0
-
Copyright: © 2025 Authors
-
DOI: 10.35870/emt.v9i1.3542
AI Research Hub
This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem. By leveraging artificial intelligence for indexing, recommendation, and citation analysis, we enhance the visibility and impact of published research.
Syahril Daud
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.
Dhalvi Al Affan
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.
Muhammad Farel Rachman
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.
Muhammad Rizvy Al Fiqih
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bandar Lampung, Kota Bandar Lampung, Provinsi Lampung, Indonesia.
-
Al Farisi, S., & Fasa, M. I. (2022). Peran UMKM (Usaha Mikro Kecil Menengah) dalam Meningkatkan Kesejahteraan Masyarakat. Jurnal Dinamika Ekonomi Syariah, 9(1), 73-84. https://doi.org/10.53429/jdes.v9iNo.1.307.
-
Anggreani, T. F. (2021). Faktor-Faktor Yang Mempengaruhi Swot: Strategi Pengembangan Sdm, Strategi Bisnis, Dan Strategi Msdm (Suatu Kajian Studi Literatur Manajemen Sumberdaya Manusia). Jurnal Ekonomi Manajemen Sistem Informasi, 2(5), 619-629. https://doi.org/10.31933/jemsi.v2i5.
-
Ariyanto, A., Andi, D., Abid, M., Oktavianti, N., Amelia, R. W., Wiguna, M., ... & Devi, W. S. G. R. (2021). Entrepreneurial Mindsets & Skill. Diedit oleh Hadion Wijoyo, 1.
-
Awaludin, A. (2022). Analisis Penerapan Strategi Pemasaran Busimess Model Canvas (BMC) Studi Kasus Pada Usaha Inland Coffee (Doctoral dissertation, Fakultas Ekonomi Dan Bisnis Universitas Pakuan).
-
Dwi, A. (2023). Pengertian Manajemen Pemasaran, Tujuan, Beserta COntohnya. Program PascaSarjana UMSU. https://pascasarjana. umsu. ac. id/pengertian-manajemen-pemasaran-tujuan-beserta-contohnya.
-
Elwisam, E., & Lestari, R. (2019). Penerapan strategi pemasaran, inovasi produk kreatif dan orientasi pasar untuk meningkatkan kinerja pemasaran UMKM. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(2), 277-286.
-
Firmansyah, M. A., & Roosmawarni, A. (2019). Kewirausahaan (Dasar dan konsep). Qiara Media.
-
Fuad, F. I., Kadang, J., & Syarifuddin, I. (2023). Implementasi Business Model Canvas (Bmc) Dalam Perencanaan Strategi Pemasaran Toreko. Jurnal Ekonomi, Bisnis dan Manajemen, 2(1), 102-113. https://doi.org/10.58192/ebismen.v2i1.656.
-
Hendrawan, A. K., Wachidah, S. F., & Restuningsih, A. (2023). Strategi pengembangan bisnis kedai kopi makosan dengan menggunakan analisis swot dan business model canvas (bmc). Jurnal Optimasi Teknik Industri (JOTI), 5(1), 32-37.
-
Indarsyah, R., Rahman, A., Putrianti, S. D., Stia, P., & Bandung, L. (2023). The Marketing Strategy Model for Eid Cookies At UMKM Ranayya Kitchen Uses The Business Model Canvas (BMC) And Swot Analysis. Management Studies and Entrepreneurship Journal, 4(5), 7481-7480.
-
Indonesia, K. (2023). Data dan Statistik UMKM. Kadin Indonesia. Diambil, 17.
-
Juliansyah, E. (2017). Strategi pengembangan sumber daya perusahaan dalam meningkatkan kinerja PDAM Kabupaten Sukabumi. Jurnal Ekonomak, 3(2), 19-37.
-
Munjiati, M., & Rimiyati Hasnah, F. (2016). Kewirausahaan Untuk Program Strata 1.
-
Ratri, D. K., Wicaksono, I. A., & Utami, D. P. (2022). Strategi Pengembangan Pasar Produk Kopi Arabika Bowongso Berbasis Business Model Canvas (Studi Kasus di Kelompok Tani Bina Sejahtera Desa Bowongso Kecamatan Kalikajar Kabupaten Wonosobo). Surya Agritama: Jurnal Ilmu Pertanian dan Peternakan, 11(1), 61-77.
-
Wijaya, F. (2019). Formulasi perancangan strategi pengembangan usaha menggunakan analisis SWOT dan business model canvas. Jurnal Ilmu Manajemen Dan Bisnis, 10(2), 205-212.
-
Wijoyo, H., Ariyanto, A., & Wongso, F. (2021). Strategi Pemasaran UMKM di masa pandemi. Insan Cendekia Mandiri.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.