IMPROVING THE COMPETITIVENESS OF SONGKOK'S SMALL AND MEDIUM INDUSTRIES (SMI) IN GRESIK DISTRICT THROUGH ENTREPRENEURIAL MARKETING

Abstract: This research needs to be done because the Songkok small and medium industry
(SMI) in Gresik Regency has not been able to develop optimally and is still having
difficulty in facing business competition. Therefore, it takes the right strategy to
increase its business competitiveness. This research is an interpretive qualitative research
(interpreting) with the aim of identifying the strengths, weaknesses, opportunities, and threats
of the SMI itself which focuses on SWOT analysis. Then from the results of the analysis used
as a reference in determining competitiveness and as a basis for determining the dimensions
of entrepreneurial marketing. Data collection techniques used were interviews and
observation methods. Data collection techniques used were interviews and observation
methods. Based on the results of the analysis carried out using the IFAS – EFAS matrix, the
TOWS matrix and the SWOT Cartesian Diagram, the strategies obtained are strategies that
are in quadrant 1 (one), namely the SO strategy which is an aggressive strategy. Through the
SWOT analysis, it is known that the company's greatest strength is its long experience in the
field of songkok, while the biggest weaknesses are in the capital system and working capital
turnover. The biggest opportunity that can be exploited is to start using digital marketing as a
strategy to improve sales performance and expand the reach of marketing distribution,
Meanwhile, the biggest threat to songkok business actors is the presence of competitors with
bigger production capacities, capital and names.

Keywords: entrepreneurial marketing, competitiveness, SWOT analysis,