Strategi Pemasaran Industri Tahu Aji Rasa

This study aims to analyze the marketing strategies of the home-scale tofu industry in Kebun Melati Hamlet, Sumbermulyo Village, Jogoroto District, Jombang Regency, East Java. The focus is on the Aji Rasa Tofu Business, which faces challenges such as limited capital, dependence on raw materials, and minimal access to modern marketing technology. The SWOT analysis method was used to identify internal (strengths and weaknesses) and external (opportunities and threats) factors, along with the marketing mix approach (4P: Product, Price, Place, Promotion). The results show that the business's main strengths lie in the consistent taste quality and affordable price, while its weaknesses include limited production capacity and simple distribution. Opportunities include the healthy food trend and digital marketing, while threats are competition with large factories and fluctuating raw material prices. The recommended strategies are innovative product development, competitive pricing, expanded distribution, and social media promotion. This research is expected to serve as a reference for similar businesses and the government in supporting the development of local food-based SMEs.