Formulation of Business Development Strategies Based on SWOT Analysis and Market Orientation: A Study of Korean Pancake Products in Indonesia
DOI:
https://doi.org/10.65310/w569d413Keywords:
Korean Pancake, Hallyu, market potential, business strategy, SWOT analysisAbstract
The phenomenon of the Korean Wave (Hallyu) has influenced lifestyle and consumption trends among Indonesian society, including in the culinary sector. This study aims to analyze market potential and formulate business development strategies for Korean Pancakes (Hotteok) in Indonesia. The research method used is qualitative descriptive with a case study approach, through observation of digital sales trends, interviews with business actors and consumers, as well as literature analysis. The results show that Korean Pancakes have high market potential among young consumers, mainly due to the support of Korean cultural trends and increased food consumption through online platforms. SWOT analysis reveals that the main strengths are product uniqueness and visual appeal that aligns with social media trends, while weaknesses include production limitations and product shelf life. Significant opportunities lie in digital collaboration and online market expansion, with the main threats being modern dessert competition and rapid trend changes. Recommended development strategies include flavor variant innovation, brand strengthening through social media, digital distribution optimization, and the development of long-lasting products. Overall, this study confirms that the success of the Korean Pancake business in Indonesia depends on continuous innovation, market trend adaptation, and the establishment of a strong brand identity.
Downloads
References
Abduh, M. S. (2024). Model Wisata Kuliner Lokal Untuk Menarik Minat Membeli Kembali Bagi Wisatawan Generasi-Z Melalui Locavorism Di Daerah Khusus Jakarta [Doctoral Dissertation, Trisakti Institute Of Tourism].
Asy’ari, M. S., Et Al. (2024). The Impact Of South Korean Gastrodiplomacy In Indonesia On The Development Of Korean Food Business Opportunities In Indonesia. Tamalanrea: Journal Of Government And Development (Jgd), 1(1), 12–19. Https://Doi.Org/10.69816/Jgd.V1i1.35561
Damayanti, A., Et Al. (2024). Eksplorasi Perubahan Preferensi Konsumsi Makanan Tradisional Nusantara Terhadap Makanan Korea Di Era Globalisasi Pada Masyarakat Kota Bandung. Jurnal Pendidikan Tambusai, 8(3), 45791–45798.
Dewi, I. C., Indrianto, A. T. L., Soediro, M., Winarno, P. S., Minantyo, H., Sondak, M. R., ... & Leoparjo, F. (2022). Trend Bisnis Food And Beverages Menuju 2030.
Erycha Budiana Sari, Et Al. (2023). Pengaruh Korean Wave Terhadap Minat Beli Produk Korean Food Menurut Teori Perilaku Konsumen Islam. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi, 2(1), 139–148. Https://Doi.Org/10.61930/Jebmak.V2i1.43
Hanifah, H. (2023). Penerapan Analisis Swot Dan Analisis Soar Sebagai Strategi Pengembangan Produk Pada Usaha Angkringan Mbah Ao Tanjung Purwokerto Selatan [Skripsi, Uin Prof. Kh Saifuddin Zuhri Purwokerto].
Jin, F., Et Al. (2024). A Study On The Impact Of Hallyu (Korean Wave) On Korea’s Consumer Goods Exports To China: Panel Analysis Using Big Data And Provincial-Level Data. Sustainability (Switzerland), 16(10). Https://Doi.Org/10.3390/Su16104083
Madjid, I. (2021). Desain Strategi Pengembangan Model Bisnis Kuliner Rocket Chicken Dengan Pendekatan Blue Ocean Strategy: Studi Kasus Rocket Chicken.
Mustikawati, R. (2020). The Bigger Wave Of Hallyu (한류) In Indonesia: Glocalization? People: International Journal Of Social Sciences, 6(1), 367–378. Https://Doi.Org/10.20319/Pijss.2020.61.367378
Mutyara, K. C. P., Hasibuan, N. S., Najla, A. T., & Adrian, M. F. (2023). Analisis Strategi Promosi Global Terhadap Kuliner Korea Di Indonesia. Jurnal Ekonomi Dan Bisnis Global, 2(4), 31–41. https://doi.org/10.36989/didaktik.v9i5.2201.
Putra, A. Y., & Aliyanti, F. E. (2024). Korean Wave, Kesadaran Halal Dan Literasi Halal Pada Konsumen Makanan Korea: Studi Kasus Generasi Z Di Yogyakarta. Abhats: Jurnal Islam Ulil Albab, 5(1), 36–45. https://doi.org/10.20885/abhats.vol5.iss1.art3.
Rahma, S., Et Al. (2024). Pengaruh Korean Wave, Kesadaran Halal, Dan Harga Terhadap Daya Beli Korean Food Di Kota Jambi. Eco-Buss, 6(3), 1300–1314. Https://Doi.Org/10.32877/Eb.V6i3.1171
Riza, V. P. (2025). Analisis Swot Pada Usaha Waralaba Restoran Mie Gacoan Di Kota Bandar Lampung Dalam Perspektif Bisnis Islam (Studi Pada Mie Gacoan Di Bandar Lampung) [Doctoral Dissertation, Uin Raden Intan Lampung].
Sari, L. P., Nuraya, A. S., Zaidan, Z. M., & Parlindungan, R. S. (2024). Analisis Manajemen Strategik Pada “Restoran Menu Korea”. Jurnal Pengabdian Masyarakat Ekonomi Dan Bisnis Digital, 1(4), 441–454. https://doi.org/10.70248/jpmebd.v1i4.1781.
Sari, N. E., Et Al. (2022). Pengaruh Pengetahuan Kewirausahaan Dan Lingkungan Keluarga Terhadap Minat Berwirausaha Di Smk Negeri 1 Benakat. Jurnal Profit: Kajian Pendidikan Ekonomi Dan Ilmu Ekonomi, 9(2), 95–102. Https://Doi.Org/10.36706/Jp.V9i2.18723
Sukarnoto, T., Tarjono, T., & Fauziyyah, N. (2023). Analisis Strategi Pemasaran Syariah Dalam Meningkatan Minat Beli Produk Abon Ikan. Ecopreneur: Jurnal Ekonomi Dan Bisnis Islam, 4(2), 195-206.
Surya Lupitasari, E., Et Al. (2020). Pengaruh Korean Wave Dan Makanan Korea Terhadap Minat Makan Hidangan Korea Pada Masyarakat Kota Madiun. Jurnal Tata Boga, 10(10), 1–10.
Suwarno, R. A. (2020). Pengaruh Persepsi Kualitas, Persepsi Nilai, Dan Kualitas Hubungan Terhadap Niat Loyalitas Di Restoran Bebek Goreng Suwarno.
Thanabordeekij, P., Et Al. (2022). The Impact Of The Korean Wave On Korean Food Consumption Of Thai Consumers. Journal Of Asean Plus Studies, 3(2), 48–59.
Trisdayanti, N. P. E., & Kristiana, N. I. (2024). Perempuan Pemimpin: Membingkai Pariwisata Budaya Melalui Kuliner Sehat Dan Berkelanjutan. Kamala, 71.
Valenciana, C., & Pudjibudojo, J. K. K. (2022). Korean Wave: Pop Culture Phenomenon To Millennial Youth In Indonesia. Jurnal Diversita, 8(2), 205–214. Https://Doi.Org/10.31289/diversita.v8i2.6989
Xueyuan, T. (2024). Kebijakan Dan Strategi Keberhasilan Pengendalian Kependudukan Di Tiongkok. Yayasan Pustaka Obor Indonesia.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Moh. Afrizal, Bayu Adi, Putri Ayu, Chika Aulia, Nabila Natcjwa, Ayunda Frischa (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
