Analisis Strategi Branding dan Pengembangan Warkop Bahenol melalui Pendekatan STP dan SWOT

Abstract

_________________________________________________________Abstract - This study aims to analyze the branding strategy and business developmentimplemented by Warkop Bahenol, a local culinary MSME in Purwokerto. The research appliesSegmenting, Targeting, Positioning (STP), and SWOT (Strengths, Weaknesses, Opportunities,Threats) approaches. A descriptive qualitative method is used, with data collected throughobservation, social media content analysis, and competitor benchmarking. The results show thatWarkop Bahenol possesses a strong brand identity through its tagline “Titik Kumpul Wong Mumet” and has successfully positioned itself as a student-friendly gathering place. However,financial management and digital promotion remain key challenges. The SWOT analysis highlightsopportunities for community collaboration and local lifestyle trends to enhance competitiveness.This study provides strategic recommendations to strengthen brand positioning and businesssustainability.