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Analysis of Byzantium Apparel's Marketing Strategy in Increasing Competitiveness in the Sports Apparel Market

Journal of Physical Education and Sports · Vol. 14 No. 4 (2025) · hlm. 1–15

DOI
10.15294/jpes.v14i4.30234
ISSN
2502-4477, 2252-648X
Terbit
2025-12-22
Penerbit
Universitas Negeri Semarang
Bahasa
eng

Abstrak

Byzantium Apparel is a growing local business engaged in the sportswear industry, facing intense competition and rapidly changing market dynamics. This research aims to analyze the marketing strategy of Byzantium Apparel using the SWOT framework to identify strengths, weaknesses, opportunities, and threats, as well as to formulate recommendations for business development. A qualitative descriptive method was applied through interviews with the business owner, employees, and selected customers, supported by direct observation and document analysis. The findings reveal that Byzantium Apparel has strong advantages in building customer loyalty through community-based marketing, competitive pricing, and active digital promotion via social media platforms. However, weaknesses such as limited human resources for innovative content creation, inconsistent promotional scheduling, and reliance on third-party distribution channels were identified. The study also highlights significant opportunities arising from the growth of sports communities, digital technology advancements, and increasing health-conscious lifestyles. Nonetheless, threats from larger competitors, shifting social media algorithms, and the risk of imitation remain challenges. This research contributes to marketing knowledge, particularly for small businesses in the sportswear sector, by providing practical insights into adaptive, community-oriented, and digital-driven marketing strategies.

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  • State University of Semarang
  • Musamus Merauke University
  • Multimedia Nusantara University
  • Aisyah University
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Dwi Gansar Santi WijayantiState University of Semarang4
Ipang SetiawanState University of Semarang3
Hermawan Pamot RaharjoState University of Semarang3
Tandiyo RahayuState University of Semarang2
Andry AkhiruyantoState University of Semarang2
Wahyu Ragil KurniawanState University of Semarang2
Carolus WasaMusamus Merauke University1
Hari SetijonoState University of Semarang1
Thadius YambedoanMusamus Merauke University1
Bambang PriyonoState University of Semarang1
Akhmad Adrian MaulanaState University of Semarang1
Laela MunawarohState University of Semarang1
Bhayu BilliandriState University of Semarang1
Ulya Sekar ArumdhaniState University of Semarang1
Hasa Maulana LazuardiState University of Semarang1
Anirotul QoriahState University of Semarang1
Moch Fahmi AbdulazizState University of Semarang1
Rezkya Wahyu AuliaState University of Semarang1
Mohammad AnnasMultimedia Nusantara University1
Mohamad AnnasState University of Semarang1
Martin SudarmonoState University of Semarang1
Saifullah YusufState University of Semarang1
Muhammad Faesal BaehakiState University of Semarang1
Paraditya Garin Akhbar SyahState University of Semarang1
Winda RisdiyantiState University of Semarang1
Nabila NailufarState University of Semarang1
M. Iqbal Faiz DarmawanState University of Semarang1
Denanda Golda RizaldiState University of Semarang1
Syahrindra FakhriState University of Semarang1
Lianita Agustina SariState University of Semarang1
Alif Haryo SiwiState University of Semarang1
Firmasyah Maulana UtamaState University of Semarang1
Agan Fadhilah MursyidState University of Semarang1
Beni Thobir Ahmad ChusainiState University of Semarang1
Satria ArmanjayaAisyah University1
Heny SetyawatiState University of Semarang1
Dian SaputriState University of Semarang1
Rifqi Firdaus RahmayantoState University of Semarang1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/jpes/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Analysis of Byzantium Apparel's Marketing Strategy in Increasing Competitiveness in the Sports Apparel Market</dc:title>
	<dc:creator xml:lang="en">antono, muh yopan</dc:creator>
	<dc:creator xml:lang="en">hartono, mugiyo</dc:creator>
	<dc:subject xml:lang="en">Strategi Pemasaran</dc:subject>
	<dc:subject xml:lang="en">Analisis SWOT</dc:subject>
	<dc:subject xml:lang="en">IFAS</dc:subject>
	<dc:subject xml:lang="en">EFAS</dc:subject>
	<dc:subject xml:lang="en">Byzantium Apparel</dc:subject>
	<dc:description xml:lang="en">Byzantium Apparel is a growing local business engaged in the sportswear industry, facing intense competition and rapidly changing market dynamics. This research aims to analyze the marketing strategy of Byzantium Apparel using the SWOT framework to identify strengths, weaknesses, opportunities, and threats, as well as to formulate recommendations for business development. A qualitative descriptive method was applied through interviews with the business owner, employees, and selected customers, supported by direct observation and document analysis. The findings reveal that Byzantium Apparel has strong advantages in building customer loyalty through community-based marketing, competitive pricing, and active digital promotion via social media platforms. However, weaknesses such as limited human resources for innovative content creation, inconsistent promotional scheduling, and reliance on third-party distribution channels were identified. The study also highlights significant opportunities arising from the growth of sports communities, digital technology advancements, and increasing health-conscious lifestyles. Nonetheless, threats from larger competitors, shifting social media algorithms, and the risk of imitation remain challenges. This research contributes to marketing knowledge, particularly for small businesses in the sportswear sector, by providing practical insights into adaptive, community-oriented, and digital-driven marketing strategies.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2025-12-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/jpes/article/view/30234</dc:identifier>
	<dc:identifier>10.15294/jpes.v14i4.30234</dc:identifier>
	<dc:source xml:lang="en">Journal of Physical Education and Sports; Vol. 14 No. 4 (2025): Desember tahun 2025; 1-15</dc:source>
	<dc:source>2502-4477</dc:source>
	<dc:source>2252-648X</dc:source>
	<dc:source>10.15294/jpes.v14i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/jpes/article/view/30234/7708</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Journal of Physical Education and Sports</dc:rights>
</oai_dc:dc>