Kewirausahaan, Inovasi Teknologi, Dan  Keunggulan Bersaing Pada Usaha Mikro, Kecil, Dan Menengah (Umkm) Makanan Di Kecamatan Cibinong

Prayogo, Luhung Bagas; Suharyati, Suharyati; Ariani, Mintarti

doi:10.34203/jimfe.v5i2.1870

Cited by 2 publications

(2 citation statements)

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“…The design, production, marketing, delivery, and support of its products may contribute to this advantage. Researchers have used indicators such as price/cost, quality, delivery dependability, product innovation, and time to market to measure competitive advantage, as shown in studies by Wijetunge, 2016), (Li et al, 2006), (Suharyati et al, 2021), and (Prayogo et al, 2019).…”

Section: Competitive Advantagementioning

confidence: 99%

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Suharyati¹,

Handayani²,

Nobelson³

2023

IJEASS

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The majority of MSMEs in the Sukmajaya sub-district, Depok, are engaged in the culinary field, totaling 771 MSMEs out of a total of 2,835 MSMEs. The decline in the number of MSMEs in 2020 due to the Covid-19 pandemic has made it difficult for MSMEs to market their products. On the other hand, during this period, SMEs emerged with digital innovation. Digital marketing planning is necessary for MSMEs in running their business to create a competitive advantage and improve marketing performance. MSMEs that do not implement digital marketing in running their business will be left behind and lose customers because customer buying behavior has changed towards digital. This research is quantitative descriptive research using the SmartPLS 3.0 tool to analyze the effect of each variable. The type of data is primary data by distributing questionnaires to 125 Culinary MSME respondents in the Sukmajaya sub-district, Depok city via Google form. In this study, data analysis techniques were carried out in the form of descriptive data analysis and inferential data analysis, and hypothesis testing. The results of the study prove that digital marketing planning using the SOSTAC method has a positive and significant effect on Competitive advantage, SOSTAC Digital marketing planning has a positive and significant effect on marketing performance and Competitive advantage has a positive and significant effect on marketing performance. The results of the study show that SOSTAC Digital Marketing Planning has a positive and significant indirect relationship to marketing performance through competitive advantage, which is bigger than the direct relationship. Thus, in SOSTAC Digital Marketing Planning, to achieve marketing performance, MSME actors must first be able to create a competitive advantage.

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Section: Competitive Advantagementioning

confidence: 99%

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Suharyati¹,

Handayani²,

Nobelson³

2023

IJEASS

View full text Add to dashboard Cite

show abstract

“…Saat ini, industri kuliner Indonesia masih menghadapi sejumlah kendala yang menghambat pertumbuhannya. Ini termasuk kualitas dan jumlah orang kreatif yang belum ideal, ketersediaan sumber daya alam yang belum teridentifikasi dengan baik, ketidakseimbangan antara perlindungan dan pemanfaatan sumber daya budaya, kurangnya dana untuk orang kreatif, pemanfaatan pasar yang belum optimal, dan tidak adanya infrastruktur dan teknologi yang sesuai dan kompetitif untuk industri ini (Angga et al, 2019;Ardhiyansyah, Iskandar, et al, 2023;Hendarmin & Kartika, 2018;Iskandar et al, 2022;Prayogo et al, 2020).…”

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Program Pemberdayaan dan Pengembangan UMKM untuk Meningkatkan Kepuasan Konsumen Warung Nasi Hj. Ai

Adiwijaya,

Yovita,

Bachtiar

et al. 2023

J. eff. serv.

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Tujuan utama dari Pengabdian ini adalah untuk menginvestigasi efektivitas suatu program pemberdayaan dan pengembangan UMKM dalam meningkatkan kepuasan konsumen pada usaha Warung Nasi Hj. Ai. Metode yang digunakan dalam Pengabdian ini melibatkan survei konsumen, wawancara dengan pemilik warung, serta analisis data kualitatif dan kuantitatif. Melalui pelaksanaan program pemberdayaan yang komprehensif, termasuk peningkatan kualitas produk, pelatihan karyawan, dan strategi pemasaran yang inovatif, hasil Pengabdian menunjukkan adanya peningkatan yang signifikan dalam kepuasan konsumen. Hasil survei mengungkapkan bahwa konsumen mengakui perubahan positif dalam hal mutu produk, pelayanan pelanggan yang lebih baik, dan pengalaman umum di Warung Nasi Hj. Ai. Selain itu, pemilik warung juga mencatat adanya pertumbuhan pendapatan dan pangsa pasar yang lebih besar. Temuan ini menggambarkan bahwa penerapan program pemberdayaan dan pengembangan UMKM dapat secara efektif meningkatkan kualitas usaha UMKM serta menghasilkan keuntungan berkelanjutan dalam bentuk peningkatan kepuasan konsumen dan pertumbuhan bisnis.

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Kewirausahaan, Inovasi Teknologi, Dan Keunggulan Bersaing Pada Usaha Mikro, Kecil, Dan Menengah (Umkm) Makanan Di Kecamatan Cibinong

Cited by 2 publications

References 0 publications

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Program Pemberdayaan dan Pengembangan UMKM untuk Meningkatkan Kepuasan Konsumen Warung Nasi Hj. Ai

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