The Effect of Product Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur

Nurjaya, Nurjaya; Affandi, Azhar; Erlangga, Heri; Sunarsi, Denok; Jasmani, Jasmani

doi:10.33258/birci.v4i1.1636

Cited by 13 publications

(6 citation statements)

References 1 publication

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“…Some businesses even find new product categories such as frozen food, new menu variations and so on. Such examples illustrate innovations in the field of marketing that have an impact on company performance (Nurjaya et al, 2021). However, the average result is that the innovations carried out are not the radical ones, and this can be seen from the average results of X2.3 statement, that the innovations carried out do not disrupt the market.…”

Section: Analysis and Discussionmentioning

confidence: 99%

Arbitrage vs innovation opportunity analysis among MSMEs actors in Surabaya

Tambunan

Fajar

Sumaji

et al. 2022

jeb

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The Covid-19 pandemic has brought changes in various aspects of life, especially in business management. This study aims to examine whether there are differences in the choice of opportunities between arbitrage opportunities and innovation opportunities by micro, small and medium enterprises (MSMEs) in the food and beverage sector in Surabaya city during the Covid-19 pandemic. The sampling technique used in this study was purposive sampling with certain criteria. Data was collected from 100 respondents who met the criteria which were then tested using the Sappiro Wilk average difference test because the data were found to be not normally distributed. The results showed that there was a difference between arbitrage opportunity and innovation opportunity. It was also found that food and beverage MSMEs actors in Surabaya city were engaged in innovation opportunities (81 respondents) more than arbitrage opportunities (15 respondents) whereas the rest 4 respondents are engaged in both opportunities. The implications of this finding show that the ability of MSMEs actors to survive in difficult times, especially during the COVID-19 pandemic with various restrictions on business operations in the food and beverage sector, lies in their ability to identify and execute the opportunities.

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Section: Analysis and Discussionmentioning

confidence: 99%

Arbitrage vs innovation opportunity analysis among MSMEs actors in Surabaya

Tambunan

Fajar

Sumaji

et al. 2022

jeb

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show abstract

“…The results indicated that as an advertising platform, Facebook is highly effective in creating product promotions. This was notably revealed by the study of Nurjaya et al (2021). Product promotion and other promotional activities have a strong relationship with the marketing effectiveness of businesses, specifically in advertising.…”

Section: Highly Effectivementioning

confidence: 93%

Analyses of Business Attributes and Facebook Utilization: Marketing Insights

Dela Cruz,

Voluntad,

Saranillo

2024

IJMADIC

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Microenterprises have a significant impact on the nation's economic development. Given the current trends in marketing, numerous organizations have adopted social media marketing. This study analyzed Facebook's business attributes and perceived effectiveness as an advertising tool for microenterprises. The researchers employed a descriptive-causal research design through random sampling of 320 registered microenterprises that utilize Facebook as an advertising tool. Findings revealed that participants were mostly under sole proprietorship, having one to three employees with an estimated asset size of less than 1,000,000 pesos and being in operation for one to three years. Customer brand awareness, product promotion, engagement reach, and sales volume were found to be highly effective in the perceived effectiveness of Facebook use. Remarkably, the business profile length of operation showed significant differences in terms of volumes of sales, whereas the number of staff in terms of customer brand awareness, engagement reach, and volume of sales; average asset size in terms of customer brand awareness and product promotion indicated significant differences to the perceived effectiveness of Facebook utilization as an advertising platform. Hence, the researchers recommended that microenterprises focus on targeted advertising, allocating advertising investment, and optimizing Facebook's advertising features.

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“…Umumnya, produk dalam negeri yang berhasil menembus pasar internasional disebut sebagai produk go international. Hal ini dicapai melalui promosi dimana menurut Nurjaya et al, (2021) promosi sangat berperan penting dalam kinerja pemasaran usaha. Meskipun Indonesia sudah banyak memiliki UKM dengan produk go international ternyata banyak yang belum mampu menembus pasar luar negeri.…”

Section: Pendahuluanunclassified

Upaya Peningkatan Produksi Keripik Sambal Sibolga Melalui Promosi Dan Ekspor Di Tengah Pandemi Covid-19

Prima,

Laras Lase,

Rini Febrianti

et al. 2023

Diseminasi j. pengabdi. kpd. masy.

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Keripik Cabai Sibolga merupakan oleh-oleh khas daerah Sumatera Utara khususnya kota Sibolga dan menjadi ciri khas kota yang dikenal dengan sebutan Kota Ikan. Keripik Cabai Sibolga merupakan hasil industri kuliner yang saat ini sedang menarik wisatawan dan diharapkan dapat menjadi penopang perekonomian masyarakat Sibolga. Namun di masa pandemi COVID-19 ini banyak sektor yang terdampak, termasuk produksi dan pemasaran usaha Keripik Cabai Sibolga. Oleh karena itu, program pengabdian kepada masyarakat ini berupaya melakukan inovasi dalam pengemasan baik melalui repackaging dan rebranding serta perluasan pemasaran melalui promosi produk di pasar-pasar dan menembus pasar luar negeri melalui kegiatan ekspor. Pelayanan dimulai dengan analisa kebutuhan mitra UMKM, riset pasar internasional, perencanaan dan implementasi. Luaran dari pengabdian masyarakat ini adalah terciptanya sistem pengemasan produk yang lebih menarik perhatian dan sesuai standar internasional, serta terciptanya pusat bisnis ekspor Keripik Cabai Sibolga yang dimodifikasi, seperti website penjualan dan publikasi visual. di media sosial agar dapat lebih dikenal oleh masyarakat luas baik dalam maupun luar negeri melalui kegiatan ekspor. Hasil dari pengabdian masyarakat ini adalah pengemasan baru, promosi di marketplace dan ekspor ke pembeli luar negeri. Sibolga Chilli Chips are souvenirs typical of the North Sumatra, especially the city of Sibolga and are the hallmark of the city known as the City of Fish. Sibolga Chilli Chips is the result of the culinary industry which is currently attracting tourists and is expected to be a supporter of the economy of the Sibolga community. However, during the COVID-19 pandemic, many sectors were affected, including the production and marketing of Sibolga Chilli Chips business. Therefore, this community service program seeks to innovate in packaging both through repackaging and rebranding as well as marketing expansion through product promotion in marketplaces and penetrate foreign markets through export activities. The service begins with an analysis of the needs of MSME partners, international market research, planning and implementation. The output of this community service is the creation of a product packaging system that is more eye-catching and in accordance with international standards, as well as the creation of a modified Sibolga Chilli Chips export business center, such as websites for sales and visual publications on social media so that they can be better known by the wider community both locally and abroad through export activities. The results of this community service are new packaging, promotions in the marketplace and exports to foreign buyers.

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The Effect of Product Promotion and Innovation Activities on Marketing Performance in Middle Small Micro Enterprises in Cianjur

Cited by 13 publications

References 1 publication

Arbitrage vs innovation opportunity analysis among MSMEs actors in Surabaya

Arbitrage vs innovation opportunity analysis among MSMEs actors in Surabaya

Analyses of Business Attributes and Facebook Utilization: Marketing Insights

Upaya Peningkatan Produksi Keripik Sambal Sibolga Melalui Promosi Dan Ekspor Di Tengah Pandemi Covid-19

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