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Isra Iradat, Muhammad
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Marketing Management Strategy Of Konanami SME For Business Sustainability Amid Mining Activities In Morowali Regency Jusmawati; Isra Iradat, Muhammad; Supu, Mahfud; Budi Winoto, Agung; Suliastun Pebrianti, Denda
Jurnal Kolaboratif Sains Vol. 9 No. 5: Mei 2026
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v9i5.10822

Abstract

Konanami SME, a local microenterprise in Unsongi Village, Morowali Regency, was established under the PKK Women’s Organization to empower the community through sustainable entrepreneurship. This study aims to analyze Konanami’s marketing management strategy in maintaining business sustainability amid intensive mining activities in Morowali. Using a qualitative descriptive method, the research explores the application of segmentation, targeting, positioning, and the marketing mix (4P), product, price, place, and promotion. The findings show that Konanami successfully differentiates its nutmeg-based products by emphasizing natural ingredients, halal certification, and local cultural value. The enterprise applies affordable pricing, hybrid distribution and community based promotion through social media and local events. These strategies not only enhance brand recognition but also strengthen the local economy by creating jobs and supporting women’s empowerment. Konanami demonstrates that a community-based business can remain competitive and sustainable even in regions dominated by mining industries through adaptive and ethical marketing management.
Digital Marketing Strategies to Enhance the Tourism Appeal of Pasir Panjang Beach, Pu’ungkeu Village Through a Blue Economy Framework Isra Iradat, Muhammad; Alwi, Miftahul Jannah; Nunu, Arson Abd, Rasyid; Daud, Salma; Pitaan, Zulkifli
Jurnal Kolaboratif Sains Vol. 9 No. 5: Mei 2026
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v9i5.10835

Abstract

Pasir Panjang Beach, located in Pu’ungkeu Village, Bungku Pesisir District, Morowali, Central Sulawesi, is a coastal destination characterized by a long stretch of white sand, clear seawater, and a tranquil marine atmosphere. These natural qualities make it an increasingly preferred leisure site among local visitors, particularly during weekends. However, limited digital exposure and promotional initiatives have hindered its wider recognition. This study aims to formulate digital marketing strategies to strengthen the branding of Pasir Panjang Beach as a sustainable marine tourism destination grounded in the blue-economy concept. A descriptive qualitative approach was applied through field observation, visual documentation, and literature review related to ecotourism and digital promotion. Findings indicate that digital content focused on natural beauty, sustainability narratives, and local community participation can significantly enhance destination visibility while fostering environmental preservation. Recommended strategies include creative content development, social media optimization, collaborative promotion, and applying green-tourism principles to reinforce the beach’s identity as an eco-friendly coastal tourism destination.
Co-Authors Agung Budi Winoto Alwi, Miftahul Jannah Daud, Salma Jusmawati Nunu, Arson Abd, Rasyid Pitaan, Zulkifli Suliastun Pebrianti, Denda Supu, Mahfud