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All Journal Jurnal Ilmiah Ekonomi Islam TIJAB (The International Journal of Applied Business) YUME : Journal of Management Oeconomicus Journal of Economics El-Qist : Journal of Islamic Economics and Business (JIEB) Jurnal BILAL: Bisnis Ekonomi Halal Investama : Jurnal Ekonomi dan Bisnis Al-Muraqabah: Journal of Management and Sharia Business Trending: Jurnal Manajemen dan Ekonomi IIJSE JCSE: Journal of Community Service and Empowerment PESHUM Jurnal Hukum dan Ekonomi Syariah eJEBA
Maziyah Mazza Basya
Universitas Islam Negeri Sunan Ampel Surabaya
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : YUME : Journal of Management

 1 
Analisis Inovasi Produk Dan Pemasaran Untuk Meningkatkan Daya Saing Umkm Permen Asam Manis Bundang's Aulia, Melly Eka Ayu; Basya, Maziyah Mazza
YUME : Journal of Management Vol 8, No 1.1
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i1.7850

Abstract

This research aims to analyze product innovation and marketing strategies implemented by Bundang's Sweet and Sour Candy MSMEs to increase competitiveness in the market. The research method used is descriptive qualitative with data collection through interviews, observation and documentation studies. The research results show that product innovation, such as the development of more attractive flavor variants and packaging, contributes significantly to increasing consumer interest. On the other hand, digital-based marketing strategies through social media and marketplaces have also succeeded in expanding market reach. With a combination of product innovation and effective marketing, these MSMEs are able to compete with similar products and increase market share. This research recommends strengthening the synergy between product innovation and marketing as the key to success in facing increasingly fierce competition.Keywords: product innovation, marketing strategy, competitivenes
Co-Authors Abdul Hakim Achmad Fauzan, Achmad Aini Tsalsa Maulidhina Ana Toni Roby Candra Yudha Ari Prasetyo Arifin, Ah. Ali Aulia, Melly Eka Ayu Clarissa Belinda Fabrela Fabrela, Clarissa Belinda Farizky, Alifiah Galuh Ajeng Safitri Hendratmi, Achsania Hendratmi Izniyah, Izniyah Karisma Wati Malik, Rizki Azizah Musafa’ah, Suqiyah Nawwaf, Mumtazun Pratikto, Muhammad Iqbal Surya Rafi Setya Iqbal Pratama Rahmadana, Rayhan Fahreza Rahmawati, Dwi Enjelina Rahmawati, Lilik Ririn Tri Ratnasari Safitri, Galuh Ajeng Setya Iqbal Pratama, Rafi Setya Iqbal Pratama, Rafi Sulthon Syarifudin Utami Silfia Ayu, Betty