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Journal : SENMEA

PENINGKATAN KOMPETENSI SUMBER DAYA MANUSIA PELAKU UMKM UNTUK MEMPERKUAT DAYA SAING PADA UMKM (STUDI FENOMENOLOGI PADA PAGUYUBAN UMKM AMREH MULYO BALETURI TEGARON) Fitriana, Nanda Nur; Wihara, Dhiyan Septa; Soeprajitno, Edy Djoko
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This study aims to examine, analyze and interpret in depth and explain the experiences experienced by MSME actors in the current era of globalization in order to strengthen their competitiveness. Competitiveness is very important for business continuity. In order for business development to compete in the market, MSME business actors must be able to create a conducive internal and external environment in order to create broad business opportunities and be able to maintain a healthy market mechanism. This study uses a qualitative method with a phenomenological approach. The phenomenological approach is used because this data comes from the experience of participants or events experienced by 3 participants, namely the chairman of the MSME Association, the Finance Section and workers at MSMEs. The research findings indicate that in improving the competence of human resources, several obstacles were found, such as the limited condition of human resources and the absence of training for MSMEs that hindered the development of optimal competitiveness. This makes efforts to increase the competence of human resources in MSMEs still require a lot of training, full assistance, and personal approaches from internal and external parties to increase knowledge and skills in order to strengthen the competitiveness of business units.
SINERGI STRATEGI CUSTOMER BONDING UNTUK MEMPERTAHANKAN LOYALITAS PELANGGAN DI PIZZA HUT DELIVERY KOTA KEDIRI Laksono, Bayu; Aliami, Sri; Soeprajitno, Edy Djoko
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

The study aims to determine the synergy of Customer Bonding strategies to maintain the loyalty of PHD Kediri customers. The research approach used is qualitative with the case study method. Data collection by interview and observation. Data validation using data source trianggulation.  The results showed that the Customer Bonding strategy consists of five indicators that can maintain customer loyalty. (1) Awarenes bonding using advertising, direct marketing and interactive marketing. (2 Identity Bonding is in the form of green marketing and involving the community. (3) Relationship Bonding in the form of public relations, sales promotion, and personal selling, (4) Community Bonding in the form of event sponsorship and club organizers. (5) Advocacy Bonding with new product expose, commitment and . word of mouth. The success of PHD Kediri in carrying out the Customer Bonding Strategy is in terms of increasing the frequency of repurchases based on member identities.