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All Journal Jurnal Paradigma Ekonomika
KARTIKA WULAN BHAYANGKARI, SYLVIA
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Economics, Econometrics & Finance

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Kinerja pemasaran yang dipengaruhi oleh orientasi pasar, inovasi produk dan bauran promosi Dahmiri, Dahmiri; Kartika Wulan Bhayangkari, Sylvia
Jurnal Paradigma Ekonomika Vol. 17 No. 1 (2022): Jurnal Paradigma Ekonomika
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jpe.v17i1.17459

Abstract

This study aims to perform a simultaneous and partial analysis of marketing performance influenced by market orientation, product innovation, and promotion mix variables in food and beverage Small & Medium Enterprises (SMEs), members of the Association of Food and Beverage Entrepreneurs (ASMAMI) of Jambi City. The study population was all ASMAMI members, amounting to 160 people, and at the same time used as a sample. This study uses survey techniques, with data collection using a closed questionnaire. The research method used is quantitative with analysis tools in the form of multiple linear regression. The research findings are that the marketing performance of food and beverage SMEs of the members of the City of Jambi ASMAMI is influenced by market orientation variables, product innovation, and promotion mix both simultaneously and partially. The more dominant variable in influencing marketing performance is the product innovation variable.
Strategi pemasaran pada usaha Batik Jambi Dahmiri, Dahmiri; Kartika Wulan Bhayangkari, Sylvia
Jurnal Paradigma Ekonomika Vol. 18 No. 4 (2023): Jurnal Paradigma Ekonomika
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jpe.v18i4.27957

Abstract

This study aims to analyze the marketing strategy of the Jambi Siti Hijir batik business in Jambi City. The number of informant in the study were 10 people, namely 1 business owner, 3 employees, 3 residents and 3 consumers who had made a purchase. Collecting research data using the interview method with informants using a previously prepared guide. In order to complete the research data, primary and secondary data were taken. The primary data of the study were taken through interviews and observations of Jambi batik business actors by visiting the business location directly, while secondary data was obtained from various literatures and reports from related institutions. Processing research data using qualitative methods with the analytical tools used are internal analysis, external analysis with a SWOT matrix. The conclusion of the study is that Siti Hijir's Batik Jambi business marketing strategy can be carried out by supporting aggressive marketing growth policies (Growth Oriented Strategy) such as: rational pricing policies, vigorous promotion through social media, improving product packaging, increasing business capital, increasing capacity production, increase human resource capabilities and respond quickly to customer complaints
Pendekatan internet marketing: strategi pengembangan industri kecil menengah kerajinan Dahmiri, Dahmiri; Kartika Wulan Bhayangkari, Sylvia; Tiswiyanti, Wiwik
Jurnal Paradigma Ekonomika Vol. 16 No. 3 (2021): Jurnal Paradigma Ekonomika
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jpe.v16i3.14343

Abstract

This study aimed to determine the obstacles handicraft SMEs face in business development and to analyze the development strategy of small and medium handicraft industries with an internet approach. The sample of this research is Handicraft IKM entrepreneurs in districts/cities in Jambi Province. The data collection tool is in interview guides with both craft IKM actors and critical respondents. The types of data required are primary data and secondary data. Preliminary data were collected utilizing interviews and direct observation of SMI actors, while secondary data was obtained from literature and reports from related institutions. The data and information obtained are processed using qualitative data processing methods, then further analyzed to develop priorities for the company. The analytical tools used are Internal Analysis, SWOT Matrix. The results of the study concluded that the craft IKM development strategy with an internet marketing approach could be done by: 1) marketing through the internet in the form of websites, social media (Facebook, Twitter, Instagram), and marketplace; 2) excellent service; 3) simplify the administrative process; 4) create easy hints; 5) Provide affordable fees; 6) Immediately respond to complaints and complaints.  
Co-Authors Dahmiri Wiwik Tiswiyanti