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All Journal AGRARIS: Journal of Agribusiness and Rural Development Research J-Dinamika: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Manajemen Advantage Jurnal Manajemen Agribisnis dan Agroindustri Journal of Accounting and Finance Journal of Business Management Jurnal Pengabdian Sosial Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Wiguna, Ardhitya Alam
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Journal of Business Management

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Marketing Strategy Of Raw Barabir Crackers Production UD. Barokah, Mangli District, Jember Regency: Strategi Pemasaran Kerupuk Barabir Mentah Produksi UD. Barokah Kecamatan Mangli Kabupaten Jember Universitasari, Pascawati Savitri; Permatasari, Sylvia Leoni; Iskandar, Ridwan; Ambarkahi, Ratih Puspitorini Yekti; Wiguna, Ardhitya Alam; Nugraheni, Ponti Primastuti Aulia; Mayasari, Financia
Journal of Business Management Vol. 1 No. 3 (2024): April
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v1i3.15

Abstract

The research location is at UD. Barokah, Mangli District, Jember Regency. This business was founded in 1999. This study aims to 1) Identify the strengths, weaknesses, opportunities and threats in the Barokah Barokah UD Barokah cracker business, Mangli District, Jember Regency, 2) To formulate an alternative marketing strategy in the UD Barokah Barokah cracker business, Mangli District, Jember Regency, 3) To determine the priority of the marketing strategy in the Barokah UD Barokah cracker business, Mangli District, Jember Regency. The analysis technique used is SWOT analysis and QSPM analysis. The results of the SWOT analysis show that the company's position is in cell II where the right strategy is a growth and development strategy. Based on the results of the calculation of the QSPM analysis which is the main strategy priority at UD. Barokah is expanding market share by making the latest product innovations with a TAS score of 7.67.
Effectiveness of Alternative Statistical Approaches in Testing the Significance of the Null Hypothesis to Improve Reliability in Marketing Research Wiguna, Ardhitya Alam; Ardi, Aditya Nizar Al; Saadillah, Dinu; Hakim, Lukman; Pinandita, Candra Pramula
Journal of Business Management Vol. 2 No. 2 (2024): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v2i2.31

Abstract

This study examines the effectiveness of various alternative statistical approaches in testing the null hypothesis's significance to improve marketing research's reliability. Conventional methods such as p-value are often misunderstood and have limitations in interpreting the results of the analysis. Therefore, this study compares several alternative approaches, including Bayesian inference, bootstrap resampling, and false discovery rate, to improve the validity and repeatability of marketing research results. By using a simulation-based quantitative approach and a survey of marketing academics and practitioners, the findings of this study show that alternative methods can provide more informative results than conventional techniques. The implications of this study contribute to strengthening marketing research methodologies to be more accurate and reliable.
Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia Wiguna, Ardhitya Alam; Ardi, Aditya Nizar Al; Saadillah, Dinu; Mayasari, Financia; Hardiyani, Rini; Andriyanto, Dicky; Azizah, Nur
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.171

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development; however, many face challenges in maintaining competitiveness, particularly in the traditional food sector. One example is the Putri Madu Cassava Tape Business in Jember Regency, East Java, which has experienced a decline in sales even though it has a wide market network. This study aimed to formulate an effective marketing strategy by combining SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Quantitative Strategic Planning Matrix (QSPM). The literature review highlighted the importance of strategic management, marketing mix, digital marketing, and empirical findings related to the competitiveness of MSMEs. Data was collected through interviews, questionnaires, and documentation involving business owners, employees, and marketing experts. The SWOT analysis identified key strengths such as product quality and an extensive distribution network, as well as weaknesses in the form of limited product innovation and conventional promotion. External analysis showed opportunities from digital technology adoption and government support, accompanied by the threat of fierce competition and changing consumer preferences. The QSPM results prioritized six alternative strategies, with digital marketing integration (TAS: 6.52) and product diversification (TAS: 6.20) as top priorities. These findings showed that the combination of SWOT–QSPM with digital marketing can provide a strategic framework for MSMEs to increase competitiveness, expand the market, and achieve sustainable growth.
Co-Authors Aditya Nizar Al Ardi Aditya Wahyu Pratama Al Ardi, Aditya Nizar Ambarkahi, Ratih Puspitorini Yekti Ambarkahi‬, Ratih Puspitorini Yekti Andini, Anggi Surya Andriyanto , Dicky Ardi, Aditya Nizar Al Ayuni, Candra Herdiana Indah Tiara Cahyaningrum, Deltaningtyas Tri Candra Dewi, Monika Oktaria Datik Lestari Dewi Kurniawati Dicky Andriyanto Djamali, R. Abdoel Financia Mayasari Gemaputri, Ariesia Ayuning Hardiyani, Rini Hudori, Huda Ahmad Indradewa, Rhian Ismail, Andi Muhammad Kogoya, Nikinus Lestari, Hari Budi Lia Chairina, Raden Roro Linda Ekadewi Lukman Hakim Mayasari, Financia Nizar Al Ardi , Aditya Nugraheni, Ponti Primastuti Aulia Nur Azizah Permatasari, Sylvia Leoni Pinandita, Candra Pramula Pratama, Fredy Eka Ardhi Putri, Agastya Amaranthine Safira Resya, Fachmi Reynaldi Akbar Ali Saadillah, Dinu Savitri Universitasari , Pascawati Sofiani Napitupulu, Tia Sundari, Sri Universitasari, Pascawati Savitri Wahyu Pratama, Aditya Widyatami, Linda Ekadewi Yuniar, Eka