Article Per Year (5 Year)
p-Index From 2020 - 2025
0.702
P-Index
This Author published in this journals
All Journal Jurnal Perikanan
Rahayu, Heni Sulistyawati Purwaning
Unknown Affiliation
Agriculture, Biological Sciences & Forestry

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
BUSINESS DEVELOPMENT STRATEGY OF FISH MILLING (CASE STUDY OF ASIAH MILLING BUSINESS IN BENGKULU CITY) Sintana, Alica; Trisusilo, Reswita, Agung; Rahayu, Heni Sulistyawati Purwaning
Jurnal Perikanan Unram Vol 15 No 1 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i1.1414

Abstract

Asiah Fish Milling Business, established in 2005, processes mackerel, snakehead fish, and parang-parang fish from the Pulau Baai Morning Market into quality groundfish. Although initially stable, this business faces challenges in growth and profits, especially because the marketing reach is limited in Bengkulu City. In addition, the availability of raw materials, price fluctuations, changes in market demand, competition, and shifts in consumption patterns also affect sales. This study aims to analyze the development strategy of Asiah's fish milling business in Bengkulu City. The research method uses SWOT and QSPM analysis. The study results are an aggressive strategy; this business has strengths that can be used to create profitable opportunities, with S-O (Strength-Opportunity) recommendations, namely increasing efficiency and quality with easily obtained supporting tools and optimizing capital for expansion and innovation. The use of efficient tools facilitates production and reduces waste, while capital management allows investment in technology and product development. Business expansion will increase production capacity and expand the market, supporting sustainable growth and business competitiveness.
THE INFLUENCE OF MARKETING CAPABILITIES AND DIGITAL MARKETING ON THE MARKETING PERFORMANCE OF MSMEs FISH MILLING IN BENGKULU CITY Kiasati, Kanaya Zharfa; Reswita, Reswita; Priyono, Basuki Sigit; Rahayu, Heni Sulistyawati Purwaning
Jurnal Perikanan Unram Vol 15 No 2 (2025): JURNAL PERIKANAN
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jp.v15i2.1462

Abstract

Bengkulu is a potential area in the capture marine fisheries business, the average yield of capture fisheries in Bengkulu City reaches 83338 tons. The potential for abundant results has a positive impact, namely many MSMEs have sprung up to utilize sea catches, one of which is a fish milling business in Bengkulu City. Changes in the business environment and technological developments, and technological developments require MSMEs to adopt digital technology and conduct digital marketing. By adopting digital technology, it is hoped that it will improve the marketing performance of fish milling MSMEs. This study aims to determine how marketing capabilities, digital marketing, and marketing performance and their effect on marketing performance. The data analysis method was carried out quantitatively and SEM PLS with 40 MSMEs as samples. The results showed that the marketing capabilities, digital marketing, and marketing performance of MSMEs were quite good. In addition, marketing capabilities and digital marketing have an effect on marketing performance.
Co-Authors Basuki Sigit Priyono Kiasati, Kanaya Zharfa Reswita Reswita, Reswita Sintana, Alica Trisusilo, Reswita, Agung