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All Journal JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Manajemen Bisnis Eka Prasetya NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Manajemen Bisnis Kewirausahaan Jurnal Riset Manajemen JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Jurnal Ilmiah Manajemen Dan Kewirausahaan
khafi puddin
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI PERTUMBUHAN AYU JEGES SALON SEBAGAI UPAYA PENCAPAIAN KEBERLANJUTAN BISNIS DI INDUSTRI KECANTIKAN Asima Winola Siahaan; Khafi Puddin; Fadli Agus Triansyah
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 3 No. 2 (2026): Juni
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v3i2.9530

Abstract

This research aims to analyze the business growth strategy of Ayu Jeges Salon through a market penetration approach as an effort to achieve business sustainability in an increasingly competitive beauty industry. While the beauty industry in Indonesia is experiencing rapid growth, it also faces intense competition between small and medium-sized enterprises (SMEs) and larger, well-capitalized players. This study employs a descriptive qualitative approach with data collection techniques involving in-depth interviews, observation, and documentation studies. Data analysis utilizes SWOT and Ansoff Matrix frameworks to identify the salon's strategic position. The results indicate that Ayu Jeges Salon has great potential to increase its market share through a market penetration strategy, which includes: (1) improving service quality and beauty product innovation, (2) strengthening digital marketing-based promotional strategies, (3) implementing customer loyalty programs, and (4) optimizing competitive pricing. This study concludes that the implementation of an integrated market penetration strategy is capable of driving sustainable business growth and increasing the competitiveness of Ayu Jeges Salon in the local market.
Analisis Strategi Pengembangan Produk Berdasarkan Matrix Ansoff pada Panglong Hans Barokah Aceh Tenggara Jihan Abiah Rahmah; Khafi Puddin; Fadli Agus Triansyah
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 3 No. 2 (2026): Juni
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v3i2.9532

Abstract

The development of digital marketing has encouraged business actors to adapt their marketing and product development strategies to enhance competitiveness. However, not all businesses are able to effectively optimize the use of digital technology, particularly those with specific consumer characteristics. This study aims to analyze product development strategies based on the Ansoff Matrix at Panglong Hans Barokah in Southeast Aceh and to examine the role of digital marketing in supporting business development. This research employs a qualitative approach using a case study method, with data collected through observation, interviews, and documentation. Data analysis was conducted using a descriptive qualitative approach, including data reduction, data display, and conclusion drawing. The findings indicate that the business strategy implemented tends to align with the product development strategy, as reflected in the creation of more modern door designs based on consumer preferences. On the other hand, the utilization of digital marketing has not been optimal due to a mismatch between the selected platforms and customer characteristics, where WhatsApp is more effective than Instagram in facilitating communication and transactions. These findings suggest that business success is not solely determined by technological adoption, but also by the ability to align strategies with consumer behavior. The implications of this study highlight the importance of aligning product development strategies with appropriate digital media selection to improve marketing effectiveness and business competitiveness.
Analisis Strategi Pertumbuhan dan Penetrasi Pasar pada Usaha Bakso Bakar UMKM Mhd. Hanif Rhizwan; Fadli Agus Triansyah; Khafi Puddin
JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Vol. 3 No. 2 (2026): Juni
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jaem.v3i2.9539

Abstract

This study aims to analyze the growth strategy and market penetration implemented in a micro, small, and medium enterprise (UMKM) engaged in the culinary sector, specifically a grilled meatball (bakso bakar) business. The background of this research is based on the increasing competition among street food businesses, which requires business actors to adopt appropriate strategies to maintain and improve their market position. This research uses a qualitative descriptive method by collecting data through observation and documentation of business activities, including pricing strategies, service quality, product value proposition, and marketing practices. The results show that the business applies a market penetration strategy by focusing on increasing sales of existing products in the same market segment without significant product innovation. Key efforts include selecting strategic selling locations, offering competitive prices, maintaining consistent taste quality, improving service speed, and providing promotional incentives such as discounts and bonuses. In addition, strengthening the value proposition through unique flavors, affordable pricing, and customer-oriented service contributes to customer satisfaction and repeat purchases. The findings indicate that market penetration is an effective and low-risk strategy for small-scale culinary businesses with limited resources. The implication of this study suggests that UMKM actors can optimize their business performance by focusing on simple yet consistent marketing strategies and enhancing customer experience to build long-term loyalty.
Co-Authors Agus Firmansyah Agus Rahmadsyah Amelya Putri Suwandana Annisa Az Zahra Apriansyah Sipayung Aprinawati, Aprinawati Asima Winola Siahaan Azizul Kholis, Azizul Christin C. Sitorus Dimas Very Prabowo Fadillah Fasha Fadli agus triansyah Haikal Rahman Haryadi Haryadi Hendra Saputra Hidir Efendi Jihan Abiah Rahmah Lokot Muda Harahap M Haikal Aprilianto Martina Restuati Mhd. Hanif Rhizwan Muhammad Rohim Adamhuri Nasywa Khalista Rangga Restu Prayogo Safitri Maya Sari Thaliah Azka Ivani Zulkarnaen Siregar