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All Journal HAYATI Journal of Biosciences Jurnal Gizi dan Pangan Jurnal Ilmu Pertanian Indonesia Jurnal Teknologi Dan Industri Pangan MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Jurnal Keteknikan Pertanian Agrointek Jurnal Penelitian Pascapanen Pertanian Buletin Teknologi Pasca Panen Jurnal Pangan dan Agroindustri Jurnal Teknologi Pertanian agriTECH Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat Abdimas Dewantara Agroindustrial Technology Journal Indonesian Food Science and TechnologyJournal TEKNOLOGI PANGAN : Media Informasi dan Komunikasi Ilmiah Teknologi Pertanian International Journal of Community Service Learning International Journal of Social Science and Business Amerta Nutrition JURNAL PERTANIAN Molekul: Jurnal Ilmiah Kimia Jurnal Mutu Pangan : Indonesian Journal of Food Quality Indonesian Journal of Applied Research (IJAR) Jurnal UNITEK Indonesian Journal of Engagement, Community Services, Empowerment and Development (IJECSED) Jurnal Sains Terapan : Wahana Informasi dan Alih Teknologi Pertanian Jurnal Pusat Inovasi Masyarakat JURNAL TEKNOLOGI PANGAN DAN ILMU PERTANIAN (JIPANG)
Tjahja Muhandri
1)Departemen Ilmu Dan Teknologi Pangan, Fakultas Teknologi Pertanian, Institut Pertanian Bogor, Bogor Dan 2)South East Asian Food And Agricultural Science And Technology Center, Institut Pertanian Bogor, Bogor
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Journal : Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal

 1 
Pengaruh Entrepreneurial Marketing dan Internet Marketing Pada UMKM Bawang Goreng Kabupaten Kuningan Terhadap Daya Saing Yuningsih; Muhandri, Tjahja; Munandar, Jono M
Jurnal Aplikasi Bisnis dan Manajemen Vol. 9 No. 1 (2023): JABM, Vol. 9 No. 1, Januari 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.1.176

Abstract

This study aims to analyze the effect of internet marketing and entrepreneurial marketing on the competitive advantages of fried onion MSMEs in Kuningan Regency. The analytical method used is descriptive analysis and structural analysis with the PLS-SEM (Partial Square Least-Structural Equation Modeling) approach. The results of this study indicate that the characteristics of fried onion business actors are dominated by women as much as 67 percent, the age of the majority of business actors is in the productive age range of 30-40 years, and in general, they have a high school / vocational / MA education level and their initial job before starting a business is never or not working or housewives. The majority of business actors have the reason that the business they run follows in the footsteps of their parents/relatives and the majority of the businesses they run are 1-10 years old. SEM analysis indicates that internet marketing has a positive influence on entrepreneurial marketing and competitive advantages, as well as entrepreneurial marketing which has a positive influence on competitive advantages. Managerial implications that can be carried out by business actors are participating in skills development training using digital technology and actively using the internet to expand marketing reach. For the government by making skills development training using digital technology for marketing. Keywords: competitive advantages, entrepreneurial marketing, internet marketing, SEM PLS, SMEs
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