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All Journal Ilmu Administrasi Publik Humano: Research Journal Jurnal Ad'ministrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran Jurnal Office Jurnal Pengabdian Dharma Laksana PINISI Discretion Review Pinisi Business Administration Review Jurnal Administrasi Bisnis Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Hasil-Hasil Pengabdian dan Pemberdayaan Masyarakat (JHP2M) KARYA: Journal of Educational Community Service Malaqbiq : Jurnal Pengabdian kepada Masyarakat. Public Resource Innovation Management and Excellence (PRIME)
Aris Baharuddin
Universitas Negeri Makassar
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Implementation of Local Product Marketing Strategy On Shop Kenanga In Regency Maros Ayu Dilfasari Yasin; Andi Cudai Nur; Aris Baharuddin
Public Resource Innovation Management and Excellence November 2025, Volume 2 Number 3
Publisher : Public Resource Innovation Management and Excellence

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Abstract

Implementation of Local Product Marketing Strategies at Kenanga Stores in Maros Regency. Thesis for the Study Program of Business Administration, Faculty of Social Sciences and Law, Makassar State University. Supervised by Dr.H.Muhammad Guntur, M.Sc. and Dr. Andi Cudai Nur, M.Sc. This study aims to determine the marketing strategy for local products at Kenanga Stores in Maros Regency. This study used a qualitative method with a case study type based on the situation that occurred at Kenanga Store. Data collection was obtained from respondents in this study consisting of four people, namely shop owners, employees, and consumers from Kenanga Store. Data collection procedures used were observation, interviews, and documentation. The interview technique was carried out in a structured manner using interview guidelines. The results of the study show that Kenanga Store has implemented a marketing strategy for selling its local products, with a focus on three strategies, namely STP (Segmentation, Targeting, Positioning). The marketing strategy implemented by Toko Kenanga in this case is segmentation based on geographicand demographic variables. Targeting focuses on variable single-segment concentration (concentration on one segment). Positioning focuses on maintaining unique recipes, quality and affordable prices.
The Effect of Marketing Mix on Purchasing Decisions at Pustaka Merah Hitam Bookstores in Makassar City Al-Munahar Bin Harris; Herlina Sakawati; Aris Baharuddin
Public Resource Innovation Management and Excellence February 2026 , Volume 3 Number 1
Publisher : Public Resource Innovation Management and Excellence

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Abstract

The emergence of various kinds of competition in the business world encouragesbusiness actors to carry out good marketing strategies to ensure the survival of acompany. Marketing strategy is very important in the continuity of marketing activitiesand especially in carrying out a business activity which is a means to achieve a goal inbusiness activities. This study examines the influence of the marketing mix (marketingmix) on purchasing decisions at the red and black library bookstore in Makassar City.The purpose of this study was to describe and determine the influence of the marketingmix on purchasing decisions at the red and black bookstores in Makassar City. Thisresearch approach is quantitative. This research was conducted at the red and blacklibrary bookstore in Makassar City from January to February 2023. The sample used was 96 people. Data collection techniques in the form of observation, questionnaires, anddocumentation. Data analysis techniques include validity test, reliability test, normalitytest, descriptive analysis, simple linear regression analysis, correlation coefficient analysis, and coefficient of determination analysis. The results of the study show that the indicators used for each of these variables show that the description of the marketing mix variable is in the very good category. The description of the purchase decision variable is in the very good category. Based on the test of the determinant coefficient, the magnitude of the effect is very strong or very high between the two variables.
Co-Authors Abdul Wahab Ade Muharram Ahmad Syarief Iskandar Al-Munahar Bin Harris Alimas Jonsa Allamah Al Hasanah Andi Anto Patak Andi Cudai Nur Andi Muh. Rivai Andi Sadriani Andika Isma Aslinda Aslinda Asmar Asmar Asmilah Abdullah Atirah Ayu Dilfasari Yasin Denok Sunarsi Dewi Fadillah Dodi Ilham Faizah Khaeruddin Fatimah Akbal Fatmawati Fatmawati Fifi Apriani Firman Umar Fitriani S Gadis Nurul Insani Haedar Akib Haryati haryati Hasan Basri Hasnawi Haris Henni Zainal Herlina Sakawati Indah Tri Ayu Mustika Jamaluddin Jamaluddin Jhon Calvin Khaerul Saputrakarim Lukitoelkaodillah Lukitoelkaodillah Masri Ridwan, Masri Maya Kasmita Mudinillah, Adam Muh Nasrullah, Muh Muh. Darwis Muhadjir Suni Muhammad Guntur Muhammad Jihad Firman Muhammad Mustain Muhammad Rizal Nirwana Ingga Novayanti Sopia Rukmana Nur Afni Nur Amalia Ramdlani Azis Nur Astaman Putra Nur Azizah Pratiwi Nurhalisa Munawarah Nurhasni Muis Nurul Aswar Nurul Hidayat Paramitha, Dyan Putra, Nur Astaman Qalby Afif Risma Niswaty Riswan Abdullah Rivai, Andi Muhammad Rosa Anjani Ruki Ambar Arum Ryketeng, Masdar S, Muh. Rizal Silvi Sri Wahyuni Siti Syarifah Wafiqah Wardah Siti Syarifah Wafiqah Wardah Sitti Syarifah Wafiqah Wardah St. Chairun Annisa Yusran St. Fatmah Hiola Suci Lestari B Sulmiah, Sulmiah Syarifuddin Wayan Suardana Wayan Suardana Yusi Irensi Seppa Yusi Iresnsi Seppa