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All Journal Jurnal Administrasi Bisnis EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JMM (Jurnal Masyarakat Mandiri) TIJAB (The International Journal of Applied Business) Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Social and Policy Issues Jurnal Pariwisata Nusantara Tourism, Hospitality and Culture Insights Journal Tourism Economics, Hospitality, and Business Management Journal
Ayu Wanda Febrian
Politeknik Negeri Banyuwangi
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Social Sciences Other

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Analisis Keunggulan Kompetitif Dalam Memaksimalkan Media Promosi Pada Warung Rondo Mangir Banyuwangi Ayu Wanda Febrian
TEHBMJ (Tourism Economics Hospitality and Business Management Journal) Vol 3 No 1 (2023): TEHBMJ (Tourism Economics, Hospitality, and Business Management Journal)
Publisher : Politeknik Pariwisata Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36983/tehbmj.v3i1.443

Abstract

Rondo Mangir Food Stalls is a culinary tourism market located on Jl. Pringgondani, Mangir Village, Kec. Rogojampi, Banyuwangi. This culinary tourism market has a strategic place and resources with competitive advantages so that it creates considerable opportunities if developed and promoted. This study aims to introduce Rondo Mangir Food Stalls more widely through Instagram social media effectively with a resource-based approach. This study used a qualitative descriptive method with Resources Based View Theory analysis (RBV) to describe the conditions and resources owned and the VRIO analysis framework for resource assessment. The decision-making stage uses SCA analysis toward the resources that meet all the approximations used as an alternative recommendation for the promotion strategy of Rondo Mangir Food Stalls. There are three recomendations in which the elements of the promotion mix has included in each reference. The strategy resulted from the SCA analysis are making selected resources in tho form of art as content, develop management capabilities and empower communities through training or socialization to keep the operational maintenance of Rondo Mangir Food Stalls.
Co-Authors Aditya Wiralatief Sanjaya Chornela Dinda Palupi Christandy Yervianto Citra Alfitri Zahra Dora Melati Nurita Sandi Ella Nuritasari Enes Ariyanto Sandi Ervilian Suci Desika Firda Rachma Amalia, Firda Rachma Holkiyah Novitasari Indie Birrul Halida Junaedi Adi Prasetyo Masetya Mukti Muhamad Ari Perdana Muhammad Ari Perdana Rika Setiya Ayu Yunita Suresti Zulfatun Nikmah