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All Journal Syntax Idea Jurnal Syntax Transformation INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Jurnal Ilmu Manajemen & Ekonomika
Marissa Grace Haque
STIE Indonesia Banking School
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis of SMEs Culinary Marketing Strategy During Covid 19 Pancemic: A Study at “Sate Bebek Cilegon” Resto in Cilegon, Banten Marissa Grace Haque; Munawaroh Munawaroh; Denok Sunarsi
International Journal of Education, Information Technology, and Others Vol 3 No 2 (2020): International Journal of Education, Information Technology, and Others
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (265.831 KB) | DOI: 10.5281/zenodo.4087860

Abstract

The Covid 19 pandemic opens wider horizons of all of us, related to how to survive in the midst of business uncertainty and layoffs everywhere. Based on the theory of Basic Needs "A Theory of Human Motivation", from Abraham Maslow (1943), stated that food is one of the most important basic needs to take precedence, besides clothing and shelter. Amid PSBB (mild lockdown) until the time of easing, the digital business world is a temporary solution for the wider community throughout the world, especially in Cilegon, Banten, related to the dynamics of culinary commerce among citizens. Marketing that is preceded by strategies in planning steps is the most appropriate in the current pandemic situation, especially using digital media, which is inevitable. Because the world of IT-ICT now makes the world in our hands and become all of us without exception. For this reason, strategies and breakthroughs in order to survive and increase the competitiveness of the company to be able to survive and win in the competition are interesting to analyze the company's internal and external environment. In analyzing the SWOT analysis method used to weight the level of importance of each actor and factor. From the IE Matrix test, the competitive position of the Sate Bebek Cilegon restaurant is obtained in the quadrant or cell IV of IE Matrix, with a growth concentration strategy through horizontal integration. By looking at the position: (1) competing; (2) strength; (3) weaknesses; (4) opportunity; and (5) threats. In this case the Sate Bebek Cilegon restaurant must use a strategy: (1) market penetration; (2) market development; and also (3) horizontal integration strategies besides creating creative innovation must also be carried out.
Investigating Awareness & Knowledge, Halal Logo and Religiosity Affecting Decision and Lifestyle to Consume Halal Culinary; Case Study of Three Indonesian Regions in Japanese Restaurant Marissa Grace Haque; Detty Hindrati
Jurnal Ilmu Manajemen & Ekonomika Vol 12, No 1 (2019): Jurnal Ilmu Manajemen dan Ekonomika, Vol. 12, No.1, December 2019
Publisher : Indonesia Banking School

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (359.304 KB) | DOI: 10.35384/jime.v12i1.172

Abstract

Japanese restaurants in DKI Jakarta, West Java, Banten Provinces are growing rapidly, preferred by many Indonesians, in line with the existence of halal assurance rules and regulations in Indonesia under the law of UU No.33 Tahun 2014 and the government regulations of PP No.31 Tahun 2019 which provide guar-anteed halal certainty for products and services. There are two types of Japanese restaurants in Indonesia, the one which is certified with the MUI halal logo and the other one which doesn't. The purpose of this research is to know whether there are some influences to the consumer awareness and knowledge, MUI halal logo, and religiosity to its buying decision at Japanese restaurants in three provinces mentioned, and to become lifestyle. Design/Research Methods SEM PLS approach is used to determine the samples car-ried in the test, and elaborate them with descriptive and verification approaches, through explanatory sur-vey to describe the causal relationship between variables. Research results shows that the people of three provinces mentioned, their decision to buy at Japanese restaurants has an obvious significant influence by its religiosity aspect, as well as on the MUI halal logo. Whereas, awareness and knowledge variable have the least result and in-significant influence to the decision to buy that influence the lifestyle. Discussion: It is an urgent situation in Indonesia to speed up the Indonesia halal assurance information dissemination, especially when the law of UU.No.33 Tahun 2014 on 17 October 2019 and PP No.31 Tahun 2019 have been officially enacted, and legal sanctions will soon be implemented.
Mie Aceh : a Smes Halal Culinary Strategy in Jakarta Marissa Grace Haque
Syntax Idea 794-813
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/syntax-idea.v6i2.3020

Abstract

Mie Aceh is a halal SMEs business, which possible to continue to be sustainable, at any situation and condition, by incorporating all advancements in the digital realm into their operations, businesses can evolve and thrive. This research employs a mixed-method approach, featuring descriptive analysis, to identify the most efficient and effective strategy required. Utilizing a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) as the evaluation tool, with an "Internal-External" weighting step, coupled with a "Four-Step Strategy," the study aims to determine the appropriate business strategies for halal culinary SMEs, specifically "Mie Aceh “M." The objective is to assess the existing strengths of the SMEs, achieve sustainable business management goals, address identified weaknesses, capitalize on opportunities, and mitigate threats. It underscores the importance of digital marketing and product innovation to adapt to changing market dynamics. Furthermore, it suggests maintaining and expanding the "cost leadership strategy" previously implemented.
Vietnamese Phở Restaurant Choices: Halal Culinary Lifestyle in the People of Jakarta-West Java-Banten Marissa Grace Haque
Jurnal Syntax Transformation Vol 5 No 04 (2024): Jurnal Syntax Transformation
Publisher : CV. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jst.v5i3.937

Abstract

Vietnamese restaurants in Jakarta, West Java, Banten Provinces are growing quite rapidly. Along with the immediate implementation and threat of sanctions from halal guarantee regulations in Indonesia based on Law No. 33 of 2014, followed by PP No. 31 of 2019, and it is now converted into Law No. 11 of 2020 and Law No. 6 of 2023 concerning Stipulation of Government Regulations in Lieu of Law no. 2 of 2022 concerning Job Creation Becomes Law. There are two types of Vietnamese restaurants in Indonesia: (1) with the Indonesian halal logo; and (2) does not have any. The aim of this research is to find out whether there is an influence of consumer awareness and knowledge, the Indonesian halal logo, and religiosity on purchasing decisions at Vietnamese restaurants, as well as the lifestyle of the people. Research Design/Method uses the SEM PLS, to determine the testing sample, describes it using a descriptive and verification approach, explaining the the cause and effect relationship between variables. Results show that the Indonesian Muslims in three selected provinces stated that their decision to enjoy in Vietnamese restaurants had a significant influence both in terms of their religiosity and the Indonesian halal logo. The awareness and knowledge variables have the smallest and insignificant influence on purchasing decisions that influence lifestyle. Discussion: It is an urgent situation in Indonesia to accelerate the socialization of its halal guarantee, before many victims fall due to have violated the Halal Product Guarantee regulations in Indonesia, with criminal sanctions imposed.
Co-Authors Denok Sunarsi Detty Hindrati Munawaroh Munawaroh