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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Syntax Literate: Jurnal Ilmiah Indonesia Scientific Journal of Reflection : Economic, Accounting, Management and Business Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Journal of Industrial Engineering & Management Research (JIEMAR) Jurnal Ekonomi Efektif Ekonomi dan Bisnis Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Jurnal Peradaban Masyarakat (JPM) Jurnal Pengabdian Masyarakat Bangsa Jurnal Inovasi Pengabdian Masyarakat Pasundan Community Service Development
Marissa Grace Haque, Marissa Grace
Program Studi Pengelolaan Sumberdaya Alam dan Lingkungan, Sekolah Pascasarjana Institut Pertanian Bogor
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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ALA LAMPUNG RASA PALEMBANG: STRATEGI PEMASARAN “PEMPEK TARISA” HALAL Haque, Marissa Grace
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 7 No. 2 (2024): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v7i2.854

Abstract

Pempek is very synonymous with Palembang, it is said that it was first sold by Chinese traders in 1916 in Palembang. However, with the large diaspora of Palembang people nationally and internationally, Lampung is now also producing Pempek with flavors that are very competitive with the original producing city in Palembang. The research uses a mixed-method, with descriptive analysis to determine the existence of the company's survival ability "Pempek Tarisa Lampung." A special business strategy is needed in this halal-certified industry. Using the SWOT analysis measuring tool, internal-external weighting, the Four Step Strategy, determines the most appropriate strategy, in order to be able to overcome challenges by taking advantage of all possible opportunities. The results show several weaknesses that must be immediately corrected in order to optimize revenue potential, in the form of more extensive digital marketing, innovation in product variants, including embracing more public figures as catalysts to leverage. "PTL" will be more powerful in expanding marketing reach and increasing engagement with its customers. Apart from that, innovation in product variants is also needed to maintain the attractiveness and relevance of the business, so that it is able to continue to attract old customers, as well as attract the interest of new consumers. The cost leadership strategy, which had been successful previously, was maintained. In particular, by combining digital marketing strategies, product innovation, embracing more public figures, and cost leadership strategies, halal SMEs "PTL" can continue to develop and succeed in the halal SME culinary market which is now increasingly competitive. MSMEs (halal) are indeed an industry that saves the nation's economy, 10.79 million people (7.71 percent) of the Indonesian population work in providing accommodation and food and drink (BPS, 2023). So knowing the survival ability of industry players on a micro scale is very important to think about for sustainability.
Literature Review: Strategi Pemasaran Meningkatkan Daya Saing bagi Produk Halal, Kedai-UMKM Halal, dan Pariwisata Halal Haque, Marissa Grace
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v9i5.15402

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan salah satu penopang utama perekonomian Indonesia, termasuk sektor kuliner, yang dianggap sebagai salah satu aspek penting yang mempengaruhi kepuasan pengunjung terhadap suatu destinasi, khususnya bagi ummat Islam. Wisata kuliner dan kedai-UMKM di Jabotabek kini menjadi tren, khususnya ketika telah dilabeli seritifikasi halal. Tujuan dari tinjauan literatur ini adalah untuk mengidentifikasi strategi pemasaran yang dapat digunakan untuk meningkatkan daya saing kedai-UMKM halal nan syar’i. Penelitian ini menggunakan metode literatur review jurnal dari ScienceDirect, Researchgate, dan Google Scholar. Hasil tinjauan pustaka menunjukkan terdapat 20 artikel yang menjelaskan beberapa strategi pemasaran yang dapat diterapkan untuk meningkatkan daya saing produk halal, kedai-UMKM halal, dan destinasi wisata halalnya. Strategi pemasaran yang relevan meliputi penerapan pemasaran digital, segmentasi pasar dan penargetan yang tepat, branding dan diferensiasi produk, pemasaran jaringan dan aliansi strategis, penggunaan media sosial, pemasaran berbasis nilai, promosi dan komunikasi pemasaran yang efektif, serta pemasaran pengalaman. Selain itu, dengan memahami nilai-nilai halal nan syar’i dan mempromosikannya secara efektif, peoduk halal, kedai-UMKM halal, dan destinasi halalnya, agar dapat membuat para pesaing menjadi tidak relevan termasuk mampu menciptakan pengalaman unik bagi pelanggannya. Keterbatasan penelitian dengan sampel yang mana hanya dibatasi dengan produk, kedai- UMKM halal, serta wisata halalnya saja.
Co-Authors Agus Purwanto Andriani, Meta Apriyanthi, Rezky Arumi, Putri As-Syifa, Salsabila Nur Asbari, Masduki Babun Suharto Chairunnisa, Greisa Fatmawati, Erma Hadiah Fitriyah Haryanti, Enny Lifa, Vito Madihah, Siham Martiza, Annisa Dwimarya Nelmida, Nelmida Puspita Puspita Putra, Rama Aldian Putri, Vidiyanna Rizal Santi Rimadias Saville, Ramadhona Simatupang, Batara Maju Sparta, Sparta Sunarsi, Denok Zaidan, Zaid Muhammad ZULFISON, ZULFISON