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MARKETING AND SALES STRATEGY DEVELOPMENT FOR NEW SEASONING PRODUCT (A CASE STUDY: PASS BUMBU SERBAGUNA) siti nurfitriana
LIAISON JOURNAL OF BEST Vol. 1 No. 02 (2022): LIAISON JOURNAL OF BEST
Publisher : IULI Publisher

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Abstract

PASS Bumbu Serbaguna is the latest portfolio from Kriya Mandiri Restu, a MSME producing food raw materials. PASS Bumbu Serbaguna is consists of a mixture of spices, which is used for enhancing the flavor of foods, such as rendang, gulai, fried rice, aceh noodles, satay, tongseng, or even middle eastern food. The potential B2B market of PASS Bumbu Serbaguna is relatively large but the company has limited resources. So, the company must create a strategy to sell the product to the most potential food merchant or called the beachhead market, to obtain an effective and efficient sales process. Therefore, this research is aimed to determine the beachhead market and marketing strategy that is proposed in accordance to the marketing mix. The steps follow the framework from Bill Aulet, on his book "Disciplined Entrepreneurship". The research started from analyzing market segmentation, building end-user profile and persona, and identifying the competitive position. The interview process and literature study will be conducted to obtain the data. The results are developed to be the strategy that are elaborated based on marketing mix. As a result, the micro- Padang food vendor is selected to be the beachhead market. Furthermore, the marketing strategies for PASS Bumbu Serbaguna are re-positioning the product for Padang cuisine, setting prices for certain purchase, developing promotion strategy using sales funnel, and targeting sales areas and outlet category for distribution strategyKeywords: Spices, MSME, beachhead market, marketing mix
Exploring Customer Loyalty through User Experience and Customer Satisfaction on Kopi Kenangan Mobile App adawiyah; aditya putra; siti nurfitriana
LIAISON JOURNAL OF BEST Vol. 2 No. 1 (2023): II
Publisher : IULI Publisher

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The development of the mobile application has reached the food and beverages sector.The presence of a food and beverage mobile application can ease our lives to order our food and drinks from anywhere. By that, user experience has become one of the factors of customer satisfaction and led to customer loyalty. This research focuses on exploring customer loyalty through user experience and customer satisfaction on Kopi Kenangan mobile app. Kopi Kenangan is one of the fastest-growing new retail food and beverage business that use mobile application for convenience of their users to buy their products. This research usesa descriptive and quantitative approach with conducts to find the relationship between three variables, namely user experience, customer satisfaction, and customer loyalty with their respective variables. This research uses quantitative data as data collection methods in the form of questionnaires with the population whocame from Kopi Kenangan mobile application user who has been using Kopi Kenangan mobile application to buy Kopi Kenangan products. The purpose of this research is to analyze the positivesignificance of user experience and customer satisfaction to customer loyalty. This research shows both user experience and customer satisfaction shows positive significance to customer loyalty.Keywords: Kopi Kenangan mobile app, User Experience, Customer Satisfaction, Customer loyalty
Co-Authors adawiyah Aditya Putra