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All Journal Jurnal Kajian Ilmu Manajamen
Nurita Andriani
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura
Economics, Econometrics & Finance

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Model Strategi Pemasaran Usaha Industri Batik (Studi Pada Belva Batik Tulis Madura di Burneh, Kabupaten Bangkalan) Fajrin Purnomo; Nurita Andriani
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 1, No 3 (2021): September
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1190.612 KB) | DOI: 10.21107/jkim.v1i3.13478

Abstract

The purpose of this research is to provide an overview of the marketing strategy model. The research method used is a qualitative descriptive approach. This type of data uses primary data and secondary data. Methods of data collection using interview and documentation techniques. The data analysis method uses data reduction, data presentation, and drawing conclusions. Belva Batik Tulis Madura during the pandemic implemented a product diversification strategy. The price strategy for the Belva Batik Tulis Madura before and during the COVID-19 pandemic did not change the price strategy. The location strategy at Belva Batik Tulis Madura before the COVID-19 pandemic was carried out through two sales points and distributors, while during the COVID-19 pandemic only opened one sales location and did not use distributors. The promotional strategy before the COVID-19 pandemic used BBM, WhatsApp, Instagram, exhibitions, WOM, billboards, and business cards. Meanwhile, during the COVID-19 pandemic using WhatsApp and Instagram.
Keputusan Pembelian Masker Spirulina Tiens Berdasarkan Gaya Hidup (Studi Pada Mahasiswa Universitas Trunojoyo Madura) Misrotul Hasanah; Nurita Andriani
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 1, No 4 (2021): Desember
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (811.728 KB) | DOI: 10.21107/jkim.v1i4.13495

Abstract

This study aims to determine the effect of  lifestyle consisting of activities, interests, and opinions on purchasing decisions for Spirulina Tiens masks at Trunojoyo University Madura students. The research method used is a quantitative research approach. The sample in this study were students of Trunojoyo Madura University who had purchased and used Tiens Spirulina masks at least twice with the provision that they were only consumers or users, not as distributors or agents, totaling 100 respondents with a purpose sampling technique. Research locations: Handoko Nilam Permai housing estate Block Hi No.2 Bangkalan and Permata Indah housing Block F No.05 Bangkalan. The types and sources of data used are primary data and secondary data. Data collection method using questionnaires. Based on the results of the partial analysis, the results of the t-test indicate that activity does not partially influence the purchase decision of Spirulina Tiens masks, while interests and opinions partially have a significant positive effect on purchasing decisions of Spirulina Tiens masks. Simultaneously, lifestyle which consists of activities, interests, and opinions has a significant positive effect on purchasing decisions for Spirulina Tiens masks.
Strategi Pemasaran Nasi Boran Dalam Memperluas Pasar Pada Kondisi Pandemi Covid 19 (Studi Pada Penjual Nasi Boran Di Kota Lamongan) Anak Ageng Bagas Putra Dewangga; Nurita Andriani
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 2, No 1 (2022): Maret
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1031.614 KB) | DOI: 10.21107/jkim.v2i1.15512

Abstract

The development of the MSME sector has an important meaning in encouraging economic growth and reducing poverty in a country. One of the SMEs in Lamongan is Nasi Boran. Nasi Boran is a traditional food that has become a Micro Small Medium Enterprise (UMKM) which has become a hereditary business for the Lamongan community, especially those from Kaotan village, Sumberjo, Lamongan. The existence of the COVID-19 pandemic has an impact on the level of sales of Nasi Boran SMEs in Lamongan City which has decreased. The purpose of this study is to describe and formulate the right marketing strategy for selling Nasi Boran with a SWOT analysis approach. This study uses a purposive sampling technique by interviewing five related sources, namely the Nasi Boran seller and also one of the buyers whom the researcher happened to meet to buy boran rice as complementary data (secondary data). The results of the SWOT analysis obtained the IFAS value of 2.77 while the EFAS value of 2.16. Thus, if drawn with the SWOT Analysis Diagram, Nasi Boran UMKM is in quadrant 1 (positive, positive) where quadrant 1 is a very profitable situation. The result of choosing a competitive strategy using the SWOT Matrix is to maintain the existing market by maintaining product quality, service and also location cleanliness in order to obtain customer satisfaction. Optimizing marketing through social media to minimize the decline in purchases during the Covid 19 pandemic season.
Co-Authors Anak Ageng Bagas Putra Dewangga Fajrin Purnomo Misrotul Hasanah