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

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Mengungkap Sistem Pemasaran Nasi Boran Dengan Pendekatan Teori Entrepreneurial Marketing Muyassirah Muyassirah; Mohammad Arief
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 1, No 2 (2021): Juni
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (977.419 KB) | DOI: 10.21107/jkim.v1i2.11602

Abstract

This research aims to describe the appropriate marketing system for selling Nasi Boran with an entrepreneurial marketing theory approach. The research method used in this research is a qualitative method with a case study approach. Data mining techniques in this research, namely: observation, interviews, literature study, and documentation. Data reduction, data display (display), and verification used for analyzing data. The results of this study indicate that there are seven variables to the entrepreneurial marketing theory approach on the marketing of Nasi boran. These include: (1) Proactive, namely increased sales. (2) Innovative, which is creating new ideas. (3) Calculated Risk-Taking, namely facing the competitive world of business. (4) Opportunities, namely seeing and taking opportunities. (5) Customer Intensity, namely building and maintaining good relationships. (6) Resource Leveraging, namely using and utilizing existing resources. (7) Value Creation, namely creating new combinations.
Co-Authors Mohammad Arief