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All Journal Ensiklopedia of Journal Management Studies and Entrepreneurship Journal (MSEJ) Quantitative Economics and Management Studies Jurnal Public Administration, Business, and Rural Development Planning
Yenni Jufri
STIA LPPN Padang
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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ANALISIS STRATEGI PEMASARAN GELAMAI ERINA DI KELURAHAN PARIK RANTANG KOTA PAYAKUMBUH Nur Israwati; Yenni Jufri; Donna Ikranova Febrina
Jurnal Public Administration, Business and Rural Develoment Planning Vol 2 No 2 (2020): Jurnal Public Administration, Business and Rural Development Planning
Publisher : Jurnal Public Administration, Business and Rural Development Planning

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan 1). Untuk mengetahui kekuatan, kelemahan, peluang, dan ancaman pada pemasaran Gelamai Erina di Payakumbu. Metode analisis data yang digunakan yaitu, metode penelitian kualitatif dan analisis SWOT. Berdasarkan hasil analisis matrik SWOT didapatkan beberapa strategi yang dapat dijadikan acuan dalam memperbaiki pemasaran pada Gelamai Erina. Adapun strategi tersebut: 1). Strategi S-O (strenghts-opportunities) mempertahankan harga dan meningkatkan kualitas produk untuk meningkatkan kepuasan dan loyalitas konsumen, menjalin kerjasama dengan agen distributor, dan memanfaatkan lokasi yang strategis, 2). Strategi S-T (strenghts-treathts) menciptakan suatu inovasi paroduk yang baru dengan menciptakan suatu kreasi bentuk dan cita rasa baru dengan tetap mempertahankan ciri khas dari rasa gelamai sendiri, 3). Strategi W-O (weaknesses-opportunities) menjalakan sistem manajemen organisasi internal perusahaan, memperluas jaringan pasar ke luar sumbar dan menggunakan iklan dalama sistem penjualan, 4). Strategi W-T (weaknesses-treathts) meningkatkan kegiatan promosi dan membangun dan mengembangkan usaha patungan dengan pihak yang menyediakan modal dan bahan baku untuk meningkatkan kapasitas produksi dan memenuhi kebutuhan modal yang masih minim. Dari kesimpulan dapat disarankan hal berikut: 1). Membuat kas perusahaan dan menjalin kerjasama dengan investor, 2). Mengembangkan saluran pemasaran ke supermarket dan membuka cabang di berbagai tempat wilayah Sumatra Barat, 3). Mempertahankan strategi pemasaran yang sudah ditetapkan dan menambah strategi pemasaran baru
Green Entrepreneurship in MSMEs: Marketing Challenges and Opportunities in the Context of Sustainability Mukti Diapepin; Naufal Raid; Seven Putra; Yurismen Effendi; Yenni Jufri
Quantitative Economics and Management Studies Vol. 6 No. 2 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems3934

Abstract

This study aims to analyze the influence of Green Marketing Strategies (GMS), Environmental Awareness (EA), and Government and Institutional Support (GIS) on Green Entrepreneurship Readiness (GER) among MSME actors in Nagari Sungai Batang, Agam Regency, West Sumatra. The research adopts a quantitative approach using Structural Equation Modeling – Partial Least Squares (SEM-PLS) analysis method. Data were collected through questionnaires from 60 MSME actors divided into three sectors: culinary, handicrafts, and agrotourism. Additionally, the Multi-Group Analysis (PLS-MGA) technique was employed to identify differences in influence across sectors. The results show that the three exogenous variables GMS, EA, and GIS simultaneously have a significant effect on GER, with an R² value of 0.62. Environmental Awareness emerges as the most influential variable. The PLS-MGA analysis revealed significant differences based on business sectors. The culinary and craft sectors show strong influences from GMS and EA, while the agrotourism sector is more affected by GIS. These findings highlight the importance of sector-specific and contextual policy approaches in empowering MSMEs through green entrepreneurship. This research contributes to the development of green entrepreneurship literature and provides an empirical basis for government and supporting institutions to design more adaptive programs in face of the challenges and opportunities of green marketing. Collaborative efforts among business actors, educational institutions, and local stakeholders are necessary to strengthen MSME readiness in facing an increasingly sustainability-oriented economic transition.
Co-Authors Ade Satya Pratama Bahef Yesi Cindi Prisilia Dedi Putra Dian Oldison Dian Rizke Dian Rizke Donna Ikranova F Donna Ikranova Febrina Donna Ikranova Febrina Lisa Rosita Mellati Mandasari Mernawati Mernawati Mukti Diapepin Mukti Diapepin Naufal Raid Nur Israwati Raihani, Hulfa Seven Putra Siti Osa Kosassy Yasmeardi, F. Yasmeardi Yull Hartono Yurismen Efendi Yurismen Effendi