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All Journal Jurnal Manajemen Kompeten
M. Afrizal Maulana
Institut Manajemen Wiyata Indonesia
Economics, Econometrics & Finance

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STRATEGI KOMUNIKASI PENGUSAHA PASAR BARU TRADE CENTRE BANDUNG DALAM MENGHADAPI MARAKNYA PENGUSAHA UMKM ONLINE Suci Kirani Putri; Kirana Widyadhana Rachman; M. Afrizal Maulana
Jurnal Manajemen Kompeten Vol 5 No 2 (2022): Jurnal Manajemen Kompeten
Publisher : Sekolah Tinggi Ilmu Ekonomi Rahmaniyah Sekayu

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (310.74 KB) | DOI: 10.51877/mnjm.v5i2.277

Abstract

Technology is developing rapidly and has entered the 4.0 revolution era, one of the effects of this era is the buying and selling process. Many large and small entrepreneurs (SMEs) currently use two systems in their business activities, namely offline and online. The purpose of this study was to find out the communication strategies used by MSMEs during the rise of online shops. This type of research uses a qualitative-descriptive approach. The data collection technique used was interviews with 4 (four) SMEs at Pasar Baru Trade Center Bandung. The results of the study showed that the communication strategy used by MSMEs in Pasar Baru Trade Center Bandung were personal selling and direct marketing and pays attention to the 7P marketing mix elements. Entrepreneurs currently are experiencing a decline because of the large number of online entrepreneurs and the communication strategies used only promote directly. It is better for MSME actors to start adapting to current technological developments and pay attention to the communication strategies used.
STRATEGI KOMUNIKASI PEMASARAN STREET FOOD DI JALAN LENGKONG KECIL KOTA BANDUNG DALAM MENARIK PERHATIAN PENGUNJUNG Hasya Nindi Fadillah; Feni Desvianda; M. Afrizal Maulana
Jurnal Manajemen Kompeten Vol 5 No 2 (2022): Jurnal Manajemen Kompeten
Publisher : Sekolah Tinggi Ilmu Ekonomi Rahmaniyah Sekayu

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (313.518 KB) | DOI: 10.51877/mnjm.v5i2.271

Abstract

Street food sells food and beverages, prepares and serves them on the roadside or other public places for immediate or short-term consumption. Street food helps develop small businesses with very low capital investment. Many street foods are found in Bandung, but only a few are known by the public, this is due to a lack of communication. This research aimed to explore the marketing communication strategy of street food in Jalan Lengkong Kecil, Bandung City. The research used a qualitative-descriptive approach. The research subjects were street food vendors on Jalan Lengkong Kecil, Bandung City. The research was conducted from September 2022 to December 2022. Data collection techniques were carried out through interviews with several street food traders and administrators of Jalan Lengkong Kecil Bandung City, to explore information about 1) History, 2) Condition, and 3) Strategy. The results of the study found that street food traders and visitors on Jalan Lengkong Kecil Bandung City worked together to promote the street food, so that it can be better known by the public, such as by promoting on social media, recommending to friends, and making innovations so that the street food remains crowded with visitors. These findings showed that the marketing communication strategy in street food on Jalan Lengkong Kecil, Bandung City had been carried out well.
Co-Authors Feni Desvianda Hasya Nindi Fadillah Kirana Widyadhana Rachman Suci Kirani Putri