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All Journal Indonesian Journal Of Business And Entrepreneurship Research Fundamental and Applied Management Journal
Ridwan
Universitas Mulawarman
Economics, Econometrics & Finance

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Analysis of Business Development Strategies as an Effort to Increase the Selling Value of Souvenirs Typical of Tanjung Bira Beach Bulukumba District Ilham Abu; Ridwan; Nur Halim
Indonesian Journal of Business and Entrepreneurship Research Vol. 1 No. 2 (2023): Vol. 1, No. 2, May 2023: Indonesian Journal of Business and Entrepreneurship Re
Publisher : Departement of Business and Entrepreneurship Faculty of Economics and Business Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (345.038 KB)

Abstract

This study aims to determine and analyze the souvenir business development strategy, especially in the souvenir carving business typical of Tanjung Bira Beach which is appropriate so as to increase the selling value. This research is categorized as qualitative descriptive research using SWOT analysis, namely the IFAS and EFAS matrix which are identified as important factors from both the internal environment and the external environment in the form of strengths, weaknesses, opportunities, and threats from the typical souvenir business of Tanjung Bira Beach. Based on the results of the analysis, the strategy generated in this study is in quadrant 1 (one), namely the aggressive or growth strategy quadrant (growth-oriented strategy), where the total score of strengths and weaknesses is 2.95 while the total score of opportunities is 2.94. The position of this quadrant is very favorable because it can be maximally marketed by implementing marketing mix policies such as improving product quality, expanding promotions, maintenance, and improving service quality that support the aggressive growth of business products typical of Tanjung Bira Beach.
Analysis of Segmentation, Targeting, and Positioning (STP) Determination on Sales Volume at Cafe Teras Empang Parepare City Ilham Abu; Ridwan
Fundamental and Applied Management Journal Vol. 1 No. 1 (2023): FAMJ, June 2023
Publisher : PT. Lontara Digitech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/famj.v1i1.202303

Abstract

This study aims to assess and analyze whether the STP (Segmentation, Targeting, and Positioning) marketing strategy on the sales volume that has been implemented by Cafe Teras Empang in Parepare City has reached approximately one year (2021-2022). This type of research is descriptive quantitative. The population in this study were all employees of Cafe Teras Empang while the sample of this study were all 36 employees of Cafe Teras Empang as respondents using saturated sampling, which is a sampling technique when all members of the population are used as samples. The data collection techniques were carried out by means of questionnaires conducting interviews and questionnaires. While the data analysis technique used is to use Multiple Linear Regression Analysis using two statistical test methods, namely Simultaneous Test (Test f). Based on the results of research with statistical data analysis, the indicators in this study are valid and the variables are reliable. In the classical assumption test, it is proven that all indicators are normally distributed and there is a significant linear relationship between each independent variable and the dependent variable, for influence Segmentation, Targeting, and Positioning all have a positive direction and are not significant in their influence on the sales volume at Cafe Teras Empang in Parepare City.
Analysis of Segmentation, Targeting, and Positioning (STP) Determination on Sales Volume at Cafe Teras Empang Parepare City Ilham Abu; Ridwan
Fundamental and Applied Management Journal Vol. 1 No. 1 (2023): FAMJ, June 2023
Publisher : PT. Lontara Digitech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/famj.v1i1.202303

Abstract

This study aims to assess and analyze whether the STP (Segmentation, Targeting, and Positioning) marketing strategy on the sales volume that has been implemented by Cafe Teras Empang in Parepare City has reached approximately one year (2021-2022). This type of research is descriptive quantitative. The population in this study were all employees of Cafe Teras Empang while the sample of this study were all 36 employees of Cafe Teras Empang as respondents using saturated sampling, which is a sampling technique when all members of the population are used as samples. The data collection techniques were carried out by means of questionnaires conducting interviews and questionnaires. While the data analysis technique used is to use Multiple Linear Regression Analysis using two statistical test methods, namely Simultaneous Test (Test f). Based on the results of research with statistical data analysis, the indicators in this study are valid and the variables are reliable. In the classical assumption test, it is proven that all indicators are normally distributed and there is a significant linear relationship between each independent variable and the dependent variable, for influence Segmentation, Targeting, and Positioning all have a positive direction and are not significant in their influence on the sales volume at Cafe Teras Empang in Parepare City.
Co-Authors Ilham Abu Nur Halim