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Alvian - Sapulette, Alvian -
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science

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Marketing Analysis of Local Food Saparua Brown Sugar in Ambon City Sapulette, Alvian -; Huesepuny, Harold -; Nunumete, Laura -
Admisi dan Bisnis Vol. 26 No. 1 (2025): PEBRUARI 2025
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v26i1.6240

Abstract

Indonesia stretches from the western tip to the eastern tip, from Sabang to Merauke, and has various potential resources that can be economically developed by the business world and society in the form of manufacturing businesses, home industries, and economic empowerment as an effort to drive the wheels of the nation's economy. The forms of community empowerment efforts vary according to potential. One of the many efforts is the production of brown sugar. The brown sugar business in Saparua, Tuhaha Village, Saparua Timur District, Central Maluku Regency, Maluku Province is mostly carried out by brown sugar farmers as a home industry with limited equipment, simple processing management and marketing systems. The purpose of this study is to determine how the design of the strategy and marketing tactics of Saparua palm sugar products in Tuhaha Village, Central Maluku Regency by identifying internal and external conditions. This study is different from previous studies where in this study an STP strategy analysis (segmentation, targeting and positioning) was carried out by looking at the existing conditions of Saparua palm sugar marketing to formulate the direction of the strategy policy and marketing tactics of Saparua brown sugar
Comparative Analysis of Consumer Perceptions of Indomaret Minimarkets and Planet 2000 Supermarkets in Ambon City Sapulette, Alvian -; Hursepuny, Harold -; Salhuteru, Andrie Ch
JOBS (Jurnal Of Business Studies) Vol. 9 No. 1 (2023): April 2023
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/jobs.v9i1.4826

Abstract

This study aims to determine whether there are differences in perceptions between consumers of Indomaret minimarkets and Planet 2000 supermarkets. This research was conducted in Ambon City, Maluku Province. Researchers collected data using interview and questionnaire techniques. The population in this study were Ambon city residents who had shopped. The sample used was respondents who had already been and respondents who were temporarily shopping. While the sample in this study was divided into two groups, namely a sample of Indomaret minimarket customers and a sample of Planet 2000 supermarket customers, each represented by 50 respondents. Sampling using Non Probability Sampling technique with Convenience Sampling type. The data analysis technique used is Likert scale analysis, and mean difference analysis for unpaired data. The results of this study indicate that the characteristics of Indomaret minimarket respondents are mostly male, aged between 25-35 years, working as entrepreneurs, and with incomes ranging from Rp 3,000,000.00 - Rp 5,000,000.00. While the characteristics of Planet 2000 supermarket respondents are mostly female, over 35 years old, high school graduates, working as teachers/lecturers, with incomes above Rp 5,000,000.00. The results of this study also show that there are differences in perceptions about the services of Indomaret minimarkets and Planet 2000 supermarkets.
Co-Authors Harold - Hursepuny, Harold - Huesepuny, Harold - Nunumete, Laura - Salhuteru, Andrie CH