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All Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Ekonomi Media Bina Ilmiah Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Kabar Masyarakat International Journal of Economics, Business and Innovation Research Edumaspul: Jurnal Pendidikan
Rini Efrianti
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENERAPAN INFLUENCER MARKETING TERHADAP SENSITIVITAS HARGA PRODUK (STUDI PADA UMKM KOTA BATURAJA) Feri , Feri; Munajat, Munajat; Rini Efrianti; Fifian Permata Sari
Media Bina Ilmiah Vol. 19 No. 11: Juni 2025
Publisher : LPSDI Bina Patria

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Abstract

This study aims to analyze the effect of implementing influencer marketing strategies on product price sensitivity in MSMEs in Baturaja City, with a case study on Aneka Kue & Kemplang Syafira. In this study, price sensitivity is defined as the level of consumer response to changes in the price of products offered. Data were obtained through a survey of 40 respondents and analyzed using statistical tests, especially the t-test, to measure the relationship between influencer marketing variables and price sensitivity. The results of the study indicate that the implementation of influencer marketing has a significant effect on the price sensitivity of MSME products. Influencer credibility, content quality, and the level of audience interaction with the promoted content play an important role in building product value perceptions. Influencer marketing has been shown to reduce price sensitivity by shifting consumer focus from price to perceived product value. In the long term, this strategy can help MSMEs strengthen their market position by increasing customer loyalty, brand awareness, and consumer retention. However, to ensure the sustainability of its impact, longitudinal analysis and combination with other marketing strategies are needed. This study contributes to the development of MSME marketing strategies, especially in the increasingly competitive digital era.
Agribusiness Development Strategy in Belitang Mulya District, East Oku District Eko Suparyanto; Rini Efrianti; Yunita Sari
Edumaspul: Jurnal Pendidikan Vol 8 No 1 (2024): Edumaspul: Jurnal Pendidikan
Publisher : Universitas Muhammadiyah Enrekang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33487/edumaspul.v8i1.7662

Abstract

This research aims to analyze the strategy for developing melon agribusiness in Belitang Mulya District, Kab. East OKU. The type of research used in this research is a quantitative descriptive method. The data analysis used in this research is SWOT analysis. Based on the results of the analysis of internal factors in melon farming, there are 4 strengths, namely supporting natural resources, including plants that are easy to care for, agribusiness actors have their own land. Has quite a long experience in the plant cultivation business, and has 4 weaknesses, namely. Melon productivity is still low. Melon processing is less than optimal, lack of attention from local government agencies, lack of knowledge of agribusiness actors in using digital markets. And external factors There are 3 opportunities (Opportunities), namely establishing relationships with stakeholders, post-harvest processed products. Increasing healthy lifestyles will increase demand for melons, and has 3 threats (Threats), namely the development of pests and diseases of melon plants, decreasing purchasing power due to the economic situation and damaged road infrastructure. Based on the results of the SWOT analysis of melon farming development strategies, there are strategies that can be applied to melon farming, namely maximizing land use, increasing cooperation with the government to obtain assistance in the form of materials and information, creating new processed products to increase selling value and attractiveness, and Minimize the development of melon pests and diseases in order to maximize melon productivity. And in the position matrix, melon farming is in position (1.55 :1.29) in quadrant I which shows that this melon farming is strong and has opportunities. The strategy given is aggressive, which uses strengths to achieve profitable opportunities. Keywords: Development strategy, melon, SWOT AbstrakPenelitian ini bertujuan untuk menganalisis strategi pengembangan agribisnis melon di Kecamatan Belitang Mulya Kab. OKU Timur. Jenis penelitian yang digunakan dalam penelitian ini adalah metode deskriptif kuantitatif. Analisis data yang digunakan dalam penelitian ini yakni analisis SWOT. Berdasarkan hasil anallisis faktor internal Usahatani melon terdapat 4 kekuatan (Strength) yaitu Sumber daya alam yang mendukung, Termasuk tanaman yang mudah dalam perawatannya, Pelaku Agribisnis memiliki lahan sendiri. Memiliki pengalaman yang sudah cukup lama dalam usaha budidaya tanaman, Dan mempunyai 4 kelemahan (Weakness) yaitu. Produktifitas melon masih rendah. Pengolaan melon kurang optimal, Kurangnya perhatian dari dinas pemerintahan setempat, Kurangnya pengetahuan Pelaku Agribisnis dalam menggunakan market digital. Dan faktor eksternal Terdapat 3 peluang (Opportunities) yaitu Terjalinnya hubungan dengan stakeholder, Produk olahan pasca panen. Peningkatan gaya hidup sehat sehingga mingkatkan permintaan melon, dan memiliki 3 ancaman (Threats) yaitu Perkembangan hama dan penyakit tanaman melon, Menurunnya daya beli karena situasi ekonomi dan Infrastruktur jalan yang rusak. Berdasarkan hasil dari analisis SWOT strategi pengembangan usahatani melon, memiliki strategi yang bisa di terapkan pada usahatani melon yaitu memaksimalkan penggunaan lahan, meningkatkan kerjasama dengan pemerintah untuk mendapatkan bantuan berupa material maupun pengetahuan informasi, menciptakan produk olahan baru untuk menambah nilai jual dan daya tarik, dan meminimalisirkan perkembangan hama dan penyakit melon agar dapat memaksimalkan produktivitas melon. Dan pada matriks posisi, usahatani melon berada pada posisi (1,55 :1,29) di kuadran I yang menunjukkan bahwa usahatani melon ini kuat dan berpeluang. Strategi yang diberikan adalah Agresif, diamana memanfaatkan kekuatan untuk meraih peluang yang menguntungkan.
Co-Authors Adi Ismul Mubaraq AGUS SETIAWAN Antoni Steven Aprilathisna T Aprianti Bambang Perdana Yuda Dadang Kurnia, Dadang Eko Suparyanto Feri , Feri Hadikusuma, M. Erry Ilham Fahri Ineta Satmawati Lindawati Lindawati Munajat Munajat, Munajat Sari, Fifian Permata Siti Riqsya Aulia Ramadona Syaiful Amin Tiara Listiana Wika Asmaga Yunita Sari Yunizir Djakfar