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All Journal Manajemen Kreatif Jurnal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Daru Teja Sasangka
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Strategi Segmntation, Targeting, dan Positioning dalam Mengingkatkan Volume Penjualan pada Kedai Kopi Roemah Aki’q Surabaya Daru Teja Sasangka; Acep Samsudin
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.1819

Abstract

This research employs a qualitative descriptive method with the aim of understanding the segmentation, targeting, and positioning strategies to enhance sales volume at "Kedai Kopi Roemah Aki’q" in Surabaya. The subjects of the study include the owner, employees, and consumers. Data collection techniques include in-depth interviews, observations, and documentation. Based on the research findings, segmentation is focused on the northern part of Surabaya with consumers aged 17-30, including adolescents and young adults, both male and female, belonging to the lower-middle class. Their behavior includes a fondness for hanging out, socializing with friends, playing games, and completing tasks. Targeting is aimed at adolescents to young adults, both male and female, aged 17-30, utilizing social media promotion and leveraging the services of content creators. Product specialization involves offering unique and distinctive menus. Positioning adopts a vintage concept, presenting menus inspired by the past, prioritizing consumer needs and desires, providing affordable prices, and maintaining the highest quality.
Pendampingan Penguatan Branding UMKM Jamu “Mak Diah” Di Desa Ngrimbi Sebagai Bentuk Peningkatan Strategi Ekspansi Pasar M. Fahrezi Ramadhani; Mu’tassim Billah; Ajie Pandu Suarga; Permata ELG Purba; Daru Teja Sasangka; Satria Ardhana
Manajemen Kreatif Jurnal Vol. 1 No. 3 (2023): Agustus: Manajemen Kreatif Jurnal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/makreju.v1i3.1667

Abstract

The strength of branding on a product is something that must be considered by all entrepreneurs, especially UMKM, so that the products marketed have higher competitiveness compared to their competitors. The community service carried out by the East Java UPN Veterans KKNT group of 10 provided assistance in strengthening the branding of one of the MSMEs in Ngrimbi Village, namely Jamu "Mak Diah". Based on the results of observations identified that these MSMEs do not yet have branding that enhances market expansion strategies. The assistance that will be provided will focus on product packaging and logos. After the mentoring was finished, Group 10 monitored and evaluated the effect of strengthening branding on the level of herbal medicine sales after completing it.
Co-Authors Acep Samsudin Ajie Pandu Suarga M. Fahrezi Ramadhani Mu’tassim Billah Permata ELG Purba Satria Ardhana