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All Journal Jurnal Ilmiah Inovasi Journal of Business Management
Nur Azizah
Politeknik Negeri Jember
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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Penentuan Persepsi Konsumen dan Produsen Seblak “Preanger” dalam Menentukan Kepuasan Konsumen: Determination of Consumer and Producer perceptions of Seblak “Preanger” in Determining Customer Satisfaction Dyah Kusuma Wardani; Nur Azizah; Ratih Puspitorini Y.A; Paramita Andini; Fredy Eka Ardhi Pratama
Jurnal Ilmiah Inovasi Vol 24 No 2 (2024): Agustus
Publisher : Politeknik Negeri Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25047/jii.v24i2.4744

Abstract

CV Preanger Karya Nusantara merupakan pelaku usaha makanan yang menawarkan produk seblak dan memiliki citra produk dengan nama Seblak “Preanger”, yang berlokasi di Jalan Sumatra No. 122a, Tegal Boto Lor, Sumbersari, Kabupaten Jember. Tujuan penelitian ini adalah untuk meningkatkan kualitas produk Seblak “Preanger” berdasarkan kepuasan konsumen. Metode yang digunakan adalah Quality Function Deployment (QFD). Berdasarkan hasil analisis menggunakan metode QFD, dengan penilaian perspektif konsumen menghasilkan 10 atribut yaitu warna, aroma, rasa, varian toping, kemasan tidak mudah rusak dan bocor, kualitas bahan baku, desain kemasan menarik, harga, lokasi pembelian, dan service/pelayan. Terdapat 4 atribut yang perlu ditingkatkan kualitas seblak yaitu atribut rasa, kemasan produk tidak mudah rusak dan bocor, kualitas bahan baku, dan harga. Persepsi produsen prioritas perbaikan atribut produk Seblak “Preanger” berdasarkan House of Quality adalah menentukan supplier. Dengan adanya penelitian ini, diharapkan produsen Seblak “Preanger” dapat mempertimbangkan rekomendasi perbaikan berdasarkan perspektif konsumen atribut rasa, kemasan produk tidak mudah rusak dan bocor, kualitas bahan baku, dan harga, serta persepsi produsen adalah menentukan supplier.
Strategic Digital Marketing Innovation for Sustainable Growth of Traditional Food MSMEs in Indonesia Ardhitya Alam Wiguna; Aditya Nizar Al Ardi; Dinu Saadillah; Financia Mayasari; Rini Hardiyani; Dicky Andriyanto; Nur Azizah
Journal of Business Management Vol. 3 No. 2 (2025): December
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v3i2.171

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economic development; however, many face challenges in maintaining competitiveness, particularly in the traditional food sector. One example is the Putri Madu Cassava Tape Business in Jember Regency, East Java, which has experienced a decline in sales even though it has a wide market network. This study aimed to formulate an effective marketing strategy by combining SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and Quantitative Strategic Planning Matrix (QSPM). The literature review highlighted the importance of strategic management, marketing mix, digital marketing, and empirical findings related to the competitiveness of MSMEs. Data was collected through interviews, questionnaires, and documentation involving business owners, employees, and marketing experts. The SWOT analysis identified key strengths such as product quality and an extensive distribution network, as well as weaknesses in the form of limited product innovation and conventional promotion. External analysis showed opportunities from digital technology adoption and government support, accompanied by the threat of fierce competition and changing consumer preferences. The QSPM results prioritized six alternative strategies, with digital marketing integration (TAS: 6.52) and product diversification (TAS: 6.20) as top priorities. These findings showed that the combination of SWOT–QSPM with digital marketing can provide a strategic framework for MSMEs to increase competitiveness, expand the market, and achieve sustainable growth.
Co-Authors Aditya Nizar Al Ardi Andini, Paramita Ardhitya Alam Wiguna Dicky Andriyanto Dinu Saadillah Dyah Kusuma Wardani Financia Mayasari Fredy Eka Ardhi Pratama Ratih Puspitorini Y.A Rini Hardiyani