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All Journal JURNAL PENDIDIKAN TAMBUSAI Innovative: Journal Of Social Science Research
Julyandaru, Cahya Putri
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Humanities Computer Science & IT Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Analisis Aplikasi Shopee sebagai Platform Membangun Jaringan Bisnis Seblak Parasmanan Rai Raka Marselina, Resya Dwi; Mahmudin, Asep; Julyandaru, Cahya Putri; Gustian, Putri Meilani; Rantika, Rantika; Sabila, Salsa
Jurnal Pendidikan Tambusai Vol. 8 No. 1 (2024): April 2024
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v8i1.12567

Abstract

Industri makanan dan minuman, sebagai bagian penting dalam mendukung pertumbuhan ekonomi nasional setelah pandemi COVID-19, terutama di Kota Bandung, menarik perhatian penelitian ini. Pada triwulan I tahun 2023, sektor ini tumbuh 5,33% dengan PDB mencapai Rp 206,19 triliun. Penelitian ini bertujuan untuk menganalisis aplikasi Shopee sebagai platform membangun jaringan bisnis untuk Seblak Parasmanan Rai Raka. Metode penelitian ini ialah pendekatan deskriptif kualitatif dengan mengamati UMKM di Jl. H Mesri, Kota Bandung. Data dikumpulkan melalui observasi dan wawancara pada bulan November 2023. Keberhasilan bisnis Food & Beverage (F&B), terutama Seblak Parasmanan Rai Raka, dipelajari dengan fokus pada inovasi, perubahan gaya hidup generasi millenial, dan penerapan aplikasi Shopee sebagai platform bisnis. Hasil penelitian menunjukkan UMKM ini menggunakan strategi inovasi dan analisis SWOT, dengan kekuatan harga terjangkau, lokasi strategis, dan variasi menu. Rekomendasi mencakup upaya menjaga standar produk, memperluas cakupan pasar, dan berinovasi untuk berhasil bersaing dalam lingkungan pasar yang penuh persaingan.
Strategi Pemasaran Pada RM Ayam Bakar Ma’lela Dalam Meningkatkan Minat Beli Konsumen (Generasi Milenial) Menggunakan Analisis Marketing Mix dan SOAR Julyandaru, Cahya Putri; Ramadhan, Ady Tia
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11709

Abstract

This study aims to analyze the effectiveness of marketing mix marketing strategy analysis used by RM Ayam Bakar Ma’lela in increasing consumer buying interest (Millenial Generation) and poviding strategy proposals through SOAR Analysis. By understanding the characteristics of the millenial generation market and adjusting the marketing mix marketing strategy and their needs, it will increase their buying interest in Ayam Bakar Ma’lela products. The research modelis descriptive qualitative and focuses on the marketing strategy of RM Ayam Bakar Ma’lela. This variables in this research are the independent and depend on primary adn secondary data sources/ data collection methods include interview, observation and dokumentation. Based on the research conducted. It shows that RM Ayam Bakar Ma’lela is experiencing problems in the marketing mix marketing strategy, especially it terms of increasing consumer buying interest (Millenial Generation). The main factory influencing the instability of consumer purchase interest (Millenial Generation) is due to several marekting mix factors that have not been update. In an effort to overcome and minimize these risks, this research proposes the application of the SOAR analysis method to optimize marketing strategies and improve overall performance. Keyword: marketing strategy, marketing mix, SOAR analysis
Co-Authors Gustian, Putri Meilani Mahmudin, Asep Marselina, Resya Dwi Ramadhan, Ady Tia Rantika Rantika, Rantika Sabila, Salsa