Article Per Year (5 Year)
p-Index From 2020 - 2025
1.286
P-Index
This Author published in this journals
All Journal Bulletin of Management and Business Jurnal Pengabdian Masyarakat Sains dan Teknologi Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Siti Titta Partini
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital

 1 
Strategi Pemasaran UMKM Kyon Pocha Subang Siti Titta Partini; Mulyani Mulyani; Cindy Marjiatul Hasanah
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 1 No. 3 (2024): Agustus : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v1i3.329

Abstract

The development of information technology today has encouraged a phenomenon called global culture, one of which is known as Korean wave or the influence of Korean culture which also influences young people in Indonesia. The increasing demand for Korean food has been responded positively by a number of teenagers in Subang Regency by managing the Kyon Pocha UMKM business. This study aims to determine and analyze the marketing strategy implemented by the Kyon Pocha UMKM based on segmentation, targeting, positioning or known as STP, as well as the marketing mix based on the 'seven Ps' or product strategy, pricing, place, promotion, people, physical evidence and process. The research method uses a qualitative descriptive approach with data collection techniques using interviews, observations and literature studies. The results of the study indicate that the marketing mix of the Kyon Pocha Subang UMKM is in accordance with STP and is implemented quite well, but needs to be improved especially in relation to product variants, market expansion, more effective use of social media and physical evidence.
Co-Authors Cindy Marjiatul Hasanah Destiyanti Destiyanti Finny Redjeki Herlina Herlina Mulyani Mulyani Sri Maria Ulfha Sri Mulyeni