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All Journal International Journal of Social Science and Business Economic Education and Entrepreneurship Journal
Riesso, Andi Sawe
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Economics, Econometrics & Finance Education Social Sciences

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Marketing Strategy Analysis on the Competitive Advantage of Culinary MSMEs in Makassar City Rachmawaty, Rachmawaty; Riesso, Andi Sawe; Angka, Andi Werawe; Nurdiana, Nurdiana; Hasanah, Dillah Faradillah
Economic Education and Entrepreneurship Journal Vol 6, No 1 (2023): Economic Education and Entrepreneurship Journal (E3J)
Publisher : FKIP Universitas Lampung

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Abstract

This article analyzes the marketing strategies culinary Small and Medium Enterprises (SMEs) in Makassar City to maintain a competitive advantage. This study aims to understand effective marketing strategies in increasing the competitiveness of culinary SMEs in the local market. The research method used is qualitative with data collection techniques with data-based mass media, ebooks, journals, and online news portals. The analysis results show that effective marketing strategies include using social media, superior product quality, product differentiation, local promotion, and partnerships with local suppliers. In the face of intense competition, culinary SMEs need to consider these factors to remain the main choice of consumers. This article provides insights and recommendations for other culinary SMEs who want to increase their competitive advantage in Makassar City.Keywords: Markets, Strategy, Small and Medium EnterprisesDOI: http://dx.doi.org/10.23960/E3J/v6i1.83-88
How Can a Marketing Strategy Enhance the Competitiveness of Calligraphy MSMEs? Hasan, Muhammad; Arisah, Nur; Nurdiana, Nurdiana; Ahmad, Muhammad Ihsan Said; Riesso, Andi Sawe
International Journal of Social Science and Business Vol. 8 No. 2 (2024): May
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v8i2.50207

Abstract

   The development of Indonesian MSMEs is currently relatively fast, causing competition among MSMEs. The competition among MSMEs currently requires MSMEs to increase their business competitiveness, so they have sufficient potential to continue to compete with other MSMEs. MSMEs are still faced with the low ability to determine their marketing strategy so it is considered as one of the causes of the low competitiveness of MSMEs. This study aims to determine and reveal the role of marketing strategies on the competitiveness of MSMEs. This research is categorized as quantitative research with correlational research design. This research was conducted on 30 Calligraphy MSMEs located in Semarang Regency, Central Java the research subject being 30 Calligraphy MSME owners who were directly involved in the management and operation of the business. The data collection technique used is a questionnaire. The data analysis method used was SEM analysis. The findings of this study indicate that marketing strategies play a positive role in increasing the competitiveness of calligraphy MSMEs in Semarang Regency, Central Java Province. These findings have implications for the need of Calligraphy SMEs to be able to continue to develop their marketing through the current digital platform because this marketing strategy will be able to help the promotion process and provide value to the consumers.
Marketing Strategy Analysis on the Competitive Advantage of Culinary MSMEs in Makassar City Rachmawaty, Rachmawaty; Riesso, Andi Sawe; Angka, Andi Werawe; Nurdiana, Nurdiana; Hasanah, Dillah Faradillah
Economic Education and Entrepreneurship Journal Vol 6, No 1 (2023): Economic Education and Entrepreneurship Journal (E3J)
Publisher : FKIP Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This article analyzes the marketing strategies culinary Small and Medium Enterprises (SMEs) in Makassar City to maintain a competitive advantage. This study aims to understand effective marketing strategies in increasing the competitiveness of culinary SMEs in the local market. The research method used is qualitative with data collection techniques with data-based mass media, ebooks, journals, and online news portals. The analysis results show that effective marketing strategies include using social media, superior product quality, product differentiation, local promotion, and partnerships with local suppliers. In the face of intense competition, culinary SMEs need to consider these factors to remain the main choice of consumers. This article provides insights and recommendations for other culinary SMEs who want to increase their competitive advantage in Makassar City.Keywords: Markets, Strategy, Small and Medium EnterprisesDOI: http://dx.doi.org/10.23960/E3J/v6i1.83-88
Co-Authors Angka, Andi Werawe Hasanah, Dillah Faradillah Muhammad Hasan Muhammad Ihsan Said Ahmad Nur Arisah Nurdiana Nurdiana Rachmawaty Rachmawaty, Rachmawaty