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All Journal Economic Education and Entrepreneurship Journal Movere Journal
Hasanah, Dillah Faradillah
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Decision Sciences, Operations Research & Management 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
Peranan Momprenuer dalam Meningkatkan Pendapatan Keluarga Melalui Pemanfaatan E-Commerce Burhan, Rizka Reyhana; Hasanah, Dillah Faradillah
Movere Journal Vol. 6 No. 1 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Tri Dharma Nusantara Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53654/mv.v6i1.418

Abstract

Abstrak : Mompreneur dalam meningkatkan pendapatan melalui e-commerce sangatlah penting. Masalah utama dalam penelitian ini dirumuskan pada bagaimana mompreneur dapat berperan dalam meningkatkan pendapatan keluarga. Adapun tujuan dari penelitian ini adalah untuk mengidentifikasi strategi yang digunakan oleh mompreneur dalam meningkatkan pendapatan keluarga mereka melalui pemanfaatan e-commerce. Penelitian ini mengambil study kasus pada komunitas momtomom sharing (MTM) di kota Makassar. Dalam penelitian ini menggunakan penelitian study kasus pada komunitas mompreneur momtomom (MTM). Dengan menggunakan penelitian kuantitatif dan kualitatif (mixed method). Untuk metode kualitatif dengan menggunakan teknikwawancara mendalam terhadap sejumlah informan. Jumlah populasi sebanyak 200 orang dengan teknik mengambil sampel yang digunakan yaitu purposive sampling sebanyak 30 orang informan. Sementara untuk teknik kuantitatif digunakan untuk mengukur dan menganalisis secara kuantitatif peranan mompreneur dalam meningkatkan pendapatan keluarga.
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 Burhan, Rizka Reyhana Nurdiana Nurdiana Rachmawaty Rachmawaty, Rachmawaty Riesso, Andi Sawe