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All Journal JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis
Wijaya, Septihani Michella
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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CHALLENGES AND MARKETING SOLUTIONS TO SUPPORT THE ROLE OF SONGKET FABRIC SMES IN WELCOMING THE ERA OF SOCIETY 5.0 Wijaya, Septihani Michella; Metty, Patrice Febiyani; Yukianti, Chiara Rizka; Ie, Mei
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2022-2032

Abstract

The more efforts are made, the more the country's economy will increase. The country's economy is increasing thanks to a significant increase in GDP (Gross Domestic Product) every year. MSMEs of songket cloth are one of the drivers of the country's economy because songket cloth has strength as the main advantage, namely that MSMEs can absorb jobs and grow the local community's economy. The right strategy for the MSME sector is to grow and build, consisting of market penetration to increase market share by using products already on the market. Market development is to increase market share in new markets by using existing products, and product development aim to increase market share by creating new products or developing existing products. Based on these leading concerns, the team has conducted a series of analyzes and formulated the right marketing strategy, namely the SMEs Bazaar with the theme "The Future of SMEs", Integrated Marketing Communication – Scan QR Code, E-commerce Partnership, show with SMEs with the theme "Custom Made to Fit ur Desire", and Empowerment SMEs Program. This strategy is believed to be effective and efficient in improving the performance of songket SMEs in Indonesia. With the development of technology and digitalization, Sasirangan Fabric products produced by SMEs can be sold using digital platforms such as e-commerce to make it easier for the public to reach and help in the expansion process to enter the global market. However, the limited internet penetration of MSME actors is a major problem in digital transformation. Therefore, it is necessary to analyze how this type of MSME can improve Indonesia's digital economy and welcome the era of society 5.0.
BUSINESS FEASIBILITY STUDY TO PROMOTE LOCAL FASHION (A CASE STUDY ON GAYAKU) Wijaya, Septihani Michella; Jane, Jennie; Wijaya, Andi
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2449-2460

Abstract

In recent years, business in all fields have faced increasingly global competition. In 2022, the fashion industry is growing and is seen as an industry with the potential to support economic recovery. At present, clothing is not only a primary demand, but also an artistic demand. Gayaku is a fashion product with a design of Indonesian culture as theme. Gayaku products are made of high-quality textile materials, so the clothes are very comfortable to wear, the material is not easy to stretch, and the silk screen will not break quickly, so that it can be used for a long time. Gayaku has a modern and contemporary design concept. In order to better understand market efforts and developments, Gayaku conducts a SWOT analysis, market potential analysis, and business risk analysis. The research method in this study is Qualitative research methods aim to explain a phenomenon in depth and are carried out by collecting data as deeply as possible. Gayaku also has a marketing plan to keep the business running. In order to compete with well-known and brand-name brands, Gayaku will carry out a series of marketing strategies, namely customer relations, activation of social media platforms, endorsement of key opinion leaders, digital campaigns, bajoe E-commerce, and special events.
Co-Authors ANDI WIJAYA Budiman, Bellinda Herman Ruslim Jane, Jennie Johan, Livia Kevin, Nicholas Kurniawan, Adeline Putri Laurent, Margaret Mei Ie Metty, Patrice Febiyani Putri, Angely Olivia Wijaya, Carissa Vienna Xie, Jingyu Yang, Jia-Shan Yenita . Yukianti, Chiara Rizka