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All Journal Ekomaks : Jurnal Ilmu Ekonomi, Manajemen, dan Akuntansi
Marentek, Mikke
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Economics, Econometrics & Finance

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Marketing Plan Rica Roa Minyak Kelapa “ROKLA” Suharto, Tri Utami; Mandey, Nancy Henrieta Jesamine; Longdong, Wingston Markus Jusuf; Marentek, Mikke
JURNAL EKOMAKS Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Vol. 13 No. 2 (2024): Jurnal EKOMAKS
Publisher : Universitas Merdeka Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33319/jeko.v13i2.171

Abstract

The culinary business world is currently developing very rapidly, especially in the city of Manado, which has great potential for hot chilli sauce products such as Rica Roa. The “Rokla” business comes with innovation using pure coconut oil (VCO), which is known to be healthier than the copra coconut oil that is generally used. This chilli sauce not only has a distinctive spicy taste, but also offers a unique taste thanks to the us of VCO. However, this business still in the early development stage,so it requires careful marketing planning. For this reason, a SWOT analysis is carried out to identify the strengths, weaknesses, opportunities and threats facing this business. Apart from that, the IFAS and EFAS matrices are also used to deepen the analysis and find the most appropriate marketing strategy. After analysing the SWOT, the STP (Segmenting, Targeting and Positioning) strategy is applied to determine the appropriate target market. Next, the 4P marketing mix (Product, Price, Place, Promotion) is used to implement the strategy that has been formulated. With this approach, it is hoped that the “Rokla” business can expand its market reach and increase its competitiveness, especially through digital promotion strategies and expanding distribution to various potential market segments.
Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Produk VCO Torondek, Natasya; Marentek, Mikke; Mandey, Nancy Henrietta Jessamine; Kumaat, Arief P.
JURNAL EKOMAKS Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Vol. 14 No. 1 (2025): Jurnal EKOMAKS
Publisher : Universitas Merdeka Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33319/jeko.v14i1.173

Abstract

Virgin Coconut Oil (VCO) is one of the products produced by the Manado State Polytechnic Technology Excellence Center which has large market potential because of its recognized benefits and advantages. (Syah. A. 2005) Virgin Coconut Oil (VCO) is pure coconut oil produced from processing coconut meat without heating so that it produces oil that is clear, not rancid and free from free traces due to heating. However, to maintain and increase sales, it is necessary understand the factors that influence consumer satisfaction in using this product. The aim of this research is to identify and analyze the factors that influence consumer satisfaction for VCO products produced by the Manado State Polytechnic Technology Excellence Center and marketed at the Investment Gallery. The focus of this research is to understand the most significant aspects that influence consumer behavior in the local context. The method used in this research is descriptive quantitative, through observation, questionnaires and documentation. The results of this research show that service quality consists of dimensions of customer satisfaction, namely reliability, responsiveness, tangibility, assurance and empathy and other factors. that influence customer satisfaction, namely product quality, price, service quality, emotional factors, and cost and convenience are aspects that influence consumer satisfaction. Overall, all the influencing factors are in the values that influence consumer satisfaction with VCO products in the Investment Gallery.
Co-Authors Arief Perdana Kumaat Longdong, Wingston Markus Jusuf Mandey, Nancy Henrieta Jesamine Mandey, Nancy Henrietta Jessamine Suharto, Tri Utami Torondek, Natasya