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All Journal JURNAL MANAJEMEN MOTIVASI Jurnal bintang manajemen
Abdullah As Shoib
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Strategi Pemasaran STP (Segmenting, Targeting, Positioning) pada UMKM Pengrajin Keramik : (Studi Kasus pada UMKM Denis Souvenir Sulastri) Abdullah As Shoib; Ayu Putriana Dewi; Dynda Prista; Fajar Dio Wahyu; Sudarmiatin Sudarmiatin
Jurnal Bintang Manajemen Vol. 2 No. 4 (2024): Desember : Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v2i4.3419

Abstract

The research aims to analyze the application of the STP (Segmenting, Targeting, Positioning) marketing strategy to the MSME ceramic craftsman Denis Souvenir Sulastri in Dinoyo Ceramic Village, Malang. The STP approach is expected to help ceramic craftsmen identify potential market segments, determine the right target market, and strengthen product positions in a competitive market. The method used in this research is descriptive qualitative with data collection through observation and interviews with owners and craftsmen. The research results show that implementing the STP strategy is able to increase the attractiveness of Dinoyo ceramic products among tourists and local consumers who appreciate cultural and aesthetic values. However, the results also show that the implementation of digital marketing strategies still needs to be improved to reach a wider audience range. By understanding market needs and strengthening product positions, this ceramic craft MSME has the potential to become a sustainable local cultural and economic icon in Malang City.
Orientasi Kewirausahaan dan Orientasi Pasar sebagai Faktor Penentu Kinerja Usaha: Peran Mediasi Keunggulan Kompetitif pada Usaha Mikro dan Kecil Kuliner Halal di Kota Malang Abdullah As Shoib; Naswan Suharsono; Madziatul Churiyah
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.9099

Abstract

This study examines the influence of entrepreneurial orientation and market orientation on business performance through the mediating role of competitive advantage among halal culinary MSEs in Malang City. Using a quantitative approach, data were collected from 266 respondents selected via proportional purposive sampling and analyzed using PLS-SEM. The findings reveal that both orientations exert a positive and significant influence on competitive advantage and business performance, with market orientation emerging as the most dominant driver. Competitive advantage partially mediates both relationships. Halal product certification oriented toward consumer needs serves as a critical determinant of market competitiveness.
Co-Authors Ayu Putriana Dewi Dynda Prista Fajar Dio Wahyu Madziatul Churiyah Naswan Suharsono Sudarmiatin