Garuda - Garba Rujukan Digital

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

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.

Ontologi Sains Modern: Fondasi Filsafat Di Balik Pengetahuan Ilmiah Ayu Putriana Dewi; Enjelika Enjelika; Agung Winarno
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.v2i4.3427

Science is considered a theory of understanding the universe that uses philosophical foundations to determine what counts as reality, based on empirical findings. The main objective in this study is to identify how the ontology of science forms the basis of scientific theory, whether in physics, biology, or social sciences, and how it relates to recent developments in technology and scientific research. Based on this research, it seeks to explain the ontology of modern science in terms of the philosophical foundations behind scientific knowledge. Philosophy of science, ontology, and science are intertwined in the effort to understand reality. In the modern era, the main challenge in philosophy and ontology is to maintain the essence of human existence in the face of rapid technological developments, such as the metaverse. Critical efforts are needed to maintain a balance between technology and human values.

Marketing Strategy Based on Segmenting, Targeting, and Positioning (STP) and Product Life Cycle (PLC) at Selangkah Trip in Malang City Yaumi Rohmah; Muhammad Nashirul Haq; Ayu Putriana Dewi; Sudarmiatin Sudarmiatin
International Journal Business, Management and Innovation Review Vol. 2 No. 2 (2025): : International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i2.147

The tourism industry is growing rapidly along with the increasing public interest in travel. Travel agencies (BPW) play a strategic role in providing quality services for tourists. Selangkah Trip, one of the BPWs in Malang City, faces fierce competition so it requires the right marketing strategy to remain competitive. This study aims to analyze the application of Segmenting, Targeting, Positioning (STP) and Product Life Cycle (PLC) strategies in improving Selangkah Trip's competitiveness. This study uses a qualitative approach with a case study method, where data is collected through in-depth interviews, observation, and documentation. The results of this study at the segmentation stage, the company focuses the market on schools and corporations, by customizing services for each segment, such as economical tour packages for schools and exclusive services for corporations. In the targeting stage, the company selects segments with stable and sustainable demand, with a direct and digital approach to expand market reach. In positioning, Selangkah Trip emphasizes competitive service quality, affordable prices, and unique experiences, such as the concept of camping in Bromo, to strengthen its image as a trusted travel service provider. This research also identifies the implementation of strategies at PLC, where at the introduction stage, the company focuses on introducing services through strategic partnerships and digital marketing. At the growth stage, demand increases through new service innovations, while at the maturity stage, the company strengthens its position with competitive prices and high-quality services. In the decline stage, the company adapts by offering flexible packages and expanding the market for individual travelers to maintain operational sustainability amid economic challenges.

Analisis Inovasi Layanan E-Commerce pada Produk Kuliner Tradisional : Studi Kasus Penerapan Strategi Digitalisasi pada Usaha Soto Banjar Sawojajar-Kota Malang Ayu Putriana Dewi; Agus Hermawan
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 3 No. 2 (2025): April : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v3i2.1742

The development of digital technology encourages traditional culinary business actors to adapt to e-commerce services in order to expand market reach and improve service efficiency. This study aims to analyze the digital innovation implemented by the Soto Banjar business in Sawojajar, Malang City, in facing challenges and opportunities in the digital era. Using a descriptive qualitative approach with a case study method, data was collected through interviews, observations, and documentation. The results of the study show that the integration of digital platforms such as GrabFood, ShopeeFood, Instagram, and WhatsApp has a positive impact on the effectiveness of promotions, ordering systems, and product distribution. Service innovations such as pre-order systems and attractive packaging help strengthen product image and increase customer satisfaction. Despite facing challenges such as digital promotion costs and spikes in demand, digital transformation has proven to be able to increase the competitiveness and sustainability of this traditional culinary business.

Market Penetration Strategy for Traditional Beverage Products: A Case Study of Bugis-Makassar's Typical Sarabba Ayu Putriana Dewi; Agung Winarno
International Journal of Economics, Commerce, and Management Vol. 2 No. 3 (2025): July : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i3.691

In the midst of increasingly fierce modern market competition, traditional beverage products such as sarabba from Makassar began to enter the competitive market. This study aims to analyze the market penetration strategy of Makassar's Sarabba traditional beverage product in an effort to expand its reach and increase competitiveness in local and national markets. Sarabba, as a traditional spice-based drink, has high cultural value and economic potential but faces challenges in terms of marketing and adaptation to modern consumer tastes. The research method used is a qualitative approach with a case study, through direct observation, interviews with business actors, and documentation analysis. The results showed that the market penetration strategy implemented includes product innovation in the form of ready-to-eat packaging, utilization of digital media for promotion, and collaboration with local MSMEs and creative industry players. With the implementation of effective marketing strategies (4P), Saraba can maintain its traditional flavors while reaching new consumers in local and national markets. This research contributes to the development of marketing strategies for traditional products and suggests ways to improve the competitiveness of local products in the international market. This strategy is considered effective in increasing the visibility of Sarabba products among the younger generation and tourists. This research suggests the need for local government support in the form of training, product certification, and market access facilitation to strengthen Sarabba's existence as a competitive local culinary identity in the era of globalization.

Market Penetration Strategy for Traditional Beverage Products: A Case Study of Bugis-Makassar's Typical Sarabba Ayu Putriana Dewi; Agung Winarno
International Journal of Economics, Commerce, and Management Vol. 2 No. 3 (2025): July : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i3.720

In the midst of increasingly fierce modern market competition, traditional beverage products such as sarabba from Makassar began to enter the competitive market. This study aims to analyze the market penetration strategy of Makassar's Sarabba traditional beverage product in an effort to expand its reach and increase competitiveness in local and national markets. Sarabba, as a traditional spice-based drink, has high cultural value and economic potential but faces challenges in terms of marketing and adaptation to modern consumer tastes. The research method used is a qualitative approach with a case study, through direct observation, interviews with business actors, and documentation analysis. The results showed that the market penetration strategy implemented includes product innovation in the form of ready-to-eat packaging, utilization of digital media for promotion, and collaboration with local MSMEs and creative industry players. With the implementation of effective marketing strategies (4P), Saraba can maintain its traditional flavors while reaching new consumers in local and national markets. This research contributes to the development of marketing strategies for traditional products and suggests ways to improve the competitiveness of local products in the international market. This strategy is considered effective in increasing the visibility of Sarabba products among the younger generation and tourists. This research suggests the need for local government support in the form of training, product certification, and market access facilitation to strengthen Sarabba's existence as a competitive local culinary identity in the era of globalization.

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