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All Journal Karimah Tauhid Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Mustika, Siti Juwita Nurastri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences

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Penerapan Bauran Promosi pada UMKM Seblak Bondol Kabupaten Sukabumi Mustika, Siti Juwita Nurastri; Gemina, Dewi
Karimah Tauhid Vol. 4 No. 1 (2025): Karimah Tauhid
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/karimahtauhid.v4i1.16840

Abstract

Seblak Bondol adalah sebuah UMKM kuliner di kabupaten Sukabumi, mengalami kesulitan dalam mencapai target penjualan meskipun memiliki produk yang diminati. Selama tahun 2024, UMKM ini mengandalkan promosi melalui media sosial dan marketplace, namun belum cukup efektif dalam meningkatkan penjualan secara konsisten. Penelitian ini bertujuan untuk menganalisis penerapan bauran promosi yang lebih komprehensif, termasuk periklanan dan promosi penjualan untuk meningkatkan efektivitas promosi dan memenuhi target penjualan. Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan bauran promosi di Seblak Bondol dan memberikan rekomendasi strategi promosi yang lebih optimal guna mencapai target penjualan yang lebih tinggi. Pendekatan kualitatif digunakan dalam penelitian ini melalui observasi dan wawancara langsung kepada pemilik Seblak Bondol. Data juga dikumpulkan melalui analisis laporan penjualan dan kegiatan promosi yang dilakukan sepanjang tahun 2024. Metode untuk menjelaskan yang digunakan berupa analisis deskriptif penerapan bauran promosi yang telah dilaksanakan serta efektivitasnya dalam mencapai target penjualan. Hasil penelitian menunjukkan bahwa meskipun Seblak Bondol telah menerapkan beberapa jenis promosi seperti media sosial dan marketplace, penerapan periklanan dan promosi penjualan masih terbatas. Penggunaan iklan dan promosi penjualan yang lebih terstruktur dapat membantu meningkatkan visibilitas produk dan menambah konsumen agar memenuhi target penjualan yang lebih tinggi. Penerapan bauran promosi yang lebih lengkap, termasuk periklanan dan promosi penjualan, sangat penting untuk meningkatkan hasil penjualan Seblak Bondol. Implementasi teknik promosi yang lebih efektif dapat membantu UMKM dalam bersaing di pasar yang semakin kompetitif.  
The Influence of Market Orientation and Product Innovation on Marketing Performance Through Competitive Advantage as an Intervening Variable in the Snack Household Industry in Sukabumi Regency Gemina, Dwi; Palahudin; Mustika, Siti Juwita Nurastri
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.634

Abstract

This study aims to analyze the influence of market orientation, product innovation on marketing performance through competitive advantage as an intervening variable in the snack household industry in Sukabumi Regency. This research method uses a quantitative approach with primary data obtained through a questionnaire with the Likert scale. The population in this study is snack business actors in Sukabumi Regency with sampling techniques using purposiv sampling. The number of samples used in this study was 250 business actors. Data analysis was carried out using the Statistical Product and Service Solution (SPSS) method. The results of the study show that market orientation and product innovation have a positive and significant effect on marketing performance, market orientation and product innovation have a positive and significant effect on marketing performance through competitive advantage.
The Influence of Market Orientation and Product Innovation on Marketing Performance Through Competitive Advantage as an Intervening Variable in the Snack Household Industry in Sukabumi Regency Gemina, Dwi; Palahudin; Mustika, Siti Juwita Nurastri
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.634

Abstract

This study aims to analyze the influence of market orientation, product innovation on marketing performance through competitive advantage as an intervening variable in the snack household industry in Sukabumi Regency. This research method uses a quantitative approach with primary data obtained through a questionnaire with the Likert scale. The population in this study is snack business actors in Sukabumi Regency with sampling techniques using purposiv sampling. The number of samples used in this study was 250 business actors. Data analysis was carried out using the Statistical Product and Service Solution (SPSS) method. The results of the study show that market orientation and product innovation have a positive and significant effect on marketing performance, market orientation and product innovation have a positive and significant effect on marketing performance through competitive advantage.
Co-Authors Dwi Gemina Gemina, Dewi Palahudin