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All Journal Jurnal Pengabdian Masyarakat Indonesia Aliansi : Jurnal Politik, Keamanan Dan Hubungan Internasional Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Masyarakat Berkarya: Jurnal Pengabdian dan Perubahan Sosial Harmony Management: International Journal of Management Science and Business
Tofa Waluyo Alifya
Universitas Padjadjaran
Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Masyarakat Berkarya: Jurnal Pengabdian dan Perubahan Sosial

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Meningkatkan Daya Saing UMKM Rumah Tempe Indonesia Cabang Bandung melalui Sustainable Competitive Advantage Nurul Mardhiah Sitio; Tofa Waluyo Alifya; Gessan Kurnia Dewi
Masyarakat Berkarya : Jurnal Pengabdian dan Perubahan Sosial Vol. 2 No. 1 (2025): Februari : Masyarakat Berkarya : Jurnal Pengabdian dan Perubahan Sosial
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/karya.v2i1.1141

Abstract

Rumah Tempe Indonesia (RTI) need a marketing strategy to improve their business continuity. This study analyzes the Sustainable Competitive Advantage formulated with the VRIO model in business model development to formulate a marketing strategy. The data collected by using the in-depth interviews, observations, and several external sources. The results of the analysis indicated that the RTI has a competitive advantage in two aspects, in terms of its human resources and the company ability to survive. The result of competitive ability in this research show there are two marketing strategies that can be implemented by the MSMEs, the use of its social media and collaboration with the promotional services from community leaders and local celebrities to increase the brand awareness of Rumah Tempe Indonesia branch Bandung and also for its products.
Co-Authors Gessan Kurnia Dewi Habibullah, Ali Zahid Iyus Yosep Kurniawan Kurniawan Nurul Mardhiah Sitio Nurul Mardiah Sitio Risco Christianto Ondang RITA RITA RR. Ella Evrita Hestiandari Suryana, Nanang