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All Journal Jurnal Manajemen dan Bisnis Jurnal Manajemen dan Bisnis Jurnal Bakti Bagi Bangsa
Arifin, Nasjwa Putri Syachrah
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OPTIMALISASI INSTAGRAM SEBAGAI PLATFORM PEMASARAN RENGGINANG DAN KERIPIK SINGKONG DI DESA SUKABUNGAH Arifin, Nasjwa Putri Syachrah; Putra, Purnama
An-Nizam Vol 3 No 3 (2024): An Nizam: Jurnal Bakti Bagi Bangsa
Publisher : Universitas Islam 45 Bekasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/an-nizam.v3i3.10423

Abstract

The advancement of digital technology presents opportunities for micro-enterprises to enhance their marketing efforts through social media platforms. This community service program focuses on the digitalization of marketing via Instagram as a strategy to expand market reach and improve the competitiveness of rengginang and cassava chips businesses in Sukabungah Village, Bojongmangu District, Bekasi Regency. The program aims to provide education and training for home-based entrepreneurs to effectively utilize social media in promoting their products. The implementation method consists of several stages, including an initial survey and observation of existing marketing conditions, an awareness session on the importance of digital marketing, and hands-on training. The training covers creating a business Instagram account, developing engaging content, and applying social media marketing strategies. The program is designed to equip participants with the skills to independently manage their Instagram accounts while leveraging features such as feed posts, stories, reels, and paid advertisements to enhance product visibility. The results indicate a significant improvement in participants' understanding and skills in utilizing social media as a marketing tool. Previously inactive in digital marketing, participants have now developed the ability to create and manage Instagram accounts effectively while implementing promotional strategies tailored to their target market. The sustainability of this program is expected to drive the digital transformation of small businesses, enhance competitiveness, and expand the market share of local products in the digital economy era.
PRODUCT INNOVATION STRATEGIES AND MARKET ORIENTATION TO IMPROVE MARKETING PERFORMANCE AT MEATBALL MSMES IN BEKASI CITY Syahyono, Syahyono; Arifin, Nasjwa Putri Syachrah; Pearl, Sonia; Shalihin, Fikri Radiatus
Jurnal Manajemen dan Bisnis Volume 25 No. 1 Tahun 2025
Publisher : UNIKA Santo Thomas

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Fierce competition in the meatball industry encourages MSMEs to innovate in products and marketing strategies. Product innovations such as flavor variants, raw material quality, and unique presentation can increase consumer appeal. In addition, a market orientation that understands customer needs and preferences is a key factor in increasing satisfaction and market share. However, the relationship between product innovation, market orientation, and marketing performance still needs to be further researched to provide new insights for MSMEs in increasing their competitiveness. Research method: This study uses a qualitative approach with in-depth interviews with MSME meatball owners and actors in Bekasi City and observation of the marketing process applied. The results of the study show that, simultaneously and partially, the orientation of market orientation variables, product creativity, and product innovation innovation have a positive and significant effect on the marketing performance of Meatball MSMEs in Bekasi City. Therefore, the right product innovation strategy and market orientation that focuses on consumer needs and desires can be key factors in improving the competitiveness and marketing performance of MSMEs. that product innovation, such as the development of flavor variants, the quality of raw materials, and innovations in presentation, plays an important role in attracting consumers' attention. In addition, market orientation based on understanding consumer preferences and product adaptation to market trends has been proven to increase customer satisfaction and expand market share. This study shows that market orientation has a significant effect on the marketing performance of Meatball MSMEs in Bekasi, while product innovation has a smaller direct influence. However, innovation still plays a role in strengthening market orientation. Therefore, MSMEs are advised to focus more on understanding market needs while continuing to innovate in order to increase their competitiveness and business growth.
PRODUCT INNOVATION STRATEGIES AND MARKET ORIENTATION TO IMPROVE MARKETING PERFORMANCE AT MEATBALL MSMES IN BEKASI CITY Syahyono, Syahyono; Arifin, Nasjwa Putri Syachrah; Pearl, Sonia; Shalihin, Fikri Radiatus
Jurnal Manajemen dan Bisnis Volume 25 No. 1 Tahun 2025
Publisher : UNIKA Santo Thomas

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Fierce competition in the meatball industry encourages MSMEs to innovate in products and marketing strategies. Product innovations such as flavor variants, raw material quality, and unique presentation can increase consumer appeal. In addition, a market orientation that understands customer needs and preferences is a key factor in increasing satisfaction and market share. However, the relationship between product innovation, market orientation, and marketing performance still needs to be further researched to provide new insights for MSMEs in increasing their competitiveness. Research method: This study uses a qualitative approach with in-depth interviews with MSME meatball owners and actors in Bekasi City and observation of the marketing process applied. The results of the study show that, simultaneously and partially, the orientation of market orientation variables, product creativity, and product innovation innovation have a positive and significant effect on the marketing performance of Meatball MSMEs in Bekasi City. Therefore, the right product innovation strategy and market orientation that focuses on consumer needs and desires can be key factors in improving the competitiveness and marketing performance of MSMEs. that product innovation, such as the development of flavor variants, the quality of raw materials, and innovations in presentation, plays an important role in attracting consumers' attention. In addition, market orientation based on understanding consumer preferences and product adaptation to market trends has been proven to increase customer satisfaction and expand market share. This study shows that market orientation has a significant effect on the marketing performance of Meatball MSMEs in Bekasi, while product innovation has a smaller direct influence. However, innovation still plays a role in strengthening market orientation. Therefore, MSMEs are advised to focus more on understanding market needs while continuing to innovate in order to increase their competitiveness and business growth.
Co-Authors Pearl, Sonia Purnama Putra, Purnama Shalihin, Fikri Radiatus Syahyono, Syahyono