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All Journal Journal of Economics and Management Scienties Jurnal Ilmiah Pariwisata
Hanan, Radinka Ravee
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Library & Information Science Social Sciences

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Strategi Pemasaran Sponge Cake Dengan Subtitusi Aron Dan Kacang Bogor Dengan Pemanfaatan Media Sosial Terhadap Minat Pasar Hanan, Radinka Ravee; Haqieqi, Sallis Bahihaqi; Minantyo, Hari; Nugraha, Kristian Agung
Jurnal Ilmiah Pariwisata Vol 30 No 2 (2025): Jurnal Ilmiah Pariwisata
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/jip.v30i2.1892

Abstract

Food is one of the basic human needs, so having sufficient, nutritious and safe food is the human right of every Indonesian to create quality human resources to realize the country's development. Food demand is the sum of direct consumption, industrial needs and other needs. Direct consumption is food consumed directly by the public. The aim of this research is to find out marketing strategies sponge cake with substitution of aron and Bogor peanuts with utilization media social towards market interest, this research uses research methods qualitative, method qualitative examine the depth of facts or events, so that they are local and not in the context of generalizing empirical findings as general events. In this research, researchers will carry out and find out the final results on marketing strategies sponge cake substitution of aron and Bogor peanuts with the utilization media social media on market interest, where researchers will also take data and look for respondents to analyze marketing strategies for products sponge cake. Researchers conducted this research in the city of Surabaya located at Ciputra University Surabaya with assistance from google form as a media of analysis in this research. Keywords: sponge cake, marketing strategy, social media, aron flour and Bogor beans flour
Eksplorasi Pengalaman Konsumen dalam Menginterpretasikan Produk Gluten-Free di Instagram: Studi Fenomenologi pada The.Cornecraft dan Nude Bake Hanan, Radinka Ravee; Padmalia, Metta; Gideon, Andrea
Journal of Economics and Management Scienties Volume 8 No. 2, March 2026 (Accepted)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i2.338

Abstract

Di era digitalisasi, persaingan bisnis yang ketat menuntut perusahaan untuk terus berinovasi dalam memahami perubahan gaya hidup sehat konsumen yang kini mulai beralih ke pola makan bebas gluten. Produk gluten-free, yang awalnya bersifat khusus untuk kebutuhan medis, kini mengalami pergeseran fungsi menjadi simbol identitas dan gaya hidup sehat di media sosial. Penelitian kualitatif fenomenologi ini mengeksplorasi pengalaman personal konsumen dalam menginterpretasikan produk gluten-free dari dua merek lokal, The.Cornecraft dan Nude Bake, di Instagram. Temuan inti penelitian menunjukkan adanya pergeseran fundamental nilai produk gluten-free dari sekadar kebutuhan medis menjadi bagian integral dari gaya hidup sehat harian (functional reframing). Kekuatan metodologis penelitian ini terletak pada integrasi kerangka Strategic Experiential Modules (SEMs) dan Socio-Cultural Consumption Vector (SCCV). Analisis SCCV mengungkap bahwa konsumsi produk ini berfungsi sebagai alat sosial untuk membentuk identitas diri yang sadar kesehatan dan memperkuat koneksi komunitas. Berdasarkan temuan tersebut, penelitian ini merumuskan "Model Konstruksi Makna Konsumen Terhadap Produk Gluten-Free" yang terdiri dari empat tahap: Functional Reframing, Cognitive Legitimation, Lifestyle & Social Integration, dan Trust Anchoring. Implikasi praktis bagi pelaku bisnis adalah pentingnya menonjolkan dimensi pengalaman langsung (Sense dan Feel) serta membangun kredibilitas melalui transparansi ilmiah (uji laboratorium) untuk menjamin keberlanjutan bisnis di era digital.
Co-Authors Andrea Gideon Haqieqi, Sallis Bahihaqi Hari Minantyo Kristian Agung Nugraha Metta Padmalia