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All Journal Journal of Artificial Intelligence and Digital Business Balance: Jurnal Ekonomi
Iman, M. Kamilul
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Analisis Strategi Pengembangan Home Industry Keripik dalam Meningkatkan Eksistensi Usaha Keluarga Iman, M. Kamilul; Fahrudin, Fahrudin
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2090

Abstract

Penelitian ini dilakukan pada usaha keripik rumahan “Keripik Sikembar” yang berlokasi di Desa Randujalak, Kecamatan Besuk, Kabupaten Probolinggo. Usaha ini merupakan salah satu pelaku home industry yang berkontribusi terhadap ketahanan ekonomi keluarga. Penelitian bertujuan untuk mengetahui strategi pengembangan yang diterapkan guna meningkatkan eksistensi usaha. Pendekatan yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara, observasi, dan dokumentasi langsung terhadap pelaku usaha. Hasil penelitian menunjukkan bahwa pelaku usaha menerapkan beberapa strategi pengembangan, seperti diversifikasi, penggunaan bahan baku lokal, serta pemasaran melalui jaringan sosial dan penjualan langsung. Meski belum optimal dalam memanfaatkan media digital, usaha ini mampu bertahan lebih dari sepuluh tahun dan memberikan kontribusi signifikan terhadap pendapatan keluarga. Faktor pendukungnya adalah dukungan keluarga dan kemudahan akses bahan baku, sementara faktor penghambat meliputi keterbatasan modal, inovasi, serta pemasaran berbasis teknologi. Penelitian ini menyimpulkan bahwa keberhasilan usaha sangat dipengaruhi oleh strategi pengembangan yang adaptif, konsisten, dan relevan dengan kondisi lokal, yang mampu menjaga eksistensi usaha sekaligus meningkatkan ketahanan ekonomi keluarga.
Analysis of the Potential of Creative Marketing Strategies in Increasing Sales in the ANURATU Convection Industry Fahrudin, Fahrudin; Shofi, Ahmad; Masyhur, Ahmad; Qodir, Abdul; Iman, M. Kamilul
Jurnal Ekonomi Balance Vol. 20 No. 2 (2024): Desember 2024
Publisher : Perpustakaan dan Penerbitan Unismuh Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/jeb.v20i2.16008

Abstract

This study analyzes the potential of creative marketing strategies to enhance sales in the ANURATU convection industry. The research aims to explore the deeper potential and future opportunities of this industry, contributing to the relatively under-researched area of creative marketing. By identifying and understanding the unique factors that drive consumer interest and engagement, this study seeks to provide valuable insights for businesses looking to innovate and grow in a competitive market. The study employs a qualitative approach, utilizing descriptive methods to gather and present data based on observations and interviews. ANURATU, a small-scale home-based business, produces high-quality vintage-themed apparel. Despite using manual production processes and simple equipment, ANURATU has successfully marketed its products both domestically and internationally, including in regions such as Sumatra, Bali, and Singapore. The research highlights the role of digital marketing as a powerful tool for increasing visibility and attracting a wider customer base. Additionally, product diversification has proven to be an effective strategy in appealing to different consumer segments, expanding the brand's reach. The findings suggest that creative marketing strategies, such as leveraging social media platforms, influencer collaborations, and limited-edition collections, are essential for boosting sales and fostering customer loyalty. With a focus on quality and trust, ANURATU has the potential for significant growth and sustainability. The study concludes that by continuing to embrace creative marketing techniques, ANURATU can establish itself as a leading brand in the vintage apparel industry.
Co-Authors Abdul Qodir Fahrudin Fahrudin MASYHUR, AHMAD Shofi, Ahmad