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All Journal Almana : Jurnal Manajemen dan Bisnis Journal of Bussines Management Basic
Sihombing, Lusiana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Marketing Strategy for Abon Oncom Products Pasireungit Ki Haji as a Typical Food in the City of Sumedang Ginanjar, Yayat; Kusumawardani, Rani; Sari, Melita Dewita; Sihombing, Lusiana; Fitriani, Fitriani
Journal of Bussines Management Basic Vol 7 No 1 (2025): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

This research aims to analyze the marketing strategy for the product Pasireungit Kihaji abon oncom as a typical food in the city of Sumedang before and after the Covid-19 pandemic. Using a qualitative approach, this research explores changes in marketing strategies implemented bymanufacturers in facing the challenges posed by the pandemic. Research data was collected through interviews with business owners. The results of the research show that before the pandemic, the marketing strategy for Pasireungit Kihaji abon oncom products focused more on direct sales and participating in exhibition events. However, after the pandemic, there has been a significant shift towards digital marketing, including social media users and marketplace platforms to reach a wider range of consumers. Apart from that, product and package wider range of consumers. Apart from that, product and packag innovation is also the main focus to attract consumer attention during the period of adapting to new habits. This research concludes that quick and effective adaptation of marketing strategies is very important for the sustainability of the Abon Oncom Pasireungit KiHaji business amidst changes in consumer behavior due to the Covid -19 pandemic. It is hoped that these findings can become a reference for other culinary business actors in facing similar situations in the future
Innovation to Increase Palm Sugar Production into Ant Sugar Coffee Hidayat, Gustina; kartiwa, Aa; Deliasari, Syifa; Sihombing, Lusiana
Almana : Jurnal Manajemen dan Bisnis Vol. 9 No. 3 (2025): December
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v9i3.2915

Abstract

Palm sugar is one of the leading products of Citengah Village, Sumedang Regency, this innovation aims to process palm sugar into ant sugar coffee, which is an instant product in the form of dry crystals resulting from a combination of palm sugar and coffee powder. The method used was a household-scale experiment with stages: cooking of palm sugar solution, mixing of local coffee grounds, crystallization, and drying at 90–100°C. The results showed that the product had a smooth crystalline shape, dark brown color, a distinctive aroma of coffee and palm sugar, and was easily dissolved in hot water. Organoleptic tests on 20 respondents showed a preference level of 85%, especially in taste and aroma. This product also has a shelf life of more than three months without preservatives. The innovation of ant sugar coffee not only increases the added value of local palm sugar, but also opens up new market opportunities for natural instant drink products. It is hoped that this product can be an alternative to typical Sumedang souvenirs while supporting the economic empowerment of the village community.
Co-Authors Deliasari, Syifa Fitriani Fitriani Ginanjar, Yayat Hidayat, Gustina Kartiwa, Aa Kusumawardani, Rani Sari, Melita Dewita