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Nurzainul Hakimah, Ema
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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STP STRATEGY IN IMPROVING BRAND AWARENESS OF BU ENDAH'S TRADITIONAL SNACKS zahwa audinar, aura; Nurzainul Hakimah, Ema
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/sm9kyj85

Abstract

Research purposes : Increase brand awareness of Jajanan Bu Endah and formulate the right marketing strategy, especially in the STP aspect. Design/Method/Approach : The method used in this research is a qualitative method, while the type of research approach is phenomenology which focuses on individual life experiences. Research Findings :Mrs. Endah divides the segment with a primary focus on consumers aged 20-40 years who live in urban areas because they tend to like authentic and practical snacks. This target market can be reached through digital marketing, such as social media and collaboration with influencers. With positioning that emphasizes authentic taste, natural ingredients without preservatives, and environmentally friendly packaging, Mrs. Endah can present uniqueness that differentiates her products from modern snacks. Theoretical contribution/Originality : This research contributes to the development of STP strategies to increase brand awareness of Bu Endah's traditional snacks, both from a scientific and practical perspective. This research enriches the literature on the application of marketing strategies to local products with an approach that adapts to the characteristics of traditional and modern markets. Practitioner/Policy Implications : MSMEs like Mrs. Endah can utilize social media to reach a wider market segment. The use of premium raw materials and environmentally friendly packaging can be the main selling points. Collaboration with local influencers can strengthen the brand image as a high-quality traditional product. Research limitations : This study only focuses on one location (Kediri), so the results cannot be generalized to other areas with different market conditions and the data used is limited to interviews and observations in a small number of informants, so it does not provide a broad representation.
PENGARUH LAYOUT, WORD OF MOUTH DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA WARUNK DUREN TULUNGAGUNG Fadil, Mohammad; Nurzainul Hakimah, Ema; Kurniawan, Rony
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

The culinary business is a business that can be developed in the future, because food is one of the basic human needs. The purpose of this study was to determine the effect of layout, word of mouth, and price on purchasing decisions at Warunk Duren Tulungagung. This study uses a quantitative approach using primary and secondary data. The population in this study are people who buy products, with a sample of 40 respondents,, using analysis of validity test, reliability test, classical assumption test, multiple linear regression test, coefficient of determination, t-test and F-test. The results of the study can be concluded that (1)layout has a significant partial effect on purchasing decisions. (2)word of mouth partially significant effect on purchasing decisions. (3)price has a significant effect partially on purchasing decisions. (4)Layout, word of mouth, price simultaneously have a significant effect on purchasing decisions.
Co-Authors Kurniawan, Rony MOHAMMAD FADIL, MOHAMMAD zahwa audinar, aura