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All Journal Jurnal Manajemen, Bisnis dan Kewirausahaan Ganec Swara
Lega Risma Alfioni
Universitas Palangka Raya
Decision Sciences, Operations Research & Management

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Analisis Strategi Pemasaran pada UMKM di Sektor Makanan dan Minuman di Jalan Rajawali Kota Palangka Raya Lega Risma Alfioni; Tonich Uda; Fendy Hariatama H
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Desember : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i3.6052

Abstract

This study aims to analyze the marketing strategies implemented by Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Palangkaraya City to enhance competitiveness and sales performance. The research is motivated by the rapid growth of MSMEs in Indonesia, particularly in the culinary sector, which significantly contributes to the national economy but faces intense market competition. The research method employed is with data collected through interviews, observations, and documentation of MSME owners. The findings reveal that most entrepreneurs have utilized digital media such as Instagram, Tiktok, and food delivery platforms for promotion, yet many have not conducted systematic market analysis. Key factors such as the choice of promotional channels, pricing strategies, product packaging, and understanding of local consumer trends significantly affect the effectiveness of marketing strategies. This study recommends the importance of structured marketing planning, optimal use of social media, and enhanced digital literacy to enable MSMEs to compete and grow sustainably.
ANALISIS FAKTOR YANG MEMPENGARUHI KESUKSESAN PADA RUMAH MAKAN DAPOER NAJWA DI KOTA PALANGKARAYA: Analysis Of Factors Influencing Success At The Restaurant Dapoer Najwa In The City Of Palangkaraya Lega Risma Alfioni; Tonich Uda; Fendy Hariatama H.
Ganec Swara Vol. 19 No. 4 (2025): Desember 2025
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v19i4.406

Abstract

In recent years, Indonesia’s culinary sector, including Palangkaraya City, has experienced rapid growth with increasingly intense competition. This study focuses on analyzing the factors that influence the success of Dapoer Najwa Restaurant, a local culinary business that has successfully built a positive reputation. The research employs a descriptive analytical approach by examining both internal and external factors contributing to business performance. The findings reveal that internal factors such as product quality, excellent service, operational management, human resource competence, and entrepreneurial characteristics play a significant role in creating competitive advantage. Meanwhile, external factors including strategic location, marketing and branding strategies, market competition, and economic support also affect business sustainability. Product quality—particularly taste, cleanliness, and consistency—emerges as the dominant factor influencing customer satisfaction and loyalty. This study emphasizes that the success of a restaurant is not solely determined by the quality of its food, but also by effective management integration, appropriate marketing strategies, and customer satisfaction. The results are expected to serve as a strategic reference for the development of similar culinary businesses in the future
Co-Authors Fendy Hariatama Tonich Uda