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All Journal INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Harmiaty Bahar
Halu Oleo University, Kendari, Indonesia
Religion Humanities Social Sciences

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THE ROLE OF ENTREPRENEURIAL MARKETING IN IMPROVINGORGANIZATIONAL PERFORMANCE IN THE HOTEL BUSINESS Muh. Husriadi; La Ode Aris; Harmiaty Bahar
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 2 No. 9 (2025): JULY
Publisher : Adisam Publisher

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The hotel industry is face competition is very tight, so there needs to be method creative and flexible marketing. This study aims to examine how entrepreneurial marketing can help increase hotel organizational performance. The method used is qualitative descriptive in a way collect data through interview in-depth, observation, and analysis of documents involving management as well as hotel staff. The results of the study show that the application of entrepreneurial marketing, through continuous service innovation, adjustments experience guests, creativity in marketing, as well as courage and risk management, can produce significant increase in income, level​ residence, loyalty customers, and the hotel's image. Although thus, there is challenges such as limitations resources, rejection of existing organizational culture, and adaptation to digital technology. Implications from this research highlights the need for human resource development, investment in trusted digital technology, and changes in organizational culture to support the success of marketing strategies innovative in the hospitality sector. This finding contributes both financially and theoretical and practical in developing entrepreneurial marketing in the sector service.
EXPLORATION OF BRAND POSITIONING AND DIFFERENTIATION DYNAMICSIN IMPROVING PRODUCT BRANDING Harmiaty Bahar; Yussi Rahmawati; Muh. Husriadi
INTERNATIONAL JOURNAL OF SOCIETY REVIEWS Vol. 2 No. 12 (2025): INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER)
Publisher : Adisam Publisher

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The market is growing competitive and digitalized demand companies to integrate positioning and differentiation strategies brand in a way effective use strengthen product branding. This research aims exploring the dynamics of positioning and differentiation integration brand in the context of improving product branding, with a focus on uniqueness feature product, coherence between brand position and attributes differentiation, as well as utilization of digital platforms for personalization experience consumers. The method used is qualitative research with data collection through interview deep to practitioners marketing and management brand. The results of the study show that unique product innovation and special features service is foundation capable differentiation​ strengthen brand position in a way authentic. Consistent coherence​ between promises in positioning and attributes applied differentiation​ build trust and loyalty consumers. In addition, personalization experience brand through digital platforms to improve proximity as well as relevance brands with consumers, encouraging stronger interactions and loyalty in the digital age. Implications practical from this research emphasizes importance strategic integration through coordination cross departments and the use of digital technology ethically to produce adaptive and sustainable branding. These findings contribute significant theoretical and practical implications in management development modern brands in the global market.
PRODUCT INNOVATION STRATEGY AND ITS IMPACT ON SME COMPETITIVENESS IN THE ERA OF THE DIGITAL ECONOMY Yussi Ramawati; Harmiaty Bahar; Muh. Husriadi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 5 (2025): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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This research examines product innovation strategies and their impact on the competitiveness of small and medium enterprises (SMEs) in the food and beverage sector in Kendari City, in the context of the digital economy. The aim of this research is to explore effective innovation strategies, analyze the impact of innovation on increasing competitiveness, and evaluate available support and resources. The research method uses mixed methods with survey design and in-depth interviews. The respondents were 50 small and medium businesses in the food and beverage industry in Kendari City. The research results show that the use of digital technology and the frequency of product development are key factors that help increase the competitiveness of SME businesses. In addition, external government support and access to financial resources greatly influence SMEs' ability to innovate. The implications of this research indicate the need for policies that support the integration of digital technology into SME innovation strategies and increase access to external resources and support.
Co-Authors La Ode Aris Muh. Husriadi Yussi Rahmawati Yussi Ramawati