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All Journal Jurnal Statistika Universitas Muhammadiyah Semarang Journal of Economic, Bussines and Accounting (COSTING) JURNAL PENDIDIKAN TAMBUSAI Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam EKONOMIKA SYARIAH : Journal of Economic Studies JURNAL EKONOMI SAKTI (JES) Jurnal Pendidikan dan Konseling Shafin: Sharia Finance and Accounting Journal Jurnal Riset Ekonomi Syariah EKONOMIKA SYARIAH : Journal of Economic Studies ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Mutlaqah: Jurnal Kajian Ekonomi Syariah Journal of Artificial Intelligence and Digital Business Indonesian Research Journal on Education Krigan: Journal of Management and Sharia Business PESHUM BORJUIS (JURNAL OF ECONOMY)
susanti, septria
UIN Sjech M.Djamil Djambek Bukittinggi
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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Analisis Pemanfaatan Pemasaran Digital sebagai Media Promosi Produk Makanan Tradisional (Studi Kasus Toko Oleh-Oleh Nekmak Khas Mandailing Natal) Hamidi, Fajar; Susanti, Septria
ARZUSIN Vol 6 No 5 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i5.11907

Abstract

Digital marketing has become an important component in developing the promotion of traditional food businesses. However, studies specifically examining its use as a promotional medium for regional specialty food and souvenir businesses remain limited. This study aimed to analyze business practitioners’ understanding of digital marketing and digital branding and to examine the digital marketing strategies implemented at Toko Oleh-Oleh Nekmak Khas Mandailing Natal. This study employed a qualitative approach with a case study design. The informants comprised 13 individuals: one business owner, seven employees, and five consumers selected through purposive sampling. Data were collected through observation, interviews, documentation, and literature review and subsequently analyzed using the Miles and Huberman interactive analysis model, which comprised data reduction, data presentation, and conclusion drawing and verification. The results showed that business practitioners had an adequate understanding of digital marketing and digital branding, but their implementation was not yet optimal because marketing strategies remained dominated by conventional approaches. Of the six indicators analyzed, credibility constituted the principal strength, while accessibility, interactivity, and entertainment remained limited. The main barriers included limited understanding of digital marketing, insufficient capital, and dependence on the local market. These findings emphasize that the digital marketing transformation of traditional food businesses requires capacity building among business practitioners and the gradual implementation of appropriate strategies. This study extends understanding of the transformation of traditional food marketing into the digital sphere and provides practical implications for business practitioners to utilize product quality, business identity, and consumer trust as foundations for developing digital branding.
Evaluasi Strategi Bersaing Travel Haji dan Umrah PT. Amanah Travel Indonesia untuk Meningkatkan Jumlah Jemaah Fiola Arista Widya; Septria Susanti
ARZUSIN Vol 6 No 2 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i2.9600

Abstract

The increasingly intense competition in the Hajj and Umrah travel industry in Bukittinggi City has affected fluctuations in the number of pilgrims, particularly at PT Amanah Travel Indonesia, thus requiring an evaluation of the competitive strategies implemented by the company. This study aims to evaluate the competitive strategies used and to identify the most effective strategy for improving the company’s competitiveness and the number of pilgrims. This study employed a qualitative approach with a descriptive method. Data were obtained through observation, interviews, and documentation with informants consisting of leaders, employees, and pilgrims, and were then analyzed through data reduction, data display, and conclusion drawing. The results showed that PT Amanah Travel Indonesia implemented several competitive strategies, namely cost leadership, differentiation, focus, and a hybrid strategy. The cost leadership strategy was implemented through operational efficiency and the setting of affordable package prices. The differentiation strategy was realized through intensive worship services and the use of experienced mutawif. The focus strategy was directed at the segment of first-time and elderly pilgrims. Meanwhile, the hybrid strategy became the most dominant strategy because it was able to combine affordable prices with good service quality. This study concludes that the hybrid strategy is the most effective strategy for increasing the number of pilgrims. The implications of this study underscore the importance of improving service consistency, innovating digital promotion, and strengthening service quality to increase pilgrims’ trust and loyalty.
Co-Authors Alfin, Aidil Alpina, Alpina Andriyanti, Selma Anisa Putri Anisah, Ariyun Benny Aditya Nanda Cahya Agung Mulyana Cantika, Tiara Cici Kumala Sari Cici Kumala Sari Delfia Nora Deya Febiola Dwi, Gebi Sintia Era Sonita Faisal Hidayat Fiola Arista Widya Geby Sintia Dwi Hamidi, Fajar Hesmawati, Hesmawati Hidayati Hidayati Himmatul Khairi Joni, Yefri Kartika Sari Lioni Khoiriyah Miftahurrahmah Miranti Miranti Muhammad Rais Muhammad Rais Muhammad Rais Mulyana, Cahya Agung Oktavia, Weri Refliani, Refliani Reinhart, Rah Githa Ghaisa Rizki, Dean Permata Salputri, Rani Junia Sandioriva, Salsabila Santi Deswita Simatupang, Evi Dwi Anita SL, Hayatun Nufus Uqwatul Alma Wizja Uqwatul Alma Wizsa Wardaniah, Wardaniah Wikasanti Dwi Rahayu Zella Permata Bunda