ProBisnis : Jurnal Manajemen
Vol. 15 No. 4 (2024): August-September: Management Science

Branding Strategy in Market Development of Fisheries Sector MSMEs: A Case Study in Kupang City

Tingga, Chairul Pua (Unknown)
Geno, Zainal Arifin Pua (Unknown)

Article Info

Publish Date
30 Aug 2024

Abstract

This study aims to analyze the branding strategy applied by fishery product processing MSMEs in an effort to increase market share. This research uses a qualitative method with a case study approach in fish floss processing MSMEs. The research subjects were fishery product processing MSMEs, while data collection techniques involved observation and structured interviews. Data analysis was conducted through triangulation. The results showed that the branding strategy implemented by these MSMEs has not succeeded in increasing the market share of their products, because many of them still have not implemented the branding strategy optimally.

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Journal Info
ProBisnis : Jurnal Manajemen
Website

Abbrev

ProBisnis

Publisher

Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Subject

Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

ProBisnis: The Management Journal was previously published in print, then in 2020 it was changed to online. This journal has ISSN: 2086-7654( Print) and ISSN: 2808-7240(Online). The scope of this journal is Economics, Management, Marketing, Strategic Management, Entrepreneurship, Leadership ...