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All Journal KARYA: Jurnal Pengabdian Kepada Masyarakat Samalewa: Jurnal Riset dan Kajian Manajemen
Karmeli, Elly
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Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : Samalewa: Jurnal Riset dan Kajian Manajemen

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ANALISIS SWOT DALAM MERUMUSKAN STRATEGI PEMASARAN UMKM UD. RISNA MEUBEL PADA MASA PANDEMI COVID-19 Farsita, Firda; Karmeli, Elly; Sumbawati, Novi Kadewi
Samalewa: Jurnal Riset & Kajian Manajemen Vol. 3 No. 2 (2023): Samalewa: Jurnal Riset & Kajian Manajemen
Publisher : Fakultas Ekonomi dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58406/samalewa.v3i2.1343

Abstract

This study aims to formulate appropriate strategies to improve marketing performance at UD.Risna Meubel MSMEs during the Covid-19 pandemic using SWOT analysis. This study used descriptive methods to provide a systematic description of marketing strategies at UD. Risna Meubel MSMEs during the Covid-19 pandemic used SWOT analysis. The data used in this study was qualitative data in the form of information related to internal and external conditions at UD. Risna Meubel MSMEs during the Covid-19 pandemic. The researchers obtained this data directly from several informants who served as sources. The data used in this study was collected using structured interview techniques. The data that has been collected will be analyzed using SWOT analysis techniques to determine the most appropriate strategy for improving marketing performance at UD.Risna Meubel MSMEs during the Covid-19 pandemic. The results of this study showed that the position of UD. Risna Meubel MSMEs was in quadrant I. The strategy that can be implemented in this condition is to support aggressive policies (growth oriented strategy). This can be done by taking advantage of the strengths and opportunities they have to overcome the weaknesses and threats they face so that they can improve marketing at UD. Risna Meubel MSMEs. Based on the results of the SWOT analysis, four strategies can be formulated to improve marketing performance at UD. Risna Meubel MSMEs during the Covid-19 pandemic, namely SO strategy (strengths-opportunities), WO strategy (weaknesses-opportunities), ST strategy (strengths-threats) and WT strategy (weaknesses-threats).
ANALISIS FAKTOR WILLINGNESS TO PAY PENGUNJUNG PADA OBJEK WISATA TEBA PANOTANG KABUPATEN SUMBAWA Pranata, Yudi; Karmeli, Elly
Samalewa: Jurnal Riset & Kajian Manajemen Vol. 4 No. 1 (2024): Samalewa: Jurnal Riset & Kajian Manajemen
Publisher : Fakultas Ekonomi dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58406/samalewa.v4i1.1611

Abstract

This study aims to analyze the factors that affecting on visitors' willingness to pay at the Teba Panotang tourist object, Sumbawa District. These factors are education (X1), income (X2), frequency of visits (X3), duration of visits (X4), and cost of visits (X5). The type of this study was assosiative study. The type of data used in this study was quantitative data obtained directly from respondents using a questionnaire. The respondents in this study were visitors to the Teba Panotang tourist object, totaling 30 people who were determined using non-probability sampling techniques using the accidental sampling (convenience sampling) method. Data analysis was carried out using multiple linear regression analysis techniques, partial hypothesis testing (t test), simultaneous hypothesis testing (F test), and coefficient of determination test (R2). The results of this study showed that partially education had not effect on visitors' willingness to pay, while income, frequency of visits, and duration of visits had a positive and significant effect on visitors' willingness to pay, and visit costs had a negative and significant effect on visitors' willingness to pay. Simultaneous test results showed that education, income, frequency of visits, duration of visits, and cost of visits had a significant effect on visitors' willingness to pay at the Teba Panotang tourist object, Sumbawa District. The ability of the independent variables contained in this study model to explain the visitors' willingness to pay at the Teba Panotang tourist object was 73.1%, while the remaining of 26.9% was effected by other variables outside this research model.
Co-Authors Asmini, Asmini Farsita, Firda Ismawati Ismawati PRANATA, YUDI Rosyidah Rachman Sumbawati, Novi Kadewi Sutanti, Marisa