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All Journal MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Jurnal Manajemen dan Agribisnis Jurnal Manajemen Teknologi JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal MIX : Jurnal Ilmiah Manajemen Binus Business Review Al-Amwal : Jurnal Ekonomi dan Perbankan Syari\'ah Jurnal Manajemen Indonesia JRMSI - Jurnal Riset Manajemen Sains Indonesia EKUITAS (Jurnal Ekonomi dan Keuangan) MABIS: Manajemen dan Bisnis Jurnal Manajemen Milang Journal of Mathematics and Its Applications
Budi Suharjo
Institut Pertanian Bogor
Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Industrial & Manufacturing Engineering Mathematics Social Sciences

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Journal : MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah

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Strategi Pemasaran Online UMKM Makanan (Studi Kasus di Kecamatan Cibinong) Teguh Febrianto Setiawan; Budi Suharjo; Muhammad Syamsun
MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Vol. 13 No. 2 (2018): Manajemen IKM
Publisher : Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (842.602 KB) | DOI: 10.29244/mikm.13.2.116-126

Abstract

Online marketing is a method of marketing using online (OL) and electronic media. This study aims to, (1) Assess the effectiveness of (OL) marketing in increasing corporate income, (2) Describe products that have OL marketing potential, ( 3) Identify influential factors in developing OL marketing strategies, and (4) Providing recommendations for alternative OL marketing strategies to be applied in MSMEs. This research was conducted on 10 MSMEs in Cibinong Sub-district, Bogor Regency, West Java Province, from April to August 2018. The method of analysis consists of descriptive analysis, content analysis, Strength, Weaknesses, Opportunity, and Threat (SWOT) analysis and Analytic Hierarchy Process (AHP). Based on the analysis of research data it is known that OL marketing successfully increases income for respondents by 10% to 32%. The results of content analysis found that the respondents' MSMEs already knew the importance of attracting product visualization by displaying descriptions and images that could invite consumers to buy, but not fully optimized yet through the Google Review Knowledge Panel facility. Based on the SWOT analysis, strategies were obtained: (a) Business Development with support of available Human Resource (HR) & Marketing Media Support, (b) Business Development System (OL), (c) Business Scale Up by Utilizing Capital, (d) Skill Improvement and OL System Knowledge, (e) Increased Business Capital and Product Promotion Display in order increasing turnover,( f) Business Development through Product Variants, Taste and Promotions (g) Increasing business capacity and services (Delivery), (h) Increasing cooperation in OL product promotion, (i) Increasing innovation and new product variants. The alternative method of OL marketing of food MSMEs in Cibinong Sub district chosen based on AHP respectively is Grab-food media. The second priority is to use social media (Facebook, Instagram, Youtube etc.). The third priority is to use Google SEO media. The fourth priority is to use a website and the fifth priority is direct contact.
Strategi Pemasaran Produk Kopi Ready to Drink (RTD) Industri Kecil Menengah Agroindustri Kopi Dompet Dhuafa di Bogor Adhi Nur Hidayat; Sapta Raharja; Budi Suharjo
MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Vol. 15 No. 2 (2020): Manajemen IKM
Publisher : Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/mikm.15.2.128-137

Abstract

Industri Kecil Menengah Agroindustri Kopi Dompet Dhuafa (IKM DD) memproduksi kopi olahan serta memasarkannya di Bogor dan sekitarnya. Sejak diluncurkan pada November 2019, penjualan IKM DD belum mencapai target dan bersifat fluktuatif. Oleh karena itu, penelitian ini bertujuan mengidentifikasi bauran pemasaran produk Kopi RTD, mengevaluasi dan merumuskan strategi bauran pemasaran yang tepat bagi IKM DD. Metode penelitian dilaksanakan secara deskriptif dengan mengevaluasi strategi bauran pemasaran dan tahap komunikasi pemasaran yang melibatkan konsumen dan calon konsumen IKM DD. Hasil evaluasinya digunakan untuk menginisiasi program yang relevan untuk mengoptimalkan strategi bauran pemasaran. Metode Analytic Hierarchy Process (AHP) digunakan untuk menentukan prioritas strategi bauran pemasaran oleh pihak pengelola IKM DD. Teknik pengumpulan data dilakukan dengan wawancara, observasi, dan kuesioner. Hasil penilaian konsumen menunjukkan bauran pemasaran sudah efektif kecuali pada faktor promosi yang bernilai cukup. Hasil penilaian calon konsumen diperoleh tahap perhatian telah efektif sedangkan tahapan komunikasi berikutnya belum efektif. Hasil AHP menunjukkan bahwa tujuan strategi yang tepat bagi IKM DD adalah peningkatan pendapatan penjualan dengan menitikberatkan pada faktor bauran harga produk dari Kopi RTD. Adapun inisiasi program yang dapat dijalankan oleh IKM DD adalah menetapkan bauran harga berdasarkan kualitas produk, mengurus izin edar dan halal, menambah jumlah agen pada aspek distribusi, serta mengembangkan promosi produk yang lebih menarik.
Strategi Pengembangan Komoditas Kopi Excelsa Di Kabupaten Jombang Provinsi Jawa Timur Rikza Saifullah; Sapta Raharja; Budi Suharjo
MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah Vol. 16 No. 1 (2021): Manajemen IKM
Publisher : Institut Pertanian Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/mikm.16.1.17-24

Abstract

Excella coffee is one of the plantation commodities in Jombang Regency which is currently being developed as a leading commodity. This study aims to see the existing condition of the commodity and the appropriate development strategy. The results of the study show that the Location Quotient value of Excella Coffee is 1,62 in 2019 with a potential land of 8.454,32 hectares. The recommended derivative product based on the Analytical Hierachy Process method is ground coffee with a score of 0,541. The Internal Factor Evaluation matrix shows that the main strengths of commodities are distinctive flavors (0.6673) and regional specialties (0,4643). The weakness is the product has not yet known to the market (0,3121). The External Factor Evaluation matrix shows that the opportunities in the form of large market potential (0,7980) and Information Technology Development (0,8937). The existing threat is competition with other regional commodities (0,.4731). The main recomended strategies of SWOT analysis are: accelerating IG certificate (0,135), increasing product promotion (0,122), strengthening quality assistance processes (0,117), and establishing coffee farmer cooperative (0,117).
Co-Authors Abdur Rohman Adhi Nur Hidayat Agus Maulana Agus W. Soehadi Ahmad Fauzi Aida Vitayala Hubeis Akmal Taufik Alexander Joseph Ibnu Wibowo Ali Kusnanto Amiruddin Saleh Andreas Setya Nugraha Ani Suryani Ayudya Dhiranty Bunasor Sanim Bunasor Sanim Bunga Ayu Lestari Dadang Sukandar Darwin Kadarisman Diah Krisnatuti Dini Agustina Djoko Agus Purwanto Endi Rekarti, Endi Ervina Aprianti Euis Widiati Friska Sitorus Gendut Suprayitno Gendut Suprayitno Hadi Sumarno Hartoyo Hartoyo . Hartoyo Hartoyo Hartoyo Hartoyo Heny K Daryanto Herry Purnomo Indarto Setiawan Isbandriyati Mutmainah Istiqlaliyah Muflikhati Istriningsih Jack Absalom Soselisa Jenny Emile Paulina Marpaung Jimmy Rusma Joko Rurianto Judianto Hasan Kirbrandoko Kirbrandoko Lilik Noor Yuliati Ma'mun Sarma Maria Tri Rahayu Mastika Wardhani Megawati Simanjuntak Minto Yuwono Muchlis Ahmady Muhammad Rizki Muhammad Syamsun Muhammad Syamsun Mukhamad Najib Mukhammad Najib Musa Hubeis N. K. Kutha Ardana Naomi Dongoran Nur Hasanah Nur Sokib Nurul Huda Paian Sianturi Palupi, Nurheni Sri R. Rudy Irawan Ragil Asma Saputra Rangga Jayanti Rantetoding Rikza Saifullah Ririn Wulandari Rita Nurmalina Rita Nurmalis Rizky Amelia Sahara Sahara Sapta Raharja Sapta Raharja dan Maya Dwiyuni Setiadi Djohar Setiadi Djohar Setiadi Djohar Siti Kipdiyah Sumarlin, Antonius Widyatma Tantri Ryanthi Teguh Febrianto Setiawan Ujang Sumarwan Ujang Sumarwan Wilson H. Limbong Yudha Heryawan Asnawi Yudhy Kristiawan Yuli Harwani Yulita Veranda Usman Yuwono Minto