ALA LAMPUNG RASA PALEMBANG: STRATEGI PEMASARAN “PEMPEK TARISA” HALAL
DOI:
https://doi.org/10.37481/sjr.v7i2.854Keywords:
SWOT Analysis, Internal External Matrix, Four Step Strategy, Innovation, Cost LeadershipAbstract
Pempek is very synonymous with Palembang, it is said that it was first sold by Chinese traders in 1916 in Palembang. However, with the large diaspora of Palembang people nationally and internationally, Lampung is now also producing Pempek with flavors that are very competitive with the original producing city in Palembang. The research uses a mixed-method, with descriptive analysis to determine the existence of the company's survival ability "Pempek Tarisa Lampung." A special business strategy is needed in this halal-certified industry. Using the SWOT analysis measuring tool, internal-external weighting, the Four Step Strategy, determines the most appropriate strategy, in order to be able to overcome challenges by taking advantage of all possible opportunities. The results show several weaknesses that must be immediately corrected in order to optimize revenue potential, in the form of more extensive digital marketing, innovation in product variants, including embracing more public figures as catalysts to leverage. "PTL" will be more powerful in expanding marketing reach and increasing engagement with its customers. Apart from that, innovation in product variants is also needed to maintain the attractiveness and relevance of the business, so that it is able to continue to attract old customers, as well as attract the interest of new consumers. The cost leadership strategy, which had been successful previously, was maintained. In particular, by combining digital marketing strategies, product innovation, embracing more public figures, and cost leadership strategies, halal SMEs "PTL" can continue to develop and succeed in the halal SME culinary market which is now increasingly competitive. MSMEs (halal) are indeed an industry that saves the nation's economy, 10.79 million people (7.71 percent) of the Indonesian population work in providing accommodation and food and drink (BPS, 2023). So knowing the survival ability of industry players on a micro scale is very important to think about for sustainability.
References
Chasanah, A; Jahroh, S; and Dewi, F. (2021). Digital Marketing Changes Of Micro-Small Enterprises Before And During Covid-19 Pandemic In Bogor, Indonesia. Business Review and Case Studies, 2 (1), 1 - 9.
Dewi Ayu Kusumaningrum, Nicolaus Dwi Pangestu, Desy Yolanda, R. Hidayat Oentoro Putra. (2021). Strategi Usaha Mikro Kecil (UMK) Kuliner Menghadapi Pandemi Covid-19 di Jakarta, Jurnal Disrupsi Bisnis, 4 (6), 551 - 565.
Egim, A. S., Atsarina, A., Fermayani, R., & Harahap, R. R. (2021). Model Pengembangan Usaha Rendang Melalui Inovasi Produk & Akses Permodalan Pada Masa Pandemi Covid -19 Di Kota Padang. BisnisNet Jurnal Ekonomi dan Bisnis, 4 (1).
Hasanah, U., & Suryaningsih, R. (2018). Pengaruh Promosi Terhadap Keputusan Pembelian Produk Makanan Halal pada Konsumen Muslim di Surabaya. Jurnal Administrasi Bisnis (JAB), 57(1), 109 - 116.
Haque, M.G. (2024). Mie Aceh “M”: A Smes Halal Culinary Strategy in Jakarta. Journal Syntax Idea, 6 (2), 794 - 813.
Haque, M.G., Mulyasari, H., dan Sunarsi, D. (2023). Mozaik Manajemen Halal Thailand: Masjid Jawa & Orang Jawa. Jambi: Sonpedia Publishing. Google Book: https://play.google.com/store/books/details?id=e0q5EAAAQBAJ
Haque, M.G; Nurjaya, N; Afandi, A, Erlangga, H; dan Sunarsi, D. (2021). Micro Financial Sharia Non-bank Strategic Analysis: a Study at BMT Beringharjo, Yogyakarta. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4 (2), 1677 - 1686.
Haque, M.G; Munawaroh, M; and Sunarsi, D. (2020). Analysis of SMEs Culinary Marketing Strategy During Covid 19 Pancemic: A Study at “Sate Bebek Cilegon” Resto in Cilegon, Banten. International Journal of Education, Information Technology, and Others, 3 (2), 447 - 451.
Haque, M.G. (2019). Muslimin Vietnam dan Industri Halalnya: Mereka Juga Belajar ke LPPOM MUI. Bekasi: Gramata.
Kusumaningrum, D.A; Hurdawaty, R; and Yenny, M. (2020). Business Optimism in COVID-19 Pandemic Period in Indonesia. South Asian Journal of Social Studies and Economics, 2020, 8 (3) 13 - 22.
Rifzaldi Nasri, and Muhammad Ikra, (2016), Application of Cost Leadership and Differentiation Startegy to Reach a Competitive Benefit (A Case Study of “Fish Streat” Culinary Business), Proceeding. The 2nd International Multidisciplinary Conference 2016, 208 -215.
Rukmana, A. Y., and Sukanta, T. A. (2020). Analisis Strategi Bersaing dan Strategi Bertahanpada Industri Mikro dan Kecil PangananKeripikKemasan di Kecamatan Coblong Kota Bandung Jawa Barat Tahun 2020 Ditengah Situasi Sulit Penyebaran Pandemi COVID-19. JSMA (Jurnal Sains Manajemen & Akuntansi) Volume 12 (1), 37-53.
Setiawan, A., Supriyono, & Setiaji, P. (2021). Meningkatkan Area Pemasaran UMKM Pisau Desa Hadipolo dengan Penjualan Online di Masa Pandemi COVID 19. Muria Jurnal Layanan Masyarakat , 3 (1).
Triandharta, R dan Haque-Fawzi, M.G. (2019). Analisis Strategi Pemasaran Produk KPR iBTbk. Jurnal lmu Manajemen & Ekonomika, 11 (1), 35 - 43.
Widnyani, N. M; Astitiani, N. L; dan Putri, B. C. (2021). Penerapan Transformasi Digital Pada UKM Selama Pandemi Covid-19 Di Kota Denpasar. Jurnal Ilmiah Manajemen dan Bisnis, 6 (1), 79 - 87.
Zulhijahyanti, Safira, Saputri, & Permana. (2021). Strategi Mempertahankan Usaha Pedagang Kaki Lima (PKL) di Masa Pandemi Covid19. Inovasi, 8 (1), 21 - 29.
