MSMES MARKETING STRATEGIES ON COMPETITIVE ADVANTAGE CASE STUDY OF MSMES IN SOUTH LABUHANBATU DISTRICT
Abstrak
The problems of Micro, Small and Medium Enterprises after Covid-19 include increasing raw material prices, limited human resources, minimal capital, facilities and infrastructure and lack of access to product marketing. Of the many problems that attract the author in this article, access to marketing for Micro, Small and Medium Enterprises products needs more attention from business actors or academics. The purpose of this study was to determine the concept of marketing strategies for Micro, Small and Medium Enterprises in Labuhanbatu Selatan Regency and their impact on competitive advantage and purchasing decisions. The research is included in the quantitative descriptive research model and the author sets the sample to 100 respondents who are Micro, Small and Medium Enterprises that are scattered in South Labuhanbatu Regency. This research was conducted from September - December 2022. The sample withdrawal technique used a purposive sampling approach. All indicators in this study will be tested for validity and reliability. The data analysis technique uses the Structural Equation Modeling (SEM) tool from the IBM SPSS AMOS package in hypothesis testing. Based on the analysis and discussion and testing of the research hypothesis, it was found that 33 respondents had used digital marketing including through social media such as fb, ig, tiktok, wa and others. Based on the results of hypothesis testing, the marketing strategy variable has the most dominant direct impact on competitive advantage and the competitive advantage variable hypothesis test has a direct impact on purchasing decisions. Meanwhile, the marketing strategy variable has no direct impact on purchasing decisions.
Referensi
Andi Haslindah, Aminuddin Hamdat, Mora, & Hafidz Hanafiah. (2021). Implementation Of Marketing Strategies In Increasing Sales Volume. International Journal of Science, Technology & Management, 2(5), 1449–1459. https://doi.org/10.46729/ijstm.v2i5.299
Aryadhe, T., Suryani, A., & Sudiksa, I. B. (2021). PENGARUH SIKAP DAN NORMA SUBJEKTIF TERHADAP NIAT BELI DAN KEPUTUSAN PEMBELIAN. 7(3), 1452–1480.
Aslam, T., Hamid, K., & Arshad, M. S. (2015). The effects of interactive marketing, customer satisfaction and flashes on customer loyalty . E u r o E c o n o m i c A, January 2015.
Cahyani, P. D., Welsa, H., & Krisdiantoro, F. (2022). the Effect of Marketing Communication Strategies and Social Media Marketing on Buying Decision With Perceived Quality As Intervening Variables in Shopee Applications. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 684–692. https://doi.org/10.29040/ijebar.v6i2.4553
Dewi, M., Hubeis, M., & Riani, E. (2020). Strategi Pemasaran UMKM Dalam Meningkatkan Daya Saing di Pasar Ritel Modern Carrefour (Kasus PT MadaniFood, Jakarta). MANAJEMEN IKM: Jurnal Manajemen Pengembangan Industri Kecil Menengah, 15(1), 77–83.
Dimas Hendika, W. (2015). Strategi dan Program Pemasaran. Jurnal Administrasi Bisnis (JAB), 29(1), 59–66.
Fabiana Meijon Fadul. (2019). FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA UKM SENTRA BANDENG KELURAHAN TAWANG MAS SEMARANG. Business Management Analysis Journal (BMAJ), 2(2), 45–57.
Fadilah, A., Syahidah, A. nur’azmi, Risqiana, A., Nurmaulida, A. sofa, Masfupah, D. D., & Arumsari, C. (2021). Pengembangan Usaha Mikro, Kecil, Dan Menengah Melalui Fasilitasi Pihak Eksternal Dan Potensi Internal. BERNAS: Jurnal Pengabdian Kepada Masyarakat, 2(4), 892–896. https://doi.org/10.31949/jb.v2i4.1525
Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 1–16. https://doi.org/10.3390/joitmc8030163
Farro-Gómez De La Torre, P., Zamorano-Ramos, M., Collao-Diaz, M., Carlos Quiroz-Flores, J., & Flores-Pérez, A. (2022). The Impact of Marketing in Social Media on the Purchase Decision of the Fast Food Consumer. Universidad de Lima, 1–9. https://ieomsociety.org/proceedings/2022nigeria/7.pdf
Fattah AL-AZZAM, A., & Al-mizeed, K. (2021). The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. Journal of Asian Finance, 8(5), 455–0463. https://doi.org/10.13106/jafeb.2021.vol8.no5.0455
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Handayani, T., Gian, M., & Kruger, N. A. (2022). the Influence of Product Creativity on Competitive Advantage. Journal of Eastern European and Central Asian Research, 9(5), 741–748. https://doi.org/10.15549/jeecar.v9i5.1057
Ho, C., & Ho, C. (2011). Types of Competitive Advantage and Analysis. 6(5), 100–104. https://doi.org/10.5539/ijbm.v6n5p100
Hosseini, A. S., Soltani, S., & Mehdizadeh, M. (2018). Competitive Advantage and Its Impact on New Product Development Strategy ( Case Study : Toos Nirro Technical Firm ). Journal of Open Innovation: Technology, Market, and Complexity, 1990, 1–12. https://doi.org/10.3390/joitmc4020017
ILO. (2020). SMALL BUSINESS AND PERSONAL LINES DURING THE COVID CRISIS.
Lenggogeni. (2022). Influence Green Innovation to Competitive Advantage and Finance Performance Indonesia State Own Entreprise. LePALISSHE. https://doi.org/10.4108/eai.3-8-2021.2315154
Lin, C. C. (2021). Investigating complimentary e-marketing strategy for small-and medium-sized enterprises at growth stage in taiwan. Information (Switzerland), 12(9). https://doi.org/10.3390/info12090380
Maksum, I. R., Sri Rahayu, A. Y., & Kusumawardhani, D. (2020). A social enterprise approach to empowering micro, small and medium enterprises (SMEs) in Indonesia. Journal of Open Innovation: Technology, Market, and Complexity, 6(3). https://doi.org/10.3390/JOITMC6030050
Mustapa, A., Machmud, R., & Radji, D. L. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Pada Umkm Jiksau Food. Jambura, 5(1), 264–270. http://ejurnal.ung.ac.id/index.php/JIMB
Mwasiaji, D. E. (2019). Indicators of Competitive Advantage in the Context of Small and Medium Enterprises: A Review of Literature. The International Journal of Business & Management, 7(12). https://doi.org/10.24940/theijbm/2019/v7/i12/bm1912-004
Nasruddin. (2021). Pengaruh Strategi Pemasaran Terhadap Keputusan Pembelian Mobil Toyota Di Pt. Hadji Kalla Cabang Palopo. MANDAR: Management Development and Applied Research Journal, 3(2), 19–27.
Neupane, R. (2021). Effect of social media on Nepali consumers’ purchase decision. International Journal of Applied Research, 7(2), 108–111. https://doi.org/10.22271/allresearch.2021.v7.i2b.8252
Nikmatus Sholicha, R. O. (2021). STRATEGI PEMASARAN DALAM UPAYA PENINGKATAN OMSET PENJUALAN UMKM DESA SUMBER KEMBAR, KECAMATAN PACET, KABUPATEN MOJOKERTO. Konsep Paylater Online Shopping Dalam Pandangan Ekonomi Islam, 7(1), 425–432.
Pristiyono, N. dan. (2019). ANTISIPASI KETAHANAN EKONOMI KELUARGA DI KABUPATEN LABUHANBATU SELATAN. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(1), 90–97.
Rambing, P. R., Tumbel, A. L., & Tawas, H. N. (2015). The Influence of Green Marketing Strategy Towards Purchasing Decisions with Brand Image as An Intervening Variable on Aqua Bottlef Drinking Water in Manado. Emba, 3(2), 235–245.
Sari, Y., & Gultom, A. W. (2020). Marketing Strategy in an effort to Increase Competitive Advantage in Small and Medium Enterprises in OKU Regency. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 6(2), inpress. https://doi.org/10.34203/jimfe.v6i2.2390
Švárová, M., & Vrchota, J. (2014). Influence of Competitive Advantage on Formulation Business Strategy. Procedia Economics and Finance, 12(March), 687–694. https://doi.org/10.1016/s2212-5671(14)00394-3
Tenda, T., Lapian, J., & Loindong, S. (2019). Analysis of Factors Influencing Buying Decisions At Msmes in Sonder Sub-District. Jurnal EMBA, 7(4), 4988–4997.
Violinda, Q. (2018). Strategi dan Keunggulan Bersaing Usaha Mikro Kecil, dan Menengah (UMKM) .(Case Study pada UMKM di Semarang). Stability: Journal of Management and Business, 1(1). https://doi.org/10.26877/sta.v1i1.2612
Zainudin, M. F., Adam, S., & Mohd Fuzi, N. (2021). THE IMPACT OF CUSTOMER BUYING BEHAVIOR TOWARDS SMALL AND MEDIUM ENTERPRISES (SMEs) PERCEPTION DURING PANDEMIC (COVID-19) IN JOHOR. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 01–07. https://doi.org/10.35631/aijbes.39001
