ANALISA BAURAN PROMOSI TERHADAP POSITIONING PRODUK STIK TULANG IKAN PADA UKM AL- AL- IJTIHAD KOTA KUPANG

This study aims to determinate the significance of the simultaneous influence ofpromotion mix (advertising, sales in promotion, personal sales, publicity, and direstmarketing on the position Stik Tulang Ikan product on UKM Al Ijtihad in the Kupang cityand find out the promotion mix variables that have the most dominant influence on thepositioning of Stik Tulanng Ikan products on UKM Al Ijtihad in Kupang city.Research model with field research and library research. Field research in the formof primary data obtained by observing and interviewing the manager of U KM. Libraryresearch by reading books the relate to and the problem under study the results of otherstudies that can support this research. Data analysis used is multiple regression analysis, Ftest and t test. Multiple regression is used to describe the model of the relationship betweenthe independent variable and the dependent variable. F test is used to simultaneously testthe effect of all independent variables on the dependent variable. T test is used to determinethe effect of each independent variable on the dependent variable.Results the research on the UKM Al Ijtihad shows that the overall promotion mixhas a very real impact on the product positioning of Stik Tulang Ikan. The influence of themost dominant promotional mix on product positioning is advertising

SEGMENTASI DAN TARGET PASAR PRODUK UMKM SEKTOR PERIKANAN MELALUI STRATEGI BAURAN PEMASARAN DI KOTA KUPANG

Abstrak - Pemasaran bukan lagi sebagai ilmu pengetahuan, namun sudah menjadi filosofi usaha termasuk pada Usaha Mikro Kecil dan Menengah (UMKM). MSegmentasi pasar merupakan langkah awal dalam menyusun bauran pemasaran yang terkenal dengan 4P (Product, Price, Place, Promotion). Penelitian ini bertujuan untuk mengetahui penerapan segmentasi dan target pasar sebagai dasar merencanakan bauran pemasaran produk UMKM sektor perikanan di Kota Kupang. Metode penelitian ini adalah deskriptif kualitatif yaitu menggambarkan secara sistematika, factual, dan akurat mengenai fakta-fakta berdasarkan hasil wawancara dan observasi.   Tahapan analisis data antara lain: reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan UMKM sektor perikanan belum menerapkan strategi segmentasi dan target pasar yang sistematis serta belum menjadikan strategi segmentasi dan target pasar sebagai pedoman dalam menyusun bauran pemasaran. Aktivitas usaha UMKM sektor perikanan di Kota Kupang masih berorientasi pada volume penjualan, sehingga produk-produk yang dihasilkan sulit bersaing                   di pasar. Kata Kunci : Segmentasi Pasar, Target Pasar, Bauran Pemasaran   Abstract - Marketing is no longer a science, but has become a business philosophy including in Micro Small and Medium Enterprises (MSMEs). Market segmentation is the first step in crafting a well-known marketing mix with 4P (Product, Price, Place, Promotion). This research aims to find out the application of segmentation and target market as a basis for planning the marketing mix of MSME products in the fisheries sector in Kupang City. This research method is qualitative descriptive, which describes systematically, factually, and accurately the facts based on interviews and observations.   The stages of data analysis include: data reduction, presentation of data, and withdrawal of conclusions.  The results showed that fisheries sector MSMEs have not implemented systematic segmentation and target market strategies and have not made segmentation strategies and target markets as guidelines in compiling the marketing mix. The business activities of MSMEs in the fisheries sector in Kupang City are still oriented to sales volume, so the products produced are difficult to compete in the market. Keyword s: Market Segmentation, Target Market, Marketing Mi

PENGARUH MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ABON IKAN “MANISE” PADA UKM SETIA KAWAN DI KOTA KUPANG

Rumusan masaalah dalam penelitian ini adalah 1). Apakah merek (brand) berpengaruh secara parsialterhadap keputusan pembelian produk abon ikan MANISE pada UKM Perikanan Setia Kawan DiKota Kupang. 2). Apakah promosi berpengaruh secara parsial terhadap keputusan pembelian abonikan (MANISE) pada UKM Perikanan Setia Kawan di Kota Kupang. 3). Apakah merek dan promosisecara simultan berpengaruh terhadap keputusan pembelian produk abon ikan (MANISE).Populasi dalam penelitian ini adalah keseluruahan dari konsumen yang telah melakukan pembelianabon ikan “MANISE” pada UKM Setia Kawan Kota Kupang. Sedangkan responden berjumlah 196orang. Metode pengumpulan data menggunakan kuesioner. Data hasil penelitian dianalisis deganmenggunkan program SPSS versi 20 for windows.Hasil penelitian menunjukan 1). Secara parsial merek berpengaruh signifikan terhadap keputusanpembelian abon ikan “MANISE” pada UKM perikanan Setia Kawan Kota Kupang. 2) Secara parsialparsial promosi mempunyai pengaruh positif terhadap keputusan pembelian produk abon ikan“MANISE” pada UKM Perikanan Setia Kawan di Kota Kupang. 3) Secara simultan, variabel merekdan promosi memberikan pengaruh secara signifikan terhadap keputusan pembelian produk abon ikan“MANISE” pada UKM Perikanan Setia Kawan di Kota Kupang.Saran yang diajukan adalah untuk variabel merek dan promosi menjadi pusat perhatian bagi pihakpengurus UKM Perikanan Setia Kawan di Kota Kupang untuk menarik konsumen melakukankeputusan pembelian dengan cara meningkatkan asosiasi merek dan mempromosi jalur distribusidegan baik

ANALISIS KEBERLANJUTAN USAHA MELALUI STRATEGI PEMASARAN 4.0 DALAM MENINGKATKAN PANGSA PASAR UNTUK KEUNGGULAN BERSAING (STUDI KASUS PADA USAHA IKANKOE DI KOTA KUPANG)

Ikankoe's business is the first online fish sales business in Kupang City, during the Covid-19 pandemic Ikankoe's sales volume increased sharply, because community activities were restricted by the government, so that in fulfilling food needs, one of which was fish, people bought online, but after the Covid-19 pandemic the sales volume of Ikankoe's business decreased, because fish sales activities in markets in Kupang City began to normalize again. The purpose of this study is to determine the sustainability of Ikankoe's business through marketing strategy 4.0 for competitive advantage. This research uses a qualitative research method using narrative analysis. The analysis tool used in this research is Nvivo 12 Plus sortware. The results showed that Ikankoe's effort to maintain the sustainability of Ikankoe's business is to change its business activities from the concept of sales to marketing, where the main key to the marketing concept is to achieve organizational goals by determining the needs and desires of target market consumers and providing satisfaction to consumers more effectively and efficiently than competitors, Since its establishment, Ikankoe has determined its market segmentation, namely smartphone users. Marketing strategy 4.0 is the right strategy for the sustainability of Ikankoe's business through websites and Instagram and supported by strategic offline store locations that are able to increase sales in the post-covid-19 pandemic era. Ikankoe's brand has very good positioning in the minds of consumers as an online fish marketing stall in Kupang City. Ikankoe also innovates in the product aspect through a product diversification strategy, then in the service aspect Ikankoe makes it easy for consumers to access the website and make transactions to purchase products (orders and payments) and respond quickly to consumers