JOBM-Journal Of Bussines Management Basic

Analys Of Demand and Marketing At UMKM Robaku A Managerial Economics Perspective

2026-04-25T03:40:41+00:00

Roti Kukus Robaku, a micro-enterprise in the snack food sector, has become one of the preferred choices among local consumers in Sumedang Regency and demonstrates notable demand dynamics worth examining. This study aims to understand how pricing, environmental conditions, and marketing strategies influence consumer demand and the operational UMKM. The research employs a descriptive qualitative approach through direct observation and interviews with the business owner to explore production processes, sales patterns, and consumer responses. The findings indicate that demand for Roti Kukus Robaku is strongly affected by competitive pricing, weather conditions, and the consistency of the selling location. Consumers tend to be highly sensitive to price changes, making pricing decisions directly influential on sales volume. Marketing interactions remain limited to offline direct selling, which restricts market reach and hampers brand growth. In addition, limited production equipment reduces output capacity and weakens the enterprise's ability to respond to increases in demand. These results highlight the need for Roti Kukus Robaku to strengthen its strategy in pricing, digital promotion, and operational efficiency. By adopting managerial economics principles, UMKM has the potential to enhance competitiveness, expand its market, and improve business sustainability amid increasing competition and fluctuating environmental conditions.

Digital Technology and Marketing Development Model for UMKM COMET CP BOJONG

2026-04-25T03:53:04+00:00

This study analyzes the development model of Comet UMKM in CP. Bojong Village through the utilization of digital technology and digital marketing strategies. The research aims to assess the extent of technology implementation in production, promotion, and product distribution, as well as to identify challenges and opportunities in enhancing business competitiveness. This study applies a descriptive qualitative approach with data collected through direct observation and in-depth interviews with business actors. The findings indicate that Comet UMKM has initiated the use of social media and marketplace platforms, yet data management and content marketing strategies have not been fully optimized. Limited digital literacy, inadequate promotional planning, and resource constraints remain major barriers. Therefore, strengthening digital marketing management and advancing technology adoption are urgently needed to expand market reach and improve business performance.

The Role Of Managerial Economics In Increasing Competitiveness In UMKM Derizqi Qua

2026-04-25T04:01:24+00:00

This article analyzes the Derizqi Qua UMKM, a refillable drinking water business established in 2021, using a growth strategy approach. The analysis was conducted through a review of internal factors such as human resources, filtration technology, operations, marketing, and financial conditions, as well as external factors including political, economic, socio-cultural, technological, legal, and environmental aspects. The analysis shows that Derizqi Qua excels in water quality, customer service, and the use of modern equipment. However, it still faces several challenges such as ineffective promotion, manual record-keeping, limited workforce, intense competition, and limited capital. Based on these findings, relevant growth strategies, including market penetration, market development, product development, and diversification, are proposed to increase competitiveness and business sustainability. The implementation of these strategies is expected to help Derizqi Qua UMKM develop in a targeted and sustainable manner.

Analysis of the Success of Cilembu Sweet Potatoes at Tawakal Mandiri UMKM in Penetrating the Domestis Market

2026-04-25T04:10:22+00:00

Cilembu sweet potato is a superior agricultural product originating from Tanjungsari, Sumedang Regency, West Java, known for its unique characteristics of natural sweetness and soft texture after baking. These advantages are the main attraction that drives increasing market demand, both at the local and national levels. This study was conducted to analyze the factors that influence the success of Cilembu sweet potato in penetrating the domestic market and examine the marketing strategies implemented by producers in expanding market reach. The research method used is a qualitative descriptive approach through interviews, field observations, and documentation. The results show that the success of Cilembu sweet potato in entering the domestic market is influenced by maintained product quality starting from the process of selecting sweet potatoes, maintaining quality taste, strengthening distribution networks, and implementing direct distribution channels, especially to meet domestic market needs.

Product Innovation Analysis at Nyai Cipelah Chips MSME

2026-04-25T04:21:50+00:00

Nyai Cipelah Chips is a local small business that demonstrates how basic ingenuity and innovation can fuel growth, even with minimum funding. Founded in 2023 and called after the owner's nickname, "Nyai," and her village name, "Cipelah," the firm started as a simple fried food kiosk with capital of just IDR 500,000. The company has developed into a manufacturer of a variety of chip items that are marketed online, at MSME centers, local markets, and gift stores. Observations and interviews with the owner show that product innovation has played a crucial part in this development. The business experiments with diverse raw materials, introduces new and modern flavors, and continuously expands its product rangeThese efforts, combined with a strong focus on consistent quality, help the chips stand out in the local market. A noteworthy advance is the variety of ingredients. By employing multiple tubers and alternative materials, the business offers additional alternatives to consumers while lowering the danger of raw material shortages. Popular flavors such as numerous hot levels, balado, and savory spice blends also improve the product’s appeal. With five workers and a daily output of roughly five balls of chips, production is tiny but tightly maintained. Every stage is regulated to guarantee steady taste and texture, which builds consumer loyalty. bigger audiences without expensive promotional costs. Challenges exist, including variable raw material supply and escalating pricing. The owner must regularly alter sourcing and price tactics while competing with other local chip producers. To be competitive, the firm focuses on flavor uniqueness and quality enhancement. Overall, product innovation has considerably enhanced the expansion of Keripik Nyai Cipelah. With its focus to quality, inventive flavors, and adaptable marketing, the business is well-positioned to continue growing as a strong local brand.

The Influence of Employer Attractiveness and Corporate Reputation on Generation Z’s Job Application Interest in Startup Companies

2026-04-25T04:38:39+00:00

In this digital era, start-up companies continue to grow, with the number reaching 2,637 companies in Indonesia by 2024. Generation Z, which is known to be technologically literate or tech-savvy, is considered to be very suitable for the characteristics of startups related to technology such as websites and the internet. However, recently many startups have gone bankrupt and had to close, resulting in mass layoffs. This damages the reputation of startups in the eyes of customers, investors and job seekers, especially Generation Z. This research aims to find out whether Generation Z is still interested in applying for jobs at startups based on employer attractiveness and corporate reputation. The research was conducted on final year students in Greater Bandung using a quantitative explanatory method, using a questionnaire distributed to 214 respondents via Google Forms. The data was processed using the IBM SPSS 26 application. The research results showed that there was a positive and significant influence of employer attractiveness and company reputation on Generation Z's interest in applying for jobs, especially final year students in Greater Bandung

Business Model Canvas Analysis At Tiga Putra Digital Copier

2026-04-25T04:47:41+00:00

This study aims to analyze the business development strategy of the Fotokopi Tiga Putra MSME in Sumedang using the Business Model Canvas (BMC) approach. Amidst business competition and the digital era, photocopying businesses face challenges such as changing paperless trends and price competition. The research method used was descriptive qualitative, with data collected through observation and in-depth interviews with the business owner. The analysis shows that Fotokopi Tiga Putra has the advantages of a strategic location and 24-hour service, but weaknesses include limited human resources and conventional marketing. By mapping the nine BMC elements, a development strategy was formulated, including creating a Google Business profile, optimizing social media for promotion, adding digital services, and implementing a competitive pricing strategy to maintain and expand market share among students and the general public

Analysis Marketing Strategi On Pizza Ala Ambu

2026-04-25T05:00:56+00:00

The purpose of this study is to examine in depth the marketing strategies implemented by “Pizza Ala Ambu,” a growing home-based culinary business specializing in affordable homemade pizza. The analysis focuses on how the business formulates and applies segmentation, targeting, and positioning (STP) to identify and reach its potential market effectively. Furthermore, this study explores the marketing mix strategy (product, price, place, and promotion) developed to enhance customer value and strengthen the competitive position of Pizza Ala Ambu amid the increasing competition within the local food industry. Using a descriptive qualitative method, data were collected through interviews with the business owner, direct observation of the production and selling processes, and documentation related to marketing activities. The findings reveal that Pizza Ala Ambu is able to attract consumer interest through the uniqueness of its product, the use of fresh ingredients, and pricing strategies that align with the purchasing power of its target market. Promotion through digital platforms particularly social media also plays a significant role in increasing brand awareness and customer engagement. Overall, the study concludes that the marketing strategies implemented by Pizza Ala Ambu are effective in supporting business growth, increasing sales performance, and building a strong brand identity as a provider of homemade pizza that is both high-quality and affordable. The study also highlights several challenges faced by the business and provides recommendations for future development.

Analycis of Promotion Strategy at UMKM Kicimpring Yanma Cikondang Ganeas

2026-04-25T05:11:26+00:00

This study aims to assess the marketing tactics utilized by UMKM Kicimpring Yanma Cikondang in promoting and expanding the market reach of its traditional snack products. A qualitative descriptive approach was used to collect data through interviews, observations, and documents involving the owner and marketing team. The findings show that the business heavily relies on digital marketing through Instagram, TikTok, Facebook, WhatsApp, and e-commerce platforms, enhanced by word-of-mouth, which remains highly influential in influencing purchasing decisions. Additional promotional activities include sales promotion strategies such as the “Friday Blessing” sale, participation in UMKM expos, collaborations with influencers, and product sampling events. Packaging and customer feedback play a crucial role in improving brand perception and attracting customers. In spite of its marketing efforts, the UMKM faces multiple challenges, including a lack of funds for paid promotions, inconsistent product sales that require consignment strategies, and the incomplete utilization of educational resources in digital marketing. Customer responses to the ongoing promotional activities are largely positive, as indicated by increased sales and repeat purchases. To enhance future marketing results, the company intends to optimize creative content creation, leverage trending phenomena on TikTok, and boost participation in UMKM events and seasonal market campaigns. Overall, the implemented promotional tactics have contributed to increasing product visibility and attracting consumers, but further improvements are required to maximize competitiveness.

Marketing Analysis of Tourism Destinations at Cisoka Eco Green Park

2026-04-25T05:18:37+00:00

Cisoka Eco Green Park, located in Sumedang Regency, is developed as a nature tourism destination with a focus on ecotourism, based on the principles of environmental conservation, education, and local community empowerment. This study aims to examine the management and marketing strategies of the area through the 7P marketing mix approach. The research method used is qualitative, including observation, interviews, documentation collection, and data triangulation. The study results show that this tourist attraction provides various facilities such as camping areas, villas, a canteen, a prayer room, and photo spots, with an affordable ticket price of Rp5,000, thus supporting visitor comfort. Its strategic location amid tea plantations and the effective use of digital marketing are additional attractions. The involvement of the local community in managing creative economy initiatives also strengthens the sustainability of this destination. In conclusion, Cisoka Eco Green Park has great potential as a leading ecotourism destination with a concept that balances recreation and environmental conservation, and its marketing strategy is able to build visitor loyalty while supporting sustainable development.

The Influence Of Consumer Behavior And Its Impact On Sales Strategies In UMKM Pastacology

2026-04-25T05:27:06+00:00

This study aims to examine the influence of consumer behavior on the sales strategy of the UMKM Pastacology, a local culinary business specializing in modern pasta menus at affordable prices. Consumer behavior, such as interest in product appearance, reasonable pricing, ease of digital ordering, and quality of service, plays a significant role in purchasing decisions. The research employed a qualitative descriptive method, collecting data through direct observation, interviews with management, and review of supporting documents related to marketing and product innovation. The results indicate that Pastacology adjusts its sales strategies by strengthening digital promotions, enhancing service quality, and innovating products to meet consumer needs and preferences. This study emphasizes that the success of UMKM sales strategies depends not only on product quality but also on the ability to understand and respond dynamically to consumer behavior. By implementing adaptive and consumer focused marketing strategies, Pastacology can maintain customer loyalty and remain competitive, even against celebrity-endorsed brands with high initial popularity.

Developing Cikandung Springs Tourism Through Digital Marketing

2026-04-25T05:33:15+00:00

Cikandung Spring Tourism in Cimalaka, Sumedang, has great potential to become a leading tourist attraction. This study aims to analyze destination development strategies through digital marketing to increase attractiveness, information reach, and tourist visits. The research method is descriptive qualitative with observation, interviews, and documentation studies. The results show that digital media such as social media, video platforms, and visual content-based branding can significantly increase the visibility of Cikandung Spring. Content about the beauty of the spring, the natural atmosphere, and visitor experiences is effective in attracting tourists, especially the younger generation. Unfortunately, digital marketing management is not yet optimal due to limited human resources, inconsistent content production, and a lack of collaboration with the local creative community. In addition, there is no structured digital marketing strategy, so the promotional potential has not been maximized. This study concludes that the development of Cikandung Spring tourism through digital marketing has excellent prospects if supported by improved manager competence, consistent branding, and multi-stakeholder cooperation. The implementation of a sustainable digital marketing strategy is expected to strengthen the destination's image while increasing the competitiveness of local tourism in the digital era.

Analysis Of Promotion Strategies For 'Aa Deden's Pancong Business

2026-04-25T05:41:33+00:00

Micro, Small and Medium Enterprises are businesses run by individuals or small groups that meet certain requirements. Warung Pancong AA Deden is a culinary business that sells pancong products with various flavors and toppings. This study aims to determine effective promotional strategies in the Warung Pancong AA Deden business and to determine the effectiveness of word-of-mouth promotion. This study uses a qualitative research design by conducting observations, interviews and documentation. Data analysis in this study is supported by relevant theories, is descriptive and focuses on the process and meaning (from the subject's perspective), qualitative data research obtained through direct interviews with the owner of the Warung Pancong AA Deden business to obtain detailed and accurate information without using questionnaires. UMKM Kue Pancong AA Deden still relies heavily on word of mouth promotion because most of its consumers come from the Ciuyah, Cisarua area, Information through satisfied customers after enjoying pancong. To expand market reach, it is necessary to expand the use of technology and improve logistics. Promotional steps do not only stop at social media posts, but must also be accompanied by the development of a better packaging system. The marketing strategy at Warung Pancong AA Deden can be concluded as having potential for growth due to its product advantages, such as its unique taste, soft texture, and diverse flavors. Its affordable price tag attracts consumers. However, it still faces major challenges, particularly in digital marketing. Current promotions rely heavily on word of mouth (WOM).

The Influence Of Work Environment On Employee Work Productivity At Bank Bjb Syariah Sumedang

2026-04-25T05:49:08+00:00

This study is entitled The Influence of Work Environment on Employee Work Productivity at Bank BJB Syariah Sumedang. This study uses a quantitative method, conducted with an observation method using the entire population of 32 people. The results of this study indicate that the Work Environment is 3059 (good) with an average of 79.66%, Employee Work Productivity is 1653 (very good) with an average of 89.09%. Furthermore, the magnitude of the relationship between the Work Environment and Employee Work Productivity at Bank BJB Syariah Sumedang is 92,2% (very strong). The results of the t-test> t-table or 9.469> 1.68595, it can be said that there is a positive influence between the Work Environment and Employee Work Productivity at Bank BJB Syariah Sumedang, the hypothesis can be accepted.