Meningkatkan Daya Saing UMKM Rumah Tempe Indonesia Cabang Bandung melalui Sustainable Competitive Advantage
DOI:
https://doi.org/10.62951/karya.v2i1.1141Keywords:
MSMEs, VRIO, Business ModelAbstract
Rumah Tempe Indonesia (RTI) need a marketing strategy to improve their business continuity. This study analyzes the Sustainable Competitive Advantage formulated with the VRIO model in business model development to formulate a marketing strategy. The data collected by using the in-depth interviews, observations, and several external sources. The results of the analysis indicated that the RTI has a competitive advantage in two aspects, in terms of its human resources and the company ability to survive. The result of competitive ability in this research show there are two marketing strategies that can be implemented by the MSMEs, the use of its social media and collaboration with the promotional services from community leaders and local celebrities to increase the brand awareness of Rumah Tempe Indonesia branch Bandung and also for its products.
References
Ajayi, O. A., & Mmutle, T. (2020). Corporate reputation through strategic communication of corporate social responsibility. Corporate Communications, 26(5), 1–15. https://doi.org/10.1108/CCIJ-02-2020-0047
Al-Salim, M. I. A. (2018). A closer look at the relationship of entry-level bank employees’ leadership attributes and customer satisfaction. Journal of Financial Services Marketing, 23(2), 91–103. https://doi.org/10.1057/s41264-018-0047-8
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Fan, F. (2021). Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities. Young Consumers. https://doi.org/10.1108/YC-10-2020-1224
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product and Brand Management, 29(6), 783–801. https://doi.org/10.1108/JPBM-11-2018-2106
Mardalis, A., & Hastuti, A. P. (2017). Pemanfaatan media sosial untuk membangun kepercayaan merk. Prosiding Seminar Nasional Riset Manajemen & Bisnis 2017: Perkembangan Konsep dan Riset E-Business di Indonesia, 50–62.
Mardhiah, N., Rahayu, G., & Oktavia, D. (2022). Design and implementation of Odoo ERP application as a solution to requirement of ULVA-Q MSME business information systems Pangandaran. Riwayat: Educational Journal of History and Humanities, 5(2), 404–410.
Maryolein, S., Hapsari, N. D., & Oktaviani, R. C. (2019). Instagram sebagai media publikasi dalam membangun brand awareness Jakarta Aquarium. Avant Garde, 7(1), 19. https://doi.org/10.36080/avg.v7i1.849
Porter, M. E. (1985). Technology and competitive advantage (Chapter 5 in Competitive Advantage book). Journal of Business Strategy, 5(3), 60–78.
Sachitra, V., & Chong, S. C. (2018). Resources, capabilities and competitive advantage of minor export crops farms in Sri Lanka: An empirical investigation. Competitiveness Review, 28(5), 478–502. https://doi.org/10.1108/CR-01-2017-0004
Setiawan, D. (2020). Marketing strategy of tempe crypics to increase income for MSME group in Mulyasari Village. Journal of Community Service, 1(2), 69–74.
We Are Social & Hootsuite. (2020). Indonesia digital report 2020. Global Digital Insights, 43.
Yuliani, H., Jekti, D. S. D., & Rasmi, D. A. C. (2013). Pengaruh penambahan ekstrak buah durian (Durio zibethinus Murr.) terhadap daya terima yogurt tempe. Jurnal Biologi Tropis, 13(2). https://doi.org/10.29303/jbt.v13i2.148
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Masyarakat Berkarya : Jurnal Pengabdian dan Perubahan Sosial
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
