Tantangan Industri di Indonesia dan Strategi Penjualan melalui Diferensiasi dan Advertensi

Muchammad Aditya Ferdiansyah; Muhammad Yasin

doi:10.59024/jumek.v3i1.524

Authors

Muchammad Aditya Ferdiansyah Universitas 17 Agustus Surabaya
Muhammad Yasin Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.59024/jumek.v3i1.524

Keywords:

Industry Challenges, SMEs, Differentiation, Digital Advertising, Sales Performance

Abstract

This research aims to analyze the industrial challenges faced by small and medium enterprises (SMEs) in Indonesia and explore sales strategies through differentiation and advertising to improve business performance. Using quantitative methods, this research involved 100 respondents consisting of SME entrepreneurs in various industrial sectors in Indonesia. Data was collected through questionnaires and analyzed using regression analysis techniques to test the influence of these variables on sales performance. The research results show that industrial challenges such as limited access to technology and capital have a negative effect on SME performance, while product differentiation and digital advertising strategies are proven to increase the competitiveness and sales performance of SMEs. This research also contributes to the understanding of the importance of innovation in products and effective marketing to face competitive market challenges. The practical implication of this research is the need to increase investment in product innovation and digital marketing to strengthen the position of SMEs in the market. This research also provides recommendations to the government to provide support in the form of policies that facilitate access to technology and capital for SMEs.

References

Antonov, A. V. (2021). On the development of small and medium businesses in the regions. Bulletin of Russian Academy of Natural Sciences, 21, 66–71. https://doi.org/10.52531/1682-1696-2021-21-1-66-71

Gogia, T., & Sitchinava, D. (2023). The role of digital marketing in small business. Shota Meskhia State Teaching University of Zugdidi, September. https://doi.org/10.52340/zssu.2022.14.09

Keelson, S. A., Cúg, J., Amoah, J., Petráková, Z., Addo, J. O., & Jibril, A. B. (2024). The influence of market competition on SMEs’ performance in emerging economies: Does process innovation moderate the relationship? Economies, 12(11). https://doi.org/10.3390/economies12110282

Luo, Q., & Suacamram, M. (2022). Product innovation and national image of Chinese products in the eyes of Thai people. SAGE Open, 12(1). https://doi.org/10.1177/21582440221079846

Meirezaldi, O. (2024). The role of augmented reality and virtual try-ons. 5(2), 5013–5023.

Mishra, N., Aithal, P. S., & Wadkar, S. (2024). Role of traditional and modern advertising strategies in the evolving consumer behaviour. International Journal of Management, Technology, and Social Sciences, 9(2), 123–134. https://doi.org/10.47992/ijmts.2581.6012.0348

Mwamba, K. (2020). Barriers to market entry and strategies for success: A study on small and medium enterprises (SMEs) in Ghana and Tanzania. 86–110. https://www.journal.uinsgd.ac.id/index.php/branding

Porter, M. E. (1985). Competitive advantage.

Putri Ayu Rahmawati, L., Afifah, L., & Theresia, C. (2021). Innovative marketing strategies for MSMEs: Lessons from successful cases. Gemilang: Jurnal Manajemen Dan Akuntansi, 1(2), 12–23. https://doi.org/10.56910/gemilang.v1i2.1351

Santoso, A., & Sulistyawati, A. I. (2022). Role of product innovation in increasing competitive advantage. Noctis, 01(01), 25–33. https://journal.uns.ac.id/noctis/index

Setyowati, T., & Fadah, I. (2018). Differentiation competitive strategy in winning SMEs advantage at creative industry in Jember. International Journal of Scientific and Technology Research, 7(2), 165–169.

Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability (Switzerland), 16(19), 1–25. https://doi.org/10.3390/su16198667

Snigdhya, N. S., Uddin, S., & Dipu, A. (2024). Integrating climate change adaptation into flood risk management: Global perspectives. August. https://doi.org/10.51244/IJRSI

Susiang, M. I. N., Suryaningrum, D. A., Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing customer experience through effective marketing strategies: The context of online shopping. SEIKO: Journal of Management & Business, 6(2), 437–447.

UNIDO. (2021). Annual report 2021. Pharmacognosy Magazine, 75(17), 399–405.

Verhoef, P. C., & Bijmolt, T. H. A. (2019). Marketing perspectives on digital business models: A framework and overview of the special issue. International Journal of Research in Marketing, 36(3), 341–349. https://doi.org/10.1016/j.ijresmar.2019.08.001

Wulan, T. S., Putri, R. A., & Solihin, D. A. (2024). Digital transformation as a catalyst for SMEs productivity and profitability in the digital era. 5(4), 601–611.

Yadewani, D., Pandi, O. D., Syafrani, Nurofik, A., & Poddar, S. (2024). Impact of government policies on the knowledge base of sustainable small and medium-sized enterprises. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 8(1), 251–266. https://doi.org/10.22437/jiituj.v8i1.31884