Strategi Pemasaran Produk Lokal Dalam Meningkatkan Daya Saing Di Pasar Global Di Luwu Timur
Main Article Content
Melissa Lukmawati Manurung
Candraningrat Candraningrat
Pasar global kini semakin ditandai dengan kompetisi yang ketat dan perubahan lingkungan bisnis yang berlangsung sangat cepat. Kemajuan teknologi, globalisasi, serta akses internet yang semakin meluas telah mengubah perilaku konsumen secara signifikan, menciptakan peluang sekaligus tantangan bagi perusahaan yang ingin memasarkan produk mereka secara global. Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran yang efektif untuk meningkatkan daya saing produk lokal di pasar global, serta memberikan rekomendasi bagi pelaku usaha di Luwu Timur. Penelitian ini menggunakan pendekatan kualitatif dan kuantitatif untuk menganalisis strategi pemasaran produk lokal di Luwu Timur dan dampaknya terhadap daya saing di pasar global. Metode analisis data yang digunakan adalah analisis SWOT (Strengths, Weaknesses, Opportunities, Threats) untuk mengidentifikasi kekuatan dan kelemahan produk keripik pisang serta peluang dan ancaman yang ada di pasar global. Penelitian ini menegaskan bahwa strategi pemasaran produk lokal di Luwu Timur perlu ditingkatkan untuk meningkatkan daya saing di pasar global. Dengan memanfaatkan sumber daya alam yang melimpah dan budaya lokal yang kaya, serta menerapkan teknologi digital, produk lokal Luwu Timur dapat lebih kompetitif di pasar internasional.
Candraningrat, C. (2024). Factors Affecting Halal Satisfaction and Loyalty in the Hospitality Industry. Journal of Halal Research, Policy, and Industry, 3(1), 24–31. https://doi.org/10.33086/jhrpi.v3i1.6175
Contractor, F. J. (2022). The world economy will need even more globalization in the post-pandemic 2021 decade. Journal of International Business Studies, 53(1), 156–171. https://doi.org/10.1057/s41267-020-00394-y
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
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). https://doi.org/10.3390/joitmc8030163
Gu, S., Ślusarczyk, B., Hajizada, S., Kovalyova, I., & Sakhbieva, A. (2021). Impact of the covid-19 pandemic on online consumer purchasing behavior. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2263–2281. https://doi.org/10.3390/jtaer16060125
Harini, H., Wahyuningtyas, D. P., Sutrisno, S., Wanof, M. I., & Ausat, A. M. A. (2023). Marketing Strategy for Early Childhood Education (ECE) Schools in the Digital Age. Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 7(3), 2742–2758. https://doi.org/10.31004/obsesi.v7i3.4454
Katerina, R., & Aneta, R. (2014). The Impact of Globalization on the Business. Economic Analysis (2014, 47(3–4), 83–89. https://doi.org/10.38124/ijisrt/ijisrt24may2044
Kotler, P., & Keller, P. (2016). Manajemen Pemasaran Edisi 12. Erlangga.
Kuncoro, W., & Suriani, W. O. (2018). Achieving sustainable competitive advantage through product innovation and market driving. Asia Pacific Management Review, 23(3), 186–192. https://doi.org/10.1016/j.apmrv.2017.07.006
Kurniawan, A., Premananto, G. C., Candraningrat, C., Aprilius, A., & Hidayat, R. (2024). Generation Z Participation in Politics an Approach To Consumer Behavior Theory. Business and Finance Journal, 9(1), 12–25. https://doi.org/10.33086/bfj.v9i1.5828
Liu, Q., Qu, X., Wang, D., Abbas, J., & Mubeen, R. (2022). Product Market Competition and Firm Performance: Business Survival Through Innovation and Entrepreneurial Orientation Amid COVID-19 Financial Crisis. Frontiers in Psychology, 12(March), 1–12. https://doi.org/10.3389/fpsyg.2021.790923
Maitri, W. S., Suherlan, S., Prakosos, R. D. Y., Subagja, A. D., & Almaududi Ausat, A. M. (2023). Recent Trends in Social Media Marketing Strategy. Jurnal Minfo Polgan, 12(1), 842–850. https://doi.org/10.33395/jmp.v12i1.12517
Reguia, C. (2014). Principles of State-Building : The case of Kosovo. In 1st MEDITERRANEAN INTERDISCIPLINARY FORUM ON SOCIAL SCIENCES AND HUMANITIES (Issue July).
Skare, M., & Soriano, D. R. (2021). How globalization is changing digital technology adoption: An international perspective. Journal of Innovation and Knowledge, 6(4), 222–233. https://doi.org/10.1016/j.jik.2021.04.001
Wardani, D. T. K., Azizurrohman, M., & Tanthowy, A. H. (2019). The Effect Of Information And Communication Technology (ICT) On Indonesian Bilateral Trade With Asean Countries. Buletin Ilmiah Litbang Perdagangan, 13(2), 187–210.
Wasik, Z., Saifuddin, M., Sitinjak, I., & Candraningrat. (2024). Business Model Objectives’ Effects On Marketing Innovation Initiatives: A Comparative Analysis Of Manufacturing And Service Companies. Journal of Managerial Sciences and Studies, 2(3), 217–239. http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=139688844&site=eds-live
Wati, T. M., & Candraningrat, C. (2024). Pengaruh Strategi Bauran Pemasaran Terhadap Keputusan Pembelian. Jurnal Manajemen Dan Akuntansi, 1(4), 125–136.
Wikansari, R., Ausat, A., Hidayat, R., Mustoip, S., & Sari, A. (2022). Business Psychology Analysis of Consumer Purchasing Factors: A Literature Review. ICEMBA. https://doi.org/10.4108/eai.17-12-2022.2333186