Peningkatan Daya Saing UMKM Dalam Menembus Pasar Ekspor
DOI:
https://doi.org/10.61476/rh2qm994Keywords:
Ansoff Model, Sustainable business, Expor, Competitiveness, SMESAbstract
MSMEs play a crucial role in supporting the tourism industry. This condition is a great opportunity for MSMEs. The target market for MSMEs is not only local tourists but also foreign tourists. In reality, there is competitive competition on the ground. This condition affects not only local MSMEs but also foreign business actors. Numerous studies confirm that the Ansoff Model can facilitate the development of development plans. However, there has been little research in the MSME export area. This research contributes to increasing product competitiveness in export markets. This study uses a mixed research design (mix method). This research employed both interview activities and the distribution of questionnaires. The first stage involved distributing questionnaires to nine MSMEs that had carried out export activities. We carried out instrument mapping through internal factor evaluation (IFE), external factor evaluation (EFE), and SWOT analysis. The Internal Factor Evaluation (IFE) analysis reveals a positive difference value of 1.25. The strengths are greater than the weaknesses. The External Factor Evaluation (EFE) analysis reveals a positive difference score of 0.95. The opportunities that an organization has are greater than the threats. The Ansoff Model reveals market penetration as a viable strategy. MSME players need to pay attention to their target market. Global markets are more complicated because they involve different rules. Furthermore, MSME players need to consider the market opportunities they have. We must introduce the product's quality and characteristics on a large scale. The accuracy with which MSME actors analyze situations enables them to compete in any market.
Downloads
References
AbdelMaksoud, K. M., Elfeky, H., Ruban, D. A., & Ermolaev, V. A. (2020). A Unique Coincidence of Geomorphological, Geological, and Geoarchaeological Features in the Valley of Camels (Dakhla Oasis, Western Desert, Egypt). Geoheritage, 12(4). Scopus. https://doi.org/10.1007/s12371-020-00507-x
Adel, H. M., Zeinhom, G. A., & Younis, R. A. A. (2021). From university social-responsibility to social-innovation strategy for quality accreditation and sustainable competitive advantage during COVID-19 pandemic. Journal of Humanities and Applied Social Sciences, 4(5), 410–437. https://doi.org/10.1108/JHASS-04-2021-0086
Agustin, H., Supriadi, D., & Hidayat, D. R. (2018). Retraction: Digital Marketing in Unsustainable Wildlife Tourism (A Study on the Practice of Marketing Communication of Sea Turtles Observation Tourism) (Journal of Physics: Conference Series 1114 (012126) DOI: 10.1088/1742-6596/1114/1/012126). 2018 Workshop on Multidisciplinary and Its Applications: Applied Mathematics, Computer Science, Information Systems, and Information Technology, WMA-Mathcomtech 2018, 1114(1). https://doi.org/10.1088/1742-6596/1114/1/012171
Aktymbayeva, B., Koshkimbayeva, U., Abisheva, Z., Tokbergenova, U., & Tumazhanova, M. (2021). Tourism industry development and governance: A comparative stage review of Kazakhstan’s experience for the years of independence, 1991-2020. Geojournal of Tourism and Geosites, 34(1), 69–76. Scopus. https://doi.org/10.30892/gtg.34110-621
Al-Janabi, A. S. H., & Mhaibes, H. A. (2019). Employing marketing information systems for the success of small and medium enterprises: A field study of some Tourism and Travel companies in Baghdad. African Journal of Hospitality, Tourism and Leisure, 8(4). Scopus. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85071541257&partnerID=40&md5=54ed365a1854f7f0ac0b7fd0a812cb97
Almeida, S., & Campos, A. C. (2021). New avenues for business competitiveness: The case of a community of practice in the hotel sector. International Journal of Culture, Tourism, and Hospitality Research. Scopus. https://doi.org/10.1108/IJCTHR-12-2020-0285
Alves, H., Campón-Cerro, A. M., & Hernández-Mogollón, J. M. (2019). Enhancing rural destinations’ loyalty through relationship quality. Spanish Journal of Marketing - ESIC, 23(2), 185–204. https://doi.org/10.1108/SJME-09-2018-0041
Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S., & Martínez-López, F. J. (2020). Trust and loyalty in online brand communities. Spanish Journal of Marketing - ESIC, 24(2), 177–191. https://doi.org/10.1108/SJME-01-2020-0004
Bhat, S., Gijo, E. V., Rego, A. M., & Bhat, V. S. (2021). Lean Six Sigma competitiveness for micro, small and medium enterprises (MSME): An action research in the Indian context. The TQM Journal, 33(2), 379–406. https://doi.org/10.1108/TQM-04-2020-0079
Bhrammanachote, W., & Sawangdee, Y. (2021). Sustaining or surviving? An exploratory case study on covid-19’s impact towards hotel businesses. Tourism and Hospitality Management, 27(2), 273–292. Scopus. https://doi.org/10.20867/thm.27.2.3
Bochert, R., Cismaru, L., & Foris, D. (2017). Connecting the members of Generation Y to destination brands: A case study of the CUBIS project. Sustainability (Switzerland), 9(7). https://doi.org/10.3390/su9071197
Boehncke, G. A. (2023). The role of CSR in high Potential recruiting: Literature review on the communicative expectations of high potentials. Corporate Communications: An International Journal, 28(2), 249–273. https://doi.org/10.1108/CCIJ-02-2022-0021
Creswell, J. W. (2019). Research Design: Pendekatan Metode Kualitatif, Kuantitatif dan Campuran (p. 7). Pustaka Pelajar.
Deny, S. (2024, July 3). Jumlah UMKM Yogyakarta Tembus 340 Ribu, 75% Sudah Go Digital. https://www.liputan6.com/bisnis/read/5545207/jumlah-umkm-yogyakarta-tembus-340-ribu-75-sudah-go-digital
Edoho, F. M. (2015). Entrepreneurship and socioeconomic development. African Journal of Economic and Management Studies, 6(2), 127–147. https://doi.org/10.1108/AJEMS-03-2013-0030
Fafurida, & Mulyaningsih, T. (2023). A Systematic Literature Review of Development Rural Tourism. Quality - Access to Success, 24(194), 35–48. Scopus. https://doi.org/10.47750/QAS/24.194.05
Fatmawati, I., Bestari, S. A., & Rostiani, R. (2021). Key Success Factors’ Identification of Farm Tourism: A Case from Indonesia. In J. Prof., S. P., T. M.M., & R. Z. (Eds.), 2020 International Conference on Agribusiness and Rural Development, IConARD 2020 (Vol. 232). EDP Sciences. https://doi.org/10.1051/e3sconf/202123202020
Hamid, Y. (2021). Emerging social and business trends associated with the Covid-19 pandemic. Critical Perspectives on International Business, ahead-of-p(ahead-of-print). https://doi.org/10.1108/cpoib-05-2020-0066
Jobber, D., & Shipley, D. (2012). Marketing-orientated pricing: Understanding and applying factors that discriminate between successful high and low price strategies. European Journal of Marketing, 46(11), 1647–1670. https://doi.org/10.1108/03090561211260022
Mahanani, S., & Sulistyo, A. (2023). Analisa Tingkat Kepuasan Pengunjung Teras Malioboro dalam Upaya Menciptakan Pengelolaan Berkelanjutan. Jurnal Manajemen Perhotelan dan Pariwisata, 6(2), 505–513. https://doi.org/10.23887/jmpp.v6i2.63202
Maheshwari, M., Samal, A., & Bhamoriya, V. (2020). Role of employee relations and HRM in driving commitment to sustainability in MSME firms. International Journal of Productivity and Performance Management, 69(8), 1743–1764. https://doi.org/10.1108/IJPPM-12-2019-0599
Prados-Castillo, J. F., Guaita Martínez, J. M., Zielińska, A., & Gorgues Comas, D. (2023). A Review of Blockchain Technology Adoption in the Tourism Industry from a Sustainability Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 18(2), 814–830. Scopus. https://doi.org/10.3390/jtaer18020042
Rybaczewska, M., & Sparks, L. (2019). Place marketing and place based loyalty schemes. Journal of Enterprising Communities, 14(1), 42–56. https://doi.org/10.1108/JEC-09-2019-0094
Salindri, Y. A., Sulistyo, A., Annisa, R. N., Hadianto, F., & Arifkusuma, M. B. (2022). Pemberdayaan UKM YAD Blangkon Yogyakarta Melalui Pemasaran Berbasis Digital Sebagai Upaya Menembus Pasar Global. Jurnal Inovasi dan Pengabdian Masyarakat Indonesia, Vol.1No. 4, 41–46.
Sendawula, K., Ngoma, M., Bananuka, J., Kimuli, S. N. L., & Kabuye, F. (2021). Business networking and internationalization: Testing the mediation role of organizational learning. World Journal of Entrepreneurship, Management and Sustainable Development, 17(2), 246–259. https://doi.org/10.1108/WJEMSD-04-2020-0030
Sharma, T. G., Jain, R., Kapoor, S., Gaur, V., & Roy, A. (2017). OYO Rooms: Providing affordable hotel stays. Emerald Emerging Markets Case Studies, 7(3), 1–26. Scopus. https://doi.org/10.1108/EEMCS-01-2017-0015
Sulistyo, A. (2021). Sme’s Strategy in Creating Sustainable Business During Covid-19 Towards the New Normal Era Based on Marketing Mix Perspective: Proceedings of the International Conference on Health and Medical Sciences (AHMS 2020). International Conference on Health and Medical Sciences (AHMS 2020), Yogyakarta, Indonesia. https://doi.org/10.2991/ahsr.k.210127.044
Sulistyo, A., & Annisa, R. N. (2020). Peran Penting Tourism Marketing 3.0 Dalam Upaya Menciptakan Pariwisata Unggul dan Berkelanjutan Di Kab Bantul. Jurnal Riset Daerah BAPEDA Kab Bantul, XX(I). https://jrd.bantulkab.go.id/wp-content/uploads/2020/jrdmaret2020_djogjapunyacerita.pdf
Sulistyo, A., Danella, D., & Susiyanto, S. (2023). Application of the Concept of Diffusion of Innovations in Tourism Support Business Sustainability (Study at Loempia Lanny Semarang. Journal Majalah Bisnis & IPTEK, 16(1), 82–96. https://doi.org/10.55208/bistek.v16i1.364
Sulistyo, A., Yudiandri, T. E., Ernawati, H., & Adianto, A. (2022). Literasi Digital Pelaku UMKM Dalam Upaya Menciptakan Bisnis Berkelanjutan. Jurnal Komunikasi Pemberdayaan APMD, Volume 1, No 2, 87–103. https://doi.org/10.47431/jkp.v1i2.197
Susila, I., Dean, D., Harismah, K., Priyono, K. D., Setyawan, A. A., & Maulana, H. (2023). Does interconnectivity matter? An integration model of agro-tourism development. Asia Pacific Management Review. Scopus. https://doi.org/10.1016/j.apmrv.2023.08.003
Syafitri, E. D., Nugroho, R. A., & Yorika, R. (2021). Analisis Tingkat Kepuasan Pengunjung Daya Tarik Wisata Kebun Raya Balikpapan. Journal of Indonesian Tourism, Hospitality and Recreation, 4(1), 1–8. https://doi.org/10.17509/jithor.v4i1.28205
Published
Issue
Section
License
Copyright (c) 2024 Ristanti, Yuli Arisanti, Agung Sulistyo (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
