HALAL PERSPECTIVE: A CONCEPT PROMOTION CULINARY THROUGH DIGITAL MARKETING TO IMPROVE SMEs PERFORMANCE IN BATAM

Putu Hari Kurniawan, Lismayasari Lismayasari, Dian Puspita Novrianti

Abstract


This study aims to provide stimulants to the leading sectors contributing to the state budget from the non-oil and gas sector. So far, tourism has an extraordinary strategic function in terms of food healthy and job creation for the community. the objectives are to explore whether SMEs have procedures related to digital marketing to promote halal culinary in Batam which this situation can influence the SMEs growth sustainable, how come 65% of the economic contribution in Indonesia is contributed by SMEs based on home industries. Batam is a special economic zone that has tremendous potential in tourism development. The strategic location close to the economic center of ASEAN, Singapore, provides benefits for tourism development, currently especially related to culinary tourism. Culinary and tourism is an identity culture to introduce the potential of an area to the outside community. In this study, as researchers, we investigate the existence of digital marketing as SMEs accommodation in promoting halal culinary products through social media, search engine marketing, and online websites. Data collected sample from the consumers who bought halal food for SME production in Batam amount of 160 respondents where investigate with the Cluster sampling method. This study is explanatory research to released the problem of data with Structure Equation Model (SEM) analysis to solve the problems that cannot be answered in previous studies. Contribute to SME’s scope in future research, deep subjectivity is needed related to segmentation, culture, and religious dogma.


Keywords


Halal Culinary promotion; Digital Marketing; SMEs Performance

Full Text:

PDF

References


Albala, K., and Regenstein, J. M. 2015. Halal Food. In The SAGE Encyclopedia of Food Issues. https:// doi.org/10.4135/9781483346304.n227.

BI and LPPI. 2015. Profil Bisnis Usaha Mikro, Kecil Dan Menengah (SMES). Bank Indonesia Dan LPPI, 5– 57.

Ferdinand, A. T. 2013. Company Specific Advantage and Sustainable Competitive Advantage.SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2340249.

Geissinger, A., Laurell, C., Sandström, C., Eriksson, K., and Nykvist, R. 2018. Digital entrepreneurship and field conditions for institutional change– Investigating the enabling role of cities.Technological Forecasting and Social Change, May, 0–1. https:// doi.org/10.1016/j.techfore.2018.06.019.

Ghozali. 2013. Teori Motivasi dan Pengukurannya. Kajian Pendidikan Akuntansi Indonesia, Vol. 4. https://doi.org/10.1177/0829573514540415.

Hair, J. F., et al. 2010. Multivariate Data Analysis. Vectors. https://doi.org/10.1016/j.ijpharm.2011.02.019.

Kurniawan, A., Loekito, L., and Solimun, S. 2016. Power Of Test Path Analysis and Partial Least Square Analysis. CAUCHY; Vol 4, No 3, 2016: CAUCHYDO - 10.18860/ca.v4i3.3593, 4(3), 112–114.

Marketing, C. 15: D. M. and S. 2013. Chapter 15: Digital Media and Sustainable Marketing.Journal of Chemical Information and Modeling, 53, 1689–1699. https://doi.org/10.1017/CBO9781107415324.004.

Martínez, R. M., Galván, M. O., and Lafuente, A. M. G. 2014. Public Policies and Tourism Marketing. An Analysis of the Competitiveness on Tourism in Morelia, Mexico and Alcala de Henares, Spain. Procedia - Social and Behavioral Sciences, 148, 146– 152. https://doi.org/10.1016/j.sbspro.2014.07.028.

Ndiaye, N., Abdul, L., Nagayev, R., and Ng, A. 2018. Borsa _ Istanbul Review Demystifying small and medium enterprises’ (SMEs) performance in emerging and developing economies.Borsa Istanbul Review. https://doi.org/10.1016/j.bir.2018.04.003.

Razzaq, S., Hall, C. M., and Prayag, G. 2016. The capacity of New Zealand to accommodate the halal tourism market - Or not.Tourism Management Perspectives, 18, 92–97. https://doi.org/10.1016/j.tmp.2016.01.008.

Storkey, A. J., Simonotto, E., Whalley, H., Lawrie, S., Murray, L., and McGonigle, D. 2007. Learning Structural Equation Models for fMRI. Structure, 19, 1329– 1336.

Studi, P., Pariwisata, B., Ilmu, F., and Brawijaya, U. 2017. Analisis Deskripsi Potensi Pariwisata Kota Batam Dalam Rangka Menjaring Wisatawan Mancanegara.1(2), 97–106.

Sugiyono. 2013. Metode Penelitian Manajemen. Alfabeta, 820. https://doi.org/10.1177/ 004057368303900411.

Wulandari, F., Ferdinand, A. T., and Dwiatmadja, C. 2018. Knowledge Sharing in a Critical Moment of Work. International Journal of Knowledge Management, 14(2), 88–98. https://doi.org/10.4018/ijkm. 2018040106.

Yousaf, S., and Xiucheng, F. 2018. Halal culinary and tourism marketing strategies on government websites: A preliminary analysis. Tourism Management, 68(November 2017), 423–443. https://doi.org/ 10.1016/j.tourman.2018.04.006.




DOI: http://dx.doi.org/10.21776/ub.jam.2020.018.01.05

Refbacks

  • There are currently no refbacks.