Email this article Model pemasaran dan potensi inovasi usaha kecil produk bioteknologi di provinsi jawa timur
Abstract
Penelitian ini bertujuan untuk menemukan model pemasaran dan potensi inovasi usaha kecil khusus untuk produk bioteknologi. Sampel penelitian yaitu wilayah koridor pembangunan Timur di Provinsi Jawa Timur yang menitikberatkan pada empat Kabupaten yaitu di Kabupaten Jember, Banyuwangi, Situbondo, dan Bondowoso. Hasil penelitian menemukan bahwa model pemasaran dapat dilakukan dengan menekankan pada inovasi dan branding agar dapat meningkatkan kinerja. Inovasi dapat dilakukan dengan menekankan pada inovasi tempat, inovasi produk, dan inovasi kemasan. Branding dapat dilakukan dengan branding perusahaan, branding produk dan branding pengguna. Penekanan pada strategi inovasi dan branding akan dapat meningkatkan daya saing usaha kecil produk bioteknologi dari aspek kinerja yang diukur melalui pertumbuhan penjualan, pertumbuhan keuntungan dan pangsa pasar
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DOI: https://doi.org/10.30872/jfor.v21i1.5219
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