Production Management and Marketing Strategies for Enhancing Passion Fruit Syrup Sales: A Comprehensive Analysis

Resaldi Farhan; Veronica Candra; Satria Lintang Rachmadana

doi:10.61255/jeemba.v2i2.440

Authors

Resaldi Farhan Faculty of Economics and Business, Universitas Negeri Makassar, Indonesia
Veronica Candra Faculty of Economics and Business, Universitas Negeri Makassar, Indonesia
Satria Lintang Rachmadana Faculty of Economics, Business and Humanities, Universitas Pendidikan Muhammadiyah Sorong, Indonesia

DOI:

https://doi.org/10.61255/jeemba.v2i2.440

Keywords:

production management, marketing strategies, passion fruit syrup

Abstract

The production of passion fruit syrup presents a promising business opportunity, especially given the growing consumer interest in healthy and natural beverages. Passion fruit syrup, made from fresh passion fruits, offers a unique, refreshing taste and is rich in vitamin C and antioxidants. This study, conducted as a case study on the Markisa Sunny business in Makassar, explores the production management functions, including organization, planning, control, and processing, alongside marketing strategies that focus on customer orientation, creativity, innovation, quality, and cost efficiency. The research aimed to analyze how these production management practices and marketing strategies can enhance sales. The study employed a descriptive qualitative method, with data gathered from the business owner and all employees at Markisa Sunny. The results provide insights into the production management and marketing strategies utilized by Markisa Sunny, offering practical guidance for improving product sales and business performance.

Abstract views: 158 ,

PDF downloads: 21

Downloads

Download data is not yet available.

References

Angriani, V. (2021). Evaluation of Development Strategy for Sharia Cooperatives in Pekanbaru City. Ilmu Administrasi Negara, 19, 124–133.

Ambarwati, R., Saputro, A., & others. (2020). Product development for competitive advantage of micro, small, and medium enterprises of ikat woven fabric in Kediri. Binus Business Review. https://journal.binus.ac.id/index.php/BBR/article/view/5676

Aulia, A., Rasyid, R., Program, M., Agribisnis, S., Pertanian, F., Indonesia, U. M., Program, D., Agribisnis, S., Pertanian, F., & Indonesia, U. M. (n.d.). Usaha Agroindustri Sirup Markisa. 1, 24–38.

Armstrong, G., & Kotler, P. (2016). Marketing: An introduction (13th ed.). Pearson Education.

Azisah Alisyahbana, A. N. Q., & Yahya, M. (2024). Enhancing competitive advantage through innovation and entrepreneurial orientation: The importance of product quality. Pedagogy Journal of Education Research. https://journal.unm.ac.id/index.php/PJER/article/view/4033

Case Study of a Mineral Water Product in Indonesia: Business strategy to increase sales performance. (2022). International Journal of Current Science Research and Review, 5(12), 4712–4718. https://doi.org/10.47191/ijcsrr/V5-i12-38

Dauda, P., Putri Padriani Paris, & Besse Qur’ani. (2023). Pengaruh Usaha Kecil Menengah Sektor Kuliner Terhadap Pertumbuhan Ekonomi Sebelum Pandemi Covid 19 di Makassar. Jurnal Manajemen Perbankan Keuangan Nitro, 6(1), 14–25. https://doi.org/10.56858/jmpkn.v6i1.90

Danendra, R. A. W., Purbawanti, S., & Aska, Z. F. (2023). Peran E-Commerce dalam meningkatkan peluang bagi UMKM di Indonesia. Journal of Economics and Applied Policy, 2(1), 45–55. https://ejournal.areai.or.id/index.php/JEAP/article/view/794

Fajri, M., Setiawan, H., & Nurhayati, R. (2023). Effectiveness of using social media as digital marketing media for UMKM Deandra Batik Lampung. Jurnal Ekonomi dan Riset, 12(2), 101–110. https://jurnal.feb-umi.id/index.php/JER/article/view/1483

MDPI. (2022). Business strategies and competitive advantage: The role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joitmc8030163

Munthe, R. G., Sembiring, N., Sinulingga, E. P., Quality, U., & Medan, K. (2021). Strategi Pemasaran Sirup Markisa Sinabung. 3(02).

Nasution, M. M., Dirbawanto, N. D., & Siregar, O. M. (2023). Analysis of service business growth and marketing strategies used in the digital technology era during the COVID-19 pandemic: Case study on PT. Sucofindo Medan. Jurnal Humaniora, Social Sciences and Business (JHSSB), 2(2), 525–534. https://doi.org/10.55047/jhssb.v2i2.569

Oktaria, P. N. R., Alam, I. A., Barusman, A. R. P., & Habiburrahman. (2024). Factors for increasing competitive advantage in MSMEs reviewed from a systematic literature review. Jurnal Akses Manajemen, 3(2), 45–60. https://penerbitgoodwood.com/index.php/Jakman/article/view/3132

Rachman, W. A., Kharisma, A., Widjayanti, W., Gunadarma, U., Gunadarma, U., & Gunadarma, U. (n.d.). Minuman Unggulan Di Kelurahan Mampang, Depok Enhancing Knowlwdge For “Sweet Passion Fruit” Business Exellence In Nampang Village, Depok No Potensi dan Peluang Varietas Tanaman Keadaan saat ini , Januari 2022 perumahan yang tidak terawat sejak.

Rahmawati, D., & Fasa, M. I. (2022). Transformasi digital: Peran e-commerce (Shopee) dalam meningkatkan daya saing UMKM di Indonesia. Jurnal Ilmu Komunikasi Nusantara, 1(4), 233–245. https://jicnusantara.com/index.php/jiic/article/view/3031

Severesia, C., Utomo, P., & Natalia, F. (2022). Investigating factors influencing repurchase intention: Case study in beverage manufacturing industry. Business Excellence and Management, 12(1), 86–99. https://www.researchgate.net/publication/359708563

Sudarman, D., & Lailla, N. (2023). The influence of marketing strategy and marketing mix on marketing performance of ready-to-drink beverages through brand image. International Journal of Professional Business Review, 8(9), e01801. https://doi.org/10.26668/businessreview/2023.v8i9.1801

Tigari, H. (2020). Income and Expenditure Pattern of Vegetable Vendors. 11–19.

Usman, R. (2011). (Pada lndustri Pengolahan buah markisa Di Makassar).

Winarni, W., Victor, V. A. S., & Dewi, D. S. (2022). Strategi Branding Sirup Markisa Produk UMKM Yayasan Tunas Mulia Bantar Gebang Kota Bekasi Jawa Barat. Lugas Jurnal Komunikasi, 6(2), 154–163. http://repo.jayabaya.ac.id/2921/1/Strategi Branding Sirup Markisa Produk Umkm Yayasan Tunas Mulia Bantar Gebang Kota Bekasi Jawa Barat.pdf

Zakiyah, A. R., Nugraheni, N., & Anindita, G. (2024). Trends in using social media as UMKM marketing. Proceedings of International Seminar on Education, Technology, and Humanities, 3(1), 120–128. https://proceedings.ums.ac.id/iseth/article/view/4611