Benchmarking as a Marketing Strategy Promotion for Increasing Tourism: Case Study of SMEs in Kediri City Square

Iva Khoiril  Mala; Puji  Handayati; Arief Noviarakhman  Zagladi

doi:10.55927/eajmr.v2i10.6313

Authors

Iva Khoiril Mala Doctoral Program Knowledge Management, Universitas Negeri Malang
Puji Handayati Department Management, Universitas Negeri Malang
Arief Noviarakhman Zagladi Department Management, Universitas Negeri Malang

DOI:

https://doi.org/10.55927/eajmr.v2i10.6313

Keywords:

Benchmarking, Marketing Strategy, Kediri Square SMEs, Tourism

Abstract

This research discusses strategies to increase the number of visitors to the SME square in Kediri through benchmarking and collaboration between related parties. Kediri Square has undergone significant revitalization and facial changes to increase its appeal. Apart from being a tourist spot, Kediri Square is also used as an educational place. This research also highlights the importance of internal marketing strategies effective promotion, integration of local culture, and cooperation with related parties. The research method used is qualitative with a case study approach to alun-alun SMEs Kediri city with observation and interviews. The research results show that developing attractive facilities, effective promotions, increasing security and comfort, and collaborating with related parties can increase the number of visitors. In addition, combining educational activities and promotion of local culture can also be an effective strategy. In its conclusion, this research emphasizes the importance of cooperation between local government, tourism actors and local communities in increasing the number of visitors to Kediri Square.

References

Abudaqa, A, R A Alzahmi, and ... 2022. “Does Innovation Moderate the Relationship between Digital Facilitators, Digital Transformation Strategies and Overall Performance of SMEs of UAE?” International Journal …. https://doi.org/10.1504/IJEV.2022.124964.

Ajelabi, I., & Tang, Y. (2010). The Adoption of Benchmarking Principles for Project Management Performance Improvement. International Journal of Managing Public Sector Information and Communication Technologies (IJMPICT) , 1-8.American Accounting Association, Committee on Concepts and Standards for External Financial Reports. 1977. Statement on Accounting Theory and Theory Acceptance. Sarasota, FL:AAA.

Alhakimi, W, and M Mahmoud. 2020. “The Impact of Market Orientation on Innovativeness: Evidence from Yemeni SMEs.” Asia Pacific Journal of Innovation and …. emerald.com. https://doi.org/10.1108/APJIE-08-2019-0060.

Alnawas, I, and A Abu Farha. 2020. “Strategic Orientations and Capabilities’ Effect on SMEs’ Performance.” Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-11-2019-0548.

Amoako, G, P Omari, D K Kumi, and ... 2021. “… and Better Entrepreneurial Decision-Making: The Influence of Customer Preference, Industry Benchmark, and Employee Involvement in an Emerging Market.” Journal of Risk and …. mdpi.com. https://www.mdpi.com/1911-8074/14/12/604.

Antunes, M G, P R Mucharreira, M R T Justino, and ... 2021. “Effects of Total Quality Management (TQM) Dimensions on Innovation—Evidence from SMEs.” Sustainability. https://www.mdpi.com/2071-1050/13/18/10095.

Basri, W S M, and M R A Siam. 2019. “Social Media and Corporate Communication Antecedents of SME Sustainability Performance: A Conceptual Framework for SMEs of Arab World.” Journal of Economic and Administrative …. emerald.com. https://doi.org/10.1108/JEAS-01-2018-0011.

Basu, R, and P Bhola. 2022. “… Interrelationships of Quality Management, Information Technology and Entrepreneurial Culture and Their Impact on Performance from Indian IT Enabled Service SMEs.” Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-07-2021-0392.

Bodlaj, M, and B Čater. 2022. “Responsive and Proactive Market Orientation in Relation to SMEs’ Export Venture Performance: The Mediating Role of Marketing Capabilities.” Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296321006780.

BPS Kota Kediri. 2021. “Kota Kediri Dalam Angka.” Kota Kediri Dalam Angka.

Crammond, R, K O Omeihe, A Murray, and ... 2018. “Managing Knowledge through Social Media: Modelling an Entrepreneurial Approach for Scottish SMEs and Beyond.” Baltic Journal of …. https://doi.org/10.1108/BJM-05-2017-0133.

Creswell, John, and Cheryl Poth. 2016. Second Edition QUALITATIVE INQUIRY& RESEARCH DESIGN Choosing Among Five Approaches. SAGE Publications. Vol. 3.

De, D. 2020. “Impact of Lean and Sustainability Oriented Innovation on Sustainability Performance of Small and Medium Sized Enterprises: A Data Envelopment Analysis-Based Framework.” International Journal of Production Economics 219. https://doi.org/10.1016/j.ijpe.2018.07.003.

Gamage, S K Naradda, E M S Ekanayake, G Abeyrathne, and ... 2020. “A Review of Global Challenges and Survival Strategies of Small and Medium Enterprises (SMEs).” Economies. https://www.mdpi.com/2227-7099/8/4/79.

Gao, Y, and T Hafsi. 2019. “Does Charitable Giving Substitute or Complement Firm Differentiation Strategy? Evidence from Chinese Private SMEs.” European Management Review. https://doi.org/10.1111/emre.12180.

Grewal, D., & Levy, M. (2012). Marketing. New York: Mc Graw Hill.

Hungund, S, and V Mani. 2019. “Benchmarking of Factors Influencing Adoption of Innovation in Software Product SMEs: An Empirical Evidence from India.” Benchmarking: An International Journal. https://doi.org/10.1108/BIJ-05-2018-0127.

Karia, N. 2021. “A Comparative Benchmark Model for SMEs: Viable Entrepreneur Emotional Intelligence.” Benchmarking: An International Journal. emerald.com. https://doi.org/10.1108/BIJ-06-2020-0291.

Modi, P, and A M Rawani. 2021. “Drivers of Innovation Practices in SMEs: A Literature Review.” … on Small Business Strategies for Success and …. https://www.igi-global.com/chapter/drivers-of-innovation-practices-in-smes/286078.

Mullins, J. W., Walker, O. C., & Boyd, H. W. (2013). Marketing Management: A Strategic Decision Making Approach. New York: Mc Graw Hill.

Munir, A R, J Maming, N Kadir, and ... 2021. “Brand Resonancing Capability: The Mediating Role between Social Media Marketing and SMEs Marketing Performance.” Academy of …. researchgate.net. https://www.researchgate.net/profile/Abdul-Munir 4/publication/350451958_Brand_Resonancing_Capability_the_Mediating_role_between_Social_Media_Marketing_and_SMEs_Marketing_Performance/links/6060a47c299bf173677769bd/Brand-Resonancing-Capability-the-Mediatin.

Nuseir, M T. 2018. “Digital Media Impact on SMEs Performance in the UAE.” Academy of Entrepreneurship Journal. researchgate.net. https://www.researchgate.net/profile/Mohammed-Nuseir/publication/325393198_Digital_media_impact_on_smes_performance_in_the_UAE_Volume_24_Issue_2_2018/links/5b0b2e170f7e9b1ed7f9cf86/Digital-media-impact-on-smes-performance-in-the-UAE-Volume-24-Issue-2-2018.

Oktoriana, S. 2021. “Perceived Benefits Of Social Media Networks’impact On The Competitive Behavior Of Indonesian Smes In Food And Beverage….” Economics & Sociology. researchgate.net. https://www.researchgate.net/profile/Nurliza-Nurliza-2/publication/355162290_Perceived_benefits_of_social_media_networks’_impact_on_the_competitive_behavior_of_indonesian_smes_in_food_and_beverage_sector/links/616148d5e7993f536cac9efe/Perceived-benefits-o.

Osano, H M. 2019. “Factors Influencing Global Expansion/Scalability of Small and Medium Enterprises: A Kenyan Case.” World Technopolis Review. academia.edu. https://www.academia.edu/download/85932089/FactorsInfluencingGlobalExpansionScalabilityofSmallandMediumEnterprisesAKenyanCase.pdf.

Paul, J. 2020. “Toward a 7-P Framework for International Marketing.” Journal of Strategic Marketing 28 (8): 681–701. https://doi.org/10.1080/0965254X.2019.1569111.

Pranoto, D., Hapsari, A., & Prianto, R. (2015). Faktor - Faktor yang Mempengaruhi Keputusan Pembelian pada Sepeda Motor Honda Bebek di CV. Jaya Abadi Ungaran. Journal of Management, 1-20.

Pulka, B M, A B Ramli, and M S Bakar. 2018. “Marketing Capabilities, Resources Acquisition Capabilities, Risk Management Capabilities, Opportunity Recognition Capabilities and SMEs Performance: A ….” Asian Journal of Multidisciplinary …. researchgate.net. https://www.researchgate.net/profile/Buba-Pulka/publication/322159822_Marketing_Capabilities_Resources_Acquisition_Capabilities_Risk_Management_Capabilities_Opportunity_Recognition_Capabilities_and_SMEs_Performance_A_Proposed_Framework/links/5a495b8a0f7e9.

Paulus, M., & Devie. (2013). Analisis Pengaruh Penggunaan Benchmarking Terhadap Keunggulan Bersaing dan Kinerja Perusahaan. Business Accounting Review, 39-49.

Rakshit, S, N Islam, S Mondal, and T Paul. 2022. “An Integrated Social Network Marketing Metric for Business-to-Business SMEs.” Journal of Business Research. Elsevier. https://www.sciencedirect.com/science/article/pii/S0148296322005380.

Sugiyono, Prof.Dr. 2016. metode penelitian kuantitatif, kualitatif,dan R&D Alfabeta, cv.

Suliyanto. (2010). Studi Kelayakan Bisnis Pendekatan Praktis. Yogyakarta: Andi Offset.

Sundström, A. 2020. “Market-Oriented CSR Implementation in SMEs with Sustainable Innovations: An Action Research Approach.” Baltic Journal of Management 15 (5): 775–95. https://doi.org/10.1108/BJM-03-2020-0091.

Susanto, P, M E Hoque, N U Shah, A H Candra, and ... 2023. “Entrepreneurial Orientation and Performance of SMEs: The Roles of Marketing Capabilities and Social Media Usage.” … of Entrepreneurship in …. https://doi.org/10.1108/JEEE-03-2021-0090.

Strauss, J., & Frost, R. (2012). E-Marketing. New Jersey: Pearson Education Inc,.