PENINGKATAN DAYA SAING NOPIA PAK NARWAN SEBAGAI PRODUK WISATA KULINER BANYUMAS MELALUI PROMOSI DI TOKOPEDIA DAN SHOPEE

Atalya, Angelie Putri (2025) PENINGKATAN DAYA SAING NOPIA PAK NARWAN SEBAGAI PRODUK WISATA KULINER BANYUMAS MELALUI PROMOSI DI TOKOPEDIA DAN SHOPEE. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

	Text ANGELICA PAULINE PUTRI DAINIA DUHA_2408128_ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (1MB)
	Text ANGELICA PAULINE PUTRI DAINIA DUHA_2408128_ARTIKEL ILMIAH.pdf Restricted to Repository staff only Download (1MB)

Abstract

This research aims to determine whether promotions conducted through the digital platforms Tokopedia and Shopee can enhance the competitiveness of Nopia Pak Narwan's products as part of the typical culinary tourism of Banyumas. Nopia, known as one of the traditional foods with a unique flavor, now has to compete with many similar products, both locally and nationally. This research was conducted using SWOT analysis and a descriptive qualitative approach, with data collected from observations, interviews, and documentation of the Nopia Pak Narwan online store. The research results show that digital promotion, especially through Tokopedia which is the official account, greatly helps increase sales and expand market reach. The marketplace makes it easy for consumers to recognize products because of clear and attractive product photos, descriptions, and reviews. Meanwhile, Shopee still does not have an official account from the store. Word of mouth became the initial introduction of the product on a wide scale, which was then followed by digital marketing. In addition, innovations were also made in taste, packaging, and promotional techniques. The conclusion of this research is that appropriate digital promotion, consistent product quality, and good social media management play a crucial role in enhancing the competitiveness of Nopia Pak Narwan. This research is expected to serve as a reference for local SMEs in marketing their products more broadly and efficiently.

Actions (login required)

View Item