The influence of government and MUI mediations towards marketing strategy of Warteg and its impact on developing MSMEs in Jakarta, Indonesia

Abstract

Warteg’s growth in Jakarta is massive, but now Warteg is facing the challenge of remaining in the national economic development. So, research needs to be done on this. The study uses Mixed methods, namely with statistical and descriptive-qualitative analysis. The result of the research shows that there is significant influence from Jakarta Government mediation and MUI’s Fatwa toward Warteg Marketing Strategy which impact on MSMEs development in Jakarta both partially and simultaneously. The Jakarta Government Cooperative & Small and Medium Enterprises Office has strengthened MSMEs in the face of food business competition, utilization of HR, managerial aspects, and network development. The professionalism of MSMEs actors is enhanced by entrepreneurship training and skills. Enhancing managerial capabilities of MSMEs actors by counseling appropriate technology, financial management training, and production. Developing MSMEs networks through counseling and expanding markets. Collaboration with State/Regional Owned Enterprises in Jakarta and cross-sectoral agencies. Include MSMEs in the promotion event.

Keywords:

• Government and MUI mediation
• food marketing strategy
• informal sector development

PUBLIC INTEREST STATEMENT

Indonesia has various types of culinary from various regions, among these products is a traditional Tegal restaurant known as Warung Tegal (Warteg). Warteg is a form of micro business that is related to the nature of regionalism. Every business in product form has the aim to survive and grow. These aims could be achieved through the efforts to maintain and increase business profits. This can be done, if the business can maintain and increase the sales of the products. An accurate marketing strategy is needed through the utilization of opportunities in increasing sales, so that the company’s position in the market could be maintained or improved. Therefore, this research entitled “The Influence of Government and MUI Mediations Towards Marketing Strategy of Warteg and Its Impact on Developing MSMEs in Jakarta” is expected to be a reference in helping businesses introduce and market traditional foods typical of Tegal City, Central Java Province up to foreign countries, especially ASEAN countries.

Additional information

Funding

The author received no direct funding for this research.

Notes on contributors

Muh. Kadarisman

Muh. Kadarisman was born in Kulon Progo, Yogyakarta, Indonesia on 25 January 1959. His latest education was Social Science Doctoral degree in Universitas Padjajaran, Bandung, Indonesia. He is a lecturer in Faculty of Social and Political Sciences, University of Muhammadiyah Jakarta, under the supervision of Ministry of Research, Technology and Higher Education. He is also teaching in some private and public universities which are in Terbuka University, Trisakti University and Politeknik Ilmu Statistik Badan Pusat Statistik. He is currently holding a position as Vice Rector in Peradaban University, Central Java Province. Besides, he is also standing as a public consultant in some government institution in Indonesia.