https://jurnal.umsrappang.ac.id/index.php/jeka <p>Summary: JOURNAL OF ECONOMICS AND ENTREPRENEURSHIP (JEKA) is a scientific publication that focuses on economics and entrepreneurship. This journal contains a collection of articles, research, and academic studies that explore various aspects of the economy and the entrepreneurial process in various contexts.</p> <p>Through the JOURNAL OF ECONOMICS AND ENTREPRENEURSHIP (JEKA), researchers, academics and practitioners in the field of economics and entrepreneurship can share their knowledge, views and the latest discoveries. This journal aims to provide in-depth insights into changing global economic trends, analysis of the impact of economic policies, as well as various strategies and challenges in building and developing entrepreneurial businesses and innovations.</p> <p>We hope that this summary helps and provides an overview of the contents and objectives of the journal "JURNAL ECONOMICS AND ENTREPRENEURSHIP (JEKA)". If there's anything else you'd like to ask or know, please let us know.</p> Prodi Kewirausahaan en-US Journal of Economics and Entrepreneurship (JEKA) https://jurnal.umsrappang.ac.id/index.php/jeka/article/view/2452 <p>&nbsp;</p> <p><strong>Abstract:</strong> The rapid advancement of digital technology has transformed marketing strategies in the culinary industry, making digital platforms essential tools for customer engagement and competitive growth. This study aims to analyze the digital marketing strategy of Hisana Fried Chicken using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. The research employs a qualitative descriptive approach through interviews, observation of social media activities, and documentation analysis to identify internal and external factors influencing marketing performance. The SWOT results reveal that Hisana Fried Chicken possesses strong customer engagement and brand visibility on social media, yet faces internal challenges such as inconsistent branding, limited analytical skills, and dependence on third-party delivery platforms. Externally, the company benefits from the growing trend of online food delivery and social media marketing but must address threats such as market competition, changing consumer behavior, and digital platform algorithms. The study concludes that strategic alignment between internal resources and external dynamics is crucial for sustaining competitiveness. The integration of consistent branding, CRM systems, and digital literacy improvement is recommended to enhance adaptability and long-term growth in the evolving digital food industry.</p> Narto Irawan Otoluwa Andi Amri ##submission.copyrightStatement## 1 2 1 8 https://jurnal.umsrappang.ac.id/index.php/jeka/article/view/2457 <p style="font-weight: 400;">Pertumbuhan transaksi digital di Indonesia melalui marketplace memberikan peluang strategis bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memahami persepsi konsumen melalui analisis ulasan produk. Penelitian ini bertujuan untuk mengevaluasi sentimen konsumen terhadap empat kategori produk UMKM—keripik, sambal, madu hutan, dan batik dengan menggunakan metode <em>Natural Language Processing</em> (NLP) berbasis leksikon. Data sekunder dikumpulkan secara manual dari 120 ulasan konsumen di platform Tokopedia dan Shopee. Proses analisis mencakup tahap prapemrosesan teks (pembersihan, tokenisasi, dan penghapusan stopwords) serta klasifikasi sentimen ke dalam kategori positif, netral, dan negatif menggunakan pendekatan lexicon-based. Hasil menunjukkan bahwa sentimen positif mendominasi pada produk kuliner (keripik dan sambal), sementara ulasan negatif lebih sering muncul pada produk non-kuliner (batik dan madu hutan) yang berkaitan dengan kualitas dan ketidaksesuaian produk. Temuan ini memperkuat relevansi penggunaan metode NLP dalam mendukung pengambilan keputusan berbasis data oleh pelaku UMKM di sektor digital.</p> Muh Wildan Mauludy Andi Riska Ayu Pratiwi ##submission.copyrightStatement## 2025-10-14 2025-10-14 1 2 1 8