Journal of Economics and Entrepreneurship (JEKA)

Strategic Digital Marketing Analysis Using the SWOT Framework: A Case Study on Hisana Fried Chicken’s Competitive Growth

Narto Irawan Otoluwa, Andi Amri

Abstract: 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.

Artificial Intelligence-Based Consumer Sentiment Analysis of MSME Products: A Lexical NLP Approach to Marketplace Reviews

Muh Wildan Mauludy; Andi Riska Ayu Pratiwi — Tue, 14 Oct 2025 00:00:00 +0000

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 Natural Language Processing (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.

LITERATURE ANALYSIS OF HUMAN RESOURCE TALENT MANAGEMENT IN THE DIGITAL AGE

Putri Astika Alamsyah, Ni Luh Made Dwi Septiani Putri — Tue, 14 Oct 2025 00:00:00 +0000

This study aims to identify and analyze the transformation of the concept of Human Resource (HR) Talent Management in the digital era using qualitative research methods with descriptive content analysis, where data was collected through a comprehensive literature study from 2015–2025 in relevant journals, proceedings, and books. This study also describes the main challenges and formulates the best digitized strategies. This study shows that talent management has shifted from a reactive function to a data-driven and personalized strategy supported by data analytics and artificial intelligence. The digital skills gap, privacy issues, and data ethics are major concerns. To improve competitiveness, companies need the best strategies, including AI-based recruitment and the development of learning dexterity and work flexibility to strengthen organizational competitiveness.