Promotional Strategy and Sales Performance: Evidence from Faith-Based Social Enterprise in Indonesia
Keywords:
Promotional Strategy; Sales Performance; Social Enterprise; Faith-Based Organization; Emerging MarketsAbstract
Background: Faith-based social enterprises play a significant role in promoting economic empowerment and community development in emerging markets. However, limited research has examined how these organizations implement promotional strategies within resource-constrained environments.
Objective: This study aims to analyze the promotional strategies employed by a faith-based social enterprise, focusing on a paving block manufacturing unit operated by an Islamic boarding school in West Kalimantan, Indonesia.
Methods: A qualitative case study approach was adopted using in-depth interviews, observations, and document analysis. Data were analyzed through an interpretative approach to identify key promotional practices and influencing factors.
Results: The findings reveal that promotional strategies remain predominantly conventional, relying on banners, brochures, and word-of-mouth through alumni networks. Although digital platforms such as Facebook and WhatsApp are utilized, their use is not systematically managed. Sales performance is influenced by product quality consistency, competitive pricing, and institutional trust derived from the organization’s reputation. Key barriers include limited market reach, weak targeting strategies, and low digital marketing capabilities.
Conclusion: The study highlights the need to integrate traditional promotional approaches with strategically managed digital channels. Strengthening digital capabilities while leveraging institutional trust can enhance market reach and sustainability of faith-based social enterprises.
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