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p-Index From 2021 - 2026
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All Journal Greenation International Journal of Economics and Accounting
Hapzi
Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
Economics, Econometrics & Finance

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Boston Consulting Group Strategy Analysis on Siber Nusantara Publisher Hapzi; Farhan Saputra
Greenation International Journal of Economics and Accounting Vol. 3 No. 2 (2025): Greenation International Journal of Economics and Accounting (June - August 202
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v3i2.749

Abstract

This study aims to analyze the strategic position and formulate an appropriate marketing strategy for Siber Nusantara Publisher in facing the increasingly competitive scientific publishing industry. This study uses a descriptive qualitative approach with a strategic analysis method through the integration of the Boston Consulting Group (BCG) Matrix and SWOT analysis. Research data were obtained from documentation studies, observations, and secondary data analysis related to the growth of scientific publications and the market share of academic publishers. The results show that Siber Nusantara Publisher is in the Question Mark quadrant in the BCG Matrix, which is characterized by a high market growth rate but a relatively low market share. This condition indicates that the institution has significant growth opportunities in the scientific publishing industry but requires a more aggressive marketing strategy to increase market share and strengthen competitiveness. The managerial implications of this study emphasize the importance of implementing a development strategy (build strategy) through strengthening editorial quality, utilizing digital technology in journal management, and expanding academic networks to improve the reputation and sustainability of Siber Nusantara Publisher in the scientific publication ecosystem.
Building Loyalty Amid Café Competition: The Role of Experiential Marketing through Customer Engagement, Self-Expression Value, and Hedonic Value in Cafés in Jambi Hapzi; Andri Yandi
Greenation International Journal of Economics and Accounting Vol. 4 No. 2 (2026): Greenation International Journal of Economics and Accounting (May - June 2026)
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v4i2.1159

Abstract

This study aims to analyze the effect of experiential marketing on customer loyalty through customer engagement, self-expression value, and hedonic value at cafés in Jambi. The study is motivated by the rapid growth of cafés and coffee shops in Jambi City, which has intensified business competition. This research employed a quantitative approach using a survey method. The population of this study consisted of café customers in Jambi City, with a total sample of 135 respondents. The data analysis technique used was Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that experiential marketing has a positive and significant effect on customer engagement, self-expression value, hedonic value, and customer loyalty at cafés in Jambi City. Furthermore, customer engagement does not have a significant effect on customer loyalty. Meanwhile, self-expression value and hedonic value were found to have a positive and significant effect on customer loyalty. Therefore, customer loyalty at cafés in Jambi City is more strongly influenced by emotional experiences, enjoyment, and the alignment between customers’ lifestyles and the café concept.
Co-Authors Farhan Saputra Yandi, Andri