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Tika Kartika Asri
Institut Teknologi dan Bisnis Dewantara
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ANALYSIS OF THE COMPETITIVE STRATEGY OF PERCAYA DIRI TOFU FACTORY IN UTAN JAYA VILLAGE, CIPAYUNG DISTRICT, DEPOK CITY Mujito Mujito; Tika Kartika Asri; Eidelweijs Andririnjani Putri
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 3 (2026): Vol. 03 No. 3 Edisi Juli 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i3.2810

Abstract

This study aims to analyze the internal and external business environment and determine the priority competitive strategy for the Percaya Diri Tofu Factory located in Utan Jaya Village, Cipayung District, Depok City. A descriptive qualitative approach was employed using SWOT analysis as the analytical tool. The findings reveal that the company's main strength is its strong customer relationships (score 0.51), while its primary weakness is the absence of a flagship product (score 0.42). The main opportunities include a broad market share and high customer loyalty (score 0.46), whereas the major threats are intense competition and fluctuating raw material prices (score 0.22). Based on the IFE, EFE, and SWOT analyses, the recommended strategy is business development to enhance the company's competitive advantage.
THE INFLUENCE OF CUSTOMER SATISFACTION, CUSTOMER DELIGHT AND CUSTOMER TRUST ON CUSTOMER LOYALTY IN THE SHOPEE MARKETPLACE Mujito; Tika Kartika Asri; Wawan Hari Subagyo; Eidelweijs Andririnjani Putri; Andri Catur Trissetianto
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.2044

Abstract

This study aims to analyze the influence of Customer Satisfaction, Customer Delight, and Customer Trust on customer loyalty in the Shopee marketplace. A quantitative approach was employed with data collected through questionnaires to active Shopee users. Multiple linear regression results show that the three independent variables simultaneously have a significant effect on customer loyalty, but only Customer Trust has a significant partial effect. The Adjusted R Square indicates that the independent variables explain approximately 41.4% of the variation in customer loyalty. These findings highlight the importance of building customer trust as a key strategy in maintaining loyalty on e-commerce platforms.
MARKETING STRATEGY ANALYSIS USING THE SWOT APPROACH AT PT SERENA INDOPANGAN INDUSTRI Eidelweijs Adririnjani Putri; Mujito Mujito; Tika Kartika Asri; Andri Catur Trissetianto
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 3 (2026): Vol. 03 No. 3 Edisi Juli 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i3.2996

Abstract

This study aims to analyze and formulate appropriate marketing strategies for PT Serena Indopangan using a SWOT (Strengths, Weakness, Opportunities, and Threats) analysis approach. The research employs a descriptive qualitative method, with data collected through observations, interviews, and documentation. The results indicate that the company’s strengths lie in its product quality and extensive distribution network, while its weaknesses include limited digital marketing activities and lack of product innovation. On the external side, growing market demand and changes in consumer lifestyles present significant opportunities, whereas intense competition and fluctuating raw material prices pose major threats. Based on the SWOT analysis, the most suitable strategy for PT Serena Indopangan is the SO (Strengths-Opportunities) strategy, which focus on leveraging internal strengths to capitalize on external opportunities. The study recommends enhancing digital marketing efforts and strengthening brand positioning to improve the company’s competitiveness.
PENGARUH CUSTOMER EXPERIENCE DAN DIGITAL SERVICE QUALITY TERHADAP LOYALITAS KONSUMEN MELALUI CUSTOMER SATISFACTION PADA TIKTOK SHOP Mujito; Tika Kartika Asri; Dwi Oktiana Irawati
JMD : Jurnal Riset Manajemen & Bisnis Dewantara Vol. 9 No. 2 (2026): Juli-Desember 2026
Publisher : STIE PGRI Dewantara Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26533/jmd.v9i2.1724

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Customer Experience dan Digital Service Quality terhadap Loyalitas Konsumen melalui mediasi Customer Satisfaction pada platform TikTok Shop. Pendekatan penelitian ini bersifat kuantitatif dengan pengambilan sampel menggunakan teknik purposive sampling dan pengumpulan data melalui kuesioner kepada pengguna aktif TikTok Shop. Data dianalisis menggunakan analisis jalur untuk menguji hubungan sebab‑akibat antar variabel penelitian. Hasil penelitian menunjukkan bahwa Customer Experience dan Digital Service Quality berpengaruh positif terhadap Customer Satisfaction dan Loyalitas Konsumen, dan Customer Satisfaction terbukti memediasi hubungan antara variabel eksogen dengan Loyalitas Konsumen. Temuan ini menunjukkan bahwa pengalaman konsumen dan kualitas layanan digital merupakan faktor penting dalam meningkatkan kepuasan serta loyalitas pelanggan di social commerce. Kata kunci: Customer Experience, Digital Service Quality, Customer Satisfaction, Customer Loyalty, TikTok Shop
Co-Authors Andri Catur Trissetianto Dwi Oktiana Irawati Eidelweijs Adririnjani Putri Eidelweijs Andririnjani Putri Mujito Mujito Mujito Wawan Hari Subagyo