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Eidelweijs Andririnjani Putri
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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.
Co-Authors Andri Catur Trissetianto Mujito Mujito Mujito Tika Kartika Asri Wawan Hari Subagyo