Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Journal Of Agribusiness, Social and Economic Advances in Tourism Studies
Indra Irjani Dewijanti
Universitas Pendidikan Muhammadiyah Sorong
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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Strategi Pemasaran Produk Olahan Ubi Jalar pada UMKM Sumber Makmur Kabupaten Sorong Sitti Hadija Samual; Indra Irjani Dewijanti; Anggita Ekaningtyas Hermawan`; Aci Aprianto
Journal of Agribusiness, Social and Economic Vol. 6 No. 1 (2026): Journal of Agribusiness, Social and Economic (JASE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jase.v6i1.8546

Abstract

This study identifies and evaluates the marketing strategy of Sumber Makmur UMKM in marketing processed sweet potato products in Sorong Regency. A descriptive qualitative method was applied through observation, in-depth interviews, and documentation involving five purposively selected enterprise members. The data were analyzed using the 7P marketing mix and SWOT analysis. The results show that the enterprise is strengthened by quality local raw materials, a healthy product image, flavor variation, practical packaging, and affordable prices. Its main weaknesses are limited production capacity, uneven distribution, harvest-season dependence, and suboptimal digital promotion. Marketing strategy should therefore focus on production strengthening, digital promotion, wider distribution partnerships, and product differentiation
From service quality to loyalty and economic behaviour in food delivery platforms Khaeri; Siti Aisyah Putri Maharani Simamora; Azura Zeyna Rohman; Indra Irjani Dewijanti
Advances in Tourism Studies Vol. 3 No. 3 (2025): Advances in Tourism Studies (In Press)
Publisher : Centre for Tourism Studies and Journal Publication of Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53893/ats.v3i3.79

Abstract

This study examines how service quality shapes user perceptions and behavioural outcomes in online food delivery platforms by analysing the interrelationships among service quality, perceived value, customer satisfaction, customer loyalty, and economic behaviour. Using a structural equation modelling partial least squares approach, data were collected from 320 active users of major delivery applications in Indonesia. The findings demonstrate that service quality significantly enhances both perceived value and satisfaction, which subsequently strengthen loyalty. Customer loyalty is further shown to influence economic behaviour reflected in repeat usage and higher spending intentions. Mediation analyses reveal that perceived value and satisfaction operate as key psychological mechanisms transmitting the influence of service quality toward loyalty. These results contribute to foodservice business research by clarifying cognitive and affective pathways within the digital delivery context and offering actionable managerial implications for platform providers seeking to cultivate sustainable user engagement
Co-Authors Aci Aprianto Anggita Ekaningtyas Hermawan` Azura Zeyna Rohman Khaeri Siti Aisyah Putri Maharani Simamora Sitti Hadija Samual