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All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Muhammad Gibran Siregar
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Citra Merk Dan Penerapan Harga Terhadap Keputusan Pembelian Mobil Komersial Pada PT Wicaksana Berlian Motor Cibiru Bandung Muhammad Gibran Siregar; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/mgccpb78

Abstract

The automotive industry plays an important role in the national economy, however, the commercial vehicle segment has shown a decline in sales in recent years. This condition is influenced by economic slowdown, rising credit interest rates, and the depreciation of the rupiah. Mitsubishi, through PT Wicaksana Berlian Motor Cibiru, has also experienced a similar trend despite maintaining a positive brand image. Based on interviews and preliminary surveys, consumers perceive Mitsubishi vehicles as durable and high-quality, yet relatively expensive compared to competitors. This indicates that purchasing decisions are influenced by a combination of brand image and pricing strategy policy. This study aims to determine the effect of brand image and price on purchasing decisions of Mitsubishi commercial vehicles at PT Wicaksana Berlian Motor Cibiru.
Analisis Manajemen Strategi Eksternal dan Internal dalam Pengembangan UMKM : Studi Kasus pada Es Teh Poci Tiara Apriani; Muhammad Gibran Siregar; Farhan Mukti Mutakin; Rafli Maulana Yusuf; Aufa Zulfikar Maulana; Siti Mardiana
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 4 (2025): Oktober-Desember, Humanities, Economic and Social Issues
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/p21zf285

Abstract

This study aims to analyze the internal and external conditions of the Es Teh Poci business in Panyileukan, Bandung, as a strategic case study of a micro, small, and medium enterprise (MSME) in the soft drink sector. Using a descriptive qualitative approach, data were collected through semi-structured interviews with the business owner and supported by recent scholarly literature. The analysis employed several strategic frameworks, including PESTLE, Porter’s Five Forces, Competitor Mapping, Industry Matrix, EFAS, IFAS, IE Matrix, as well as internal analysis tools such as VRIO, Value Chain, Business Model Canvas, and TOWS Matrix. The findings reveal that Es Teh Poci has advantages in its distinctive taste, affordable pricing, and customer loyalty. However, it also faces challenges such as intense market competition and limited digital promotion. A differentiation strategy focused on product quality and service is essential to maintain its position in the local market. Based on the IE Matrix, the business is positioned in the “Grow and Build” quadrant, suggesting that efforts should be directed toward strengthening internal capabilities—particularly in digital marketing and product innovation—to seize external opportunities amid the rising trend of modern beverage consumption
Co-Authors Aufa Zulfikar Maulana Farhan Mukti Mutakin Halimah Zahrah Rafli Maulana Yusuf Siti Mardiana Tiara Apriani