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All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Imel Aura Agustin
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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Pengaruh Konten Pemasaran dan Kualitas Produk Terhadap Minat Beli Konsuemen pada Suku Cadang Otomotif Di E-Commerce Imel Aura Agustin; 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/fx04gb68

Abstract

This study aims to analyze the effect of marketing content and product quality on consumers’ purchase intention of automotive spare parts in e-commerce. The rapid development of e-commerce and social media platforms, particularly TikTok, has significantly influenced consumer behavior in searching for information and making purchase decisions. However, the decline in sales performance, reduced effectiveness of marketing content, and consumer complaints regarding product quality indicate a decrease in purchase intention. This research employs a quantitative approach using a survey method. The sampling technique used was convenience sampling with 60 respondents who were followers of PT XYZ’s TikTok account and met the research criteria. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression with SPSS version 27. The results show that marketing content has a positive and significant effect on purchase intention. Product quality also has a positive and significant effect on purchase intention, with a more dominant influence compared to marketing content. Simultaneously, marketing content and product quality have a significant effect on consumers’purchase intention. These findings suggest that improving informative and engaging marketing content, along with maintaining consistent product quality, can enhance consumer trust and increase purchase intention in automotive spare parts e-commerce.
Analisis Strategi Eksternal dan Internal untuk Pengembangan Berkelanjutan pada UMKM Sabana Fried Chicken Panyileukan Devia Izmi Nurshanti; Imel Aura Agustin; Nadia Elsa; Risnawati Aisy; Yoga Sampurna; Siti Mardiana
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Education, Economic dan Social Studies
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/d4ttxm78

Abstract

This study aims to analyze external and internal strategies in UMKM Sabana Fried Chicken Panyileukan in order to formulate a sustainable development strategy. The approach used is descriptive qualitative with interview methods, direct observation, and literature studies. The analytical tools used include PESTLE, Porter's Five Forces, Competitor Mapping, Industry Matrix, VRIO, Value Chain, Business Model Canvas (BMC), and IFAS and EFAS Tables formulated into SWOT and TOWS Matrices. The results of the analysis show that Sabana has advantages in strategic location, customer loyalty, and efficient operational systems. However, there are significant weaknesses in terms of promotion, digitalization, and dependence on the owner. From the external side, Sabana is considered quite responsive to opportunities such as fast food trends and stable raw material prices, even though it is faced with threats of competition and environmental issues such as flooding. Based on the IE Matrix, the business position is in Quadrant V (Hold and Maintain), which recommends a survival strategy through optimizing strengths and gradually improving weaknesses. The recommended strategies include strengthening digital promotion, HR training, and implementing a digital operational system. This research is expected to be a strategic reference for MSMEs in designing adaptive and sustainable business decisions.
Analisis Strategi Pengiriman Internasional Produk Kecantikan oleh UMKM: Studi Kasus Kuku Palsu Imel Aura Agustin; Nadila Elsa; Nur Fauziah Putri; Asep Saepuloh; Yoga Sampurna
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/t89z9a15

Abstract

Studi ini bertujuan untuk mengeksplorasi strategi pengiriman internasional yang diterapkan oleh Aurra Beauty Bar, sebuah usaha mikro yang mengekspor produk kuku palsu dengan merek Aurra Nailss ke Malaysia. Penelitian ini memanfaatkan metode deskriptif kualitatif dengan pendekatan studi kasus. Fokus utama dari kajian ini meliputi proses komunikasi, sistem transaksi, pengelolaan logistik, dan tantangan yang dihadapi dalam proses pengiriman lintas batas. Pengumpulan data dilakukan melalui observasi, dokumentasi, dan wawancara. Temuan menunjukkan bahwa meskipun beroperasi dalam skala mikro, Aurra Beauty Bar mampu berhasil dalam pengiriman internasional dengan memanfaatkan jaringan pribadi, menggunakan layanan logistik yang terpercaya (Lion Parcel), dan mengadopsi solusi pembayaran yang fleksibel seperti Wise. Tantangan terkait akses terbatas pada sistem pembayaran internasional dan hambatan komunikasi dengan pembeli berhasil diatasi melalui strategi yang adaptif. Kesimpulan dari penelitian ini menyatakan bahwa usaha kecil memiliki potensi untuk meraih pasar internasional dengan perencanaan yang matang, adaptasi strategis, dan optimalisasi sumber daya.
Co-Authors Asep Saepuloh Devia Izmi Nurshanti Halimah Zahrah Nadia Elsa Nadila Elsa Nur Fauziah Putri Risnawati Aisy Siti Mardiana Yoga Sampurna