Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal PENG: Jurnal Ekonomi dan Manajemen Ekopedia: Jurnal Ilmiah Ekonomi
Yoga Sampurna
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Implementasi Pemasaran Digital dan Kualitas Produk dalam Menarik dan Menjangkau Konsumen Yoga Sampurna; 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/n9s3d163

Abstract

The development of digital technology has encouraged business actors to adopt more adaptive marketing strategies in response to increasing market competition. Digital marketing has become an important tool for attracting and reaching consumers, while product quality remains a key factor in building consumer trust and loyalty. This study aims to analyze the implementation of digital marketing and product quality in attracting and reaching consumers. This research employs a qualitative approach with a descriptive method. The study was conducted in Jl. Raya Derwati, Rancasari District, Bandung City, West Java. Data were collected through in-depth interviews, observation, and documentation involving business actors and consumers selected using purposive sampling. Data analysis was carried out through data reduction, data presentation, and conclusion drawing, with data validity ensured through source and technique triangulation. The findings indicate that digital marketing plays a significant role in expanding consumer reach and increasing consumer interest, while product quality serves as a determining factor in consumer satisfaction and trust. The integration of effective digital marketing strategies with consistent product quality can enhance business competitiveness in the digital era.
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 Imel Aura Agustin Nadia Elsa Nadila Elsa Nur Fauziah Putri Risnawati Aisy Siti Mardiana