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Business Development Strategy Using Swot Analysis in an Effort to Improve Competitiveness at UD Sinar Terang Sirri, Rohimah; Andarini, Sonja
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 2 (2026): Dinasti International Journal of Economics, Finance & Accounting (May-June 2026
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i2.6802

Abstract

This study aims to formulate business development strategies to enhance competitiveness at UD Sinar Terang using SWOT analysis. The research employs a descriptive qualitative method, with data collected through interviews, observations, and documentation. The informants include the business owner, employees, suppliers, and customers. The results indicate that UD Sinar Terang's main strengths lie in friendly service, honesty, competitive pricing, product completeness, and strong relationships with customers and suppliers. However, weaknesses include manual recording systems, dependence on the owner, and potential operational errors. From an external perspective, opportunities include increasing construction activities, partnerships with contractors, and digital marketing potential. Meanwhile, threats mainly arise from intense price competition and the presence of numerous competitors. Based on IFAS and EFAS analysis, UD Sinar Terang is positioned in Quadrant I (Strength–Opportunity), indicating an aggressive strategy. Therefore, the recommended strategy is to leverage internal strengths to seize external opportunities, such as improving service quality, expanding market reach, and modernizing operational systems.
The Effect of Sensory Marketing on Roti’O Consumers’ Purchase Decisions at Surabaya City Train Lathifah, Aisyatul; Andarini, Sonja
Jurnal Sains Sosio Humaniora Vol. 10 No. 2 (2026): Volume 10, Nomor 2 July - December 2026 (On Progress)
Publisher : LPPM Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jssh.v10i2.58233

Abstract

Fierce competition in the bread industry has prompted companies to implement sensory-based marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of sensory-based marketing which includes aroma, taste, and visual on purchasing decisions for Roti’O products. The method used in this study was a quantitative approach involving a survey in which questionnaires were distributed to 196 respondents who had previously purchased Roti’O products at the Gubeng Station, Pasarturi Station, and Wonokromo Station outlets in Surabaya. Sampling was conducted using purposive sampling, while data analysis was performed using multiple linear regression analysis with IBM SPSS Statistics 27. The results indicate that, overall, aroma, taste, and visual elements have a significant influence on purchasing decisions. Individually, the aroma and taste variables have a positive and significant influence on purchasing decisions, whereas the visual variable does not have a significant influence on purchasing decisions. The coefficient of determination (R²) value of 0.517 indicates that 51.7% of purchasing decisions can be explained by the aroma, taste, and visual variables, while the remaining 48.3% are influenced by other variables outside the scope of this study. This means that aroma and taste are the main variables influencing consumers’ purchasing decisions regarding Roti’O products, while visual has not yet become a major factor in driving purchasing decisions.
Co-Authors Aditya, Didan Achmad Aditya, Robby Adiwana, Andrew Wijaya Adriani, Alexandra Afrianti , Athika Dewi Agustin Nur Awaliah Akbar Tri Kurniawan Akbar, Galang Falah Akyla Ortzi Kirandhis Aldini, Dinda Alfianti Alexandre, Gerald Alfiah, Rizky Altaf, Damara Althafa Aurelya Mu’min Anabarja, Sarah Anaulia, Tita Rizky Angela Clarisa Wijaya Angga Satria Ganendra Angger , Gayoe Anggita Dini Fitria Anggraini, Ayu Dwi Anjelita, Nana Wilia Annisa Cindy Maurina Arda Firmansyah Purnama Ardiansyah, Muhammad Ragil Ariyanti, Dian Ayu Ath Thariq Athrizqullah Gunawan Atika Atika Aulia, Lenita Devi Awaliah, Agustin Nur Bahari, Winona Monica Baharudinsyah, Mohammad Vavian Berliana Rizka Khusnul Azizah Berliana, Nabitha Widiya Bhakti, Yogi Surya Brian, Johannes Baptista Brilian Valentia Stevani Budi Prabowo C, Adinda Putri Noer Cahyani, Aizam Syawalia Candra , Dewi Cintania Aubin Shafanada Cynarawita Firjatullah D, Evangeline Cherryl Damayanti, Devina Fitri Desintawati, Alivia Dwi Vivi Dewi Candra Wulan Dhani Rizky Pradana Dhyna Putri Wahyu Anggraeny Diah Nur Fauzia Diana, Fita Didiek Tranggono Dini Aristanti Prihatini Durriyah, Arlin Khozinatud Eka Satya Nugraha Emmas Win Faulina Marbun Fajar, Maulita Fawzia, Farah Qisma Febrianto, Valentino Fikia Siti Meisaroh Firdaus, Labibah Izzati Firdausi, Iasa Nur Firjatullah, Cynarawita Firmansyah, Muhammad Fahmi Fitria, Anggita Dini Fitria, Laila Romadhoni Ayu Fiyara, Navis Salma Ganendra, Angga Satria Ganendra, Angga Satria Gayoe Angger Arhofa Ginting, Doni Pranata Ginting, Rahella Ripatiana Br Halwa, Jentayu Bayu Warita Handoko, Fayi' Alifia Hannah Emmanuella Delia Hanun Aufa Nur Khosyi Hidayat, Muhammad Arif Farhan Nur Hidayati, Dwi Nurul Hikmah , Annisa Dwi Nur Hudiyah, Intan Fairuz Iasa Nur Firdausi Idha Dwi Firdayanti Ikaningtyas, Maharani Ilham Asta Pangestu Inaba, Anindita Firdaus Indah Respati Kusumasari Indra, Felicia Aurelia Putri Ira Wikartika, Ira Jojok Dwiridhotjahjono Kalistarosa, Aqiela Kamila, Reghina Rahma Kartika, Ragita Widya Karyaadi, Maria Clarissa Amadearaya Khaqiqi, Ahmad Iqbal Khasanah, Fidiniati Khasanah, Siti Sofiatul Khoirunnisa, Maulidya Kresnawati, Megahnanda Alidyan Kusuma Wardhani Mas’udah Kusumasari , Indah Respati Kusumasari, Indah Respati Kusumasari, Indah Respita Laila, Hanin Atina Lailasari, Mutiara Wahyu Lathifah, Aisyatul Leisember, Ercie Lia Nirawati Lunardi , Arleta Arvind Lupitasari, Eva Maghfiroh, Frisca Mei Mahara, Cendana Izha Maharani Ikaningtyas Mahardika, Mohammad Ryan Mariyam, Aprilia Marpaung, Charles Fernando Marshanda Laura Gusti Cantika Marshanda Laura Gusti Cantika Masviansyah, Reihan Maurina, Annisa Cindy Miftachul Jannah Mohamad Royhan Arkhan Mohammad Vavian Baharudinsyah Muhammad Ali Rafif, Widyatmoko Muhammad Luthfi Murdiana, Nindia Muzakki, Farah Daroin Putri Nabila, Aisyah Putri Nabila, Naila Salsa Nadhif, Achmad Rafi’un Nadin, Sarah Putri Nafisah, Alya Hastin Namira Maulida Eka Putri Nandita, Naila Anggun Putri Nathasa, Khaisya Bunga Nita Tiar Puspita Sari, Raka Novia, Chuzaematin Novita Amalia Riyanjaya Nugroho, Rusdi Hidayat Nur Anisah Nur Bany, Maulyna Nur Rahmawati, Ummi Nuraini, Inayah Luthfiyah Olyvviane, Jesslyn Pangestu, Ilham Asta Pradika, Meiwulan Zulias Prakasita, Devira Prasetya, Rismaninda Putri Dwi Pratiwi, Galuh Widya Puspita, Devina Rahma Putri, Dwi Maulidia Putri, Pinky Arisma Putri, R.A Tania Eriezna Putri, Ratna Kusumawati Putriana Novitasari Rafika Athiyah Kurniawan Ragita Widya Kartika Rahman, Salsabila Ramadhani Rahmatillah, Rieke Amaylinda Ramadani, Zulmi Fadillah Ramadhana, Salza Ayu Rasyidah, Resa Rena Arriva Dwi Nisaul Hotimah Rendi Alvianto Reta Anugrah Revalina, RR. Viola Ridani, Fakhria Dwi Rista Maria Hartono Putri Rizka Ananda Rumiris Panjaitan Rizka, Zaizatun Robby Aditya Robhittur Rohmi Achmad Rochmah, Firly Dwi Ainur Rosida Rosida Rosida Rosida Sabrina, Jihan Alya Safa, Nahwa Rahmania Zahira Safitri, Farah Adina Safitri, Rifasya Safira Sagala, Polarista Mariani Sakinah, Evfana Ayu Samita, Gading Rayya Saputri, Intan Dwi Isma Sari, Adiva Belva Sari, Jingga Arum Sari, Riska Widya Satrio, Vina Margaretha Amalia Shinta Kezia Apriliani Sihite, Julius Emmanual Sinaga, Maria Cristin Amelia Sindi Kurnia Sari Sinta Kurnia Illahi Sirri, Rohimah Sophia, Zika Aisyantus Sri Tjondro Winarno, Sri Tjondro Stephanie Zefanya Sitompul Suhufa, Mailis Satus Sumara, Naura Nazifa Taya Suryanto, Dhia Aulia Syahrani Nur Aullia Octivanti Syahrani, Ananda Rizkiah Tantular, Septya Nurul Tarigan, Krisna Melida Br Tukiman Tukiman Tukiman Tukiman Utami, Mega Citra Vebrianti, Monah Mardiana Verdiansyah, Noval Meistyafin Veryani, Farida Vindha Fajar Ethika Wahyu Arrofiq Wardani, Nadia Putri Wardhani, Laily Nurfiana Wati, Dwi Indra Wibowo, Mohammad Rizal Rifans Wibowo, Wibi Riyandra Widyana Dini Maylinda Wilujeng , Niti Wulandari, Elfitra Widia Wulansari, Fatichah Putri Yarangga , Mitha Monik Yoseph Santovino Roso Yunita Aprilia Zainal Abidin Achmad Zhafar, Raden Dzakwan Zumrotul Fitriyah