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Atmaja, Sena
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Journal : JMB : Jurnal Manajemen dan Bisnis

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Analyzing Unimar’s Positioning Strategy for Strengthening Brand Image and Increasing Student Enrollment Atmaja, Sena; Dadang, Dadang; Ayudya, Dila
JMB : Jurnal Manajemen dan Bisnis Vol 14, No 2 (2025): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v14i2.14956

Abstract

This study analyzes the positioning strategy of Universitas Muhammadiyah A.R. Fachruddin (Unimar) in building its brand image to increase new student enrollment. Using a mixed methods approach, combining interviews with institutional stakeholders, surveys of 150 respondents, and SWOT, IFAS–EFAS, and QSPM analyses, research found that Unimar’s Islamic identity is its primary strength (recognized by 72% of respondents) but remains largely symbolic, with weak differentiation (40%), limited brand awareness (45%), and underdeveloped academic reputation. IFAS (2.60) and EFAS (2.90) place Unimar in Cell II (Grow and Build) of the IE Matrix, suggesting the need for aggressive growth strategies. QSPM results prioritize strengthening Islamic identity through integrated digital marketing, followed by the development of Islamic-modern flagship programs and enhancement of academic reputation. The study contributes theoretically to higher education marketing literature and provides practical recommendations for Unimar to enhance competitiveness and ensure sustainable student enrollment growth.
Pengaruh Cita Rasa Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Gelato (Studi Kasus Pelanggan Ilvero) Atmaja, Sena; Perwithasari, Resy; Hadi, Helmas Septiyo; Rosidawaty, Rosidawaty
JMB : Jurnal Manajemen dan Bisnis Vol 13, No 2 (2024): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v13i2.12253

Abstract

The purpose of this study is to determine and analyze the influence of Taste and Service Quality on Purchase Decisions both partially and simultaneously. The sample consists of 96 respondents who are customers of Il Vero. This research uses a quantitative method. The sampling technique used is purposive sampling. Data was collected using a questionnaire instrument with a Likert Summated Rating (LSR) scale, with evaluation criteria ranging from strongly disagree to strongly agree. The data analysis method was processed using SPSS version 26. The partial results of the study show that Taste (X1) has a positive and significant effect on Purchase Decisions (Y) with a t-value of 4.878, a t-table value of 1.984, and a significance value of 0.000 < 0.05. Service Quality (X2) also has a positive and significant effect on Purchase Decisions (Y) with a t-value of 3.563, a t-table value of 2.30, and a significance value of 0.001 < 0.05. Simultaneously, Taste (X1) and Service Quality (X2) have a positive and significant effect on Purchase Decisions (Y) with a t-value of 110.347, a t-table value of 2.30, and a significance value of 0.004 < 0.05. The regression equation results indicate that Taste has the highest influence, followed by Service Quality, which has the smallest influence.
Co-Authors Abu Naim Adelia Dwi Valentin Al Faroqi, Fachmi Aminudin, Dindin Anni Rohimah Ayudya, Dila Aziz, Zulfi Al DADANG DADANG Faroqi, Fachmi Al Gumilang, Andika Mugi Hamim, Thoat Helmas Septiyo Hadi Ingkak Chintya Wangsih Kartini, Aprilia Perwitahasari, Resy Perwithasari, Resy Rina Ambarwati Rosidawaty Rosidawaty Rosyidawati, Rosyidawati Saputra, Rahmat Siti Fatimatul Zuhroh Siti Maesaroh Sugiyono Sugiyono Ulinuha, Nor Fattah