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All Journal JSEH (Jurnal Sosial Ekonomi dan Humaniora) Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Abdi Ilmu PERSPEKTIF Jurnal Ekuivalensi Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ilmiah Manajemen Kesatuan Enrichment : Journal of Management JURNAL ILMIAH SIMANTEK GANDRUNG: Jurnal Pengabdian Kepada Masyarakat JBMR: Journal of Business and Management Review Journal of Social Science ProBisnis : Jurnal Manajemen CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Journal of Social Science Journal of Management and Social Sciences JAMPARING: Jurnal Akuntansi Manajemen Pariwisata dan Pembelajaran Konseling Mount Hope Global Economic Journal Journal Accounting International Mount Hope IJMA Jurnal Price : Ekonomi dan Akuntasi J-CEKI Journal of Business Integration Competitive Jurnal Mahkota Bisnis (Makbis)
Novirsari, Emma
Universitas Mahkota Tricom Unggul
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Journal : Journal of Business Integration Competitive

 1 
ANALYSIS OF MARKETING STRATEGIES TO ENHANCE SERVICE QUALITY IN ELECTRONIC REPAIR WORKSHOPS: A CASE STUDY AT NATEMU, SOUTHEAST ACEH Ayu Julsari; Ratih Amelia; Deva Djohan; Albert; Emma Novirsari
Journal of Business Integration Competitive Vol. 1 No. 2 (2025): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v1i2.19

Abstract

In today's competitive business environment, companies must continuously adapt to evolving consumer needs to sustain their market presence. The NATEMU Electronic Service Workshop in Southeast Aceh, operating for over 24 years, exemplifies these challenges. Despite a substantial customer base, NATEMU has recently experienced a decline in clientele due to the intensification of market competition and the emergence of new service providers. This study aims to analyze marketing strategies that can enhance service quality and restore customer loyalty. The research utilizes SWOT analysis to identify the workshop's internal strengths and weaknesses, as well as external opportunities and threats. Furthermore, the study applies the marketing mix framework (4Ps)—product, price, place, and promotion—to develop strategic initiatives. The findings reveal that while NATEMU's service quality is generally rated as good, certain aspects, particularly service assurance, require significant improvement. Enhancing promotional activities through social media platforms and optimizing the strategic location of the workshop are identified as key factors in attracting a broader customer base. The study concludes that the integration of SWOT analysis and an effective marketing mix strategy is essential for improving service quality and increasing customer satisfaction. These strategic approaches are critical for NATEMU Workshop to maintain competitiveness and achieve sustainable growth in an increasingly dynamic service industry.
Co-Authors Adi Harianto Agus Susanto Ahmad Fadli Ahmad Fadli Ahmad Rivai Albert Amin Hou Aming , Baso Moder Anita Anita Anita Marselina Purba Ayu Julsari Baehaqi Br Ginting, Berupilihen Cahyadi, Devin Chaniago, Sabaruddin Darwan Tanady Debora Tambunan Deby Siska Oktavia Pasaribu Devia Febrina Dewi Rafiah Pakpahan Djohan, Deva Emanuella Marpaung Fauzia Mei Salsabillah Fiqrida Amalia Gabrio Agata Kaban Hamjah Arahman Hardianto Butarbutar Hartono, Rickcent Hendry Hervina Sihombing, Ester Ika Puspa Satriany Indra Budiman Jefri Pranata Jenni Kristina Br Panjaitan Juliansyah, Roni Junary, Vivi Garcia Justin Alexander Kristiawan, Billie Lee, Michelle Lilia, Wirda Liona, Jeslyn Lola Rossa Br. Hutauruk Loren Simbolon Maduma Sari Sagala Mahyuddin Mahyuddin Manda Dwipayani Bhastary Marthalina BR Tarigan Martin May, Vanessa Mega Sanjaya Mona Lisa Muhammad Fathoni Muhammad Fathoni Muhammad Salim Muda Simanjuntak Nasib Nidya Banuari Nur Kesuma Nurmaidah Ginting Nurmaidah Ginting, Nurmaidah Permana, Jaka Pratiwi Eka Sari Pulungan, Delyanti Azzumarito Putri, Nadila Ratih Amelia Ratih Amelia, Ratih Rivai, Ahmad Rizky Widya Robin Roni Juliansyah Rosinta Romauli Situmeang Rosinta Romauli Situmeang, Rosinta Romauli Sari, Meylia Simanjuntak, Demak Claudia Yosephine Simanjuntak, Demak Claudia Yosephine Sinaga, Reflianta Br Sky, Vincylia Smilewon, Stanley Stanislaus Yoni Stevan Rejekiman Gea Stevani Steven Gea Sungguh Ponten Pranata Surya Maulana Syahfendy, Harman Tandyono, Jessica Tanie, Jesslyn Theodora, Eka Martyna Tony Honkley Tony Honkley Widy Hastuty HS Wirda Lilia Yovie Ernanda Yuda Raviansah Silalahi