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All Journal SERVITIUM RESEARCH: Community Service Journal Siber Nusantara of Economic and Finance Review (SNEFR)
Hapzi Ali
Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia.

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Competitive Strategy of PT. XYZ Through SWOT Analysis in the Digital Era Ulyah Agistia Putri; Hapzi Ali
SERVITIUM RESEARCH: Community Service Journal Vol. 1 No. 1 (2025): Community Service Journal (July - December 2025)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/servitium.v1i1.11

Abstract

This study aims to formulate an effective competitive strategy for PT. XYZ in facing industry challenges in the digital era. The object of the research is PT. XYZ, a furniture company that manufactures sofas and mattresses for the domestic and export markets, is currently facing competitive pressure from the growing number of competitors and the shift in consumer preferences to digital platforms. The method used in this study is qualitative descriptive with a case study approach, through data collection from literature studies and observation of the company's digital business activities. The analysis is carried out using SWOT tools to identify internal factors in the form of strengths and weaknesses, as well as external factors in the form of opportunities and threats that affect the company's competitiveness. The results  of the study show that PT. XYZ has strength in product quality and production capacity, but is still weak in terms of digitalization and online marketing. Opportunities arise from the development of e-commerce and the increasing demand for quality household products, while threats come from more agile digital competitors and rapid changes in consumer trends. The proposed strategies include increasing the digitization of business processes, strengthening brand identity through digital media, and developing innovative products based on digital market trends. This strategy is expected to be able to strengthen the competitive position of PT. XYZ in both national and global markets.
Pengaruh Media Sosial dan Flah Sale terhadap Keputusan Pembelian melalui Minat Beli pada Konsumen Raja Furniture Amelia Seli Febrianti; Ni Nyoman Sawitri; Dovina Navanti; Hapzi Ali; Hadita
Siber Nusantara of Economic and Finance Review Vol. 2 No. 2 (2026): Siber Nusantara of Economic and Finance Review (April - September 2026)
Publisher : Siber Nusantara Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/snefr.v2i2.956

Abstract

Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh media sosial dan flash sale terhadap keputusan pembelian melalui minat beli pada konsumen Raja Furniture . Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel yaitu purposive sampling . Populasi dalam penelitian ini yaitu konsumen Raja Furniture . Jumlah sampel dalam penelitian ini sebanyak 128 responden. Skala pengukuran menggunakan skala likert (1–5). Jenis data yang digunakan yaitu data primer dan data sekunder, data primer diperoleh dari kuesioner dan pra survei, data sekunder diperoleh dari penelitian terdahulu yang telah dipublikasikan pada jurnal bereputasi dan buku serta e-book . Uji yang dilakukan dalam penelitian ini yaitu uji outer model , inner model dan uji hipotesis menggunakan teknik Structural Equation Modeling – Partial Least Square (SEM-PLS) menggunakan software statistik Smart-PLS versi 4.1.1.4 for windows . Hasil dari penelitian ini yaitu sebagai berikut: 1) Variabel Media Sosial berpengaruh positif dan signifikan terhadap Minat Beli; 2) Variabel Flash Sale berpengaruh positif dan signifikan terhadap Minat Beli; 3) Variabel Media Sosial berpengaruh positif dan signifikan terhadap Keputusan Pembelian; 4) Variabel Flash Sale berpengaruh positif dan signifikan terhadap Keputusan Pembelian; 5) Variabel Minat Beli berpengaruh positif dan signifikan terhadap Keputusan Pembelian; 6) Variabel Media Sosial berpengaruh positif dan signifikan secara tidak langsung terhadap Keputusan Pembelian melalui Minat Beli; dan 7) Variabel Flash Sale berpengaruh positif dan signifikan secara tidak langsung terhadap Keputusan Pembelian melalui Minat Beli.
Co-Authors Amelia Seli Febrianti Dovina Navanti Hadita Ni Nyoman Sawitri Ulyah Agistia Putri