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All Journal ProBisnis : Jurnal Manajemen
Fahrudin Fahrudin
Sekolah Tinggi Ilmu Ekonomi Yapis, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Strategi Inovasi Produk Dan Pemasaran Digital Dalam Upaya Peningkatan Daya Saing Produk UMKM (Studi Kasus Toko Roti Dewi) Abdul Tahar; Ega Saiful Subhan; Fahrudin Fahrudin
ProBisnis : Jurnal Manajemen Vol. 17 No. 4 (2026): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to analyze the product innovation and digital marketing strategies implemented by Toko Roti Dewi in Dompu Regency to enhance the competitiveness of SMEs. The research employed a descriptive qualitative method with data collected through semi-structured interviews, observation, and documentation. The findings reveal that product innovation strategies include seasonal product development, modification of taste and packaging, utilization of local raw materials, addition of new menu variants, and the use of modern production technology. Digital marketing strategies consist of social media utilization, online marketplaces, online promotions, interactive communication with customers, and the creation of simple visual content. The results indicate that WhatsApp is the dominant marketing channel because it provides fast, personal, and flexible communication compared to marketplaces. The consistent implementation of product innovation combined with digital marketing strategies has been proven to increase customer loyalty, expand market reach, and strengthen SME competitiveness amid growing business competition.
Analisis Pengaruh Perceived Value dan Service Quality terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Mediasi di Toko Obat Barkah Kusmiati Kusmiati; M. Ikhwan Mansyuri; Fahrudin Fahrudin
ProBisnis : Jurnal Manajemen Vol. 17 No. 4 (2026): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Customer loyalty is a key factor in sustaining the competitiveness of pharmaceutical retail businesses amid increasingly intense market competition. This study aims to analyze the influence of perceived value and service quality on customer loyalty through customer satisfaction as a mediating variable at Toko Obat Barkah, Dompu Regency. The study employed a quantitative approach with an associative causal research design involving 75 respondents selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, the coefficient of determination (R²), and the Sobel Test. The results indicate that perceived value and service quality have a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. Furthermore, the Sobel Test confirms that customer satisfaction partially mediates the relationship between perceived value, service quality, and customer loyalty. These findings suggest that enhancing customer value and service quality in ways that improve customer satisfaction is an effective strategy for strengthening customer loyalty at Toko Obat Barkah, Dompu Regency.
Co-Authors Abdul Tahar Ega Saiful Subhan Kusmiati Kusmiati M. Ikhwan Mansyuri