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All Journal The Contrarian: Finance, Accounting, and Business Research
Jane Grace Poluan
Sam Ratulangi University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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SWOT-based marketing strategy to improve competitiveness: A qualitative case study of Coffee Shop Maary in Manado City Lidya Regina Natalia; Agus Supandi Soegoto; Jane Grace Poluan
The Contrarian : Finance, Accounting, and Business Research Vol. 5 No. 2 (2026)
Publisher : Yayasan Widyantara Nawasena Raharja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58784/cfabr.500

Abstract

Intensifying competition among coffee shops in Manado City requires owners to strengthen their marketing strategies. Coffee Shop Maary offers quality products and a comfortable concept but faces suboptimal digital promotion and strong competition in the Wenang area, while prior SWOT studies have rarely examined micro-scale coffee shops within a dense local competitive cluster. This study analyzes Coffee Shop Maary's marketing strategy, identifies its internal and external SWOT factors, and formulates an appropriate strategy to increase competitiveness. A qualitative descriptive approach was used, with data from in-depth interviews, observation, and documentation involving five informants (the owner, manager, a barista, a regular customer, and a long-standing customer), validated through source and technique triangulation. Data were analyzed using the Internal Factor Evaluation (IFE) Matrix, External Factor Evaluation (EFE) Matrix, and a qualitative SWOT Matrix. Results show an IFE score of 2.91 and an EFE score of 2.75, indicating fairly good internal and external conditions, with product quality and friendly, educative service as the main strengths and inconsistent digital promotion as the main weakness. The SWOT matrix produced four strategy alternatives (SO, WO, ST, and WT), with the SO strategy—combining product and concept advantages with digital promotion, community collaboration, and delivery-service optimization, identified as the priority. These findings extend the qualitative IFE-EFE-SWOT framework to the local coffee shop context and offer practical recommendations for Coffee Shop Maary and similar micro and small enterprises.
Integrating E-Service Quality and Perceived Value in Explaining E-Wallet Satisfaction: The Mediating Role of E-Trust Maria M. Mamahit; Agus Supandi Soegoto; Jane Grace Poluan
The Contrarian : Finance, Accounting, and Business Research Vol. 5 No. 2 (2026)
Publisher : Yayasan Widyantara Nawasena Raharja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58784/cfabr.506

Abstract

This study examines the influence of E-Service Quality and Perceived Value on User Satisfaction, with E-Trust as a mediating variable, among students of the Faculty of Economics and Business, Sam Ratulangi University (FEB UNSRAT) who use the DANA e-wallet application. A quantitative, causal-associative research design was applied. The population consisted of 4,101 active FEB UNSRAT students, from which a sample of 100 respondents was selected using a purposive sampling technique based on the Slovin formula. Data were collected through a Likert-scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the aid of SmartPLS 4. The results show that E-Service Quality has a positive and significant effect on E-Trust and on User Satisfaction; Perceived Value has a positive and significant effect on E-Trust and on User Satisfaction; and E-Trust has a positive and significant effect on User Satisfaction. Mediation testing further reveals that E-Trust significantly mediates the effect of both E-Service Quality and Perceived Value on User Satisfaction. The model explains 79.6 percent of the variance in E-Trust and 81.3 percent of the variance in User Satisfaction, indicating strong explanatory power. These findings suggest that improving electronic service quality, enhancing the value perceived by users, and strengthening user trust are essential levers for increasing satisfaction with digital wallet services, and that DANA should continue to invest in transaction security, system reliability, and service quality to sustain user satisfaction.
Co-Authors Agus Supandi Soegoto Lidya Regina Natalia Maria M. Mamahit