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Analisis Strategi Bisnis pada Perusahaan Logistik PT Putra Rajawali Kencana Guna Mempertahankan Kesehatan Perusahaan Fazrul, Fandy Ahmad; Kusumasari, Indah Respati
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 1 No. 6 (2024): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/15qvdz03

Abstract

In every running company, having a business strategy is mandatory. In order to maintain consumers and income, companies need a business strategy and also a marketing strategy. The purpose of this research is so that students can find out how companies must maintain their health with their business strategies. This research was conducted using a descriptive qualitative method which will be explained descriptively. The company uses a strategy to maintain quality and trust in consumers to maintain their loyalty.
Brand Image and Experiential Marketing Drive Customer Loyalty in Mobile Coffee Gifani, Jenny Amelia; Kusumasari, Indah Respati
Academia Open Vol. 10 No. 2 (2025): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.10.2025.12460

Abstract

General Background: Coffee has evolved from a mere beverage into a cultural lifestyle symbol, particularly among Indonesia’s urban youth, fueling the rapid growth of mobile coffee businesses. Specific Background: URBN Contemporary Mobile Coffee in Surabaya exemplifies this shift, operating in a competitive market where brand image, pricing, and experiential strategies are vital for sustaining customer loyalty. Knowledge Gap: Despite extensive research on brand loyalty in traditional coffee shops, limited empirical evidence addresses how these factors influence loyalty within mobile coffee enterprises. Aims: This study aims to analyze the effects of brand image, price, and experiential marketing on brand loyalty among URBN Mobile Coffee consumers in Surabaya. Results: Using a quantitative associative design with 100 respondents, multiple linear regression revealed that brand image and experiential marketing significantly enhance brand loyalty, while price has a positive but insignificant effect; collectively, these variables explain 51% of loyalty variance. Novelty: This research extends brand loyalty theory to the mobile coffee sector by highlighting the dominance of intangible elements—perception and experience—over price. Implications: The findings suggest that cultivating a strong brand image and creating memorable customer experiences are more effective strategies for fostering sustainable loyalty in highly competitive coffee markets. Highlights:  Brand image and experiential marketing significantly strengthen customer loyalty. Price plays a minor role compared to perception and experience. Strong branding and memorable experiences ensure long-term loyalty. Keywords: Brand Image, Price, Experiential Marketing, Brand Loyalty, Mobile Coffee
THE INFLUENCE OF BRAND AMBASSADOR NEO BUDAYA TECHNOLOGY (NCT DREAM) AND PROMOTION ON IMPLUSIVE BUYING ON LEMONILO PRODUCTS Ulinnuha, Unsiah Zulfa; Kusumasari, Indah Respati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7721

Abstract

The Korean Wave phenomenon in Indonesia has significantly influenced consumer behavior, especially among K-Pop fans. This study aims to analyze the influence of Brand Ambassador and Promotion on consumers’ impulsive buying behavior toward Lemonilo products in collaboration with NCT Dream. This associative quantitative research used purposive sampling with 100 respondents who are NCT Dream fans and had previously purchased Lemonilo's special edition products. Data were collected through online questionnaires and analyzed using multiple linear regression with SPSS. The results indicate that both Brand Ambassador and Promotion simultaneously have a significant effect on impulsive buying. Partially, the Brand Ambassador variable shows a dominant influence, supported by indicators such as visibility, credibility, attractiveness, and persuasive power, which are embodied by NCT Dream as public figures. Promotional strategies involving social media, bonus gifts, and digital campaigns also play a role in triggering spontaneous purchasing behavior. These findings confirm that collaboration with popular public figures and creative promotional strategies can effectively increase impulsive buying among millennial and Gen Z markets.
PROMOTIONAL STRATEGY THROUGH THE UTILIZATION OF INSTAGRAM SOCIAL MEDIA TO INCREASE SALES VOLUME (A CASE STUDY ON CUTA HOUSE COFFEE SHOP SURABAYA) Rahmawati, Santi Eka; Kusumasari, Indah Respati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8536

Abstract

This study aims to analyze the effectiveness of promotional strategies carried out through the utilization of Instagram social media in increasing sales volume at Cuta House Coffee Shop Surabaya. A qualitative approach was employed, with data collected through in-depth interviews with 10 respondents, direct observations, and sales documentation. The findings reveal that Instagram-based promotional strategies have been implemented effectively, as evidenced by an increase in the company’s revenue along with higher sales volume. Analysis of internal and external environmental factors identified ten internal factors, with key strengths including diverse promotional types, attractive offers, excellent service and product quality, and online business implementation. Additionally, eight external factors were found to influence opportunities and threats in the business environment. The results of IFAS and EFAS calculations indicate total scores of 3.38 for strengths, 2.35 for weaknesses, 3.10 for opportunities, and 1.82 for threats. SWOT matrix mapping positions Cuta House’s strategy in quadrant I with coordinates (X;Y) (1.03; 1.28), indicating an aggressive strategic approach. Therefore, leveraging internal strengths to capitalize on market opportunities is a strategic action that can sustainably enhance sales volume.
The Influence of Brand Image, Price, and Product Quality on Customer Loyalty to Glad2Glow Products : (A Study of Glad2Glow Instagram Followers) Fani, Rista Adhalia; Kusumasari, Indah Respati
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3175

Abstract

This study aims to analyze the influence of brand image, price, and product quality on customer loyalty to Glad2Glow products, Products (A Study of Glad2Glow Instagram Followers). The research applies a quantitative approach using a survey method, involving 100 respondents who are Glad2Glow Instagram followers and have purchased the products at least twice. Data were collected through questionnaires measured on a Likert scale and analyzed using multiple linear regression with SPSS 31.0. The findings show that brand image and price have a positive and significant effect on customer loyalty, while product quality does not have a significant impact. Simultaneously, the three variables are proven to influence customer loyalty, as indicated by the results of the F-test. These results highlight the importance of strengthening brand image and implementing appropriate pricing strategies to enhance loyalty in a highly competitive skincare industry. On the other hand, the insignificant role of product quality indicates that consumers’ loyalty toward Glad2Glow is more strongly driven by perceptions of brand reputation and affordability rather than product performance. The study suggests that future research expand the scope of variables such as promotion, trust, or satisfaction to provide a more comprehensive view of customer loyalty factors.
Co-Authors Aditya, Didan Achmad Adiwana, Andrew Wijaya Afandi, Syifa Zahra Arista Afrianti , Athika Dewi Ahmad, Dafa Ramadhani Aini, Khofifah Nur Aini, Laila Nur Akbar, Adam Akbar, Galang Falah Alexandre, Gerald Alfiah, Rizky Alifia, Rivi Ananda Alifya, Ananta Rahma Altaf, Damara Amalia, Rizkyna Amalia, Syifani Nur Anatasya, Wahyu Anaulia, Tita Rizky Andarini, Sonja Andraini, Sonja Anggraini, Ayu Dwi Aprilia, Selly Ardiansyah, Muhammad Ragil Ardiansyah, Nisa Ardianto, Alvian Eka Arfian, Zeta Arifian, William Ariyanti, Dian Ayu Aulia Rahma Safitri, Aulia Rahma Aulia, Lenita Devi Aurellia, Raihana Zahra Azizah, Radifa Nur Azzahra, Raisya Amania Bahari, Winona Monica Bahri, Ahmad Yanuar Bara Kusuma, Yanda Berliana, Nabitha Widiya Bhakti, Yogi Surya Brian, Johannes Baptista Budi Prabowo Budiarto, Chris Louis C, Adinda Putri Noer Cahyani, Aizam Syawalia Cicilia Niluh Deabona Sanjaya Cyntia, Dinda Yovita D, Evangeline Cherryl Damayanti, Fitria Ayu Kartika Desintawati, Alivia Dwi Vivi Destrina, Inggrid Devan, Muhammad Diana, Fita Dwijayanti, Isna Masmira Efendi, Regina Pinkan Evangeline Cherryl D Faizah Ats Tsaniyah Fajar, Maulita Fani, Rista Adhalia Farhan N. H, M. Arif Fatrecia S, Erika Faumara, Bebyzanna Bella Fawaz, Danas Marici Fawzia, Farah Qisma Fazrul, Fandy Ahmad Febrianto, Valentino Firdinisa, Naswa Rihadatul Firmansyah, Muhammad Fahmi Fisabilirahman, Faizah Ats Tsaniyah Fiyara, Navis Salma Gifani, Jenny Amelia Ginting, Rahella Ripatiana Br Girsang, Viola Natalia Halwa, Jentayu Bayu Warita Handoko, Fayi' Alifia HARTANTO, BAGUS Hendrawan, Hendik Herlina, Dinda Hidayat , Rusdi Hidayat N, Rusdi Hidayat, Rusdi Hidayati, Dwi Nurul Hikmah , Annisa Dwi Nur Hudiyah, Intan Fairuz Inaba, Anindita Firdaus Indra Kusuma S Indra, Felicia Aurelia Putri Irhami, Dinda Martha Jahzy, Cantika Aura Kalistarosa, Aqiela Kamila, Reghina Rahma Karyaadi, Maria Clarissa Amadearaya Khansa, Mayra Reninta Khaqiqi, Ahmad Iqbal Khasanah, Siti Sofiatul Kurnianingsih, Fera Laila, Hanin Atina Lailasari, Mutiara Wahyu Larissa B. Y, Ruth Latifah, Narulika Ris Leo, Tassya Priskilla Sara Lestari, Amelia Dwi Lia, Falimatus Mei Lunardi , Arleta Arvind Lunardi, Arleta Arvind Maghfiroh, Frisca Mei Maghfirotika, Azaaima Mahara, Cendana Izha Maharani, Annisa Fitri Maharani, Liany Fari Adelia Mahardika, Mohammad Ryan Mahendrawan, Andrias Dwi Mariyam, Aprilia Masviansyah, Reihan Masyithah N, Rachmadani Maulidha, Najwa Sekar Murdiana, Nindia N , Rusdi Hidayat N, Rusdi Hidayat Nabila, Aisyah Putri Nabila, Naila Salsa Nafisah, Alya Hastin Nafisca, Nabila Aulia Najah, Rizka Hidayatun Nandita, Naila Anggun Putri Nathasa, Khaisya Bunga Ningsih, Santika Purwaty Nisrina, Sefiyana Jihanuri Novaris, Aldo Rizky Nugraha, Rusdi Hidayat Nugroho, Septa Nuraini, Inayah Luthfiyah Olyvviane, Jesslyn Penggalih, Ragil Putri Ayu Poundra , Syah Pradika, Meiwulan Zulias Prasetya, Rismaninda Putri Dwi Prastika, Risa Bonani Pratiwi, Arifania Pratiwi, Visi Ari Puspita, Devina Rahma Putra, Bintang Dwi Putri Sahya Fadiah Putri, Anindita Maritza Putri, Dwi Maulidia Putri, Ferthalia Jovita Putri, Nifta Ardilia Putri, Pinky Arisma Qolbi, Ihfada Rahmatillah, Rieke Amaylinda Rahmawati S, Elia Rahmawati, Santi Eka Ramadani, Zulmi Fadillah Ramadhan, Baraa Ziyad Ramadhan, Givaldhi Ramadhan, Nanda Ari Ramadhana, Salza Ayu Ramadhani, Sabeta Putri Ramahani, Deva Putri Ramdhani, Muhammad Zaid Ratna Sari Revalina, RR. Viola Reyhan, Muhammad Rismaninda Putri Dwi Prasetya Rizka, Zaizatun Rosyada, Trias Amrina Rusdi Hidayat N Rusdi Hidayat Nugroho Sabiila, Hadaana Sabrina, Jihan Alya Safa, Nahwa Rahmania Zahira Safitri, Farah Adina Safitri, Maykhalis Nur Safitri, Naila Rahma Safitri, Rifasya Safira Sagala, Polarista Mariani Sagita, Safa Alifiah Sahelangi, Petra Carolline Putri Sakinah, Evfana Ayu Salsabila, Khalishah Asti Samita, Gading Rayya Saputra, Ilham Habib Daniel Saputra, Mohamad Deka Saputri, Yunida Anggun Sari, Adiva Belva Sari, Della Sari, Devina Ananta Sari, Fitria Kartika Sari, Jingga Arum Sari, Riska Widya Sari, Susanti Ratna Sari, Yeni Aprilia Satrio, Vina Margaretha Amalia Savitri, Fazhabilla Nanda Sihite, Julius Emmanual Silalahi, Zein Marsitta Rinales Sinaga, Maria Cristin Amelia Sophia, Zika Aisyantus Suarga, Ajie Pandu Suryanto, Dhia Aulia Tarigan, Krisna Melida Br Ulinnuha, Unsiah Zulfa Vebrianti, Monah Mardiana Verdiansyah, Noval Meistyafin Wardani, Nadia Putri Wati, Dwi Indra Wibowo, Devin Nabillah Ramadanty Wibowo, Rizqia Khairunnisa Wibowo, Wibi Riyandra Wilujeng , Niti Yanda Bara Kusuma Yarangga , Mitha Monik Yogi Surya Bhakti Yulion, Dike Abrila Putri Yustina, Ruth Larissa Budi Zanuba S.N, Moh. Ilham Zhafar, Raden Dzakwan Zuhria, Maulida Zakiyatuz Zuniyanto, Erniz Regi Nobelyta