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All Journal JAM : Jurnal Aplikasi Manajemen Cakrawala Management Business Journal
Dedi, Selmi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Cakrawala Management Business Journal

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CUSTOMER BEHAVIOR DAN DIGITAL MARKETING TERHADAP PURCHASE INTENTION Dedi, selmi; Kholimatul, Sahdiah; Bopeng, Louis Soemadi
Cakrawala Management Business Journal Vol 7 No 2 (2024): Cakrawala Management Business Journal
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Papua.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30862/cm-bj.v7i2.385

Abstract

This study aims to examine Customer Behavior and Digital Marketing at Keripik Raos located in Manokwari Regency. This type of research is quantitative using primary and secondary data. The research subject is the owner of Keripik Raos, while the object of research is Keripik Raos consumers who are involved in the application of Customer Behavior and Digital Marketing. This study uses multiple linear regression methods on 120 respondents who are consumers of Keripik Raos to measure the effect of Customer Behavior and Digital Marketing on Purchase Intention. The data collection techniques used include observation, interviews, and questionnaires. The results showed that Keripik Raos has successfully implemented Customer Behavior and Digital Marketing to increase Purchase Intention. The benefits of Customer Behavior and Digital Marketing strategies include focusing more on consumers and reaching consumers through social media, so that the products offered by Keripik Raos match consumer needs. However, Keripik Roas faces several obstacles in implementing this strategy, namely not setting positioing, financial limitations, lack of skills in design, photography, and editing, and not having employees who are experts in marketing.
SWOT SEBAGAI STRATEGI MENINGKATKAT DAYA SAING BISNIS TOKO SOUVENIR Gaspers, Susan; Dedi, Selmi; Sudarwadi, Dirarini
Cakrawala Management Business Journal Vol 8 No 1 (2025): Cakrawala Management Business Journal
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Papua.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30862/cm-bj.v8i1.392

Abstract

This study aims to determine the Strength, Weaknesses, Opportunity and Treath (SWOT) analysis as a strategy to increase competitiveness at Souvenir Shop. In this study, the author uses a mix method, which is a method that combines quantitative and qualitative methods to be used together in one research activity. The results of the study indicate that the Internal Strategic Factors Analysis Summary (IFAS) matrix has good Strength and the External Strategic Factors Anallysis Summary (EFAS) has good Opportunity. The results of the IFAS and EFAS matrices show that the Souvenir Shop is in Quadrant I (Aggressive) which indicates that the Souvenir Shop has an opportunity where the Souvenir Shop is in a strong condition so that it is able to increase growth and acchieve maximum progress. The Souvenir Shop has good strengths that can be utilized as opportunities to increase product sales volume.
Co-Authors Ansyar, Ansyar Bopeng, Louis Soemadi Gaspers, Susan Jein Sriana Toyib, Jein Sriana Kholimatul, Sahdiah Sudarwadi, Dirarini Tafalas, Muhammad Guzali Waimbo, Dani Erlis