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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Ilomata International Journal of Management International Journal of Multidisciplinary Approach Research and Science
Dirgantari, Puspo
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Strategi Human Centric Marketing dalam Meningkatkan Omzet Penjualan RM Abah Wardja Kec. Talun Kab. Cirebon Ekarini, Mira Indriyulia; Hurriyati, Ratih; Dirgantari, Puspo
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : CV. Ridwan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4270.306 KB) | DOI: 10.36418/syntax-literate.v5i12.1848

Abstract

Penelitian tentang strategi human centric marketing dilakukan untuk mengetahui dampak strategi yang diterapkan rumah makan abah wardja dalam meningkatkan omzet penjualan. Strategi human centric marketing dapat dikatakan strategi baru karena konsepnya diterapkan di era revolusi industri ini. Metode penelitian tentang human centric marketing ini menggunakan metode kualitatif deskriptif yakni dalam penelitian ini mengkaji lebih dalam tentang strategi pemasaran yang berpusat pada kemanusiaan yakni human centric. Dari hasil penelitian yang dilaksanakan di rumah makan abah wardja dengan judul Strategi Human Centric Marketing Dalam Meningkatkan Omzet Penjualan Rumah Makan Abah Wardja Kec. Talun Kab. Cirebon disimpulkan bahwa strategi human centric marketing yang dilakukan rumah makan abah wardja cukup memberikan dampak signifikan dalam meningkatkan omzet penjualan, hal ini dikarenakan strategi human centric marketing menempatkan pelanggan sebagai fokus utama dalam pemasaran. Kepuasan pelanggan yang disajikan menjadikan media untuk memasarkan kepada pelanggan lain karena konsepnya adalah human centric marketing dimana pelanggan yang merasa puas dengan pelayanan dan produk yang ditawarkan akan memberitahuan kepada pelanggan lain yang belum datang ke rumah makan abah wardja Kecamatan Talun Kabupaten Cirebon.
Impact of Brand Personality Customer Brand Identification on Brand Loyalty the Mediating Role of Trust Jalaludin, Engga; Dirgantari, Puspo; Hurriyati, Ratih; Prasetyo Harisandi
International Journal of Multidisciplinary Approach Research and Science Том 2 № 01 (2024): International Journal of Multidisciplinary Approach Research and Science
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/ijmars.v2i01.436

Abstract

The main goal of this research is to analyze the direct influence of many variables of brand personality, customer’s brand identification and trust on brand loyalty. Then an indirect influence test will also be carried using trust variables as a varying conciliator on the connection between brand personality variables, brand identification and brand loyalty. Hypotheca-deductive method is utilized in this research. The sampling technique uses a purposive sampling technique where the subjects of this study are fashion customers of ZARA, and lives in the Special Capital Region of Jakarta. The research results state that: 1). Brand personality has a positive and remarkable effect on brand loyalty. 2). Brand personality has a noteworthy impact on trust positively 3). Customer’s brand identification has zero influence on brand loyalty 4). Customer brand identification has a positive and remarkable effect on trust 5). Trust has a good and noteworthy effect on brand loyalty 6). Thus, the varying trust mediates the connection between brand personality and brand loyalty. The same results shows that varying trust has a conciliating impact on the connection between varying customer brand identification and brand loyalty.
Product Differentiation Strategies in Indonesian Green MSMEs: An Integrated Marketing Mix Analysis Andriani, Nukeu Novia; Hurriyati, Ratih; Dirgantari, Puspo; Gaffar, Vanessa
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.2007

Abstract

This study investigates product differentiation strategies employed by Indonesian green Micro, Small, and Medium Enterprises (MSMEs) through qualitative descriptive methodology. Semi-structured interviews were conducted with founder-owners of five green MSMEs in fashion and handicraft sectors across Java, analyzed using thematic coding (Braun & Clarke, 2006), SWOT-IFE/EFE evaluation, and QSPM prioritization. Findings revealed that effective differentiation requires holistic integration across Marketing Mix elements, characterized by three core dimensions: universal natural and upcycled material sourcing (100% adoption), premium pricing with 2 to 5 times markups, and export-oriented positioning with 70 to 90 percent international revenue. Strategic analysis positioned enterprises in the "Hold and Maintain" quadrant (IFE = 2.63; EFE = 2.55), suggesting selective growth. The study identifies three structural paradoxes constraining development: certification barriers, premium pricing traps excluding mass markets, and digital hesitancy limiting e-commerce engagement. Strategic priorities include Green Export Acceleration (TAS 2.60), National Standard Harmonization with Subsidized Certification (TAS 2.54), and Tiered Product Development (TAS 2.52). These findings extend differentiation theory (Porter, 1985; Barney, 1991) by demonstrating that resource constraints fundamentally alter differentiation mechanisms for green enterprises in emerging economies.
Co-Authors Andriani, Nukeu Novia Ekarini, Mira Indriyulia harisandi, Prasetyo Jalaludin, Engga Prasetyo Harisandi Ratih Hurriyati Vanessa Gaffar