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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) I-Con Media
Wijayanti, Silvana Kardinar
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Penerapan Strategi Pemasaran Kerupuk Amplang Ikan Bandeng Kelompok Wanita Pesisir Desa Saliki Kecamatan Muara Badak Hasbiah, Hasbiah; ILHAM, ILHAM; WIJAYANTI, SILVANA KARDINAR
I-Con Media مجلد 4 عدد 1 (2021): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

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Abstract

SME has been proven playing important role in Indonesia economy. Wanita Pesisir is one of women’s groups that produce milkfish amplang cracker located in Muara Badak District, Kutai Kartanegara, East Borneo. The purpose of this sudy is to determine the internal strengths and weaknesses and external opportunities and threats of the business in purpose of developing appropriate development strategies. Through a focus group discussion with the members of Wanita Pesisir group, data collected then analyzed using SWOT Analysis. The result of this study revealed that then current position of Wanita Pesisir’s business is in Quadrant I meaning that the appropriate strategy for this business is growth/aggressive strategy.Keywords: SWOT Analysis, milkfish amplang cracker.
PENGARUH BRAND IMAGE DAN BRAND ATTITUDE TERHADAP BRAND EQUITY KOSMETIK MEREK ORIFLAME PADA PEGAWAI SMA NEGERI 2 MUARA BADAK BAHRI, KASMA; Wijayanti, Silvana Kardinar
I-Con Media مجلد 4 عدد 2 (2021): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

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Abstract

The purpose of this study was to determine the influence of brand image and brand attitude simultanously and partially on brand equity of Oriflame Cosmetics. The samples in this study were 32 people consisting of employees at SMA Negeri 2, Muara Badak. The analytical tool used to analyze the data was multiple regression and hypotheses of this study tested using the F test and t test. The results of this study revealed that simultanously these two variables, namely band image and brand attitude have a significant effect on brand equity. Partially, brand image and brand attitude also have a significant effect on brand equity. Between these two variables the most influencing is brand attitude.
STRATEGI PEMASARAN IKAN NILA HASIL BUDIDAYA KERAMBA JARING APUNG PADA KELOMPOK POKDAKAN PEMUDA KBR TENGGARONG Gunawan, Andri; Wijayanti, Silvana Kardinar; Fahleti, Widya Hana
I-Con Media مجلد 5 عدد 2 (2022): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61509/luxICM5263

Abstract

This study aims to find out what marketing strategies are effective for increasing sales of tilapia from floating net cage cultivation in the KBR Youth Pokdakan Group through SWOT analysis. This study uses a qualitative research type. Primary data was collected through interviews with several stakeholders of the KBR Youth Pokdakan Group, namely Mr. Susanto (Chairman of the KBR Youth Pokdakan Group), Mr. Subli (Secretary of the KBR Youth Pokdakan Group), Mr. Doni (Marketing Section of the KBR Youth Pokdakan Group). In addition to the interview method, the author also uses the observation method to deepen the data obtained. Secondary data was obtained through a literature study from the KBR Youth Pokdakan Group and the author's documentation. The data that has been collected is then analyzed using the SWOT method.
ANALISIS PENGARUH CITRA MEREK, KUALITAS LAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI KFC DI TENGGARONG Purnamasari, Sarwindah; Wijayanti, Silvana Kardinar; Fahleti, Widya Hana
I-Con Media مجلد 6 عدد 2 (2023): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61509/luxICM6277

Abstract

The purpose of this study was to determine the effect of brand image, service quality and price on purchasing decisions at KFC fast food restaurants in Tenggarong. This type of research used in this research is expalanatory with a quantitative approach. The number of population in this study obtained an average of 486 buyers per day. So the researchers used sampling using the Slovin formula with a = 10%, the sample obtained was 83 respondents. The method used in sampling is non-propability sampling with the type of accidental sampling. Data collection techniques using a questionnaire using multiple linear regression analysis tools using SPSS version 22 software. The multiple linear regression equation obtained in this study is Y = 0.772 + 0.154X1 + 0.147X2 + 0.627X3. The results of this study are the brand image, service quality, and price either simultaneously or together or partially have a positive and significant effect on purchasing decisions at KFC fast food restaurants in Tenggarong. The price variable is the variable that has the most influence on purchasing decisions, seen from the t test results, the price variable has a t count of 7.377, which is greater than the other two variables. The resulting R square value is 0.695, this means that 69.5% of purchasing decisions are influenced by the variables of brand image, service quality and price, while the rest (100% - 69.5% = 30.5%) is influenced by other variables such as promotion and product quality.
Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Laptop merek Asus di Tenggarong Wildan, Muhammad Wildan; Wijayanti, Silvana Kardinar; Hendra
I-Con Media مجلد 7 عدد 2 (2024): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61509/luxICM7295

Abstract

This study entitled The Effect of Brand Image and Product Quality on Purchasing Decisions for Asus brand laptops aims to determine the effect of brand image on purchasing decisions, the effect of product quality on purchasing decisions and the effect of brand image and product quality on purchasing decisions for Asus brand laptops. This study uses two independent variables, namely brand image and product quality and one dependent variable, namely purchasing decisions. The data in this study were collected through distributing questionnaires to 100 Tenggarong people who used Asus brand laptops as research samples. The sampling technique used was purposive sampling. Based on data analysis, the results showed that the indicators in this study were valid and reliable. In the classical assumption test, the data is normally distributed, there is no heteroscedasticity and multicollinearity. In the hypothesis test in the t test it is known that the brand image variable has a significant effect on purchasing decisions, the product quality variable also has a significant effect on purchasing decisions. In the F test it is known that brand image and product quality have a joint effect on purchasing decisions. In the R2 test, it is known that the magnitude of the influence of brand image and product quality on purchasing decisions is 87.8%. While the remaining 12.2% is influenced by other factors outside the brand image and product quality variables.
PENGARUH PROMO GRATIS ONGKOS KIRIM, ONLINE CUSTOMER REVIEW, DAN LAYANAN CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN DIFITUR TIKTOK SHOP PADA GENERASI Y DAN GENERASI Z FERI, MUHAMMAD; Wijayanti, Silvana Kardinar; Ilham
I-Con Media مجلد 7 عدد 2 (2024): I-Con Media
Publisher : SEKOLAH TINGGI ILMU EKONOMI TENGGARONG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61509/luxICM7298

Abstract

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THE EFFECTS OF PRODUCT QUALITY AND PROMOTION ON CUSTOMER PURCHASE INTENTION ON FOODS OFFERED THROUGH ONLINE DELIVERY SERVICES Sudrajat, Deny; Wijayanti, Silvana Kardinar; Wibowo, Sandi Nasrudin; Fajarianto, Otto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8, No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12961

Abstract

growing since then. All F & B retail businesses regardless the size are expected to seize the opportunity and maximize the benefit of partnering with this kind of service to better reach customers. Moreover, for MSMEs online platforms allow them to compete attract wider segment of customers. This study aims to determine the effects of product quality and promotion simultaneously and partially on customer purchase intention on foods offered through online food delivery services. Using quantitative approach, data collected by distributing questionnaire to 102 users of online delivery services in Tangerang city via social media. The results of this study revealed that simultaneously product quality and promotion have positive and significant effect on purchase intention. While partially product quality has a positive but no significant effect and promotion has positive and significant effect on purchase intention. This study suggests that MSMEs should know how to post or display pictures of their foods in attractive ways on food delivery application and utilize various promotional tools to increase customer purchase intention.
THE EFFECTS OF PRODUCT QUALITY AND PROMOTION ON CUSTOMER PURCHASE INTENTION ON FOODS OFFERED THROUGH ONLINE DELIVERY SERVICES Sudrajat, Deny; Wijayanti, Silvana Kardinar; Wibowo, Sandi Nasrudin; Fajarianto, Otto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12961

Abstract

growing since then. All F & B retail businesses regardless the size are expected to seize the opportunity and maximize the benefit of partnering with this kind of service to better reach customers. Moreover, for MSMEs online platforms allow them to compete attract wider segment of customers. This study aims to determine the effects of product quality and promotion simultaneously and partially on customer purchase intention on foods offered through online food delivery services. Using quantitative approach, data collected by distributing questionnaire to 102 users of online delivery services in Tangerang city via social media. The results of this study revealed that simultaneously product quality and promotion have positive and significant effect on purchase intention. While partially product quality has a positive but no significant effect and promotion has positive and significant effect on purchase intention. This study suggests that MSMEs should know how to post or display pictures of their foods in attractive ways on food delivery application and utilize various promotional tools to increase customer purchase intention.
Co-Authors BAHRI, KASMA Fahleti, Widya Hana FERI, MUHAMMAD Gunawan, Andri Hasbiah Hasbiah, Hasbiah ILHAM Ilham Ilham Nurwijayanti Otto Fajarianto Purnamasari, Sarwindah Sudrajat, Deny Wibowo, Sandi Nasrudin Wildan, Muhammad Wildan