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Khadijah, Susan Novitasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ANALISIS STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE SWOT TERHADAP KEPUASAN KONSUMEN (STUDI KASUSUD. FROTUNA BROWNIES KUKUS GRESIK) Khadijah, Susan Novitasari
GEMA EKONOMI Vol 8 No 2 (2019): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/.v8i2.945

Abstract

The purpose of this study is to identify the factors that most influence consumer satisfaction at UD. Fortuna Brownies Kukus Gresik is based on analysis from themarketing mix (Product, Price, Place and Promotion) to determine alternativemarketing strategies for gresik steamed brownies based on the SWOT analysis. Theresults of this study indicate that there is a relationship simultaneously Marketingmix has an effect on consumer satisfaction. Price variable as the dominant variableinfluencing consumer satisfaction. The results of the SWOT IFE (internal factorevaluation) and EFE (eksternal factor evaluation) matrix analysis show UD. FortunaBrownies Gresik steamer is in quadrant 1 which means that the strategy used is thestrategy of Strengths Opportunies (SO) or Growth strategy which shows that UD.Fortuna Brownies steamed Gresik belongs to a growing business and has a strongposition and opportunity. DOI 10.5281/zenodo.3629911
PENGARUH KUALITAS PRODUK, FITUR PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN TAS SOPHIE MARTIN PADA BUSINESS CENTRE UMI SUTINDARWATI GRESIK Khadijah, Susan Novitasari; Khuzaimah, Alimatul
GEMA EKONOMI Vol 6 No 2 (2017)
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

This study aims to determine the effect of product quality, product features and product design to the purchase decision of sophie martin bag at bussiness center (bc) Umi Sutindarwati Gresik. The research approach used in this research is quantitative approach. The number of samples researched were 56 respondents. The independent variables in this study are Product Quality (X1), Product Feature (X2), Product Design (X3), while the dependent variable is Purchase Decision (Y). The results showed that product quality (X1) partially and simultaneously significantly influence purchasing decisions, product features (X2) partially and simultaneously have a significant effect. Product design (X3) is partially influential but simultaneously has no significant effect. Suggestions from this research can be developed by adding the variables in the study and the samples taken can be expanded its territory. DOI : 10.5281/zenodo.3477685
ANALISIS STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE SWOT TERHADAP KEPUASAN KONSUMEN (STUDI KASUSUD. FROTUNA BROWNIES KUKUS GRESIK) Khadijah, Susan Novitasari
GEMA EKONOMI Vol 8 No 2 (2019): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

The purpose of this study is to identify the factors that most influence consumer satisfaction at UD. Fortuna Brownies Kukus Gresik is based on analysis from themarketing mix (Product, Price, Place and Promotion) to determine alternativemarketing strategies for gresik steamed brownies based on the SWOT analysis. Theresults of this study indicate that there is a relationship simultaneously Marketingmix has an effect on consumer satisfaction. Price variable as the dominant variableinfluencing consumer satisfaction. The results of the SWOT IFE (internal factorevaluation) and EFE (eksternal factor evaluation) matrix analysis show UD. FortunaBrownies Gresik steamer is in quadrant 1 which means that the strategy used is thestrategy of Strengths Opportunies (SO) or Growth strategy which shows that UD.Fortuna Brownies steamed Gresik belongs to a growing business and has a strongposition and opportunity. DOI 10.5281/zenodo.3629911
PENGARUH KUALITAS PRODUK, FITUR PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN TAS SOPHIE MARTIN PADA BUSINESS CENTRE UMI SUTINDARWATI GRESIK Khadijah, Susan Novitasari; Khuzaimah, Alimatul
GEMA EKONOMI Vol 6 No 2 (2017)
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

This study aims to determine the effect of product quality, product features and product design to the purchase decision of sophie martin bag at bussiness center (bc) Umi Sutindarwati Gresik. The research approach used in this research is quantitative approach. The number of samples researched were 56 respondents. The independent variables in this study are Product Quality (X1), Product Feature (X2), Product Design (X3), while the dependent variable is Purchase Decision (Y). The results showed that product quality (X1) partially and simultaneously significantly influence purchasing decisions, product features (X2) partially and simultaneously have a significant effect. Product design (X3) is partially influential but simultaneously has no significant effect. Suggestions from this research can be developed by adding the variables in the study and the samples taken can be expanded its territory. DOI : 10.5281/zenodo.3477685
ANALISIS STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE SWOT TERHADAP KEPUASAN KONSUMEN (STUDI KASUSUD. FROTUNA BROWNIES KUKUS GRESIK) Khadijah, Susan Novitasari
GEMA EKONOMI Vol 8 No 2 (2019): GEMA EKONOMI
Publisher : Fakultas Ekonomi Universitas Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55129/https://doi.org/10.55129/.v12i4.2927

Abstract

The purpose of this study is to identify the factors that most influence consumer satisfaction at UD. Fortuna Brownies Kukus Gresik is based on analysis from themarketing mix (Product, Price, Place and Promotion) to determine alternativemarketing strategies for gresik steamed brownies based on the SWOT analysis. Theresults of this study indicate that there is a relationship simultaneously Marketingmix has an effect on consumer satisfaction. Price variable as the dominant variableinfluencing consumer satisfaction. The results of the SWOT IFE (internal factorevaluation) and EFE (eksternal factor evaluation) matrix analysis show UD. FortunaBrownies Gresik steamer is in quadrant 1 which means that the strategy used is thestrategy of Strengths Opportunies (SO) or Growth strategy which shows that UD.Fortuna Brownies steamed Gresik belongs to a growing business and has a strongposition and opportunity. DOI 10.5281/zenodo.3629911
Co-Authors Khuzaimah, Alimatul