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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Justek : Jurnal Sains Dan Teknologi
Fathin, Safira
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Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics

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The Influence of Word of Mouth, Taste Quality, and Promotion on Purchasing Decisions for Snacks Through Digital Media Noviana, Rosita; Brilliana, Jasmine Chiquita; Fai’qoh, Nadya Kamilia; Putri, Asty Dwinanda; Fathin, Safira
Justek : Jurnal Sains dan Teknologi Vol 7, No 4 (2024): Desember
Publisher : Unversitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/justek.v7i4.29448

Abstract

Abstract: Digital technologies such as social media and e-commerce are used to promote and sell MSME products, including in the culinary industry. The packaged food and beverage industry is experiencing development in Indonesia, as shown by the increasing number of sales, especially snack foods in the form of snacks and crackers. Research was conducted to see the influence of word of mouth, product quality, and promotions on purchasing decisions to purchase snack products through digital media. The survey results from 196 respondents selected using a simple random sampling method with several criteria were then analyzed using a multiple linear regression test using SPSS. The regression analysis showed that the t-value and f-value of word of mouth, product quality, and promotion are more significant than the t-table and f-table, with a significance value of less than 0.05. This illustrated that word of mouth, taste quality, and promotion significantly influence purchasing snack products via digital media. This indicated that MSMEs can use Tokopedia to increase snack sales. 
Apparel Start-Up Business Develovment Strategy Through The Enrichment Program as an Implementation of Kampus Merdeka Noviana, Rosita; Kinding, Dwi Putriana Nuramanah; Iswarini, Fanny; Fathin, Safira
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 2 (2025): IJBE, Vol. 11 No. 2, May 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.2.291

Abstract

Background: The apparel industry, often called the fashion sector, has a significant attraction for teenagers because it provides space to express themselves and create an identity through the clothes they wear. The independent campus program is an excellent opportunity for students interested in apparel to pioneer skills and experience directly in the business industry. Purpose: The study aims to formulate alternative strategies that can be applied as business development for the Millennial's Project, which operates in the apparel industry due to implementing the Independent Campus program. Design/methodology/approach: SWOT, IFE, EFE, and QSPM analysis determine the best alternative strategies in business activities. Data collection was done using interviews with two experts and six consumers.Result: From the interviews conducted, the IFE value was obtained at 2.551, and the EFE value was 3.364; from the IFE and EFE assessment results, the IE matrix is located in cell 2. The values that indicate the company in quadrant 2 mean that the start-up is in the growth and build phase. The most appropriate strategies used in this phase are market penetration, market development, and product development. This alternative strategy is a priority, as evidenced by the AS value of 67 and TAS of 5.562, compared to the scores of other alternative strategies. Conclusion: So, this study shows that the appropriate alternative strategy for the Millennial Project is the development of new products such as hoodies, pants, and more varied colors.Originality/value (State of the art): The originality of this study lies in integrating SWOT, IFE, EFE, and QSPM analyses to formulate data-driven business development strategies for startups in the apparel industry within the Independent Campus program. Keywords: apparel industry, IE Matrix, Kampus Merdeka, business development, start-up
Analisis Kepuasan Pelanggan Terhadap Kualitas Pelayanan Pada Agrowisata Petik Stroberi Noviana, Rosita; Fathin, Safira; Fauziyah, Nida Nurlivi; Andrayani, Dian; Sari, Prisca Nurmala; Mulyani
Jurnal Agribisnis Indonesia Vol. 13 No. 2 (2025): Desember 2025 (Jurnal Agribisnis Indonesia)
Publisher : Departmen of Agribusiness, Economics and Management Faculty, Bogor Agricultural University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jai.2025.13.2.431-451

Abstract

Salah satu bentuk agrowisata di sektor pertanian adalah wisata petik stroberi. Pengelola objek wisata perlu memahami kelemahan dan kekuatan dari suatu objek wisata agar dapat merumuskan prioritas perbaikan guna meningkatkan kepuasan pengunjung sebagai upaya peningkatan jumlah kunjungan. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen, mengevaluasi atribut pada dimensi kualitas layanan, dan menganalisis tingkat kepuasan pengunjung. Penelitian ini mulai dilakukan pada bulan Agustus 2023 hingga bulan Januari 2024 melalui survei terhadap 100 pengunjung yang pernah atau sedang mengunjungi agrowisata petik stroberi. Analisis deskriptif dikembangkan dengan menggunakan Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI). Hasil pemetaan IPA pada kuadran I menyajikan bahwa terdapat 6 atribut yang dipetakan untuk ditingkatkan lebih lanjut, yang menunjukkan adanya potensi pertumbuhan; pada kuadran II terdapat 15 atribut dapat dipertahankan kinerjanya; dan pada kuadran III terdapat 4 atribut yang tidak menjadi prioritas perbaikan. Lebih lanjut, hasil penelitian menyampaikan bahwa pengunjung terbilang merasa senang yang digambarkan melalui nilia CSI sebesar 84,84%.
Co-Authors Andrayani, Dian Brilliana, Jasmine Chiquita Dwi Putriana Nuramanah Kinding Fai’qoh, Nadya Kamilia Fauziyah, Nida Nurlivi Iswarini, Fanny MULYANI Noviana, Rosita Prisca Nurmala Sari Putri, Asty Dwinanda