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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Justek : Jurnal Sains Dan Teknologi
Fathin, Safira
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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
Co-Authors Brilliana, Jasmine Chiquita Dwi Putriana Nuramanah Kinding Fai’qoh, Nadya Kamilia Iswarini, Fanny Noviana, Rosita Putri, Asty Dwinanda