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All Journal AUSTENIT JIKO (Jurnal Informatika dan Komputer) Al-Madrasah: Jurnal Ilmiah Pendidikan Madrasah Ibtidaiyah Jambura Journal of Informatics Jurnal Ilmiah Manajemen Publik dan Kebijakan Sosial Journal of Sustainable Tourism and Entrepreneurship Jurnal Teknik Informatika (JUTIF) Jurnal Indonesia : Manajemen Informatika dan Komunikasi Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan JURNAL LENTERA AKUNTANSI Manajemen dan Kewirausahaan Bussman Journal : Indonesian Journal of Business and Management Toba: Journal of Tourism, Hospitality, and Destination Jurnal Ilmiah Teknik Informatika dan Komunikasi Eduvest - Journal of Universal Studies Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat) Jurnal Indonesia : Manajemen Informatika dan Komunikasi Blockchain Frontier Technology (BFRONT) International Transactions on Artificial Intelligence (ITALIC) Ekspresi: Publikasi Kegiatan Pengabdian Indonesia Data : Journal of Information Systems and Management
Harlis Setiyowati
Universitas Pradita
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mechanical Engineering Neuroscience Social Sciences Other

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Journal : Bussman Journal : Indonesian Journal of Business and Management

 1 
PENGUATAN BRAND EQUITY MELALUI ANALISIS SWOT PADA STRATEGI RETAIL MIX INDOMARET GADING SERPONG: KONTRIBUSI SDG’S Kurniadjaya, Morgan; Setiyowati, Harlis
Bussman Journal : Indonesian Journal of Business and Management Vol. 4 No. 2 (2024): Bussman Journal | Mei - Agustus 2024
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v4i2.219

Abstract

This study examines the enhancement of brand equity through SWOT analysis within the retail mix strategy of Indomaret Gading Serpong, with a focus on contributing to the Sustainable Development Goals (SDGs). Brand equity, a critical asset for any business, represents the value and perception consumers hold towards a brand. In a competitive area like Gading Serpong, strengthening brand equity is vital for sustaining market presence. This research utilizes SWOT analysis to identify Indomaret’s internal strengths and weaknesses, as well as external opportunities and threats. The study explores how Indomaret can leverage its strengths, address its weaknesses, capitalize on opportunities, and mitigate threats to enhance its brand equity. Additionally, the research aligns these strategies with SDGs, particularly SDG 1 (No Poverty) and SDG 8 (Decent Work and Economic Growth), demonstrating Indomaret’s potential to contribute positively to local economic development and poverty reduction. The findings suggest that by adopting a comprehensive retail mix strategyencompassing product innovation, quality service, effective marketing, and sustainability initiatives Indomaret can improve its competitive advantage and brand equity. This approach not only enhances business performance but also supports broader socio-economic goals, providing a model for other retailers aiming to achieve sustainable growth
Co-Authors Akbariani, Nurhaliza Vania Amroni Aprillia Eka Lestari Astuti, Eka Dian Azuddin, Muna Basuki, Sucipto Carlos Perez Chandra, Ray Cicilia S Bangun Dazk, Erick Dewa Gede Satriawan Edi Junaedi Enden Suryati Firdaus Firdaus Gazali Rahman Handri Santoso Handri Santoso Harimurti Wulandjani Indah Sulistyoningsih Konita Lutfiyah Kurniadjaya, Morgan Lie, Shania Luh Putu Puji Trisnawati Mayatopani, Hendra Muhamad Yusup Muhammad Alfathan Harriz Nurhaliza Vania Akbariani Nurhaliza Vania Akbariani Nurhaliza Vania Akbariani Nurhaliza Vania Akbariani Nurjannah Nurjannah Ratna Setiawati Rina Rina Rizki Kurniawan Santoso, Handri Sembiring, Rinawati Setiawati, Ratna Shania Lie Soni Hartanto Surjo Widodo Suwita, Jaka Thalib, Supriadi Trisnawati, Luh Putu Puji V. Lilik Hariyanto Wibowo, Shesilia Widasapta Sutapa