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All Journal Nyimak: Journal of Communication Scientific Journal of Reflection : Economic, Accounting, Management and Business Patria Artha Management Journal Jurnal Madani JURNAL PEMASARAN KOMPETITIF Syntax Idea JURNAL SeMaRaK Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Jurnal Syntax Transformation JURNAL ABDIMAS TRIDHARMA MANAJEMEN DEDIKASI PKM International Journal of Social Science Ekonomi dan Bisnis Jurnal Tadbir Peradaban Al-Buhuts (e-journal) Journal of Research and Publication Innovation International Journal of Sharia Business Management Jurnal PERKUSI: Pemasaran, Keuangan dan Sumber Daya Manusia Jurnal Ilmiah Multidisiplin Indonesia JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis Jurnal Pengabdian Kepada Masyarakat Ilmu Komunikasi Jurnal Media Komunikasi Jurnal Konsisten Jurnal Ilmiah Manajemen Profetik
Surti Wardani
Universitas Pamulang
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Physics Public Health Social Sciences Other

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Analisis Penerapan Strategi Digital Marketing dalam Upaya Meningkatkan Usaha Mikro Kecil Menengah di Kota Tangerang Selatan Widodo, Arif Siaha; Armansyah, Armansyah; Wardani, Surti
Al-Buhuts Vol. 19 No. 2 (2023): Al- Buhuts
Publisher : Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30603/ab.v19i2.4418

Abstract

This research discusses the analysis of the implementation of digital marketing strategies in an effort to improve UMKM  in the city of South Tangerang. The opportunities presented by increasing market demand and business digitalization can improve UMKM. The objectives of this research are 1) Identifying factors that need to be considered in a digital marketing strategy, 2) Making an Internal and External Analysis of the Company, 3) Formulating an appropriate digital marketing formulation, 4) Formulating a Company Operational Strategy. This research method is a combination of two methods, namely qualitative and quantitative with a survey method. The research instrument is a questionnaire with a Likert measurement scale of 1-9. The data collection technique uses company literature studies, interviews and questionnaires to find out the right marketing strategy, SWOT and AHP analysis are used. The result of this research is a score from the SWOT calculation on internal factors of 5.046 which is in the average category. Meanwhile, the internal score obtained from the analysis results was 5,206. The maximum score is a strategic location of 2.586. Weaknesses are shown in the minimum score of 0.296, namely the low level of technology adoption. The main strength that needs to be considered in implementing digital marketing strategies in improving UMKM in South Tangerang is the strategic location. The weakness that UMKM can overcome is the low level of technology adoption. Opportunities that can be exploited by UMKM are increasing market demand and digitalization of business. The threats that UMKM face are increasing production costs and online competition. However, with digital marketing through social media it does not become a significant obstacle in developing marketing.
Pengaruh Lokasi Dan Promosi Terhadap Kepuasan Konsumen Pada Archeries Cafe Di Tangerang Selatan Putri Alifah Marta; Surti Wardani
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 2 No. 6 (2025): November
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v2i6.1659

Abstract

Abstrak. The purpose of this study was to determine the effect of Location and Promotion on Consumer Satisfaction at Archeris Cafe. The research method used is quantitative descriptive associative causal, sampling technique using simple random sampling of the Slovin formula, obtained 99 respondents and a population of 10,569. Data analysis using validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient analysis, and hypothesis test. Data processing using SPSS version 26. The results of the study on the location variable obtained the regression equation Y = 15.433 + 0.349X1, the correlation coefficient value of 0.643 means that the two variables have a strong relationship level, the determination coefficient value of 0.610 (61%) while the remaining 39% is influenced by other factors or variables. Hypothesis test t count value 8.269> t table 1.984 with a significant level of 0.000 <0.05 so that there is a significant influence between location on consumer satisfaction at Acheries Cafe in South Tangerang. The results of the study on the promotion variable obtained a regression equation Y = 15.396 + 0.344 X2, a correlation coefficient value of 0.619 meaning that the variable has a strong level of relationship, a determination coefficient value of 0.559 (55.9) while the dependency (44.1) is influenced by other factors or variables. Hypothesis test calculated value 7.759> t table 1.984 with a significant 0.000 <0.05 so that there is a significant influence between promotion on consumer satisfaction at the archery cafe in South Tangerang. The results of the study obtained a regression equation of Y = 13.603 + 0.222X1 + 0.175X2. The coefficient of determination value is 0.668 (66.8) which indicates that consumer satisfaction is influenced by location and promotion variables, while the rest is influenced by other factors or variables. The results of the F-test are 40.489> F-table 3.09 with a significance level of 0.000 <0.05. Based on the results of the study above, location and promotion have a simultaneous and significant effect on consumer satisfaction at Archeries Cafe in South Tangerang Keywords: Location, Promotion, Consumer Satisfaction
Co-Authors Ahmad Dimyati Ahmad Dimyati Aliffa, Salsabila Puti Alo Liliweri Ana Febriana Anwar, Mauludin Arif Siaha Widodo Armansyah Armansyah Armansyah Arsid Arsid Arsid, H. Dedek Kumara Dhiani, Hanum Puspa Dini M Sunarya Enggo Laksono, Madyo Fadillah, Oktaviani Nur Faisal Faisal H. Arsid Hanum Puspa Dhiani Hanum, Nurilah Kumara, Dedek kurniawan, herik Ma’fiyah, Ma’fiyah Madina, Madina Ma’fiyah Ma’fiyah Mutmainnah Mutmainnah Mutmainnah Mutmainnah Nugroho Adi Utomo Parwati, Rika Praditya, Alvin Putri Alifah Marta Qisthi Aldila Qoriah Ratna Komala, Ratna Ridzki Rinanto Sigit Rika Parwati Rika Parwati Salsha Salbila Saputri Fatmala Sheila Ardilla Yughi Shihata Al Fajr Adhiimulloh Siti Fatimah Submission JORAPI Taufik Awaludin Taufik Awaludin, Taufik Utomo, Nugroho Adi Warman Yopi, Muhamad Yughi, Sheila Ardilla