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Mukti Ali, Mochammad
Univeristas Indonesia Membangun, Bandung, West Java, Indonesia
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Faktor - Faktor yang Mempengaruhi Minat Beli Kosmetik Lipcerin Barenbliss Kafi Miftakhurrokhmah; Mochammad Mukti Ali
eCo-Fin Vol. 8 No. 1 (2026): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v8i1.3627

Abstract

Kajian ini membahas peran social media marketing, brand awareness, dan online customer review dalam membentuk minat beli produk Lipcerin Barenbliss pada konsumen muda. Latar belakangnya berangkat dari meningkatnya intensitas interaksi digital dalam pemasaran produk kecantikan. Pendekatan kuantitatif diterapkan melalui survei pada 100 responden yang merupakan pengikut akun TikTok Barenbliss. Pengumpulan data dilakukan melalui angket terstruktur, lalu pengolahan data dengan analisis regresi linear berganda berbantuan SPSS. Hasil analisis memperlihatkan bahwa ketiga variabel independen secara simultan berkaitan signifikan dengan minat beli. Pada pengujian parsial, social media marketing tampil sebagai faktor paling dominan dalam mendorong ketertarikan konsumen. Brand awareness juga berperan signifikan, yang menandakan bahwa tingkat pengenalan dan ingatan merek memiliki posisi penting dalam proses evaluasi konsumen. Sebaliknya, online customer review memiliki arah hubungan positif, tetapi tidak mencapai signifikansi statistik. Temuan ini menegaskan urgensi strategi pemasaran digital yang berfokus pada pengelolaan media sosial dan penguatan kesadaran merek. Aktivitas konten yang konsisten, relevan, dan interaktif di media sosial efektif menarik perhatian serta membangun ketertarikan konsumen muda, sementara ulasan daring belum berfungsi sebagai faktor penentu utama dalam pembentukan minat beli.
Sustainable Business Model of Shoes Garcel MSME Based on SWOT Analysis and Business Model Canvas Ali, Mochammad Mukti
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6418

Abstract

This study is motivated by the changing dynamics of Indonesia’s creative industry, especially in the footwear fashion subsector, which is important to the economy because of MSMEs, and the growing competition in the Cibaduyut, center of Bandung City. Shoes Garcel is a micro, small, and medium enterprise that produces handmade footwear. From 2024 to 2025, Shoes Garcel experienced fluctuating sales with a declining trend. It needs to carefully review its business plan because of this. The goal of this study is to use the SWOT method along with the IFE Matrix, EFE Matrix, Space Matrix, and Business Model Canvas (BMC) to figure out the company’s strategic position and come up with a good business development model. This study employed a descriptive qualitative approach. Data were collected through in-depth interviews with the business owner, observation of the production process, and analysis of sales and operational documents. The study’s results suggest that a company with an IFE score of 1.20 has quite significant internal qualities, especially when it comes to the quality of raw materials, design, and range of products. Meanwhile, an EFE score of -2.00 indicates that the company faces significant external pressures, particularly from cheaper substitute products and rising raw material prices. The Space Matrix mapping puts the company in Quadrant IV (Strength–Threat), which means that it should diversify depending on its fundamental strengths. When SWOT and BMC are put together, they make a business model that focuses on making high-quality handmade products stand out, boosting digital marketing, developing strategic partnerships with suppliers and e-commerce platforms, and making the supply chain work better. To sum up, Shoes Garcel long-term success doesn’t depend on how quickly it grows. Instead, it focuses on making the product more useful, transferring distribution online, and employing flexible methods to remain ahead of the competition in a crowded market.
Co-Authors Aeni, Puri Nur Alam, Syaharani Nur Setia Alawiyah, Shufia Alfarisi, Ade Salman Andi Setiawan Andre Suryaningprang Andrean, Meilani Eka Putri Anggono Raras Tirto Sakti Anggraeni, Yulia Dyah Apriliani, Putri Khumaira Arif Dzulfikar Arifin, Aidil Aris Setiyani, Aris Atika Dian Pitaloka Aunia, Sovie Azis, Dadan Abdul Binagusto Mochammad Budiono Budiono Burnama, Satryadi Chandra Jaya, Rama Dadan Abdul Aziz Dadan Abdul Aziz Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Daffa, Fauzan Dayon, Gurawan Dayona, Gurawan Dede Suleman Dewi Nusraningrum Egi Fernandez Erna Herlinawati Fajar, Kartika Bunga Fanji Wijaya Febrianto Febrianto, Febrianto Febryan, Ferdhy Ferdhy Febryan Fernandez, Egi Ferry, Radzisyah Fitri Julianti Fitriyanti, Neng Putri Gurawan Dayona Ismail Hadiyanti, Risa Hapzi Ali Hardan, Nurul Syafrina Hartoyo Hartoyo Hartoyo Hartoyo Hartoyo Helinawati, Erna Hendriawanto, Hendriawanto Hengki, Reza Hikmah, Agung Mohamad Ismail, Gurawan Dayona Jaya, Rama Chandra Jordan, Reza Juanda, Ujang Kafi Miftakhurrokhmah Karamang, Ezra Khairunisya, Hania Khofifah, Haiva Nailul Luntungan, Irving Ignatius Paul Luntungan, Irving Irving Ignatius Paul Madani, Wanda Nurul Mamahit, Rilly Richard Maulana, Aldi Mubarok, Dadan Abdul Azis Muhammad Ishar, Muhammad Mukhamad Najib Naomi Desty Ayu Lestari Nila Sauri Pratesti Nunung Ayu Sofiati (Efi) Nurul Syafrina Hardan Palupi Permata Rahmi Pitaloka, Atika Dian Prasetiyo, Wildan Guretno Pratama, Hangga Anugratyas Pratiwi, Anggi Ratu Prita Prasetya Putri, Adela Ayudia R. Rheina Amalina Iskandar Rama Chandra Jaya Ramadhan, Rio Ari Ramadhan, Rizal Muhammad Ridho Riadi Akbar Rifqi, Reza Muhammad Rimayani, Rimayani Rissa Febrianti Riyandi Nur Sumawidjaja Rizal Syarief Romadhona, Fitria Rosalia, Salma Eka Sahati, Antonius Salsabila, Farha Sayyidinaa Zahra Ridha Pramitha Sena, Muhamad Adryan Arya Septiani, Tia Setiawan, Naufal Alip Putra Siregar, Nurul Fathin Siti Jahroh Siti Susanti Sofyan, Hadiyan Nur Suci Fauziah Lestari Sudaryo , Yoyo Sujatmika, Dendi Sukma Melati Sumawidjaya, Riyadi Nur Sumawidjaya, Riyandi Nur Suryatna, Tri Syam Gunawan Syamsul Bachri Taufik Romadon Tjipto Sajekti Valecia, Callista Ratu Wais Alqorni, Muhammad Zaki Wijaya, Dina Yulia Yanda Ihza Rizky Yoyo Sudaryo