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The Effect Of Segmentation And Targeting In Increasing Sales Of Nu Salt Brand Consumption (Case Study In The Market Of Muslimat Religious Organizations Wil. Central Java) Dias Eko Erry Akhmadi; Damajanti Sri Lestari; Anita Asnawi; Moh. Arfani
International Journal of Economics, Business and Innovation Research Vol. 4 No. 05 (2025): August - September, International Journal of Economics, Business and Innovatio
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v4i05.2184

This study specifically investigates how segmentation and targeting strategies, which are often considered conventional steps in marketing, actually show unusual dynamics in encouraging an increase in sales of NU Salt brand consumption salt products, especially in the market of NU Muslimat religious organizations in the Central Java region. NU Salt products are produced by the Sari Makmur Rembang Farmers Cooperative, which is one of the national salt production centers. The marketing approach through the NU Muslimat community was chosen because of the characteristics of a loyal market, homogeneous in values, and having an organizational structure that allows for more targeted market penetration. This study adopts a quantitative approach through a survey method, with the collection of primary data directly from a total of 96 respondents who are NU Muslimat members who are NU Salt consumers. The data analysis technique applied was multiple linear regression using the help of SPSS software, to test the relationship between segmentation (X1) and targeting (X2) variables to increase sales (Y). The results of the study showed that both segmentation and targeting had a positive and significant effect on the increase in sales, both partially and simultaneouslyThe results of the F test indicated that both variables simultaneously had a significant influence on the increase in sales with a significant value of 0.000. The t-test showed that the variables X1 and X2 also had a significant influence separately. The Adjusted R Square value of 0.611 indicates that 61.1% of the variation in sales increase can be explained by segmentation and targeting strategies, although this fairly high proportion appears in the context of low-differentiated commodity products, which in theory rarely show such a strong correlation. These findings make a practical contribution to developing community-based marketing strategies, especially for religious organizations, and at the same time affirm the importance of a deep understanding of market characteristics in improving the sales performance of local products.

Pendampingan PENDAMPINGAN DALAM MENINGKATKAN DAYA SAING DESA WISATA PONOKAWAN DI KECAMATAN KRIAN KABUPATEN SIDOARJO Fedianty Augustinah; Herawati, Andry; Listyawati, Liling; Galuh Ajeng Ayuningtiyas; Damajanti Sri Lestari
Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Vol. 3 No. 5 (2025): Oktober
Publisher : CV. Alina

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59407/jpki2.v3i5.3142

Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan daya saing Desa Wisata Ponokawan di Kecamatan Krian, Kabupaten Sidoarjo melalui pendampingan kepada BUMDes Ponokawan Sejahtera dalam bidang pemasaran dan manajemen. Permasalahan utama yang dihadapi meliputi lemahnya branding desa, minimnya pemanfaatan digital marketing, serta keterbatasan sumber daya manusia dalam pengelolaan promosi. Metode pelaksanaan dilakukan secara partisipatif melalui analisis potensi desa, pelatihan pembuatan konten digital, pengembangan identitas desa wisata, serta optimalisasi media sosial dan website resmi sebagai sarana promosi. Selain itu, dilakukan pendampingan tata kelola BUMDes dan pengembangan produk wisata berbasis potensi lokal. Hasil kegiatan menunjukkan peningkatan kapasitas pengelola desa wisata dalam menerapkan strategi pemasaran digital melalui pembuatan akun media sosial seperti Instagram dan TikTok, serta penggunaan media promosi fisik seperti neon box. Pendampingan ini berhasil memperkuat citra Desa Wisata Ponokawan sebagai destinasi eduwisata berbasis kearifan lokal dan berpotensi meningkatkan kunjungan wisatawan serta kesejahteraan masyarakat desa.

Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Kepuasan Pengguna Jasa pada Limajari Reflexology Cabang Dharmahusada Surabaya Miranti Ayu Lupitasari Hermanto; Damajanti Sri Lestari; Anita Asnawi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.5535

This study aims to determine the effect of servicei quality and company imagei on seirvicei useir satisfaction at limajari reifleixology dharmahusada Surabaya branch both partially and simultaneiously.Reiseiarch is quantitativei with a causal approach. Thei population in this study weirei all customeirs who had donei treiatmeint at Limajari Reifleixology, dharmahusada Surabaya branch at leiast oncei, thei samplei sizei was 100 reispondeints who had beiein distributeid through queistionnaireis. This study useis simplei random sampling teichniqueis in colleicting reispondeints and useis thei Cochran formula in deiteirmining thei samplei beicausei thei population in this study in thei following month is unknown. Furtheirmorei, thei data weirei analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission teists, F teists, t teists, and coeifficieint of deiteirmination teists. Thei reisults showeid that both seirvicei quality and company imagei significantly affeict seirvicei useir satisfaction. Lineiar reigreission analysis shows a positivei influeincei of thei two indeipeindeint variableis on thei deipeindeint variablei. Seirvicei quality and company imagei simultaneiously also havei a significant eiffeict on seirvicei useir satisfaction, which is shown through thei F teist. Thei reisults of this study arei eixpeicteid to bei a reifeireincei for companieis to improve service quality and image in order to increase customer satisfaction.

The Influence of Online Customer Reviews and Product Quality Perception on Skintific Purchase Decisions on Tiktok Shop Ayu Nabila Fransiska; Liling Listyawati; Andry Herawati; Damajanti Sri Lestari
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 4 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i4.493

This study is intended to identify the impact of Online Customer Reviews and Product Quality Perceptions on Skintific Purchase Decisions on TikTok Shop. This study applies a quantitative approach through causal methods. Involving 96 respondents who have purchased and used Skintific products on the platform. Data analysis was carried out through the stages of classical assumption tests (normality, multicollinearity, and heteroscedasticity), and used multiple linear regression to test the research hypothesis. The findings show that online customer reviews and product quality perceptions have a positive and significant influence on purchase decisions, both when tested individually and together. The adjusted coefficient of determination (Adjusted R²) reaches 0.875, which means that 87.5% of the variation in purchase decisions can be explained by the two independent variables, while the remaining 12.5% is influenced by external elements outside of this model. Among the two variables studied, Online Customer Reviews were proven to have a dominant influence on Purchase Decisions, with a higher Beta value than Product Quality Perception. This conclusion emphasizes that positive reviews from customers and a good view of product quality are the main drivers for consumers to purchase Skintific products on TikTok Shop. Thus, companies are advised to maintain product reputation through consistent quality as well as optimize digital communication strategies based on customer reviews to improve consumer purchasing decisions.

The Effect of Service Quality, Promotion, and Price on Customer Satisfaction in Pt. Pos Indonesia (Persero) Pati Dhea Romadhona Achmadi; Sarwani Sarwani; Dian Ferriswara; Damajanti Sri Lestari
International Journal of Management, Accounting & Finance (KBIJMAF) Vol. 3 No. 1 (2026): January: International Journal of Management, Accounting & Finance (KBIJMAF)
Publisher : LPPM STIE Kasih Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70142/kbijmaf.v3i1.390

PT Pos Indonesia (Persero), as a long-established Indonesian state-owned enterprise, faces increasing competitive pressure in the logistics industry due to the rapid growth of e-commerce and the emergence of digital-based private courier services. This study focuses on the Pati Branch Post Office, which has experienced rising delivery demand while continuing to encounter challenges related to service quality, promotional effectiveness, and customer price perceptions—factors that potentially influence customer satisfaction. The study aims to analyze the partial and simultaneous effects of service quality, promotion, and pricing on customer satisfaction at the Pati Branch Post Office. A quantitative research approach was employed using survey data collected through questionnaires distributed to customers. The data were analyzed using multiple linear regression to examine the relationships among variables. The results indicate that service quality is the most dominant factor influencing customer satisfaction. Promotion and pricing also have a statistically significant effect, although their influence is relatively weaker compared to service quality. These findings highlight the importance for PT Pos Indonesia to prioritize improvements in service reliability, responsiveness, and assurance to enhance the overall customer experience. In addition, strengthening digital-based promotional strategies and implementing value-based pricing are shown to positively shape customer perceptions. Overall, this study concludes that improving customer satisfaction at the Pati Branch Post Office is primarily driven by service quality enhancement, supported by effective promotion and appropriate pricing strategies aligned with customer value expectations.

The Influence of Brand Image and Service Quality on Customer Satisfaction of Export-Import Shipping Services at Evergreen Line Masdiah Lolita Rithanis Samosir; Damajanti Sri Lestari; Listyawati, Liling
International Journal of Economics, Business and Innovation Research Vol. 5 No. 02 (2026): February - March, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i02.2957

This study aims to analyze the influence of brand image and service quality on customer satisfaction of export-import shipping services on Evergreen Line. This study uses a quantitative approach with a survey method. The research sample amounted to 96 respondents who were users of Evergreen Line services in the export-import documentation division. The data collection technique was carried out through a questionnaire with a Likert scale, while the data analysis technique used multiple linear regression accompanied by a classical assumption test, F test, t test, and determination coefficient. The results of the study show that simultaneously brand image and service quality have a significant effect on customer satisfaction. Partially, service quality has a positive and significant effect on customer satisfaction, while brand image does not have a significant effect on customer satisfaction. The determination coefficient value of 0.742 showed that 74.2% of the variation in customer satisfaction could be explained by brand image and quality of service, while the rest was influenced by other variables outside the research model. This finding indicates that improving service quality is the main factor in building customer satisfaction of export-import shipping services on Evergreen Line.

Pengaruh Lingkungan Kerja Dan Disiplin Kerja Terhadap Kinerja Karyawan Pada Perusahaan Umum Daerah Air Minum Surya Sembada Kota Surabaya Friza Adiva; Liling Listyawati; Damajanti Sri Lestari
Gudang Jurnal Multidisiplin Ilmu Vol. 4 No. 2 (2026): GJMI - Februari
Publisher : PT. Gudang Pustaka Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/gjmi.v4i2.2052

Penelitian ini bertujuan menguji dan menjelaskan pengaruh kondisi lingkungan kerja serta tingkat disiplin kerja terhadap performa pegawai pada Divisi Logistik Perumda Air Minum Surya Sembada Kota Surabaya. Studi menggunakan pendekatan kuantitatif dengan rancangan asosiatif kausal untuk melihat hubungan sebab-akibat antarvariabel. Jumlah populasi tercatat 66 orang, kemudian ditentukan sampel sebanyak 57 responden melalui perhitungan rumus Slovin dan teknik proportionate random sampling. Pengumpulan data dilakukan menggunakan kuesioner berskala Likert dan dianalisis melalui regresi linier berganda berbantuan perangkat lunak SPSS. Seluruh instrumen terbukti valid dan reliabel dengan nilai Cronbach’s Alpha 0,957. Pengujian asumsi klasik menunjukkan data memenuhi syarat normalitas serta tidak ditemukan gejala multikolinearitas maupun heteroskedastisitas. Secara parsial, lingkungan kerja berpengaruh positif signifikan terhadap kinerja (t = 9,034; sig = 0,000), demikian pula disiplin kerja (t = 6,478; sig = 0,000). Secara simultan kedua variabel juga berpengaruh signifikan (F = 60,828; sig = 0,000). Nilai R² sebesar 0,692 mengindikasikan bahwa 69,2% variasi kinerja pegawai dapat dijelaskan oleh lingkungan kerja dan disiplin kerja. Artinya, perbaikan kualitas lingkungan kerja dan konsistensi penerapan disiplin menjadi elemen penting dalam peningkatan kinerja unit logistik.

Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Kepuasan Pengguna Jasa pada Limajari Reflexology Cabang Dharmahusada Surabaya Miranti Ayu Lupitasari Hermanto; Damajanti Sri Lestari; Anita Asnawi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.5535

This study aims to determine the effect of servicei quality and company imagei on seirvicei useir satisfaction at limajari reifleixology dharmahusada Surabaya branch both partially and simultaneiously.Reiseiarch is quantitativei with a causal approach. Thei population in this study weirei all customeirs who had donei treiatmeint at Limajari Reifleixology, dharmahusada Surabaya branch at leiast oncei, thei samplei sizei was 100 reispondeints who had beiein distributeid through queistionnaireis. This study useis simplei random sampling teichniqueis in colleicting reispondeints and useis thei Cochran formula in deiteirmining thei samplei beicausei thei population in this study in thei following month is unknown. Furtheirmorei, thei data weirei analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission teists, F teists, t teists, and coeifficieint of deiteirmination teists. Thei reisults showeid that both seirvicei quality and company imagei significantly affeict seirvicei useir satisfaction. Lineiar reigreission analysis shows a positivei influeincei of thei two indeipeindeint variableis on thei deipeindeint variablei. Seirvicei quality and company imagei simultaneiously also havei a significant eiffeict on seirvicei useir satisfaction, which is shown through thei F teist. Thei reisults of this study arei eixpeicteid to bei a reifeireincei for companieis to improve service quality and image in order to increase customer satisfaction.

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