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JURNAL MANAJEMEN INDONESIA Vol. 17 - No. 2 Agustus 2017 35 ANALISA DAN USULAN STRATEGI PEMASARAN DENGAN METODE ANALISIS SWOT (STUDI KASUS PADA UMKM PAKAN IKAN WARINGIN BANDUNG) Caroline Caroline; Laura Lahindah
Jurnal Manajemen Indonesia Vol 17 No 2 (2017)
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Sektor perikanan di Indonesia dapat dijadikan sebagai salah satu sumber bagi pertumbuhanekonomi nasional. Saat ini pasokan ikan di Indonesia berasal dari perikanan budidaya(FAO, 2005). Keberhasilan produksi perikanan budidaya ikan sangat dipengaruhi oleh ketersediaanpakan ikan. PD Waringin merupakan produsen pakan ikan lokal yang berlokasi diBandung yang sedang mengalami permasalahan dalam pemasaran. Penelitian ini dilakukanuntuk mengusulkan alternatif strategi pemasaran pada PD Waringin. Data-data yang diperlukandiperoleh melalui wawancara kepada pemilik dan menyebarkan kuesioner kepada konsumen.Data yang diperoleh kemudian dianalisis menggunakan matriks EFE dan IFE untukmengetahui posisi eksternal dan internal perusahaan saat ini. Kemudian dilanjutkan dengananalisa SWOT untuk memperoleh alternatif strategi berdasarkan hasil penyesuaian antarakekuatan dan kelemahan internal dengan peluang dan ancaman eksternal. Hasil analisalingkungan perusahaan menunjukkan bahwa PD Waringin berada pada posisi eksternal daninternal yang kuat namun masih memerlukan perbaikan. Berdasarkan hasil analisa menggunakanmatriks SWOT, diketahui bahwa PD Waringin perlu untuk melakukan pengembanganproduk, mengoptimalkan pertumbuhan penjualan dengan cara memperluas jaringan distribusidan menciptakan strategi promosi baru selain word of mouth untuk menarik konsumenbaru misalnya dengan melakukan penjualan secara online.

A Literature Study of Marketing Strategies in Product Development Using Design Thinking Method Ridho Muhammad; Laura Lahindah
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.655

Objective study This is for reviewing marketing strategies in product development using the design thinking method. As for the method of study This is a qualitative study, and research qualitative is a research method used to understand social phenomena in depth. As for Types of research used by researchers, i.e. A literature study is carried out by researchers by collecting, studying, and analyzing references or sources obtained in written form, such as books, journals, articles, documents, and other sources of information that are significant to the topic or title being researched. And then the researcher analyzes and draws conclusions to find answers to what the researcher is studying. The results of the research show that a marketing strategy based on design thinking is a holistic approach that brings significant changes to the way companies approach product development and brand communication. By prioritizing a deep understanding of user needs, embracing creativity and innovation, and being responsive to consumer feedback, companies can achieve a competitive advantage and build strong relationships with consumers.

The Influence of Brand Image And Brand Love On Consumer Satisfaction Which Is Moderate By Word of Mouth At PT. POS Indonesia Andreas Adi Mulyo; Laura Lahindah
Jurnal Riset Ekonomi Manajemen (REKOMEN) Vol. 7 No. 2 (2024): REKOMEN (Riset Ekonomi dan Manajemen)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rekomen.v7i2.1663

This research aims to analyze the influence of brand image and brand love on PT consumer satisfaction. Pos Indonesia, as well as to test the moderating role of word of mouth in this relationship. This research was conducted on consumers of PT services. Indonesian post. The population in this study is unknown, so the researcher uses a reference from Hair et.al (2010) which states the minimum number of unknown samples is 100-200, so the sample in this study is 200. The sampling technique uses simple random sampling. Sampling was carried out by distributing questionnaires to consumers who came to the POS Indonesia office by providing a Google form link which was distributed to respondents. Partial Least Square (PLS) model analysis was used in this research. The results of this research are that brand image influences consumer satisfaction, brand love influences consumer satisfaction, word of mouth moderates brand image on consumer satisfaction and word of mouth moderates brand love on consumer satisfaction.

A Literature Study of Marketing Strategies in Product Development Using Design Thinking Method Ridho Muhammad; Laura Lahindah
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.655

Objective study This is for reviewing marketing strategies in product development using the design thinking method. As for the method of study This is a qualitative study, and research qualitative is a research method used to understand social phenomena in depth. As for Types of research used by researchers, i.e. A literature study is carried out by researchers by collecting, studying, and analyzing references or sources obtained in written form, such as books, journals, articles, documents, and other sources of information that are significant to the topic or title being researched. And then the researcher analyzes and draws conclusions to find answers to what the researcher is studying. The results of the research show that a marketing strategy based on design thinking is a holistic approach that brings significant changes to the way companies approach product development and brand communication. By prioritizing a deep understanding of user needs, embracing creativity and innovation, and being responsive to consumer feedback, companies can achieve a competitive advantage and build strong relationships with consumers.

The Influence of Brand Image And Brand Love On Consumer Satisfaction Which Is Moderate By Word of Mouth At PT. POS Indonesia Andreas Adi Mulyo; Laura Lahindah
Jurnal Riset Ekonomi Manajemen (REKOMEN) Vol. 7 No. 2 (2024): REKOMEN (Riset Ekonomi dan Manajemen)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rekomen.v7i2.1663

This research aims to analyze the influence of brand image and brand love on PT consumer satisfaction. Pos Indonesia, as well as to test the moderating role of word of mouth in this relationship. This research was conducted on consumers of PT services. Indonesian post. The population in this study is unknown, so the researcher uses a reference from Hair et.al (2010) which states the minimum number of unknown samples is 100-200, so the sample in this study is 200. The sampling technique uses simple random sampling. Sampling was carried out by distributing questionnaires to consumers who came to the POS Indonesia office by providing a Google form link which was distributed to respondents. Partial Least Square (PLS) model analysis was used in this research. The results of this research are that brand image influences consumer satisfaction, brand love influences consumer satisfaction, word of mouth moderates brand image on consumer satisfaction and word of mouth moderates brand love on consumer satisfaction.

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