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Ayu Sulasari
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Analisis SWOT untuk Menyusun Pengembangan Strategi Promosi Digital UMKM Hataraya Food di Kota Malang Nur Afni Mauludia; Eko Boedhi Santoso; Ayu Sulasari
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/6yweck54

Abstract

This study examines the internal and external conditions of Hataraya Food, a snack MSME in Malang City, and formulates appropriate digital promotion strategies using SWOT analysis. A qualitative descriptive approach was employed, with data collected through interviews, observations, and documentation involving the business owner, employees, and consumers. The analysis utilized the IFE Matrix, EFE Matrix, SWOT Quadrant, and SWOT Matrix. The findings reveal that Hataraya Food's digital promotion through Instagram has not been optimally managed, resulting in low consumer engagement and limited market reach. Based on the IFE and EFE Matrix analysis, Hataraya Food is positioned in Quadrant I (Growth Oriented Strategy) with coordinates (3.1 : 2.68), indicating that the business possesses internal strengths that can be leveraged to seize external opportunities. The recommended strategy is the SO (Strengths-Opportunities) Strategy, which involves utilizing the quality of homemade products and distinctive taste as the main focus of digital promotional content, increasing promotional intensity through various Instagram features (feed, story, reels, highlight), developing creative content variations, expanding marketing through marketplaces such as Shopee, Tokopedia, and TikTok Shop, and maintaining consistent uploads through a planned content schedule. The study also recommends regular evaluation of digital marketing performance based on reach, engagement, and consumer responses to continuously adapt the strategy to evolving market needs and digital media trends.
Pengaruh  Brand Personality dan Kualitas Produk Terhadap Keputusan Pembelian pada Produk Laptop HP (Studi Pada Mahasiswa di Kota Malang) Erick Eka Prasetya; Yekie Senja Oktora; Ayu Sulasari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/x56p4v66

Abstract

The increasingly intense global laptop industry competition drives every  brand to rely not only on technical specifications, but also on building brand personality and product quality that can influence consumer purchase decisions. HP, as one of the world's largest laptop brands, still faces competitive market dynamics. Inconsistencies in previous research findings, serve as the basis for this study. This study aimed to determine and analyze the effect of brand personality and product quality on HP laptop purchase decisions among students in Malang City, both partially and simultaneously.   This study employed a quantitative approach with a survey method. The sample consisted of 100 respondents determined using the Cochran formula and  purposive sampling technique. The respondents were active students from three  state universities in Malang City who had purchased and used HP laptops as their primary device to support academic activities. Data were collected through a Likert scale questionnaire and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression, the coefficient of determination, t-tests, and F-tests with the assistance of IBM SPSS Statistics 25.  The results indicated that brand personality had a positive and significant partial effect on purchase decisions. Meanwhile, product quality also had a positive and significant partial effect on purchase decisions. Simultaneously, brand personality and product quality together had a significant effect on purchase decisions. Product quality was found to be the most dominant variable compared to brand personality. This indicates that purchase decisions for HP laptops can be shaped through the strengthening of positive brand personality and product quality that meets student expectations.
Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian pada Warung Bang Said di Kota Malang Akmal Yafi; Ayu Sulasari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/bdddef47

Abstract

This study aimed to examine and analyze the influence of service quality and price on purchasing decisions at Warung Bang Said in Malang City, both partially and simultaneously. This study is grounded in the increasingly competitive culinary industry in Malang City, which requires Warung Bang Said, a culinary business specializing in Middle Eastern cuisine, to pay close attention to service quality and pricing as factors that can encourage consumers' purchasing decisions. This study employed a quantitative approach with an associative research design through the distribution of questionnaires to 97 respondents selected using a purposive sampling technique. The respondents were consumers who had purchased products and received direct service at Warung Bang Said. The data were analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics 25. The results indicate that service quality and price have a positive and significant effect on purchasing decisions, both partially and simultaneously. These findings suggest that better service quality and more appropriate pricing increase consumers' tendency to make purchasing decisions at Warung Bang Said. The implication of this study is that Warung Bang Said needs to continuously improve its service quality and maintain a pricing policy that is aligned with product quality and the benefits perceived by consumers, in order to enhance purchasing decisions amid the increasingly competitive culinary industry in Malang City.
PENERAPAN ANALISIS SWOT SEBAGAI STRATEGI PENGEMBANGAN DIGITAL MARKETING PADA UMKM W & S STORE MOJOKERTO Abdul Rosid Mubarrok; Ayu Sulasari
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 5 (2026): september
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i5.12477

Abstract

Abstract. This study aims to analyze the implementation of SWOT analysis as a strategy for developing digital marketing at W & S Store, a micro, small, and medium enterprise (MSME) engaged in the production and sale of sandals and flat shoes in Mojokerto, East Java. The rapid growth of digital commerce and the intensifying competition among online sellers require MSME owners to move beyond sporadic promotional efforts toward a structured marketing approach grounded in an accurate reading of the firm's internal and external conditions. This study employed a descriptive method with a qualitative approach, in which data were collected through observation, in-depth interviews, focus group discussion, and documentation involving the owner, employees, and consumers as key informants. The identified internal and external strategic factors were subsequently weighted and rated through the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices to determine the enterprise's position on the SWOT diagram. The results show that the principal strengths of W & S Store lie in product quality, competitive pricing, and responsive customer service, while its most pressing weaknesses concern underdeveloped digital marketing activity and limited human resources. On the external side, the growth of social media and marketplace usage represents the dominant opportunity, whereas intensifying online competition remains the foremost threat. With an IFAS score of 2.81 and an EFAS score of 3.02, the enterprise falls within Quadrant I of the SWOT diagram at coordinate (1.35; 1.42), indicating a growth-oriented position that favors an aggressive Strength–Opportunity strategy centered on optimizing social media and marketplace engagement, product innovation, and partnership marketing through resellers, affiliates, and influencers. Keywords: SWOT Analysis, Digital Marketing, Marketing Strategy, MSME, IFAS-EFAS. Abstrak.Penelitian ini bertujuan untuk menganalisis penerapan analisis SWOT sebagai dasar perumusan strategi pengembangan digital marketing pada UMKM W & S Store, sebuah usaha yang bergerak di bidang produksi dan penjualan sandal serta flat shoes di Mojokerto, Jawa Timur. Pesatnya pertumbuhan perdagangan digital serta ketatnya persaingan antarpelaku usaha daring menuntut pemilik UMKM untuk tidak lagi mengandalkan promosi yang bersifat sporadis, melainkan menyusun strategi pemasaran yang terencana berdasarkan pemahaman yang akurat terhadap kondisi internal dan eksternal usaha. Penelitian ini menggunakan metode deskriptif dengan pendekatan kualitatif, dengan data yang dikumpulkan melalui observasi, wawancara mendalam, focus group discussion (FGD), dan dokumentasi terhadap pemilik, karyawan, serta konsumen sebagai informan kunci. Faktor-faktor strategis internal dan eksternal yang teridentifikasi selanjutnya diberi bobot dan peringkat melalui Matriks Internal Factor Analysis Summary (IFAS) dan External Factor Analysis Summary (EFAS) untuk menentukan posisi usaha pada diagram SWOT. Hasil penelitian menunjukkan bahwa kekuatan utama W & S Store terletak pada kualitas produk, harga yang kompetitif, dan pelayanan yang responsif, sedangkan kelemahan yang paling menonjol adalah aktivitas digital marketing yang belum optimal serta keterbatasan sumber daya manusia. Dari sisi eksternal, pertumbuhan penggunaan media sosial dan marketplace menjadi peluang dominan, sementara ancaman utama berasal dari persaingan usaha daring yang semakin ketat. Dengan skor IFAS sebesar 2,81 dan skor EFAS sebesar 3,02, UMKM ini berada pada Kuadran I diagram SWOT dengan titik koordinat (1,35; 1,42), yang mengarahkan pada strategi agresif Strength–Opportunity, yaitu optimalisasi media sosial dan marketplace, inovasi produk, serta perluasan jejaring pemasaran melalui reseller, affiliate, dan influencer. Kata Kunci: Analisis SWOT, Digital Marketing, Strategi Pemasaran, UMKM, IFAS-EFAS.
Pengaruh Kualitas Layanan dan Kesadaran Merek Terhadap Minat Beli Layanan Youtube Premium pada Mahasiswa di Kota Malang Muhammad Ainul Yaqin; Ayu Sulasari; Musthofa Hadi
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Circular Economy and Green Innovation for Sustainable Business D
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/y7asbk88

Abstract

Technological advancement has become a vital instrument in facilitating human needs, particularly in accessing entertainment and information. Among the most widely used platforms is YouTube, including its paid service, YouTube Premium, which offers an ad-free experience along with various exclusive features. The growth of a company is closely linked to consumers’ purchase intention toward its products or services. Several factors can influence purchase intention, notably service quality and brand awareness, which play essential roles in sustaining and enhancing consumer interest. This study aims to examine the effect of service quality and brand awareness on the purchase intention of YouTube Premium among university students in Malang City. Employing a quantitative approach with an explanatory research design, this study involved 120 respondents selected through purposive sampling. Data were collected using questionnaires distributed via Google Forms. The analytical techniques used include descriptive analysis, validity and reliability tests, classical assumption testing, and hypothesis testing. The findings reveal that both service quality and brand awareness significantly influence purchase intention, both partially and simultaneously.
Pengaruh Positioning dan Kualitas Pelayanan Terhadap Loyalitas Pengguna Jasa PT Prabu Kencana Surya Pratama di Pelabuhan Tanjung Tembaga Rizky Agung Wicaksono; Ayu Sulasari; Fullchis Nurtjahjani
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 6 (2026): OKTOBER-NOVEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/jfc6c012

Abstract

Increasing competition in the cargo handling service industry requires companies to establish strong positioning and provide excellent service quality to enhance customer loyalty. This study aims to analyze the effect of positioning on customer loyalty, the effect of service quality on customer loyalty, and the simultaneous effect of positioning and service quality on customer loyalty at PT Prabu Kencana Surya Pratama, Tanjung Tembaga Port. This research employed a quantitative approach with an associative research design. The population consisted of 50 service users, and all respondents were selected using the saturated sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using IBM SPSS Statistics, including validity, reliability, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results indicate that positioning and service quality have a positive and significant effect on customer loyalty, both partially and simultaneously. The coefficient of determination (R²) of 0.901 indicates that 90.1% of customer loyalty is explained by positioning and service quality, while the remaining 9.9% is influenced by other variables outside this study. Therefore, strengthening positioning and continuously improving service quality are essential strategies for maintaining and increasing customer loyalty.
Co-Authors Abd. Muqit Abdilla, Daniar Irvin Abdul Rosid Mubarrok Achmad Zaini Agustin, Fadhilla Amelia Ahmad Fauzi Aini, Yulis Nurul Akhmad, Hamzah Maulana Akmal Yafi Alabdullah, Tariq Tawfeeq Yousif Anggara, Dimas Yos Arjo, Tri Ramadani Bambang Suryanto Baroroh Lestari Diana Eka Poernamawati Diana Poenamawati Eko Boedhi Santoso Eko Boedi Santoso Ellyn Eka Wahyu Eny Widiyowati Erick Eka Prasetya Etik Puspitasari, Etik Evelina, Tri Yulistyawati Evi Suwarni, Evi Fadhilah, Alfira Insani Fahmi Muhammad Fauzi Ahmad Muda Halid Hasan Haris Puspito Buwono Ita Rifiani Permatasari Ita Rifiani Permatasari Ita Rifiani Permatasari, Ita Rifiani Jalaluddin, Agus Jatrifia Ongga Sinatrya Kartika Indah Khoiriyah Trianti Kun Mustain LINA BUDIARTI Lina Budiarti, Lina Luchis Rubianto M. Ilmi Santriawan Putra Mahmudatul Himma Masrevastuti Masrevastuti Maulidah, Salisa Maulidina, Ahsani Moh. Abdullah Anshori Muhamad Muwidha Muhammad Ainul Yaqin Muhammad Muwidha Musthofa Hadi Nadya Lutfiana Putri Nilawati Fiernaningsih Noverita Wahyuningsih Nur Afni Mauludia Nurtjahjani, Fullchis Profiyanti Hermien Suharti R N Akhsanu Takwim Radhia Jatu Noviarsita Sakti Rena Feri Wijayanti Rena Feri Wijayanti Rina Juliasari Rina Rachmawati Rizky Agung Wicaksono RIZKY ARDIANSYAH Rizky Kurniawan Murtiyanto Setyo Nugroho Sinaga, Yiswi Mariani Amelia Sinatrya, Jatrifia Ongga Siti Nurbaya Susanto Susanto Suselo Utoyo Suselo Utoyo, Suselo Tri Yulistyawati Evelina Tri Yulisyawati Evelina Unarto, Tirto Wirakusuma, Adiyatma Gian Yekie Senja Oktora Yosi Afandi Yulis Nurul Aini