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All Journal Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) Majalah Ilmiah UNIKOM Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Sosiohumanitas: Jurnal Ilmu-Ilmu Sosial dan Humaniora Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Jurnal Pengabdian Masyarakat Akademisi eProceedings of Management Jurnal Penelitian Pendidikan Indonesia
Anisah Firli
Universitas Telkom
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Journal : International Journal Of Science, Technology

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Marketing Strategy Analysis Using Swot And Qspm Matrix (Case Study On Guzzini Msmes) Azzahra, Qonitah; Wahyuningtyas, Ratri; Firli, Anisah
International Journal of Science, Technology & Management Vol. 5 No. 4 (2024): July 2024
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v5i4.1124

Abstract

The number of Micro, Small, and Medium Enterprises (MSMEs) participating in the marketplace continues to increase from 2020. This research aims to determine the condition of internal environmental factors (strengths and weaknesses) and external environmental factors (opportunities and threats) in Guzzini and analyze and identify the right marketing strategy to apply to Guzzini using the SWOT and QSPM methods. This research uses qualitative methods whose nature and research objectives are categorized into descriptive research. The research results based on SWOT analysis show that 6 (six) alternative strategies can be implemented, namely 1 (one) SO (Strengths-Opportunities) Strategy to seize opportunities and overcome weaknesses and face various threats, 2 (two) WO (Weaknesses-Opportunities) Strategies to Minimize the company's internal weaknesses by exploiting Guzzini's external opportunities, 2 (two) ST (Strengths-Threats) Strategies to face or reduce the impact of external threats and 1 (one) WT (Weaknesses-Threats) Strategy to deal with threats that will be faced and reduce internal weaknesses. Determining Guzzini's strategy begins with understanding the strengths and weaknesses in Guzzini's internal environment and recognizing the opportunities and threats in Guzzini's external environment. Based on the SWOT analysis, six alternative marketing strategies can be used at Guzzini. Meanwhile, based on the QSPM analysis, the most suitable strategy is to carry out more creative promotional activities and reactivate offline and online stores simultaneously.
The Effect Of Social Media Marketing Grab Medan On Brand Equity With E-Satisfaction And E-Loyalty As Intervening Variables Shubita Devi Harahap, Dharma; Wahyuningtyas, Ratri; Firli, Anisah
International Journal of Science, Technology & Management Vol. 4 No. 3 (2023): May 2023
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v4i3.802

Abstract

The purpose of this study was to find out how much influence social media marketing carried out by Grab Medan has on brand equity through e-satisfaction and e-loyalty. This research is included in quantitative research with data collection methods in the form of questionnaires. The data analysis technique used is the Structural Equation Model (SEM) using the SmartPLS program. The statistical test results show that Grab Medan's social media marketing has a positive and significant effect on Grab's brand equity. This means that marketing carried out by Grab Medan online on its Instagram account can influence or increase brand equity at Grab Medan. The better the marketing done by Grab Medan on its Instagram account, the brand equity of Grab Medan will increase or get better. However, the increase in brand equity is also influenced by e-satisfaction and e-loyalty. E-Loyalty has the greatest influence in increasing brand equity, satisfaction and convenience for consumers in obtaining information and good service from Grab can form high e-loyalty from its users. The effect of e-satisfaction can be seen from the ease of accessing information, a good experience when accessing information, and consumer interest in the content provided by Grab Medan which can increase the e-satisfaction of its users.
Co-Authors Ade Romadhony Agus Aprianti Ajie Bahrul Ilmi Aldilla Iradianty Azzahra, Qonitah Brady Rikumahu Dadan Rahadian Fathurrahman, Fariz Frima, Mariana Irni Yunita Jeffry Frans Rinaldo Silaban Norita Norita Nurul Fathiya Oktaviandri, Annisa Ratri Wahyuningtyas Rinaldo Silaban, Jeffry Frans Satria Jayasena Shafira Khairunnisa Shubita Devi Harahap, Dharma Widya Lestari Bayi