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All Journal Jurnal bintang manajemen Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Ahmad Gozi
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 3 Documents Claim Missing Document
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Business Marketing Strategy Analysis as a Business Competition Strategy in the Cafe Business: A Study of Cafe Janaloka Nur Afika Fitriani; Dewi Sinta Puspitasari; Yaumi Rohmah; Ahmad Gozi; Sudarmiatin Sudarmiatin
Jurnal Bintang Manajemen Vol. 2 No. 4 (2024): Desember : Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v2i4.3414

Abstract

In an increasingly competitive business world, marketing strategies are essential for success, especially for coffee shop businesses. In recent decades, coffee shops have increased in popularity worldwide. This study focuses on the segmenting, targeting, and positioning (STP) strategies used by Cafe Janaloka. The method used in this study is a qualitative research case study. Which is a research approach used to explore an in-depth understanding of a particular phenomenon, in a real and specific context. The technique used is to conduct interviews. The results of this study are the success of maintaining its existence amidst tight competition through the implementation of effective marketing strategies. The segmentation process is carried out based on geographic, demographic, and psychographic factors, with the main focus on students. Targeting is directed at those who come to the cafe to hang out, and work on assignments with friends, or community partners. Cafe Janaloka's positioning is strengthened through coffee with quality ingredients which are black coffee produced by ourselves, as well as the existing menu, and what has been done by Janaloka Cafe is the creation of black ginger coffee. This study shows the importance of in-depth market analysis to improve the competitiveness of MSMEs, especially through the implementation of a well-planned STP strategy.
Systematic Literature Review (SLR) : Filsafat dan Ilmu Pengetahuan Ahmad Gozi; Nida Adenia Rahma; Agung Winarno
Jurnal bintang manajemen Vol. 3 No. 3 (2025): September : Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v2i4.3450

Abstract

This article discusses philosophy and science which are human efforts in understanding a concept and method of a science. The development of science will not be far from a person's way of thinking through philosophy that is never satisfied with the results found. With the way science develops, there are new findings to improve human knowledge. This article aims to find out more about the role of philosophy in science which is carried out with a theoretical perspective related to the nature of science which includes ontology, epistemology, and axiology. This type of article uses the SLR (Systematic Literature Review) method. The sources obtained come from publish or perish 8.
Pemasaran Berbasis Konten dan Emosi: Studi Kasus Kampanye Digital Boneka Bubu Aditya Putra Wardanu; Ahmad Gozi; Sudarmiatin Sudarmiatin
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 3 No. 2 (2025): April : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v3i2.1702

Abstract

This study is a study of digital marketing strategies related to Boneka Bubu, a product that went viral on social media such as TikTok and Instagram. In this context, emotional and content-based marketing work that connects brands with audiences, especially millennial and Gen Z consumers, plays a very positive role. Humorous approaches, memorable characters, and communities play a role in driving the success of Boneka Bubu's digital campaign which aims to increase brand awareness, sales, and customer loyalty. This analysis examines and tries to solve various issues related to UGC, influencer collaboration, and limited edition promotional strategies that build urgency. Data and research show that emotional-based marketing, which involves consumers in the content creation process, strengthens relationships that lead to conversion and engagement. This study explains the impact of the creative process and authenticity that are emphasized for digital marketing strategies in the age of social media.
Co-Authors Aditya Putra Wardanu Dewi Sinta Puspitasari Nida Adenia Rahma Nur Afika Fitriani Sudarmiatin Yaumi Rohmah