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All Journal JURNAL ILMU MANAJEMEN DAN BISNIS J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Terapan Manajemen dan Bisnis Jurnal Pengabdian Masyarakat Sains dan Teknologi Jurnal Masyarakat Mengabdi Nusantara IJESPG (International Journal of Engineering, Economic, Social Politic and Government) journal Kreativitas Pada Pengabdian Masyarakat (Krepa) Jurnal Pengabdian Masyarakat Indonesia Sejahtera Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Alkhidmah: Jurnal Pengabdian dan Kemitraan Masyarakat Neraca Manajemen, Akuntansi, dan Ekonomi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal El-Mujtama: Jurnal Pengabdian Masyarakat MERDEKA: Jurnal Ilmiah Multidisiplin Journal of Ekonomics, Finance, and Management Studies Joong-Ki
Sonja Andarini
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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FORMULASI STRATEGI PENGEMBANGAN BISNIS MENGGUNAKAN PENDEKATAN BUSINESS MODEL CANVAS (BMC) DAN SWOT ANALYSIS DALAM UPAYA MENINGKATKAN DAYA SAING PADA PIRING SENG COFFEE & CO TUNJUNGAN SURABAYA Achmad Hambali; Sonja Andarini
JOURNAL OF APPLIED BUSINESS ADMINISTRATION Vol 5 No 2 (2021): Journal of Applied Business Administration - September 2021
Publisher : Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v5i2.2969

Abstract

The culinary business has good prospects, including in the coffee shop business. Piring Seng Coffee & Co is one of the many coffee shops in Surabaya so that it is faced with a situation of dynamic competition and challenges. Therefore, Piring Seng Coffee & Co needed to formulate the right business model and needed a new strategy in order to increase its competitiveness and market share. This research aims to analyze the business model for Piring Seng Coffee & Co using the Business Model Canvas approach, which is then evaluated based on the SWOT analysis so that recommendations for improvements to the block elements of the business model are generated. Qualitative descriptive is the method used in this study with data analysis techniques, namely Business Model Canvas (BMC) and SWOT analysis including using IFAS and EFAS. Data collection techniques through interviews, participatory observation, and documentation study. Respondents in this study consisted of the owner, operational manager, employees, and consumers of Piring Seng Coffee & Co which were selected purposively as many as 11 people. The results showed the SWOT analysis diagram of the strategic direction leading to "Growth Oriented Strategy", namely supporting aggressive strategies, which then became an input for improving the Business Model Canvas. From its implementation, it shows that improvements are recommended on the nine elements of the Business Model Canvas with the resulting strategy being input for management. Keywords: Piring Seng Coffee & Co, Business Model Canvas, SWOT, coffee shop.
Pengaruh Celebrity Endorser, Citra Merek, dan Promosi Penjualan terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi Kasus Konsumen Scarlett Whitening di Kota Surabaya) Uchtisyah Alifyanti; Lia Nirawati; Sonja Andarini; Rusdi Hidayat Nugroho
J-MAS (Jurnal Manajemen dan Sains) Vol 7, No 2 (2022): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v7i2.449

Abstract

The purpose of this research is to find out and analyze the influence of Celebrity Endorser, Brand Image, and Sales Promotion on Purchase Decisions on Scarlett Whitening products in Surabaya. The approach used in this research is descriptive quantitative approach. The technique used in determining the sample uses a non-probability sampling technique with a purposive sampling method, namely the determination of the sample based on the criteria of Surabaya residents who have used Scarlett Whitening. The method used in collecting data is using a questionnaire in Google Form. The measurement scale used is the Likert scale. Respondents in this study amounted to 101 Scarlett Whitening consumers in Surabaya. The results of the study there is a partial effect of each independent variable on the dependent variable. This study also shows that the variables Celebrity Endorser, Brand Image, and Sales Promotion Simultaneously have a positive and significant effect on purchasing decisions..
Pengaruh Sosial Media Marketing dan Celebrity Endorser Terhadap Minat Beli Produk Scarlett Whitening Pada Aplikasi TikTok (Studi Kasus Pada Perempuan Generasi Z di Surabaya). Tanti Yustina; Sonja Andarini
Jurnal Ilmu Manajemen dan Bisnis Vol 13, No 2 (2022): Jurnal Ilmu Manajemen dan Bisnis. September 2022
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jimb.v13i2.45330

Abstract

AbstractTikTok's social media makes every business person able to use this technology as the most effective and efficient form of marketing. Another supporting factor is utilizing a celebrity who has the advantage or expertise to promote a beauty product Scarlett Whitening so that a sense of buying interest arises in consumers. This study aims to determine whether social media marketing and celebrity endorsers have a simultaneous and partial effect on consumer buying interest in Scarlett Whitening products on the TikTok application.The method used is quantitative by distributing questionnaires via google form to 100 respondents. The technique used in sampling is a non-probability sampling technique and uses a purposive sampling method. The data analysis test technique used is Multiple Linear Regression Analysis using SPSS. Hypothesis testing in this study uses a statistical model consisting of Validity Test, Reliability Test, Classical Assumption Test, F Test and t Test. The results of this study indicate that there is a simultaneous and partial influence of Social Media Marketing and Celebrity Endorser on consumer buying interest. Keywords: Buying Interest; Celebrity Endorser; Social Media Marketing AbstrakSosial media TikTok menjadikan setiap pelaku bisnis mampu memanfaatkan teknologi tersebut sebagai bentuk pemasaran paling efektif dan efisien. Faktor pendukung lain yaitu memanfaatkan seorang celebrity yang memiliki kelebihan ataupun keahlian untuk mempromosikan sebuah produk kecantikan Scarlett Whitening agar timbul rasa minat beli dalam diri konsumen. Penelitian ini bertujuan untuk mengetahui apakah sosial media marketing dan celebrity endorser berpengaruh secara simultan dan parsial terhadap minat beli konsumen produk Scarlett Whitening pada aplikasi TikTok.Metode yang digunakan yaitu kuantitatif dengan menyebarkan kuesioner melalui google form kepada 100 responden. Teknik yang dipakai dalam pengambilan sampel adalah teknik non probability sampling dan menggunakan metode purposive sampling. Teknik alat uji analisis data yang dipakai adalah Analisis Regresi Linier Berganda dengan menggunakan SPSS. Pengujian hipotesis dalam penelitian ini menggunakan model statistic yang terdiri dari Uji Validitas, Uji Reliabilitas, Uji Asumsi Klasik, Uji F dan Uji t. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh Sosial Media Marketing dan Celebrity Endorser secara simultan dan parsial terhadap minat beli konsumen. Kata Kunci: Celebrity Endorser; Minat Beli; Sosial Media Marketing.
Analisis Kualitas Desain Produk dan Promosi terhadap Volume Penjualan pada Pelanggan Jasa Iprofeeds Surabaya Elok Venanda Tessa Lonika; Sonja Andarini; Ety Dwi Susanti
SEIKO : Journal of Management & Business Vol 5, No 2 (2022): July - December
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v5i2.2438

Abstract

Abstrak Pada era perkembangan teknologi saat ini serta perubahan pola transaksi mengharuskan pelaku bisnis guna memakai media digital sebagai sarana marketing guna menawarkan produknya melalui desain produk yang akan disasarkan kepada target segmenting pasar perusahaan. satu dari perusahaan digital di Surabaya yang bergerak pada bidang digital marketing yakni iprofeeds. Banyaknya pesaing perusahaan digital marketer di Surabaya dengan range harga yang bervarisasi menjadikan pentingnya iprofeeds guna mengembangkan promosi serta desain perusahaan sehingga bisa mempengaruhi volum penjualan. Peneliti kemudian melakukan penelitian yang berjudul Analisis Kualitas Desain Produk dan Promosi Terhadap Volume Penjualan Produk Pada Pelanggan Jasa Iprofeeds. Gaya penelitian ini yakni deskriptif kuantitatif. adapun Metode pengambilan sampel yang dipakai yakni metode sampling jenuh. didalam penelitian ini, ada 42 klien yang dijadikan sampel. Analisis regresi linier berganda dipakai sebagai teknik analisis. Temuan penelitian terlihat bahwasanya desain produk serta pemasaran mempunyai pengaruh yang sedikit signifikan terhadap volume penjualan (p-value 0,05). Selain itu, desain produk serta pemasaran mempunyai dampak yang cukup besar pada volume penjualan (probabilitas 0,05). Kata Kunci : Desain Produk , Promosi , Penjualan. Abstract In the current era of technological developments and changes in transaction patterns, business people need to use digital media as a marketing tool to offer their products through product designs that will be targeted to the company's target market segmentation. One of the digital companies in Surabaya that is engaged in digital marketing is iprofeeds. The number of digital marketer company competitors in Surabaya with varying price ranges makes the importance of iprofeeds to develop company promotions and designs so that it can affect sales volume. The researchers then ran a study titled Analysis of Product Design Quality and Promotion of Product Sales Volume for Iprofeeds Service Users. This style of study is quantitatively descriptive. The used sampling method is a saturated sampling method. In this research, there were 42 clients utilized as samples. Multiple linear regression analysis is employed as the analytic technique. The findings of the study indicate that product design and marketing have a marginally significant influence on sales volume (p-value 0.05). Additionally, product design and marketing have a considerable impact on sales volume (probability 0.05). Keywords: Product Design , Promotion, Sales.
Pengaruh Promosi Penjualan Dan Konformitas Melalui Kepercayaan Pelanggan Terhadap Perilaku Impulse Buying (Studi Pada Generasi Z Pengguna Platform Online Food Delivery Gofood Di Surabaya) Alvina Aryanti; Sonja Andarini
SEIKO : Journal of Management & Business Vol 6, No 1 (2023): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i1.3993

Abstract

Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh promosi penjualan dan konformitas melalui kepercayaan pelanggan terhadap perilaku impulse buying serta untuk menjelaskan bahwa generasi Z lebih mudah dipengaruhi oleh lingkungan dan melakukan pembelian secara impulsif. Pengambilan sampel dengan menggunakan Teknik purposive sampling, jumlah responden sebanyak 100 responden, metode kuisioner, dan literatur. Analisis data yang digunakan yaitu analisis regresi linier berganda dengan menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa promosi penjualan berpengaruh signifikan terhadap perilaku impulse buying, konformitas berpengaruh signifikan terhadap perilaku impulse buying, kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying, promosi penjualan melalui variabel kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying, serta konformitas melalui variabel kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying. Simpulan dari penelitian ini terbukti bahwa promosi penjualan dan konformitas melalui kepercayaan pelanggan berpengaruh signifikan terhadap perilaku impulse buying pada generasi Z dalam melakukan pembelian melalui aplikasi Go-Food. Saran bagi peneliti selanjutnya, diharapkan dapat menemukan kaitan pada variabel lain dan mempelajari lebih banyak sumber dan referensi terhadap objek penelitian, serta kemauan dalam mengambil, mengumpulkan dan mampu melakukan segala sesuatu yang diperlukan untuk penelitian yang lebih baik. Kata kunci: Promosi Penjualan, Konformitas, Kepercayaan Pelanggan, Perilaku Impulse Buying Abstract The purpose of this study is to explain the effect of sales promotion and conformity through customer trust on impulse buying behavior and to explain that generation Z is more easily influenced by the environment and makes impulse purchases. Sampling using purposive sampling technique, the number of respondents as many as 100 respondents, the questionnaire method, and literature. The data analysis used was multiple linear regression analysis using SmartPLS 4.0. The results showed that sales promotion had a significant effect on impulse buying behavior, conformity had a significant effect on impulse buying behavior, customer trust had a significant effect on impulse buying behavior, sales promotion through the customer trust variable had a significant effect on impulse buying behavior, and conformity through the customer trust variable had an effect significant effect on impulse buying behavior. The conclusions from this study prove that sales promotion and conformity through customer trust have a significant effect on impulse buying behavior in generation Z in making purchases through the Go-Food application. Suggestions for future researchers are expected to be able to find links to other variables and learn more sources and references to research objects, as well as a willingness to take, collect and be able to do everything that is needed for better research. Keywords: Sales Promotion, Conformity, Customer Trust, Impulse Buying Behavior
THE EFFECT OF THE BTS AS A BRAND AMBASSADOR AND SALES PROMOTION ON THE IMPULSE BUYING OF TOKOPEDIA CUSTOMERS ALL OVER INDONESIA IN THE TOKOPEDIAXBTS 12TH ANNIVERSARY EDITION EVENT Rif'ah Malia; Sonja Andarini
JURNAL TERAPAN MANAJEMEN DAN BISNIS Vol 9, No 2 (2023): VOLUME 9 NUMBER 2 (2023)
Publisher : STKIP Singkawang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26737/jtmb.v9i2.3356

Abstract

Modern humans are starting to take advantage of technological sophistication and shifting human behavior into opportunities that can be used as business fields, one of which is Tokopedia. More and more similar businesses make companies need to make strategies in order to survive in the face of competition, some of which are by using brand ambassadors and making sales promotions. This study aims to determine and analyze the effect of Brand Ambassador and sales promotion on Impulse Buying of Tokopedia customers at the TokopediaxBTS 12th Anniversary Edition Event. This type of research is descriptive analysis using multiple linear regression analysis. The sampling technique used is non-probability sampling with an accidental sampling approach. The results of this study indicate that simultaneously, the brand ambassador variable and sales promotion have a positive and significant effect on impulse buying. Partially, the brand ambassador variable has a positive and significant effect on impulse buying while the sales promotion variable has a negative and insignificant effect on impulse buying.
Peningkatan Brand Awareness Dengan Pemanfaatan Digital Marketing Pada UMKM “RKT Kitchen” Cynarawita Firjatullah; Sonja Andarini
Jurnal Pengabdian Masyarakat Indonesia Sejahtera Vol. 4 No. 2 (2025): Juni: Jurnal Pengabdian Masyarakat Indonesia Sejahtera
Publisher : STAI YPIQ BAUBAU, SULAWESI TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59059/jpmis.v4i2.314

Abstract

Low competitiveness is usually caused by the inadequate ability to sell business actors. Thus, the purpose of this service is to increase MSMEs actors' understanding of the value of digital media for marketing and to build product identity through training and mentoring. UMKM RKT Kicthen in Rungkut Asri, Surabaya, became partners for this activity. By providing training in the form of Digital Marketing outreach, registering business locations on Gmaps, product photos, logo and packaging designs and product catalogs. The results of this community service project show that RKT Kicthen MSMEs actors receive education about the need to market products using digital media. Through training and mentoring it is expected to be able to increase Brand Awareness so that MSME actors can expand their market and competitiveness in utilizing Digital Marketing.
Penyuluhan Tentang Pentingnya Inovasi dan Kemasan dalam Penerapan Digital Marketing di Era Revolusi Industri 4.0 pada UMKM di Desa Ngepoh Larissa Diva Nabilah; Sonja Andarini
Jurnal Pengabdian Masyarakat Sains dan Teknologi Vol. 2 No. 3 (2023): September : Jurnal Pengabdian Masyarakat Sains dan Teknologi
Publisher : Fakultas Teknik Universitas Cenderawasih

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58169/jpmsaintek.v2i3.174

Abstract

Utilizing digital marketing in the industrial era 4.0 can become a new strategy in product marketing activities, by making it easier for businesses to monitor and provide for the needs and wants of potential consumers. On the consumer side, digital marketing is a medium that can make it easier to find a product. Ngepoh Village, Dringu District, has a lot of potential, including in the economic sector. This can be seen from the many MSMEs operating in Ngepoh Village. However, their marketing efforts are still limited and use conventional methods. Therefore, MSMEs in this village need training on the importance of utilizing digital marketing so that their marketing system can be improved. The aim of this counseling is to help MSMEs reach a wider market and increase their sales. In its implementation, this activity uses two methods, namely socialization regarding digital marketing and assistance in upgrading the packaging of MSME players. In socialization activities include product introduction, marketing strategy, and packaging design. The approach used involves training in the form of socialization and tutorials on creating accounts on digital platforms and managing digital media. The results of this activity suggest the need to provide regular guidance in order to optimize digital marketing strategies and increase MSME business sales. With ongoing assistance, it is hoped that MSMEs can continue to take advantage of the potential of digital marketing in an effective and sustainable manner to achieve success in marketing their products
Pelaksanaan Strategi Pemasaran Dalam Meningkatkan Usaha PT. Aerofood ACS - Surabaya Liany Fari Adellia Maharani; Sonja Andarini
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 1 No. 2 (2023): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v1i2.244

Abstract

This study uses qualitative research. While the type of research used is descriptive method. The research location is at PT. Aerofood ACS - Surabaya. Descriptive method, namely researchers who are intended to collelct information about an existing phenomenon. The research subjelct is the marketing department at PT. Aerofood ACS - Surabaya. Data collelction was carried out by means of observation, interviews and documentation.The results showed that the right marketing strategy to market products at PT. Aerofood ACS - Surabaya is still maintaining the conventional marketing strategy. That is one way to offer or sell services and goods offine or meet each other so that you will meet directly with customers, one of which is through exhibitions or exhibitions.Based on the research resuts, it can be concluded that several strategy developments are the Sales Call strategy: face-to-face meetings between sales representatives and potential customers (or clients) that have been arranged beforehand with the aim of selling products or services. Canvassing strategy is a planned set of individual activities for offering, distributing, and seeking sales orders for products.
Peran Inovasi Produk dalam Meningkatkan Daya Saing Bisnis: Studi Kasus pada Industri Makanan dan Minuman Perusahaan Indonesia Kafah Dewantara Lawitani; Rizqia Khairunnisa Wibowo; Amalia Yuliana Syahba; Intan Mutiara Putri; Sonja Andarini; Indah Respati Kusumasari
IJESPG (International Journal of Engineering, Economic, Social Politic and Government) Vol. 2 No. 2 (2024)
Publisher : IJESPG (International Journal of Engineering, Economic, Social Politic and Government)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26638/ijespg.112

Abstract

Pada era globalisasi, inovasi menjadi faktor kunci untuk membantu negara meningkatkan perekonomian dan daya saing global. Dalam industri makanan dan minuman, inovasi produk memungkinkan perusahaan memenuhi kebutuhan konsumen, memperluas pangsa pasar, dan meningkatkan loyalitas pelanggan. Untuk meningkatkan inovasi, diperlukan dukungan pemerintah, SDM berkualitas, minat pada pekerjaan kreatif, serta kolaborasi antara pemerintah, asosiasi, dan masyarakat dalam mengembangkan inovasi yang dapat meningkatkan daya saing ekonomi negara.Penelitian ini menggunakan metode kualitatif dengan pendekatan naratif untuk menggali pengalaman individu melalui cerita-cerita yang dibagikan dan maknanya. Naratif berfokus pada pemahaman identitas dan pandangan dunia seseorang dari cerita sehari-hari. Tujuannya adalah mengidentifikasi inovasi efektif bagi perusahaan nasional agar produk mereka tetap berkualitas dan relevan di tengah persaingan bisnis yang semakin ketat. Melalui pendekatan naratif, peneliti dapat memahami secara mendalam pengalaman dan perspektif terkait inovasi produk yang dibutuhkan. Inovasi produk sangat penting untuk meningkatkan daya saing bisnis industri makanan dan minuman. Strategi inovasi meliputi memanfaatkan bahan baku lokal, dukungan pemerintah melalui insentif dan kebijakan, investasi perusahaan dalam riset dan pengembangan, serta partisipasi masyarakat. Tantangannya adalah kurangnya dukungan pemerintah, investasi rendah, dan sumber daya manusia berkualitas terbatas. Kolaborasi antara pemerintah, perusahaan, dan masyarakat sangat penting untuk menciptakan lingkungan yang kondusif bagi inovasi dan meningkatkan daya saing ekonomi Indonesia. Inovasi produk sangat penting bagi daya saing bisnis, terutama di industri makanan dan minuman. Mengembangkan produk baru, memperbaiki produk existing, dan memanfaatkan teknologi terbaru dapat memperluas pasar, meningkatkan loyalitas pelanggan, serta menciptakan diferensiasi dari pesaing. Inovasi tidak hanya mencakup produk baru, tetapi juga peningkatan kualitas, keamanan, dan kenyamanan produk. Memanfaatkan bahan baku lokal juga dapat meningkatkan daya saing ekonomi Indonesia secara global.
Co-Authors Achmad Hambali Alfisyah Valentino A Alvina Aryanti Amalia Yuliana Syahba Andini Pramudita Andrea Cenda Kayle Ani Winda Auliya Arifin, Marcella Arthamevia Berlin Dewa P Permana Bunga Putri Andini Chelsey Monica Teo Cintia Nur Halimatussa’diyah Cynarawita Firjatullah Daffa Raihan Pramudya Decinta Putri Ariani Dian Theovani br Milala Dinda Margaretha Panjaitan Eka Nurmelasari, Elyzabeth Elok Venanda Tessa Lonika Ety Dwi Susanti Faradilla Aghnia Alifia Fifi Alaida Yahya Firdiana Nur Auliya Firly Dwi Ainur Rochmah Indah Respati Kusumasari Inestasya Br Sembiring Intan Mutiara Putri Irza Risqiansyah Kafah Dewantara Lawitani Kania Agustin Cahya Kamila Kirana Yuni Susanti Krisna Putra Hermansyah Larissa Diva Nabilah Lia Nirawati Liany Fari Adellia Maharani Maritza, Talitha Ayu Meisha Farah Widyaningrum MIFTACHUL JANNAH Nelly Venyningtias Basuki Novita Wulan Ramadanti Prilga Westrin Kusumaningrum Puspa Dwi Liestiyanti Putri Imalya Azzahra Maskhulin Rif'ah Malia Rizky Tri Syah Putra Rizqia Khairunnisa Wibowo Rusdi Hidayat Nugroho Sarah Putri Nadin Shafa Shauma Nuril Haqqi Shafanissa Aulia Zikri Siti Chalyandrha Putry Siti Hidayatul Khoirun Nisa Tanti Yustina Uchtisyah Alifyanti Vivia Nur Salsabila Trisnalia Wahyu Puspitasari Setyawan Yanti Grace Hutasoit Zefania Mikha Manurung