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MSME MARKETING STRATEGY IN THE COVID-19 PANDEMIC OUTBREAK (CASE STUDY IN ANDALAS STEAK BANDAR LAMPUNG) Noorikha Pandayahesti Saputeri; Eki Tiyas Nurulia; Warsiyah Warsiyah; Nina Ramadhani Wulandari
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 1 (2022): IJEBAR
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i1.4605

Based on the results of observations, the average MSME felt a decrease in turnover during the Covid-19 pandemic. This happens because of the reduced activities carried out outside the home, difficulties in obtaining raw materials due to transportation constraints, and the decline in public confidence in products that are outside the home. Another finding based on observations, not all MSMEs have to close their businesses, some MSMEs still survive despite experiencing a decline in sales turnover. As well as making products adjustments and carrying out several marketing strategies to maintain their business. This research aims to find out what marketing strategy is applied by Andalas Steak SMEs during the covid-19 pandemic, the obstacles faced, and the solutions for Andalas Steak. This is descriptive research with a qualitative approach. The descriptive qualitative method was chosen because the research carried out was related to ongoing events and related to current conditions. The results showed that Andalas Steak exerts the 4P Marketing Mix which consists of a product strategy, a price strategy, a promotion strategy, and a place strategy. The obstacles faced by Andalas Steak are a lot of competition with the same menu and people's purchasing power has decreased due to the declining economy. To counter those hindrances, Andalas Steak enforces healthy cash flow, maximizes social media, maximizes delivery services, and improves product quality and innovation.

Financial Literacy, Consumptive Behavior, and Access to Online Loans among Female Teachers in Bandar Lampung Heri Sutopo; Noorikha Pandayahesti Saputeri; Khoironi Khoironi; Warsiyah Warsiyah
Finance : International Journal of Management Finance Vol. 3 No. 3 (2026): March
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/finance.v3i3.196

This study examines the effects of financial literacy and consumptive behavior on access to online loans among female teachers in Bandar Lampung, Indonesia. Using an explanatory quantitative design, data were collected from 200 female teachers at senior high schools, vocational high schools, and Islamic senior high schools through purposive sampling. Respondents completed a five-point Likert-scale questionnaire, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model demonstrated satisfactory internal consistency and convergent validity. Financial literacy recorded a path coefficient of -0.113, a t-statistic of 1.285, and a p-value of 0.100, indicating a negative but statistically insignificant relationship with online loan access. In contrast, consumptive behavior had a positive and significant effect on online loan access (β = 0.311; t = 4.405; p < 0.001). The model explained 12.0% of the variance in online loan access, suggesting that other psychological, social, economic, and digital factors remain important. The findings indicate that financial knowledge alone may not be sufficient to reduce online borrowing when consumption impulses, lifestyle pressures, and easy digital access remain strong. Financial education for teachers should therefore combine digital financial literacy with budgeting discipline, debt-risk assessment, self-control, and responsible consumption strategies.

Customer Retention Mediates Marketing Communication Effects on Repurchase Tendency among Culinary MSMEs in Bandar Lampung Putri Rahmaini; M. Sholihin; Warsiyah Warsiyah
Finance : International Journal of Management Finance Vol. 3 No. 3 (2026): March
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/finance.v3i3.199

This study analyzes the influence of marketing communication strategies on the tendency of repurchase through customer retention in culinary MSMEs in Bandar Lampung. An explanatory quantitative approach was used through a cross-cutting survey of 150 customers and analyzed with PLS-SEM using SmartPLS 4 and 10,000 bootstrap subsamples. The results show that marketing communication strategies have a positive and significant effect on customer retention, but their direct influence on repurchase tendencies is not significant. Customer retention has a positive and significant effect on the tendency to repeat purchases and mediates the relationship indirectly-only. The model explains 74.9% variation in customer retention and 77.6% variation in repurchase tendencies. Sensitivity analysis of 114 responses after straight-lining dispensing resulted in consistent hypothetical decisions. The findings confirm that the effectiveness of marketing communication primarily works through the sustainability of customer relationships. Culinary MSMEs need to prioritize relational communication, experience consistency, post-transaction response, and retention programs to increase the tendency to buy back sustainably for local culinary MSME customers.

MSME MARKETING STRATEGY IN THE COVID-19 PANDEMIC OUTBREAK (CASE STUDY IN ANDALAS STEAK BANDAR LAMPUNG) Noorikha Pandayahesti Saputeri; Eki Tiyas Nurulia; Warsiyah Warsiyah; Nina Ramadhani Wulandari
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6 No 1 (2022): IJEBAR : Vol. 6, Issue 1, March 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i1.4605

Based on the results of observations, the average MSME felt a decrease in turnover during the Covid-19 pandemic. This happens because of the reduced activities carried out outside the home, difficulties in obtaining raw materials due to transportation constraints, and the decline in public confidence in products that are outside the home. Another finding based on observations, not all MSMEs have to close their businesses, some MSMEs still survive despite experiencing a decline in sales turnover. As well as making products adjustments and carrying out several marketing strategies to maintain their business. This research aims to find out what marketing strategy is applied by Andalas Steak SMEs during the covid-19 pandemic, the obstacles faced, and the solutions for Andalas Steak. This is descriptive research with a qualitative approach. The descriptive qualitative method was chosen because the research carried out was related to ongoing events and related to current conditions. The results showed that Andalas Steak exerts the 4P Marketing Mix which consists of a product strategy, a price strategy, a promotion strategy, and a place strategy. The obstacles faced by Andalas Steak are a lot of competition with the same menu and people's purchasing power has decreased due to the declining economy. To counter those hindrances, Andalas Steak enforces healthy cash flow, maximizes social media, maximizes delivery services, and improves product quality and innovation.

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