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All Journal Jurnal Riset Entrepreneurship Jurnal Ekonomi Ekombis Sains: Jurnal Ekonomi, Keuangan dan Bisnis
Zenita Afifah Fitriyani
University of Mayjend Sungkono Mojokerto
Economics, Econometrics & Finance Social Sciences

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FORMULASI STRATEGI BERSAING DI KAFE DAN ANGKRINGAN NU LAHARJO MOJOKERTO Zenita Afifah Fitriyani; Mokhammad Ridha; Sugeng Eko Yuli Waluyo
Jurnal Riset Entrepreneurship Vol 4 No 2 (2021): (Edisi Agustus) Volume 4, Nomor 2, Tahun 2021
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v4i2.2629

Abstract

ABSTRACT The purpose of this study was to identify a SWOT analysis and formulate a business strategy using the IFE and EFE matrix, as well as the Grand Strategy matrix at the Café and Angkringan Nu Laharjo Mojokerto. The benefits of the research are identified SWOT analysis and strategy formulation can be used as a measure in future business planning. The research used is qualitative research, while the data analysis technique uses descriptive analysis, namely describing the data collected using SWOT analysis, IFE and EFE matrix, and the Grand Strategy matrix. The results show that the SWOT analysis is identified, the IFE and EFE matrices have a positive total score, and the Grand Strategy matrix shows that Nu Laharjo Café and Angkringan are in a strategic and good position. Keywords : Strategy Formulation, SWOT Analysis, IFE and EFE Matrix, Grand Strategy Matrix
Buying Decision: Ditinjau dari Store Atmosphere, Price, dan Word of Mouth Pada Toserba Duta Mojokerto Zenita Afifah Fitriyani
EKONOMI KEUANGAN DAN BISNIS Vol 6, No 1 (2021): Ekombis Sains: Jurnal Ekonomi, Keuangan, dan Bisnis
Publisher : Universitas Sang Bumi Ruwa Jurai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24967/ekombis.v6i1.1147

Abstract

Abstrak.Penelitian ini bertujuan untuk mengetahui pengaruh variabel buying decision (Y) ditinjau dari store atmosphere (X1), price (X2) dan word of mouth (X3) pada toserba Duta Mojokerto. Responden pada penelitian ini adalah konsumen toserba duta dengan teknik pengambilan sampel adalan incidental sampling.  Dengan menggunakan rumus slovin, maka diperoleh sampel penelitian sebesar 124 orang. Teknik analisis data menggunakan uji validitas, uji reliabilitas, uji T (Parsial), uji F (Simultan), uji R² (Determinasi), serta analisis regresi linear berganda. Hasil uji T (Parsial) menunjukkan bahwa variabel X1 dan X2 tidak berpengaruh secara parsial, sedangkan variabel X3 berpengaruh secara parsial terhadap variabel Y. Hasil uji F (Simultan) menunjukkan bahwa variabel X1, X2 dan X3 memiliki pengaruh secara simultan pada variabel Y karena memiliki nilai signifikansi lebih dari 0.05. Besarnya pengaruh terlihat pada uji R² yaitu sejumlah 12%. Kata kunci: store atmosphere, price, word of mouth, buying decision.  Abstract.This study aims to see the variable influence of purchasing decisions (Y) in terms of store atmosphere (X1), price (X2) and word of mouth (X3) at the Duta Mojokerto convenience store. Respondents in this study were consumers of Duta convenience store. the sampling technique using of  incidental sampling. By using the Slovin formula, a sample of 124 people was obtained. The data analysis technique used the validity test, reliability test, T test, F test, R² test, and multiple linear regression analysis. The results of the T test (Partial) show that the variables X1 and X2 do not affect partially, while the X3 variable has a partial effect on variable Y.The results of the F test (Simultaneous) show that variables X1, X2 and X3 have a simultaneous effect on variable Y because they have significance value more than 0.05. The magnitude of the effect can be seen in the R2 test, which is 12%. Keywords: store atmosphere, price, word of mouth, buying decision.
APPLICATION OF ARTIFICIAL INTELLIGENCE (AI) FOR HIJAB BUSINESS IN MOJOKERTO USING SENTIMENT ANALYSIS METHOD NATURAL LANGUAGE PROCESSING (NLP) Fahrur Rijal Ardiyanto; Yuni Rosita Dewi; Zenita Afifah Fitriyani; Oktaviani Permatasari
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Artificial Intelligence (AI) is an activity aimed at making machines intelligent. AI has been applied in various fields in the 4.0 digital era, including business and industry. As a country with Muslim majority, the hijab business is a promising business. The development of promotional aspects is also diverse, begin from manual promotions using brochures to the using social media and e-commerce marketing. AI can also be used to find out which hijab products are most in demand using the sentiment analysis method. Sentiment analysis data is obtained from reviews or comments of buyers or users of hijab products. Of course, the data form is text data. To process text data, grouping or labeling the comments into positive and negative comments. Then, the labeled data set is processed using machine learning that special for sentiment analysis, namely Natural Language Processing (NLP). NLP is a field of computer science which is a branch of artificial intelligence and language (linguistics) that deals with interactions between computers and human natural language. The hijab brand sample taken from social media is a brand that has been verified as an official brand. For example, Elzatta, Rabbani, and Zoya. The social media used as the data source comes from Instagram and the e-commerce is taken from Shopee. The accuracy of the NLP model is 96% with two classes, namely positive sentiment and negative sentiment. The results obtained can be recommended to hijab business entrepreneurs in Mojokerto City. The benefits of this research can be felt by entrepreneurs to determine the hijab brand that is most in demand by residents of Mojokerto City.
Co-Authors Fahrur Rijal Ardiyanto Oktaviani Permatasari Ridha, Mokhammad Yuni Rosita Dewi