Garuda - Garba Rujukan Digital

ANALISIS IMPLEMENTASI SEGMENTING, TARGETING DAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI ABG SIDOARJO Satrio Sudarso
Jurnal Riset Entrepreneurship Vol 5 No 1 (2022): (Edisi Pebruari) Volume 5, Nomor 1, Tahun 2022
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v5i1.3342

The discussion that becomes the background in this research is the development of the culinary business that is increasingly rapidly increasing so that business competition is increasing, so the right marketing strategy is needed. In order for culinary businesses to achieve the expected sales targets, companies must pay attention to strategies that influence purchasing decisions, including the right STP (segmentation, targeting, and positioning) strategy in order to win the competition in the market. This research is a quantitative research method with causality research techniques. The independent variables of this study are segmenting (X1), targeting (X2), positioning (X3) with the dependent variable is purchasing decisions (Y). The population in this study are all consumers who make purchases at Kedai ABG. The sample used in this study were 50 respondents. The sampling technique used is non-probability sampling with incidental sampling method. The data collection instrument used was a questionnaire. The analysis technique used is multiple linear regression analysis and hypothesis testing using SPSS software for windows. The main results of this study are (1) segmentation has a positive effect and has a significant influence on purchasing decisions, (2) targeting has a positive effect and has a significant influence on purchasing decisions, (3) positioning has a negative effect and has no significant effect on purchasing decisions, (4) segmenting, targeting and positioning together (simultaneously) have a significant effect on purchasing decisions.

Analysis of The Influence of Product Quality and Price on Customer Loyalty Through Customer Satisfaction as An Intervening Variable in Restaurants Hisana Fried Chicken Surabaya Satrio Sudarso; Susanto Sukiman
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 12 No. 2 (2022)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Every entrepreneur in the culinary field is required to compete competitively in terms of improving product quality and managing price factors to be able to create consumer satisfaction which can affect loyalty. The research location was conducted at one of the Hisana Fried Chicken outlets in the Surabaya area. The criteria for the consumer sample are those who are over 17 years of age and also have at least become Hisana customers, with a minimum of 2 (two) previous purchases in the last 1 (one) month. The number of samples is 100 respondents. The statistical analysis calculation method uses the SPSS program in processing and evaluating the results of the questionnaire to test the quality of the data, while to process and evaluate the results of the path analysis test, hypothesis to evaluate the 'goodness of fit indices' model using the Structural Equation Modeling (SEM) method with the AMOS program. The results of data processing show (1) product quality has a positive and significant effect on consumer satisfaction (2) product quality has a positive and significant effect on consumer loyalty (3) price has a significant negative effect (opposite) on customer satisfaction (4) price has a significant effect negatively (contrary) to consumer loyalty (5) customer satisfaction is positive but does not have a significant effect on customer loyalty.

Efficiency and Productivity of Zakat Management Organization Before and During Pandemic Covid-19 Ninda Ardiani; Fitri Nur Latifah; Satrio Sudarso; Nuris Tiswanah
Indonesian Journal of Cultural and Community Development Vol 14 No 2 (2023): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijccd.v14i2.951

This study investigates the efficiency and productivity of zakat institutions in Indonesia before and during the Covid-19 pandemic using Data Envelopment Analysis (DEA) and the Malmquist Productivity Index (MPI). Our findings reveal that three out of the five zakat institutions exhibited efficiency at different periods. Notably, LAZ Al Azhar demonstrated consistent efficiency both before and during the pandemic, while LAZISNU was efficient in 2019-2020 but experienced inefficiency in 2021. Additionally, LAZ Rumah Zakat exhibited an increase in efficiency in 2020 but regressed to inefficiency in 2021, primarily attributed to excessive distribution of ZIS funds in each institution. These findings highlight the urgent need for standardization and optimization of zakat management to unlock its immense potential for equitable distribution and impact during times of crisis, offering valuable insights for policymakers and zakat institutions globally. Highlights: Standardization and Optimization: The absence of standardized zakat management contributes to suboptimal collection and distribution of zakat funds in Indonesia. DEA and MPI Analysis: Data Envelopment Analysis (DEA) and the Malmquist Productivity Index (MPI) serve as effective methods to evaluate the operational efficiency and productivity of zakat institutions. Implications for Global Zakat Institutions: Understanding the dynamics of zakat efficiency during crises can offer valuable insights for similar institutions worldwide to enhance their distribution impact and resource management. Keywords: Zakat institutions, Efficiency, Productivity, Indonesia, Covid-19 pandemic.

Resep Pemasaran Digital: Keberlangsungan Hidup UMKM Terungkap di Katering Bu Budi Satrio Sudarso
Studi Kasus Inovasi Ekonomi Vol. 7 No. 01 (2023)
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/skie.v7i01.27186

Artikel ini berfokus pada tantangan yang dihadapi oleh bisnis katering kecil, Katering Bu Budi, karena pandemi COVID-19 dan tidak adanya rencana pemasaran yang terorganisir. Untuk mengatasi masalah ini, penulis memberikan bimbingan dan edukasi mengenai strategi bisnis dan pemasaran yang berlangsung dari Januari hingga Juni 2023. Kegiatan pemasaran yang dilakukan meliputi perencanaan dan pelaksanaan strategi pemasaran digital serta evaluasi efektivitasnya. Artikel ini menyimpulkan bahwa program ini memiliki implikasi potensial terhadap keberlanjutan dan daya saing usaha makanan kecil, terutama selama pandemi. Studi ini menyoroti pentingnya perencanaan bisnis dan pemasaran dalam industri makanan dan memberikan wawasan tentang metode yang digunakan dan hasil yang dicapai. Temuan penelitian ini menunjukkan bahwa memberikan bimbingan dan edukasi tentang pemasaran dapat meningkatkan daya saing dan keberlanjutan usaha makanan kecil, yang dapat membantu mengatasi tantangan yang ditimbulkan oleh dampak pandemi. Secara keseluruhan, studi ini memiliki implikasi penting bagi usaha makanan kecil yang ingin beradaptasi dengan perubahan lanskap pasar dan preferensi konsumen.

Peningkatan Literasi dan Numerasi Siswa SDN Wonorejo V Surabaya: Menggabungkan Pendidikan dan Hiburan melalui Program Kampus Mengajar Satrio Sudarso; Alshaf Pebrianggara; Fajareza Ayu Pramesti; Fasyah Alya Syabrina; Erika Septiani Sulistyono; Irsada Febri Pamesuari; Fakrul Aldi Rendianto
Jurnal SOLMA Vol. 12 No. 2 (2023)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v12i2.12111

Background: Program Kampus Mengajar dalam penelitian ini dilakukan melalui kegiatan edutainment, yang menggabungkan pendidikan dan hiburan dalam proses pembelajaran terutama melatih keterampilan literasi dan numerasi siswa. Literasi dan numerasi sangat penting untuk membangun keterampilan hidup yang luas selain untuk kesuksesan akademik. Dengan tujuan untuk menjelaskan pelaksanaan pembelajaran literasi dan numerasi dalam program Kampus Mengajar melalui kegiatan edutainment, serta mendeskripsikan dampak peningkatan kemampuan literasi dan numerasi siswa melalui kegiatan edutainment dalam program Kampus Mengajar. Metode: Penelitian dilakukan di SDN Wonorejo V Surabaya, dengan melibatkan lima mahasiswa yang ditugaskan dalam program Kampus Mengajar. Metode penelitian kualitatif melalui pendekatan deskriptif digunakan untuk memahami fenomena secara akurat dan sistematis melalui pengumpulan data secara alamiah dengan menggunakan teknik analisis Model analisis interaktif. Data diperoleh melalui wawancara, dokumentasi dan observasi terhadap siswa sekolah dasar dari kelas 1 hingga kelas 5 SD. Sampel yang diwawancara sebagai narasumber terdiri dari 15 siswa, lima wali kelas, dan satu kepala sekolah. Hasil: Memberikan penjelasan secara rinci mengenai implementasi pembelajaran literasi dan numerasi dalam program Kampus Mengajar melalui kegiatan edutainment. Selain itu, penelitian ini juga telah mendeskripsikan dampak peningkatan kemampuan literasi dan numerasi siswa melalui kegiatan edutainment dalam program Kampus Mengajar. Kesimpulan: Kegiatan edutainment meliputi program kerja individu yang dirancang dan dilaksanakan oleh masing-masing mahasiswa Kampus Mengajar, yaitu pembelajaran Tangram, Story Telling "Karunia Luar Biasa", pembelajaran Flash Card "Aksara Jawa dan Profesi", berbagi cerita sejarah melalui poster bertema sejarah "BerJaSa (Belajar Sejarah Surabaya)", dan media pembelajaran berbasis web "Math Playground".

Peningkatan Literasi dan Numerasi Siswa SDN Wonorejo V Surabaya: Menggabungkan Pendidikan dan Hiburan melalui Program Kampus Mengajar Satrio Sudarso; Alshaf Pebrianggara; Fajareza Ayu Pramesti; Fasyah Alya Syabrina; Erika Septiani Sulistyono; Irsada Febri Pamesuari; Fakrul Aldi Rendianto
Jurnal SOLMA Vol. 12 No. 2 (2023)
Publisher : Universitas Muhammadiyah Prof. DR. Hamka (UHAMKA Press)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/solma.v12i2.12111

Background: Program Kampus Mengajar dalam penelitian ini dilakukan melalui kegiatan edutainment, yang menggabungkan pendidikan dan hiburan dalam proses pembelajaran terutama melatih keterampilan literasi dan numerasi siswa. Literasi dan numerasi sangat penting untuk membangun keterampilan hidup yang luas selain untuk kesuksesan akademik. Dengan tujuan untuk menjelaskan pelaksanaan pembelajaran literasi dan numerasi dalam program Kampus Mengajar melalui kegiatan edutainment, serta mendeskripsikan dampak peningkatan kemampuan literasi dan numerasi siswa melalui kegiatan edutainment dalam program Kampus Mengajar. Metode: Penelitian dilakukan di SDN Wonorejo V Surabaya, dengan melibatkan lima mahasiswa yang ditugaskan dalam program Kampus Mengajar. Metode penelitian kualitatif melalui pendekatan deskriptif digunakan untuk memahami fenomena secara akurat dan sistematis melalui pengumpulan data secara alamiah dengan menggunakan teknik analisis Model analisis interaktif. Data diperoleh melalui wawancara, dokumentasi dan observasi terhadap siswa sekolah dasar dari kelas 1 hingga kelas 5 SD. Sampel yang diwawancara sebagai narasumber terdiri dari 15 siswa, lima wali kelas, dan satu kepala sekolah. Hasil: Memberikan penjelasan secara rinci mengenai implementasi pembelajaran literasi dan numerasi dalam program Kampus Mengajar melalui kegiatan edutainment. Selain itu, penelitian ini juga telah mendeskripsikan dampak peningkatan kemampuan literasi dan numerasi siswa melalui kegiatan edutainment dalam program Kampus Mengajar. Kesimpulan: Kegiatan edutainment meliputi program kerja individu yang dirancang dan dilaksanakan oleh masing-masing mahasiswa Kampus Mengajar, yaitu pembelajaran Tangram, Story Telling "Karunia Luar Biasa", pembelajaran Flash Card "Aksara Jawa dan Profesi", berbagi cerita sejarah melalui poster bertema sejarah "BerJaSa (Belajar Sejarah Surabaya)", dan media pembelajaran berbasis web "Math Playground".

Transforming the Travel Experience: A Dynamic Marketing Approach Kinarya Jaya Tour & Travel Sudarso, Satrio
International Journal of Management Science and Information Technology Vol. 3 No. 2 (2023): July - December 2023
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v3i2.1411

Kinarya Jaya Tour & Travel is a tourism agency in Surabaya, Indonesia. The company is facing a significant decline in its operations and revenue during the COVID-19 pandemic due to travel restrictions and the closure of tourist attractions. To increase demand and interest in their services, the company needs to implement marketing strategies that are effective and relevant in the current era. To address the identified issues, the company should conduct a thorough evaluation of the current business model and develop a new business model to adapt to the changing government regulations. Different marketing strategies can be combined to create a comprehensive plan. These strategies may include SWOT analysis, Quantitative Strategic Planning Matrix (QSPM), Competitive Profile Matrix (CPM), Strategic Position and Action Evaluation (SPACE), and Business Model Canvas (BMC). Combining these approaches will help Kinarya Jaya Tour & Travel formulate an effective marketing strategy to improve its business performance. In addition, qualitative research methods, such as in-depth interviews, observations, and document studies, can be used to collect data for analysis. The use of triangulation can ensure the accuracy and credibility of the data. By using these strategies and conducting a thorough analysis, Kinarya Jaya Tour & Travel can create a comprehensive marketing plan that aligns with its goals and adapts to the ever-changing landscape of the tourism industry.

Welfare Transformation Through Productive Business Empowerment: A Review of Khadijah 2 Orphanage Surabaya Sudarso, Satrio
International Journal of Management Science and Information Technology Vol. 4 No. 1 (2024): January - June 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v4i1.1984

A study conducted at Khadijah 2 Orphanage in Surabaya shows how important an empowerment program is for orphans and destitute children. The aim of the program is to teach these children entrepreneurial skills through activities such as managing a business and marketing the orphanage's property. This empowerment method involves increasing knowledge and skills as well as participation in the management of the business. The results show that the children are more aware of the importance of entrepreneurship, especially through ventures, visits, and discussions that encourage them to do so. In addition, their interactions with prospective tenants generated new knowledge about property management and marketing, which enabled them to learn to communicate well and provide satisfactory services to tenants. The orphans continue to learn and change their marketing strategies. Not only do they acquire skills through this program; but it also gives them the opportunity to develop and contribute to their environment, paving the way to a better and more independent future. This shows that there is significant support in helping orphans and dhu'afa children prepare themselves for a better future.

International Market Development Strategy in Companies Riyanto, Slamet; Sudarso, Satrio; Sumardi, Sumardi
International Journal of Management Science and Information Technology Vol. 4 No. 1 (2024): January - June 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v4i1.2682

In the era of globalization, international market development is an important strategy for companies that want to expand their business reach and increase their competitiveness in the global market. This article discusses various strategies that companies can implement in developing international markets, from market research to technological innovation. Comprehensive market research, SWOT analysis, and a deep understanding of local consumer preferences are crucial first steps. In addition, customization of products and services, strategic alliances with local companies, and segmented marketing strategies are key elements in ensuring success in international markets. Compliance with trade regulations and policies is also very important to avoid legal problems and ensure smooth business operations. Through a proactive approach and investment in training and technology, companies can overcome legal and operational obstacles, strengthen their reputation, and achieve sustainable growth in the global marketplace.

Unlocking Randuwana's Enchantment: Umsida's Transformative Role in Elevating Sapta Pesona in Enchanting Village Pools: Membuka Pesona Randuwana: Peran Transformatif Umsida dalam Mengangkat Sapta Pesona di Kolam Desa yang Mempesona Laksono, Muhammad Agung; Sudarso, Satrio; Alfia, Nurfia; Rohma, Ainun Nur
Proceedings of The ICECRS Vol. 12 No. 2 (2023): Seminar Nasional, Peran Nyata Civitas Akademika Bagi Masyarakat : Solusi Pembe
Publisher : International Consortium of Education and Culture Research Studies

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/icecrs.v12i2.1740

The aim of this service is to improve community empowerment, help local communities by providing education and training on village pool management, tourism management and promotion of local destinations. The service methods applied are training and workshops to provide local community training about managing village ponds, increasing tourism and environmental curiosity. The result of this service is that there is more local community participation in the management and promotion of the Village Pool, giving them a sense of ownership and responsibility for their tourist destination, which attracts more tourists. The implication of this service is that community economic empowerment in the tourism sector can increase local community income and have a positive economic impact. Highlight: Community Involvement: Enhanced local participation in managing and promoting the Village Pool empowers the community, fostering a sense of ownership and responsibility for their tourist destination. Economic Empowerment: Through tourism sector engagement, there's potential for increased local income, showcasing positive economic impacts on the community. Service Methodology: Training and workshops serve as effective tools for educating and empowering local communities in village pond management and tourism promotion, fostering environmental curiosity. Keyword: Sapta Pesona, Community empowerment, Tourism Village, Local Destinations

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