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All Journal Sketsa Bisnis Journal Of Informatics And Busisnes Journal of Information Systems Management and Digital Business Jurnal Pengabdian Masyarakat dan Riset Pendidikan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JER Journal of Development Economics and Digitalization, Tourism Economics (JDEDTE) International Journal of Business and Quality Research International Journal of Management, Accounting & Finance Journal of Business Economics and Management Harmony Management: International Journal of Management Science and Business
Liling Listyawati
Universitas Dr. Soetomo Surabaya
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Analisis SWOT Perumusan Strategi Pemasaran Online Untuk Menciptakan Keunggulan Bersaing Saat Pandemi COVID 19 Fedianty Augustinah; Subardini Subardini; Liling Listyawati

Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (497.992 KB) | DOI: 10.35891/jsb.v9i1.2901

Abstract

(English Version) SMEs have a strategic role in the Indonesian economy. There are at least 4 strategic roles of SMIs, namely: (1) large numbers and spread in every economic sector, (2) great potential in absorbing labor and (3) utilizing local raw materials, and (4) the resulting production is a product that is needed by the community at affordable prices. The current era of the Covid-19 pandemic is taking place in various aspects of life, including the business world where business people respond quickly by competing to change the concept of doing business from conventional (offline) to digital (online) to face increasingly fierce business competition. Based on the market analysis conducted, it shows that the marketing of Pamekasan Batik Madura still has a large market opportunity to be developed using several appropriate marketing development strategies. The marketing position of IKM Batik Pamekasan products through the SWOT Matrix shows build and grow. The general strategy used is intensive (market penetration, market development and product development) or integration (backward integration, forward integration and horizontal integration). market, market penetration, product development, vertical integration (front/back,) horizontal integration, concentric diversification. The grand strategy for developing the marketing of IKMBatik Pamekasan products that leads to an increase in RISE-N (Relevance, Internal management, Sustainability, Efficiency and productivity, Networking). Good cooperation between the government, the private sector and investors needs to be improved so that IKM Batik Pamekasan products have an impact on sustainable development and are able to raise the welfare of the people of Pamekasan and its surroundings. (Versi Indonesia) IKM mempunyai peran strategis dalam perekonomian Indonesia. Setidaknya terdapat 4 peran strategis IKM, yaitu: (1) jumlahnya besar dan tersebar di setiap sektor ekonomi, (2) potensi besar dalam penyerapan tenaga kerja dan (3) memanfaatkan bahan baku lokal, dan (4) produksi yang dihasilkan adalah produk yang dibutuhkan masyarakat dengan harga terjangkau. Era pandemi Covid-19 saat ini sedang berlangsung pada berbagai aspek kehidupan, tidak terkecuali dunia bisnis dimana para pelaku bisnis merespon cepat dengan berlomba-lomba melakukan perubahan konsep berbisnis dari konvensional (offline) menjadi digital (online) untuk menghadapi persaingan usaha yang semakin ketat. Berdasarkan analisis pasar yang dilakukan menunjukkan bahwa pemasaran batik Pamekasan Madura masih memiliki peluang pasar yang besar untuk dikembangkan dengan menggunakan beberapa strategi pengembangan pemasaran yang tepat. Posisi pemasaran produk IKM Batik Pamekasan melalui Matriks SWOTmenunjukkan build and grow (bina dan tumbuh). Strategi umum yang dipakai adalah intensif (penetrasi pasar, pengembangan pasar dan pengembangan produk) atau integrasi (integrasi ke belakang, integrasi ke depan, dan integrasi horizontal). Analisis SWOT pemasaran produk IKM batik diperlukan pemilihan strategi yang berupa penggunaan setiap kekuatan untuk menghadapi setiap ancaman dengan pengembangan pasar, penetrasi pasar, pengembangan produk, integrasi vertikal (depan/belakang), integrasi horizontal, diversifikasi konsentrik. Strategi besar (grand strategy) pengembangan pemasaran produk IKM Batik Pamekasan yang mengarah pada peningkatan RISE-N (Relevance, Internal Management, Sustainability, Efficiency and Productivity, Networking). Kerjasama yang baik antara pemerintah, pihak swasta dan investor perlu ditingkatkan agar produk IKM Batik Pamekasan memiliki dampak untuk pembangunan berkelanjutan dan mampu mengangkat kesejahteraan warga Pamekasan dan sekitarnya.
Analyzing the Influence of Price, Promotion, and Trust on Consumer Purchase Decisions: A Study of Mr. Frozen Food on the Shopee Marketplace Fedianty Augustinah; Ambarwati Octaviani; Dian Ferriswara; Andry Herawati; Liling Listyawati

Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v11i02.5522

Abstract

AbstractThis research investigates the impact of price, promotion, and trust on consumer purchasing decisions for Mr. Frozen Food through the Shopee platform. Applying a quantitative approach with a sample of 100 respondents, the study reveals that both price and trust significantly and positively influence purchasing decisions, while promotion has a significant negative effect. The regression analysis shows that all three variables collectively influence purchasing decisions, with an adjusted R square of 98.8%. These results highlight that competitive pricing and consumer trust are key drivers of purchasing behavior, whereas promotional strategies may require reassessment. The study offers valuable insights for shaping marketing strategies within the e-commerce sector. AbstrakStudi ini meneliti dampak harga, promosi, dan kepercayaan terhadap keputusan pembelian konsumen Mr. Frozen Food di platform Shopee. Dengan pendekatan kuantitatif yang melibatkan 100 partisipan, penelitian ini menemukan bahwa harga dan kepercayaan konsumen memiliki pengaruh positif signifikan terhadap keputusan pembelian, sementara promosi berdampak negatif signifikan. Hasil analisis regresi menunjukkan bahwa ketiga variabel tersebut secara simultan memengaruhi keputusan pembelian, dengan nilai adjusted R square sebesar 98,8%. Temuan ini menegaskan pentingnya harga yang kompetitif dan kepercayaan dalam meningkatkan keputusan pembelian konsumen, sementara efektivitas promosi memerlukan evaluasi lebih lanjut. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran di industri e-commerce.
The Influence Of E-Wom (Electronic Word Of Mouth), Sales Promotion And Brand Image On The Purchase Decision Of Scarlett Whitening Products On The Shopee Marketplace Karsih; Liling Listyawati; Damajanti Sri Lestari; Priyanto
International Journal of Business and Quality Research Vol. 3 No. 03 (2025): July - September, International Journal of Business and Quality Research (IJBQ
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v3i03.2176

Abstract

The research was used to determine the relationship between e-WOM (Electronic Word Of Mouth), sales promotion, and brand image to consumer decisions in purchasing Scarlett Whitening products on the Shopee platform. The method in this study is quantitative carried out using survey techniques. The distribution of questionnaires to one hundred respondents who use Scarlett Whitening products through Shopee produced the data needed for data analysis, which was carried out through the stages of classical assumption tests that included multicollinearity, normality, and heteroscedasticity, data analysis was carried out using multiple linear regression. The results show that e-WOM, sales promotion, and brand image have a positive and significant influence on purchasing decisions, both separately and simultaneously. These three independent variables contributed 58.8% to the variation in purchasing decisions, based on the value of the determination coefficient (R2) which reached 0.588. Of all the factors studied, Purchasing decisions are most triggered by perceptions of brand image. This shows that the impression of the brand in the minds of consumers is the main trigger that drives purchase intent, even stronger than other factors such as digital communication strategies and strengthening brand image in making wise purchase decisions when shopping online. Companies should continue to strive to improve their brand reputation and maintain their e-WOM (Electronic Word Of Mouth) strategy as well as targeted promotions, which can be an additional trigger that encourages consumers to make a purchase decision.
Pengaruh Promosi dan Persepsi Harga terhadap Minat Beli Konsumen di Mutif Batik Store Madiun Susilo Wardoyo; Fedianty Augustinah; Dian Ferriswara; Liling Listyawati
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i1.2149

Abstract

Penelitian ini bertujuan mengkaji dampak aktivitas promosi serta cara pandang konsumen terhadap harga dalam membentuk intensi pembelian di Mutif Store Madiun. Riset mengadopsi metode kuantitatif dengan teknik survei kepada 100 partisipan yang merupakan konsumen aktual maupun potensial dari toko tersebut. Pengambilan sampel dilakukan melalui teknik purposive sampling dengan kriteria bahwa responden telah berkunjung atau memiliki pengetahuan mengenai toko. Data dikumpulkan melalui instrumen kuesioner dan dianalisis menggunakan teknik regresi linier berganda. Hasil analisis memperlihatkan bahwa aktivitas promosi memberikan dampak positif signifikan terhadap intensi pembelian dengan nilai koefisien 0,425 (p<0,05). Cara pandang konsumen mengenai harga juga menunjukkan pengaruh positif signifikan dengan koefisien 0,389 (p<0,05). Secara bersamaan, kedua variabel ini mampu memengaruhi intensi pembelian secara signifikan dengan kontribusi 64,3% (R² = 0,643), sedangkan sisanya 35,7% dijelaskan oleh faktor-faktor lain yang tidak masuk dalam penelitian. Rekomendasi dari penelitian ini adalah Mutif Store sebaiknya mengoptimalkan strategi promosi melalui media digital dan membangun persepsi nilai yang kompetitif untuk mendongkrak intensi pembelian konsumen.
Pengaruh Penataan Produk dan Brand Image Terhadap Impulse Buying di Superindo Menur Surabaya Hestin Rinda; Liling Listyawati; Hadi Sugiyanto
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i1.5662

Abstract

This study aims to find out and analyze the influence of product structuring and Brand Image on Impulse Buying in Superindo Menur Surabaya. The variables used in this study are independent variables (X) and dependent variables (Y). The independent variables in this study are product structuring (X1) and Brand Image (X2), while the dependent variable (Y) is Impulse Buying In this study, a quantitative approach is used by collecting data through questionnaires, library studies, and documentation. The population used is all consumers who have made a purchase at Superindo Menur Surabaya at least once. Using a sampling technique, namely a non-probability technique with a purposive sampling method with the following criteria: consumers, both men and women aged 18-50 years who are in the city of Surabaya, have visited at least one time at Superindo Menur Surabaya. The data in this study were tested using validity tests, reliability tests, classical assumption tests, multiple linear regressions, and hypotheses. The results of this study show that product structuring has a significant effect on impulse buying, brand image has a significant effect on impulse buying, product structuring and brand image have a significant effect together on impulse buying in Superindo Menur Surabaya.
Optimalisasi Pemanfaatan Identitas Kependudukan Digital (IKD) melalui Pelayanan Edukasi Kepada Masyarakat : Pengabdian Alifia Risha Lesmono; Slamet Riyadi; Liling Listyawati; Damajanti Sri Lestari
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 5 No. 1 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 5 Nomor 1 (Juli 2026 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v5i1.7463

Abstract

Transformasi pelayanan administrasi kependudukan berbasis digital merupakan langkah strategis pemerintah dalam meningkatkan efisiensi dan kualitas pelayanan publik. Salah satu inovasi yang dikembangkan adalah Identitas Kependudukan Digital (IKD) sebagai representasi digital Kartu Tanda Penduduk elektronik (KTP-el) yang memiliki kekuatan hukum yang sama. Namun, implementasi IKD di tingkat masyarakat masih menghadapi berbagai tantangan, terutama rendahnya literasi digital dan kekhawatiran terhadap keamanan data pribadi. Kegiatan pengabdian kepada masyarakat ini dilaksanakan melalui Program Magang dan Studi Independen Bersertifikat (MSIB) Batch 6 di Dinas Kependudukan dan Pencatatan Sipil Kota Surabaya dengan fokus pada edukasi dan pendampingan penggunaan IKD di wilayah Kecamatan Kenjeran. Metode yang digunakan adalah pendekatan partisipatif, di mana mahasiswa terlibat langsung dalam kegiatan sosialisasi, aktivasi, dan pendampingan pemanfaatan IKD di tingkat kelurahan. Hasil kegiatan menunjukkan adanya peningkatan pemahaman dan kesadaran masyarakat mengenai fungsi, manfaat, serta prosedur penggunaan IKD sebagai identitas kependudukan resmi berbasis digital. Selain memberikan manfaat langsung bagi masyarakat, kegiatan ini juga berkontribusi pada peningkatan kualitas pelayanan administrasi kependudukan di tingkat kecamatan serta memperkuat peran mahasiswa sebagai agen perubahan dalam mendukung transformasi pelayanan publik berbasis e-government.
Pengaruh Promosi Dan Kualitas Pelayanan Konsumen Terhadap Keputusan Pembelian Di Samudra Supermarket Madiun Emik Sri Wilujeng; Fedianty Augustinah; Liling Listyawati; Sarwani sarwani
Journal Of Informatics And Busisnes Vol. 3 No. 4 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jibs.v3i4.4142

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian konsumen di Samudra Supermarket Madiun. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 96 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial promosi berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 2,887 dan signifikansi < 0,05. Kualitas pelayanan juga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 5,248 dan signifikansi < 0,05. Secara simultan, promosi dan kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian dengan nilai F hitung sebesar 64,818 > F tabel 3,094. Nilai koefisien determinasi (R²) sebesar 0,582 menunjukkan bahwa 58,2% variasi keputusan pembelian dapat dijelaskan oleh kedua variabel independen tersebut, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Dengan demikian, dapat disimpulkan bahwa peningkatan promosi dan kualitas pelayanan mampu meningkatkan keputusan pembelian konsumen di Samudra Supermarket Madiun.
The Influence The Influence of Price Perception, Electronic word of mouth (e-WOM), and Product Quality on Purchasing Decisions for Culinary MSME Products in Generation Z in Bangkalan liling listyawati; Alfariza Ramdini Rahmawati; andry herawati
Journal Of Informatics And Busisnes Vol. 4 No. 2 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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

Abstract

The primary objective of this study is to analyze the contributions of price perception, electronic word-of-mouth (e-WOM), and product quality to the purchasing decisions regarding culinary MSME products among Generation Z in Bangkalan Regency. The study employs a descriptive quantitative approach using a survey method with a sample of 100 Generation Z respondents selected via purposive sampling. Data were collected using a 20-item questionnaire covering four operational variables and analyzed through multiple linear regression. Instrument testing confirmed the validity of all items, with calculated r-coefficients (0.785–0.897) consistently exceeding the critical r-table value (0.197). Internal consistency was also established, with Cronbach’s Alpha values ​​ranging from 0.907 to 0.921. Partial regression results indicate that price perception has a positive and significant impact on purchasing decisions (B=0.283; t=4.166; p<0.001). Similarly, e-WOM (B=0.342; t=4.581; p<0.001) and product quality (B=0.434; t=5.619; p<0.001) were found to exert positive and significant influences. Simultaneously, the combination of these three predictors significantly influenced the dependent variable (F=72.005; p<0.001). The Adjusted R-Square value of 0.683 indicates that 68.3% of the variation in purchasing decisions is explained by the independent variables under study, while the remaining 31.7% is attributed to external factors outside the model. Product quality emerged as the most dominant determinant.
The Influence of Online Customer Reviews and Product Quality Perception on Skintific Purchase Decisions on Tiktok Shop Ayu Nabila Fransiska; Liling Listyawati; Andry Herawati; Damajanti Sri Lestari
Harmony Management: International Journal of Management Science and Business Vol. 2 No. 4 (2025): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v2i4.493

Abstract

This study is intended to identify the impact of Online Customer Reviews and Product Quality Perceptions on Skintific Purchase Decisions on TikTok Shop. This study applies a quantitative approach through causal methods. Involving 96 respondents who have purchased and used Skintific products on the platform. Data analysis was carried out through the stages of classical assumption tests (normality, multicollinearity, and heteroscedasticity), and used multiple linear regression to test the research hypothesis. The findings show that online customer reviews and product quality perceptions have a positive and significant influence on purchase decisions, both when tested individually and together. The adjusted coefficient of determination (Adjusted R²) reaches 0.875, which means that 87.5% of the variation in purchase decisions can be explained by the two independent variables, while the remaining 12.5% is influenced by external elements outside of this model. Among the two variables studied, Online Customer Reviews were proven to have a dominant influence on Purchase Decisions, with a higher Beta value than Product Quality Perception. This conclusion emphasizes that positive reviews from customers and a good view of product quality are the main drivers for consumers to purchase Skintific products on TikTok Shop. Thus, companies are advised to maintain product reputation through consistent quality as well as optimize digital communication strategies based on customer reviews to improve consumer purchasing decisions.
Pengaruh Penggunaan TikTok Marketing dan Kepercayaan Konsumen terhadap Peningkatan Brand Awareness Produk UMKM Keripik Tempe Ngawi Sudarso Sudarso; Liling Listyawati; Anita Asnawi; Fedianty Augustinah
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 2 (2025): Oktober - Desember
Publisher : GLOBAL SCIENTS PUBLISHER

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

Abstract

Penelitian ini dimaksudkan untuk mengkaji dampak strategi pemasaran TikTok serta tingkat kepercayaan konsumen dalam meningkatkan kesadaran merek produk UMKM Keripik Tempe Ngawi. Evolusi platform media sosial, terutama TikTok, menciptakan kesempatan strategis bagi pelaku UMKM untuk mengekspansi jangkauan promosi dan membangun pengenalan merek dengan lebih optimal. Kepercayaan konsumen juga berperan esensial dalam mengkonsolidasikan memori dan identifikasi merek dalam persepsi konsumen. Riset ini menerapkan metodologi kuantitatif melalui teknik survei. Informasi dikumpulkan dengan menyebarkan kuesioner kepada 96 partisipan yang mengenal atau telah mengobservasi produk UMKM Keripik Tempe Ngawi via platform TikTok. Teknik analisis data mencakup pengujian validitas, reliabilitas, pengujian asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi (R²) menggunakan perangkat lunak SPSS. Temuan riset mengindikasikan bahwa strategi pemasaran TikTok memiliki dampak positif signifikan terhadap peningkatan kesadaran merek. Tingkat kepercayaan konsumen juga terbukti memberikan pengaruh positif signifikan terhadap kesadaran merek. Secara simultan, strategi pemasaran TikTok dan tingkat kepercayaan konsumen memberikan pengaruh signifikan terhadap peningkatan kesadaran merek produk UMKM Keripik Tempe Ngawi. Nilai koefisien determinasi memperlihatkan bahwa mayoritas variasi kesadaran merek dapat diterangkan oleh kedua variabel tersebut. Riset ini menyimpulkan bahwa optimalisasi strategi pemasaran TikTok yang dibarengi dengan pengembangan kepercayaan konsumen merupakan kombinasi krusial bagi UMKM dalam meningkatkan kesadaran merek dan kompetitivitas produk di era digital.
Co-Authors Agus Setiawan Alfariza Ramdini Rahmawati Alfian Zulfaizar Alifia Risha Lesmono Ambarwati Octaviani Andry Herawati Anita Asnawi Ayu Nabila Fransiska Damajanti Sri Lestari Dian Feriswara Emik Sri Wilujeng Fedianty Augustinah Fedianty Augustinah Ferdi Angga Kusuma Galuh Ajeng Ayuningtiyas Hadi Sugiyanto Heru Suprihhadi Hestin Rinda Irma Romauli Sinaga Karsih Moch Arfani Muhammad Efendi Ibrahim Priyanto Sarwani Sarwani Slamet Riyadi Subardini Subardini Sudarso Sudarso Susilo Wardoyo