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All Journal SEIKO : Journal of Management & Business Journal of Management and Social Sciences IIJSE Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Akademik Pengabdian Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam JURNAL MULTIDISIPLIN ILMU AKADEMIK Green Inflation: International Journal of Management And Strategic Business Leadership Jurnal Bisnis, Ekonomi Syariah dan Pajak Journal of Ekonomics, Finance, and Management Studies International Journal of Social, Economic, and Business
Ety Dwi Susanti
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Transportation

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The Influence of Variety Seeking, Dissatisfaction, and Lifestyle on Smartphone Brand Switching from Android to iPhone (A Study on Students of UPN "Veteran" Jawa Timur) Redyvastyo Ari Nurogo; Ety Dwi Susanti
International Journal of Social, Economic, and Business Vol. 2 No. 2 (2025): December 2025
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i2.112

Abstract

The intense competition in the smartphone industry in Indonesia requires companies to continuously innovate in order to maintain consumer loyalty and prevent brand switching. The phenomenon of brand switching, particularly from Android to iPhone, is influenced by various psychological and social factors. This study aims to analyze the influence of Variety Seeking, Dissatisfaction, and Lifestyle on brand switching among students of UPN "Veteran" Jawa Timur. This research employs a quantitative method with a causal associative design. The sample consists of 100 UPN "Veteran" Jawa Timur students who have switched from Android to iPhone, selected using purposive sampling techniques. Primary data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS software. The findings reveal that the three variables significantly affect brand switching, both collectively (simultaneously) and individually (partially). The adjusted coefficient of determination (Adjusted R Square) shows that these factors collectively explain 40.2% of the variation in brand switching decisions. Further analysis indicates that Variety Seeking is the most dominant factor, contributing 47.38%, followed by Dissatisfaction at 40.24%, and Lifestyle at 12.38%. Based on these results, the desire to seek new experiences emerges as the primary driver of brand switching, strengthened by dissatisfaction with previous products and validated by lifestyle compatibility.
Pengaruh Online Customer Review, Food Influencer dan Content Marketing terhadap Tingkat Kunjungan Bakso Mas Roy Cabang Surabaya Timur Devi Khoiriyah; Ety Dwi Susanti
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.1749

Abstract

This research aims to determine the influence of online customer reviews, food influencers, and content marketing on the level of customer visits at Bakso Mas Roy East Surabaya Branch. The research was carried out using quantitative methods with an associative approach, the population used was all customers of the East Surabaya branch of Mas Roy meatballs. A sample of 194 respondents who were met by the author at the research location, these results were obtained using the Slovin formula. The research results show that the online customer review variable (X1) is 0.000 < 0.05. t-calculated value -3.812 < t table 1.972 So H1 is accepted, meaning that the online customer review variable has a partially negative effect on the level of customer visits from Bakso Mas Roy. on the food influencer variable (X2) it is 0.001 < 0.05. The calculated t value is 3.320 > t table 1.972. So H2 is accepted, meaning that the food influencer variable partially influences the level of visits. content marketing variable (X3) is 0.000 < 0.05. The calculated t value is 3.947 > t table 1.972. So H0 is rejected and H3 is accepted, meaning that the content marketing variable partially influences the level of visits.
Optimalisasi Strategi Segmentation, Targeting dan Positioning dalam Meningkatkan Penjualan pada Mie Kirin Loe Gresik Ferry Fahrial Rakhmad; Ety Dwi Susanti
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 4 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i4.1872

Abstract

This research was conducted on the basis of the rise of food and beverage businesses in Gresik Regency. The research methodology used uses a qualitative descriptive approach to determine segmentation, targeting and positioning strategies in increasing sales at the Kirin Loe Ramen Noodle business in Gresik. In collecting data, researchers carried out observations, in-depth interviews and documentation to identify segmentation, targeting and positioning of Mie Kirin Loe. Based on the results obtained by researchers, there are (1) Mie Kirin Loe segmentation including geographical, close to residential areas, near offices and industry, the demographic segment is 15-40 years old. The psychographic segment tends to be female ramen noodle consumers who have a consumptive nature and high curiosity, local people who like Padas. The consumer behavior segment wants low prices with the best product quality so that consumers are interested in coming back. (2) Targeting based on determining a responsive semi-selfservice pattern that prioritizes consumer comfort, sales potential focuses on UVP (Unique Value Product), media reach optimizes digital marketing through the Facebook, Instagram and Tiktok platforms. (3) Positioning based on attributes reflects Japanese culture starting from the logo, decoration and menu, based on the product category Kirin Loe Noodles offers a guarantee of quality, taste and uniqueness of the product that is different from others. Positioning with Japanese cultural nuances, according to price, Mie Kirin Loe adjusts prices to the specified target market and provides a varying price range from cheap to expensive.
Analisis Penerapan Segmenting, Targeting, dan Positioning dalam Kesuksesan Usaha pada Bisnis Franchise Pocong Pancong Mumtaza Rifda Maulidiyah; Ety Dwi Susanti
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 6 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i6.2151

Abstract

One major factor that contributes to a business enterprise's success is often the result of really poor market performance. Due to this persaingan, every business owner must take action to strengthen the business that is currently being conducted by implementing a few strategies such as segmentation, targeting, and positioning. These strategies were implemented by the Pocong Pancong franchise, and as of right now, they can be applied to most types of business persaingan. The purpose of this study is to analyze the Segmenting, Targetting, and Positioning that have been carried out by the Pocong Pancong franchise using a deskriptif qualitative research method with data collection by observation, interviews, and documentation. The types and summaries of data that are used combine primary and secondary data, resulting in a profit margin in this business that focuses on behavioral segmentation.The objective that is being pursued is to use product specialization as a means of product development and market segmentation as a means of product development strategy. When positioning products, Pocong Pancong franchises do so based on price and quality, where products with higher quality than their category competitors are offered at a higher price. Due to this, the strategies of segmentation, targeting, and positioning that the Pocong Pancong franchise has implemented in order to achieve the necessary success can be emphasized.
Pengaruh Customer Experience Dan Customer Satisfaction Terhadap Pembelian Ulang Produk Hanasui Mattedorable Lip Cream (Boba Edition) Nahdila Trisna Dwi Saryono; Ety Dwi Susanti
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 8 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i8.2282

Abstract

The purpose of this research is to determine the influence of Customer Experience, Customer Satisfaction, and the influence of Customer Experience and Customer Satisfaction simultaneously on repeat purchases of Hanasui Mattedorable Lip Cream (Boba Edition) products. The method used in this research is explanatory research with a quantitative approach. With the results, Customer Experience partially has a positive and significant effect on repeat purchases of Hanasui Mattedorable Lip Cream (Boba Edition) products, Customer Satisfaction partially has a positive and significant effect on Repurchases of Hanasui Mattedorable Lip Cream (Boba Edition) products, and Customer Experience, and Customer Satisfaction simultaneously influence repeat purchases of Hanasui Mattedorable Lip Cream (Boba Edition) products.
Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Loyalitas Pelanggan Produk Body Lotion Nivea: Studi pada Pengikut Akun Shopee Nivea Official Store Ratna Kusumawati Putri; Ety Dwi Susanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.1879

Abstract

This research aims to determine the influence of brand image, price and product quality on customer loyalty to Nivea body lotion products (study of followers of the Shopee Nivea Official Store account). The method used in this research is a quantitative type method. The population in this study were followers of the Shopee Nivea Official Store account. The sample used was 100 taken using purposive sampling technique. Based on the results of the data processing, in the F test it can be stated that the calculated F is 22,476 > F table 2.699 with a significance level of 0.000 < 0.05. So the results of the F test show that the variables Brand Image, Price and Product Quality simultaneously influence Customer Loyalty. In the t test, the sig value for the brand image variable (X1) is 0.000 < 0.05. The calculated t value is 7.781 > t table 1.984. So H0 is rejected and H1 is accepted, meaning that the Brand Image variable partially influences Customer Loyalty. The sig value of the Price variable (X2) is 0.004 < 0.05. The calculated t value is -2.964 < t table 1.984. So H0 is rejected and H2 is accepted, meaning that the Price variable has a partial negative effect on Customer Loyalty. The significance value for the Product Quality variable (X3) is 0.000 < 0.05. The calculated t value is -4.086 < t table 1.984. So H0 is rejected and H3 is accepted, meaning that the Product Quality variable has a partial negative effect on Customer Loyalty.
Strategi Marketing Mix dalam Pengembangan Usaha Berdasarkan Analisis Product Life Cycle (PLC): Studi pada Usaha Maharaja Garment Bangkalan Ema Oktavia Rahmawati; Ety Dwi Susanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.2080

Abstract

Every business has a goal to achieve profitability and when the business is successful, further development becomes a necessity. Today, the business that continues to grow and is always sought after by people is the convection business. This convection business aims to meet the needs of clothing as people's main clothing by placing orders in large quantities and following the development of trends. An example is the "Maharaja Garment" Convection in Bangkalan, which operates in the midst of competition from similar competitors, so it requires long-term business development to continue to grow. In this context, this research is descriptive, using data collection techniques through observation and documentation. The types and sources of data used include primary and secondary data. This study aims to determine the company's business strategy by applying the Product Life Cycle method. The results of the calculation using the Polli and Cook method show that the convection business of "Maharaja Garment" is in the growth stage. Therefore, the business development is carried out by designing marketing strategies in accordance with the stages of the product life cycle. This strategy includes various product models with superior raw materials, providing guarantees and excellent service, offering discounts, implementing promotions through advertising, and expanding strategic new business premises in the city centre.
Pengaruh Customer Trust dan Fitur Live Streaming pada Aplikasi Shopee Terhadap Impulse Buying dalam Pembelian Produk Fashion dan Aksesoris Oleh Masyarakat: Studi pada Masyarakat Kota Surabaya Erlinda Dwi Prastiwi; Ety Dwi Susanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.2082

Abstract

This study aims to examine the influence of customer trust and live streaming features on impulse buying in the purchase of fashion products and accessories by the residents of Surabaya city through the Shopee application. This research is quantitative in nature, involving a sample of 100 Shopee application users in Surabaya city. The sampling method employed is non-probability, specifically purposive sampling, with respondents aged between 17-40 years old, users of the Shopee application, who have made at least one purchase of fashion products and accessories through live streaming on the Shopee e-commerce platform, and residing in Surabaya city. Data collection is conducted online by distributing questionnaire links to the respondents. The results of this study indicate that both customer trust and live streaming have a significant simultaneous effect on impulse buying. Customer trust has a significant partial effect on impulse buying, while live streaming also has a significant partial effect on impulse buying.
Pengaruh Store Atmosphere dan Kualitas Produk Terhadap Kepuasan Pelanggan pada Eiger Adventure Flagship Store Merr Surabaya: Studi pada Eiger Adventure Flagship Store Merr Surabaya Laurentina Kurniasari; Ety Dwi Susanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 10 (2024): 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.v6i10.2989

Abstract

This research aims to determine and analyze the influence of store atmosphere on customer satisfaction at the Eiger Adventure Flagship Store Merr Surabaya. The method used is a quantitative research method which has a positivist philosophy, used in research on certain populations or samples, sampling techniques are generally carried out randomly, data collection uses research instruments, quantitative or statistical data analysis aims to test predetermined hypotheses. With the results of this research, there is high customer satisfaction with Eiger Adventure Flagship products at the Merr Surabaya Store for Eiger product users because of the Store Atmosphere and Product Quality which makes consumers feel satisfied with Eiger products. So it is hoped that in the future Eiger will be able to maintain and continue to improve product quality so that consumers do not feel disappointed with Eiger products and also the Eiger store will still be able to maintain and also renew the store atmosphere that has been implemented now because from the results of this research almost all respondents like the atmosphere of the Eiger store. Because with quality products and a pleasant store atmosphere, it will create customer satisfaction with a feeling of satisfaction felt by customers, so customers will become loyal to the Eiger brand.
Pengaruh Influencer Marketing dan Kualitas Produk Terhadap Brand Awareness Produk Scarlett Whitening: Studi Kasus pada Pengikut Akun Scarlett Whitening di Aplikasi Tiktok Talenta Aulia Moekti; Ety Dwi Susanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 10 (2024): 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.v6i10.2992

Abstract

This research aims to determine and analyze the influence of influencer marketing and product quality simultaneously on brand awareness of Scarlett Whitening products among followers of the Scarlet Whitening account on the TikTok application. In this research, the type used is quantitative research. This quantitative object emphasizes the analysis of data in the form of numerical or numbers processed using statistical methods to determine the influence of one variable on other variables. With the results of this research which shows how brand awareness of Scarlett Whitening products has increased among followers of the Scarlett Whitening account on the TikTok application (2023) due to the influence of many influencers who provide content that is interesting, good, unique and in line with the values ​​provided by the brand, consumers will more interested in reviewing it and even sharing it so that the reach given will be wider, thus influencing brand awareness of Scarlett Whitening. Of course, brand awareness itself has the aim of making the brand a leading product or top of mind product so that it will be easily recognized by consumers and increase sales of Scarlett Whitening.
Co-Authors Abyaan Basyaar Roofif Aditya Chandra Winata Devi Khoiriyah Elok Venanda Tessa Lonika Ema Oktavia Rahmawati Erlinda Dwi Prastiwi Ferry Fahrial Rakhmad Hendrik Agil Saputra Laila Romadhoni Ayu Fitria Laurentina Kurniasari Mista Octavia Moh. Iqbal Prasetyo Ritonga Muhammad Khulilurrohman Mukhamad Iksan Mumtaza Rifda Maulidiyah Nadya Faisa Ramadhani Putri Buwono Nahdila Trisna Dwi Saryono Nazla Taslia Farah Oggi defa Adetya Ratna Kusumawati Putri Redyvastyo Ari Nurogo Refera Fi Sabillah Sisilia Putri K.D Sonja Andarini Talenta Aulia Moekti