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All Journal Journal of Economics and Business UBS Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Nila Armelia Windasari
Institut Teknologi Bandung
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Community Utilization Strategy To Increase The Number Of Customers For Mattea Social Space Harry Sipangkar; Nila Armelia Windasari
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.98

Abstract

Mattea Social Space was founded in May 2021, running under PT. Hita Kreatif Nusantara. Mattea Social Space is a space that has a semi cafe and semi restaurant concept. located on jl. Rawasari Bar. I, DKI Jakarta. The second branch which is being built is located on jl. Raya Pekayon No.10, RT.04/RW.01, Pekayon Jaya, Bekasi City, which has an area of 1515 square meters. Mattea Social Space focuses on the variety of food and drinks sold, the area of the customer's seating area and the concept of a nice place with tropical and industrial themes, with the majority of the area being 60% outdoor, 25% semi-outdoor. and 15% indoors. The problem that Mattea Social Space is currently facing is that there has been a decrease in the number of customers in the last few months, the trend of which has been decreasing since the middle of the year. The purpose of the research is first, to find out the best strategy to increase customers by leveraging the community. Second, to propose an implementation plan for the proposed strategy. The conceptual framework used by researchers in this study is that community marketing and community building will affect brand loyalty, and brand loyalty will ultimately increase the number of customers. This research method uses a qualitative approach with data collection techniques, namely observation and interviews. Data analysis with internal and external analysis as a tool for developing programs and strategies to be implemented. From the results of internal research, it is known that the problem that causes a decrease in customers is because many customers move from their gathering places to other or new places that have a different atmosphere. So Mattea Social Space needs a competitive advantage in areas other than the building without spending a lot of money. The results of the study show that the best strategy to increase customers for Mattea Social Space is to create a Community Ecosystem of Mattea Social Space, where Mattea Social Space becomes a gathering place for many communities to gather and carry out various activities in it by providing certain benefits, then as a supporter, it is also necessary to carry out and routinely schedule employee training programs related to service improvement and product development, and also need to implement and schedule routine maintenance for all areas and equipment owned by Mattea Social Space. Then this is carried out under control by making plans to implement these strategies for one calendar year 2023 as well as the KPI (Key Performance Indicator) for each action.
Analyzing The Impact of Price, Brand Perception, and Flavor Importance on Consumer Switching Behavior: A Case Study of Gudang Garam in The Indonesian Cigarette Market Erlangga Nata Wijaya; Nila Armelia Windasari
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (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.v7i5.7203

Abstract

The Indonesian cigarette industry is a highly competitive and heavily regulated market, where consumer preferences are influenced by various factors, including price, brand perception, and flavor. This study examines the key determinants of consumer switching behavior in the cigarette market, focusing on PT. Gudang Garam, a major tobacco producer in Indonesia. Over the past three years, the company has experienced a decline in market share, raising concerns regarding the effectiveness of its branding, pricing, and product offerings. This research aims to analyze the extent to which price, brand perception, and flavor importance affect consumer switching behavior. A quantitative approach was employed, using survey data collected through structured questionnaires. The data were analyzed using structural equation modeling to test the relationships among these variables. The findings indicate that price exerts the most significant influence on consumer switching, followed by flavor importance, while brand perception plays a comparatively smaller role. The mediation analysis further reveals that price acts as an intermediary between brand perception and switching behavior, as well as between flavor importance and switching behavior, reinforcing the central role of pricing strategies in the industry.The results suggest that Gudang Garam must reconsider its pricing model and explore cost-effective strategies to compete in the price-sensitive segments. Additionally, product diversification, particularly in flavored cigarette offerings, is critical in responding to shifting consumer preferences. Enhancing brand perception through modernized marketing strategies may also contribute to improving customer retention. These findings offer valuable insights for industry stakeholders, highlighting the importance of aligning pricing, product innovation, and brand positioning with evolving market demands.
Co-Authors Erlangga Nata Wijaya Harry Sipangkar