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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi People and Behavior Analysis (PBA)
Ina Kartika Wati
Universitas Teknologi Muhammadiyah Jakarta
Economics, Econometrics & Finance Environmental Science Social Sciences

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ANALISIS SWOT SERTA PEMANFAATAN DIGITAL MARKETING DALAM UPAYA PENGEMBANGAN PEMASARAN WARUNG RIDHO DI LAMPUNG SELATAN PADA MASA COVID-19 Ina Kartika Wati; Heri Ispriyahadi
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 1 No. 12 (2023): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : CV SWA Anugrah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v1i12.780

Abstract

enelitian ini menganalisis pengaruh pandemi Covid-19 terhadap bisnis mikro Warung Ridho di Lampung Selatan. Dengan menggunakan pendekatan SWOT, penelitian ini mengidentifikasi kekuatan dan kelemahan internal warung, serta peluang dan ancaman eksternal yang dihadapi selama pandemi. Selain itu, studi ini menyoroti pentingnya strategi Digital Marketing dalam mengembangkan pemasaran Warung Ridho. Melalui wawancara dan analisis data, ditemukan bahwa Warung Ridho memiliki kualitas produk dan pelayanan yang baik, tetapi perlu meningkatkan kehadiran online dan variasi produk serta cara bertransaksi sehingga dapat membantu warung menjangkau lebih banyak konsumen dan memperluas pangsa pasar. Hasil penelitian ini secara keseluruhan mendukung hipotesis yang diajukan, yaitu bahwa penerapan strategi Digital Marketing akan memiliki pengaruh positif terhadap pertumbuhan dan adaptasi bisnis mikro Warung Ridho selama pandemi Covid-19.
Exploring User Experiences with E-wallet DANA among Indonesian Millennials: E-satisfaction and E-loyalty Analysis Ina Kartika Wati; Abdul Mukti Soma; Heri Ispriyahadi
People and Behavior Analysis Vol. 2 No. 2 (2024): May - September Volume
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/pba.v2i2.2317

Abstract

Millennials have been significantly shaped by advancements in internet technology, affecting their preferences and behaviors. This generation is characterized by comfort with digital tools, multitasking abilities, and a preference for flexibility. As technology evolves, millennials will also encounter challenges like the Fear of Missing Out (FOMO), which is particularly evident in the financial sector, which drives the adoption of digital payment systems and fintech solutions. This study analyzes millennial satisfaction with DANA, a prominent digital payment system in Indonesia, and investigate how satisfaction predicts loyalty. Using a quantitative approach, data were collected from 150 respondents, all of whom were millennials, using DANA via Google Forms on a 5-point Likert scale. This study employed Partial Least Squares (PLS) statistics to examine the correlation between customer satisfaction and loyalty. The results reveal a strong positive correlation, underscoring the importance of user satisfaction as a key driver of loyalty. These findings provide valuable insights for developing marketing strategies and enhancing customer retention in the digital payment industry.
Co-Authors Abdul Mukti Soma Heri Ispriyahadi Ispriyahadi, Heri