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All Journal Tax and Finance Escalate : Economics and Business Journal
Muslichah Erma Widiana
Fakultas Ekonomi dan Bisnis Universitas Bhayangkara Surabaya
Economics, Econometrics & Finance Social Sciences

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Pengaruh Persepsi Konsumen, Faktor Lingkungan dan Komunikasi Pemasaran Terhadap Keputusan Pembelian Ikan Bandeng pada UKM Sukiran Surabaya Suci Dewi Retnani; Muslichah Erma Widiana; Enny Istanti
Tax and Finance Vol. 1 No. 2: Oktober 2023
Publisher : PT. MEDIA REKSATAMA INDONESIA

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Abstract

Saat ini di tengah arus persaingan era globalisasi membuat Usaha Kecil Menengah (UKM) harus mampu menghadapi tantangan global. Pengusaha dituntut untuk terus mengembangkan produk, meningkatkan sumber daya manusia dan teknologi, serta memperluas pemasarannya. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data dengan menyebarkan kuesioner. Populasi dari penelitian ini adalah konsumen UKM Sukiran Surabaya sampel penelitian ini sebanyak 187 orang dengan metode probability sampling. Metode analisis pada penelitian ini menggunakan analisis regresi linier berganda dengan uji hipotesis yaitu uji F (simultan), uji t (parsial) dan uji dominan. Hasil penelitian menunjukkan bahwa Persepsi Konsumen, Faktor Lingkungan dan Komunikasi Pemasaran secara simultan dan parsial berpengaruh signifikan terhadap Keputusan Pembelian. Variabel Persepsi Konsumen berpengaruh dominan terhadap Keputusan Pembelian Ikan Bandeng UKM Sukiran Surabaya. Dapat disimpulkan bahwa Persepsi Konsumen sangat penting dalam meningkatkan Keputusan Pembelian.
A SWOT-Based Approach to Smartphone Marketing: Insights from Dunia Cell Surabaya Rika Amalia Putri; Muslichah Erma Widiana; Enny Istanti
Escalate : Economics and Business Journal Vol. 3 No. 02: Strategic Innovation and Governance in Modern Business Systems: Integrating Technolog
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i02.278

Abstract

This study analyzes Dunia Cell Surabaya's marketing strategies using a SWOT framework to assess internal and external factors affecting smartphone sales. Employing a qualitative descriptive approach, data were collected through interviews, observation, and documentation, and then analyzed thematically. Results reveal that product diversity, service quality, and employee competence serve as key strengths, while limited digital marketing and high prices are significant weaknesses. Opportunities arise from Indonesia’s stabilizing economy and increasing smartphone adoption, whereas threats include fierce competition and shifting consumer behavior. The SWOT matrix positions Dunia Cell in Quadrant I, indicating a growth-oriented strategy. To sustain competitiveness, the firm should enhance its e-commerce presence, improve pricing strategies, and diversify product offerings. The study contributes to the SME marketing literature by integrating SWOT analysis with insights on digital transformation, offering actionable strategies for retail adaptation in Indonesia’s dynamic smartphone market.
Co-Authors Enny Istanti Rika Amalia Putri Suci Dewi Retnani