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All Journal International Journal of Economics, Management, Business, and Social Science Transekonomika : Akuntansi, Bisnis dan Keuangan
Palupi, Anistya
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Marketing Strategies in Increasing Sales of 136 Roastery & Coffeeshop in East Java Wulandari, Lia; Palupi, Anistya; Digdowiseiso , Kumba
INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS) Vol. 4 No. 1 (2024): January 2024
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/ijembis.v4i1.355

Abstract

Coffee is a drink that comes from roasted and processed coffee beans, has global appeal with a variety of types, flavors and brewing methods. Coffee beans are obtained from coffee berries that grow mainly in tropical areas, such as Malang City, East Java, which is known for its moderate humidity level and average temperature of 27°C, giving coffee from this area a special taste. With the times, coffee shops have become popular places to enjoy coffee and work. 136 Roastery & Coffeeshop, seeing opportunities in the rapidly growing coffeeshop industry in Indonesia, especially in East Java, decided to invest in a roaster machine. This research is a response to the company's efforts to increase sales using various methods to achieve and increase profits. By facing various obstacles and weaknesses, companies innovate according to current developments to have characteristics that differentiate them from competitors. This research aims to evaluate the strengths and weaknesses of the marketing strategies implemented by 136 Roastery & Coffeeshops in East Java. Qualitative research methods using primary and secondary data, involving interviews and documentation, show that companies can increase sales by implementing marketing strategies using the 7P Marketing Mix and SWOT Analysis.
Pengaruh Brand Ambassador, Brand Awareness, dan Iklan Terhadap Keputusan Pembelian Keju Prochiz Gold Series di Jakarta Selatan Palupi, Anistya; Hardini, Resti
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 5 No. 2 (2025): March 2025
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v5i2.911

Abstract

This study aims to analyze the impact of Brand Ambassadors, Brand Awareness, and Advertising on the Purchase Decision of Prochiz Gold Series Cheese in the South Jakarta area. A total of 97 respondents were calculated as a sample using the Lemeshow formula. Non-probability sampling method was used to determine the sample, with purposive sampling technique. Research respondents were selected based on the criteria of those who have purchased and used Prochiz Gold Series Cheese, and have an address in South Jakarta. From the analysis, the multiple linear regression model found was Purchase Decision = KP = 0.142BAM + 0.532BAW + 0.312I. This study concludes that separately, Brand Ambassadors have a positive and significant influence on purchasing decisions for Prochiz Gold Series Cheese, because the T-value is greater than the T-table (2.015> 1.98552). Similarly, Brand Awareness also has a positive and significant influence on purchasing decisions for Prochiz Gold Series Cheese, with a T-value greater than the T-table (6.825 > 1.98552). In addition, advertising also has a positive and significant influence on purchasing decisions for Prochiz Gold Series Cheese, as the T-value is greater than the T-table (4.071 > 1.98552).
Co-Authors Digdowiseiso , Kumba Resti Hardini Wulandari, Lia