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All Journal JWM (JURNAL WAWASAN MANAJEMEN) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Sama, I Wayan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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KEPUTUSAN MEMBELI KONSUMEN DI WARUNG MAKAN KAKI LIMA DI SURABAYA-INDONESIA Indrawati, Mei; Sama, I Wayan
JWM (JURNAL WAWASAN MANAJEMEN) Vol. 12 No. 2 (2024)
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jwm.v12i2.282

Abstract

The tight competition between food stalls scattered in the corners of the city, on the roadside in Surabaya, requires marketers to know the factors that influence someone to buy food at street food stalls. Researchers use the factors of service quality, product, and price as determining factors for someone to make a purchase at a street food stall. The population in this study were all food buyers at street food stalls. Determination of a sample of 120 people was carried out purposively with quota sampling. The research was conducted from March 2023 to April 2023. The results of the research on service quality, products, and prices affect purchasing decisions at street food stalls.
CONSUMER BEHAVIOR-BASED MARKETING STRATEGY : A STUDY ON INDOSAT OOREDOO USERS IN SURABAYA Indrawati, Mei; Putra, Allen Pranata; Sama, I Wayan
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5194

Abstract

This study aims to analyze the marketing strategy based on consumer behavior of Indosat Ooredoo users in the city of Surabaya. The main focus of the research is to understand consumer behavior in choosing and using telecommunication services, identify factors that influence consumer decisions, and formulate relevant marketing strategies based on consumer preferences and needs. This research uses a qualitative approach with data collection methods in the form of in-depth interviews, observations, and documentation. The informants consist of Indosat Ooredoo consumers and relevant internal parties. The results of the study show that consumer behavior is influenced by preferences for competitive pricing, network stability, service personalization, and digital experience through the MyIM3 application. The main factors that influence consumer decisions include price, network quality, digital innovation, and brand image. Based on these findings, recommended marketing strategies include adjusting data plans for specific market segments, improving network quality, strengthening digital features, and customer service responsiveness. This research has limitations in its limited scope to the city of Surabaya and a qualitative approach that relies on the subjectivity of the informant. Further research with a quantitative approach or a broader scope is recommended to provide a more comprehensive understanding.
Co-Authors Allen Pranata Putra Mei Indrawati, Mei