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All Journal Optimal: Jurnal Ekonomi dan Manajemen Indonesian Journal of Economics and Strategic Management
Mira Anggaina
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Penggunaan Analisis SWOT untuk Strategi Pemasaran dalam Meningkatkan Penjualan Dewi Puspaningtyas Faeni; Jumawan Jumawan; Nazifa Fitri; Siti Wahdaniyah Putri; Mira Anggaina; Elisa Nabila Putri; Adelia Vita Arzety
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 1 (2024): Maret : Jurnal Ekonomi dan Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i1.2567

Abstract

The level of business competition that is getting tighter at this time makes business actors need to have a strategy so that the company can survive and develop. Companies need to implement a powerful marketing program or strategy to boost shoe sales in order to prepare themselves for the increasingly fierce competition from other competing businesses. By using SWOT analysis, a business can determine which ways need to be improved both inside and outside to ensure work operations run smoothly. This research method uses a literature review method with a qualitative descriptive writing system. Using relevant previous research totaling 8 journal articles. The results showed that in the marketing process cannot be separated from the use of SWOT analysis to be able to find out what are the strengths, weaknesses, opportunities, and threats for a small business unit such as MSMEs or companies, with SWOT analysis, companies are able to develop various strategies to market their products or services in order to increase sales volume. With this increase in sales, it is hoped that it will be able to continue to develop the company in a better direction.
Analisis Strategi Pemasaran pada Toko Ayu Cosmetics di Bumyagara Mustikajaya dalam Usaha Peningkatan Pendapatan Penjualan Mira Anggaina; Hadita Hadita
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 1 (2024): Maret : Jurnal Ekonomi dan Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i1.2568

Abstract

There are many challenges faced by business people, namely technological developments and unpredictable conditions such as the Covid-19 pandemic. Since the outbreak, all fields have demanded to be digital. Business people can use this to carry out online marketing. This research aims to analyze the marketing strategy at the Ayu Cosmetics Store in Bumyagara Mustikajaya in an effort to increase sales revenue before and after the Covid-19 pandemic. The approach taken is a qualitative description method in the form of interviews with shop owners, observations, and literature studies to support research data. It was found that even though it has not used online marketing, Toko Ayu Cosmetics can still survive by relying on several salons that it subscribes to, and the ability of the owner who continues to want to learn and understand the market situation. So the next online marketing strategy that will be implemented is to use digital/e-commerce platforms such as Shopee which focuses on selling beauty salon products.
PENGARUH STORE ATMOSPHERE, LOKASI, DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN SUGA COFFEE & KITCHEN Mira Anggaina; Andrian; Haryudi Anas
IJESM Indonesian Journal of Economics and Strategic Management Vol. 3 No. 1 (2025): March
Publisher : Draf Solusi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69718/ijesm.v3i1.412

Abstract

Penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh store atmosphere, lokasi, dan customer review terhadap keputusan pembelian Suga Coffee & Kitchen. Penelitian ini merupakan jenis penelitian kuantitatif. Data dikumpulkan melalui penyebaran kuesioner pada Google Form. Metode pengambilan sampel pada penelitian ini menggunakan non-probability sampling dengan teknik accidental sampling dengan jumlah sampel yang digunakan sebanyak 119 responden. Metode analisis data yang digunakan untuk mengolah data adalah aplikasi SPSS Versi 25. Hasil penelitian menunjukkan bahwa variabel Store Atmosphere berpengaruh positif dan signifikan terhadap Keputusan Pembelian, variabel Lokasi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan variabel Customer Review berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kemudian variabel Store Atmosphere, Lokasi dan Customer Review secara simultan berpengaruh terhadap Keputusan Pembelian.
Co-Authors Adelia Vita Arzety Andrian Dewi Puspaningtyas Elisa Nabila Putri Hadita Hadita Haryudi Anas Jumawan, Jumawan Nazifa Fitri Siti Wahdaniyah Putri