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All Journal Value : Journal of Management and Business Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Pratama, Reyhan Atallah Syah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Analisis Penentuan Strategi Bersaing pada Bisnis Usaha Kafe Omah Koempoel Iftikar, Muhamad Zaki; Utama, Afwan Syahru; Rahmadhi, Nanda Supraba; Yuananto, Muhammad Naufal; Pratama, Reyhan Atallah Syah; Wardani, Salsabilah Herman Putri
Value : Journal of Management and Business Vol. 7 No. 1 (2022): Value : Journal of Management and Business
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35706/value.v7i1.7233

Abstract

Omah Koempoel is one of the cafes in Batu Tourism City that has many customers because it provides a natural and contemporary cafe concept through neatly arranged joglo-joglo buildings. Because it has many competitors and must be able to satisfy every customer who comes, Omah Koempoel needs to find a strategy to help win the cafe business in Batu Tourism City. The method that used in this study is a strategic management matrix formulation consisting of 3 stages or stages, namely the Input Stage with the Internal Factor Evaluation (IFE) Matrix and the External Factor Evaluation (EFE) Matrix; the Matching Stage using Internal External Matrix (IE) analysis, and the Decision Stage using the QSPM Matrix (Quantitative Strategic Planning Matrix). The results of this study get alternative strategies that Omah Koempoel can use is a development strategy by expanding its market share, expanding business locations, expanding business in other sectors, finding suitable and appropriate locations for the establishment of new businesses, maximizing digital media that is currently developing this, as well as being more active and aggressive in promoting the products offered.
The Influence of Location, Price Perception, and House Design on The Purchase Intention of Mansion Nine Landing Houses Pratama, Reyhan Atallah Syah; Rohman, Fatchur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.03.

Abstract

Purpose – This study aims to analyze the effects of location, price perception, and house design on the purchase intention of Mansion Nine landed houses among millennials in Surabaya.  Design/methodology/approach – This study employs a quantitative explanatory research design to examine the relationships between location, price perception, house design, and purchase intention. Data were collected through an online questionnaire from 220 millennial respondents who are familiar with Mansion Nine housing products. The data were analyzed using multiple linear regression with IBM SPSS Statistics version 26.   Findings – The results indicate that location, price perception, and house design each have a positive and significant effect on purchase intention. These findings suggest that strategic location, competitive pricing, and attractive housing design are key factors influencing millennials’ intention to purchase landed houses.   Originality/value – This study contributes to real estate marketing literature by identifying the combined influence of location, price perception, and house design on millennial purchase intention in the Indonesian housing sector. The findings provide practical implications for property developers in designing more effective marketing strategies that align with millennial preferences.
Co-Authors Fatchur Rohman Muhamad Zaki Iftikar Rahmadhi, Nanda Supraba Utama, Afwan Syahru Wardani, Salsabilah Herman Putri Yuananto, Muhammad Naufal