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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

The demand for housing in Indonesia continues to increase, particularly among the millennial generation. However, a contrasting trend is observed with one prominent housing developer, Mansion Nine, which has experienced a decline in sales over the past few years. This highlights the urgency of understanding the factors that influence the purchase intention of millennials, especially in Surabaya. This study aims to analyze the effects of location, price perception, and house design on the purchase intention of Mansion Nine's landed houses among millennials in Surabaya. This research uses an explanatory quantitative approach. Data was collected through an online questionnaire involving 220 millennial respondents who are familiar with Mansion Nine's housing products. The data analysis technique used is multiple linear regression, with the assistance of SPSS software version 26. The results indicate that location, price perception, and house design have a positive and significant impact on purchase intention. Strategic locations, competitive prices, and attractive house designs and types are the main considerations in influencing millennials' purchase intention for landed houses. The implications of this study provide insights for housing developers to design more effective marketing strategies to attract millennial interest, focusing on selecting strategic locations, setting competitive prices, and offering house designs that match their preferences
Co-Authors Fatchur Rohman Muhamad Zaki Iftikar Rahmadhi, Nanda Supraba Utama, Afwan Syahru Wardani, Salsabilah Herman Putri Yuananto, Muhammad Naufal