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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Kewirausahaan dan Inovasi
Hussein , Ananda Sabil
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Pengaruh Perceived Value, Brand Image, Dan Service Quality Terhadap Loyalitas Konsumen Denelsky, Clementhio; Hussein , Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 2 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.2.03

Abstract

The growth of the ice cream industry resulted in intense competition in the industry. This research was conducted with the aim of identifying the impact and relationship between perceived value, brand image, and service quality on consumer loyalty in Mixue. The writer is interested in examining the effect partially. This research is included in the category of explanatory research which aims to explain the causal relationship between the variables studied through hypothesis testing. The sampling method used is non-probability sampling using a purposive sampling method, in which respondents must be at least 17 years old and have purchased products at Mixue outlets in Malang City. Data analysis in this study was carried out using the SPSS 24 application (Statistical Package for the Social Sciences) to perform multiple linear regression testing.   Abstrak Pertumbuhan industri es krim mengakibatkan ketatnya persaingan pada industri tersebut. Penelitian ini dilakukan dengan tujuan untuk mengidentifikasi dampak dan hubungan antara perceived value, brand image, dan service quality terhadap loyalitas konsumen di Mixue. Penulis tertarik untuk meneliti pengaruh secara parsial. Penelitian ini termasuk dalam kategori penelitian eksplanatori yang bertujuan menjelaskan hubungan sebab-akibat antara variabel yang diteliti melalui pengujian hipotesis. Metode sampling yang digunakan adalah non probability sampling dengan menggunakan metode purposive sampling, di mana responden harus berusia minimal 17 tahun dan pernah melakukan pembelian produk di gerai Mixue di Kota Malang. Analisis data dalam penelitian ini dilakukan menggunakan aplikasi SPSS 24 (Statistical Package for the Social Sciences) untuk melakukan pengujian regresi linear berganda.
ANALISIS SWOT-AHP DALAM MENENTUKAN STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN Hadi, Ahmad Abdul; Hussein , Ananda Sabil
Jurnal Kewirausahaan dan Inovasi Vol. 2 No. 4 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2023.02.4.03

Abstract

The growing globalization era has required businesses to adapt to the increasingly competitive markets. Hobi Amatir is a business that sells ornamental fish. The sales volume of this company was decreasing, requiring it to develop its marketing strategy and improve its service in order to survive the business competition. The objective of this case study is to design alternate marketing strategies and to determine the prioritized marketing strategies. The population and the sample serve as the informants. Here SWOT was used to analyze the business’ internal and external environments, while Analytical Hierarchy Process was used to measure the weight of each factor and prioritized marketing strategy. The Analytical Hierarchy Process consisted of objective tier (the prioritized marketing strategy for Hobi Amatir), Criterion tier (consumer, cost, convenience, and communication), and alternative tier (the weakness-opportunity strategy). The data was harvested observations, questionnaires, and interviews with six key informants considered knowledgeable and capable of handling the marketing. This study finds that, in criterion tier, consumer is the prioritized factor (0.408) and that, in alternative tier, handling the breeding and selling of predatory ornamental fish is the prioritized alternate strategy (0.300).
Analisis Metode AHP untuk Menentukan Strategi Pemasaran Balafif, Muhammad Ferdan; Hussein , Ananda Sabil
Jurnal Kewirausahaan dan Inovasi Vol. 3 No. 1 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2024.03.1.20

Abstract

Appropriate marketing strategies are one of the essentials for companies in their effort of making progress. A good company must certainly have well-considered strategies in order to enhance and maximize its sales volume. The main problem to be discussed in this research is the decreasing number of tourists who visit Utama Raya Rest Area. Analytical Hierarchy Process was used since this method enables the identification of criteria that are more important than the others. The application of this decision- supporting system application can help the researcher solve the said problems and facilitate decisions to be made for Utama Raya Rest Area.   Abstrak Menentukan strategi pemasaran yang tepat bagi perusahaan merupakan hal yang sangat berpengaruh bagi kemajuan perusahaan. Perusahaan yang baik tentunya harus memiliki strategi perusahaan yang cukup matang dalam rangka untuk meningkatkan dan memaksimalkan volume penjualannya. Berdasarkan dari permasalahan yang ada yaitu menurunnya wisatawan pada Rest Area Utama Raya, maka dari hal tersebut peneliti akan melakukan penelitian dengan menggunakan metode Analythical Hierarchy Process dimana metode ini digunakan dalam menentukan kriteria mana yang lebih penting dengan mebandingkan nilai antar satu kriteria dengan kriteria yang lainnya. Sehingga dengan penerapan sistem pendukung keputusan ini dapat membantu peniliti untuk memecahkan masalah  serta memudahkan dalam pengambilan keputusan pada Rest Area Utama Raya.
Co-Authors Balafif, Muhammad Ferdan Denelsky, Clementhio Hadi, Ahmad Abdul