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All Journal Al-Kharaj: Journal of Islamic Economic and Business Riset Ilmu Manajemen Bisnis dan Akuntansi
Juwairiazizah Rasta
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis SWOT Dalam Strategi Pemasaran Pada Mcdonald’s Juwairiazizah Rasta; Tia Deja Pohan; Nurbaiti Nurbaiti
Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi Vol. 2 No. 1 (2024): Februari : Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/rimba.v2i1.524

Abstract

Technological developments in Indonesia have an influence on current developments, especially fast food restaurants which are currently a trend among consumers, including McDonald's. With the trend of fast food such as McDonald's, many competitors have emerged with similar companies. This research was conducted with the aim of knowing and analyzing McDoanald's marketing strategy using a SWOT analysis consisting of Strengths, Weaknesses, Opportunities and Threats. The method in this research is a case study using SWOT analysis. The data used in this research is secondary data. On the other hand, qualitative research is a type of research that uses techniques to extract information using data sets that are larger than one point of view, such as journals, articles, and so on. This type of qualitative research is carried out by collecting clear data to analyze information related to ongoing research. The research results show that McDonald's has strengths, weaknesses, opportunities and threats in its marketing activities. The results of the analysis show that McDonald's must use a strategy to increase the effectiveness of promotions through advertising, media and existing websites as well as adding sponsorship and collaboration with other top artists.
Consumer Perception Analysis of Samsung Products Related to the Controversial Issue of BTS's Suga as Brand Ambassador Juwairiazizah Rasta; Nursantri Yanti; Juliana Nasution
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 2 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i2.7309

Abstract

This study analyzes consumer perceptions of Samsung products promoted by BTS's Suga as a brand ambassador, focusing on the impact of the controversial issue related to DUI involving Suga. The research method used is a descriptive qualitative approach with data collection through an open-ended questionnaire distributed online to Samsung consumers and BTS fans (ARMY). The collected data were analyzed using thematic analysis to identify dominant themes in consumer perceptions. The results of the study indicate that despite the controversial issue involving BTS's Suga as Samsung's brand ambassador, consumer perceptions of Samsung products have a positive view, although there are some weaknesses identified. Suga's influence as a brand ambassador is more pronounced among BTS fans, who feel an emotional connection with their idol. However, many respondents were not affected by the controversial issue and continued to judge the product based on its quality. Respondents also expect Samsung to handle this issue professionally and transparently. This study emphasizes the importance of managing controversial issues and selecting the right brand ambassador in marketing strategies to maintain brand loyalty and consumer purchasing decisions.
Consumer Perception Analysis of Samsung Products Related to the Controversial Issue of BTS's Suga as Brand Ambassador Juwairiazizah Rasta; Nursantri Yanti; Juliana Nasution
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 2 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i2.7309

Abstract

This study analyzes consumer perceptions of Samsung products promoted by BTS's Suga as a brand ambassador, focusing on the impact of the controversial issue related to DUI involving Suga. The research method used is a descriptive qualitative approach with data collection through an open-ended questionnaire distributed online to Samsung consumers and BTS fans (ARMY). The collected data were analyzed using thematic analysis to identify dominant themes in consumer perceptions. The results of the study indicate that despite the controversial issue involving BTS's Suga as Samsung's brand ambassador, consumer perceptions of Samsung products have a positive view, although there are some weaknesses identified. Suga's influence as a brand ambassador is more pronounced among BTS fans, who feel an emotional connection with their idol. However, many respondents were not affected by the controversial issue and continued to judge the product based on its quality. Respondents also expect Samsung to handle this issue professionally and transparently. This study emphasizes the importance of managing controversial issues and selecting the right brand ambassador in marketing strategies to maintain brand loyalty and consumer purchasing decisions.
Co-Authors Juliana Nasution Nurbaiti Nurbaiti Nursantri Yanti Tia Deja Pohan