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All Journal Jurnal Kewirausahaan dan Inovasi
Hapsari, Radhita Dwi Vata
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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ANALISIS STRATEGI PEMASARAN MENGGUNAKAN ANALISIS SWOT DAN QSPM Wahdah, Ajeng Anis; Hapsari, Radhita Dwi Vata
Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 4 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2022.01.4.08

Abstract

One of the small things that can be done to reduce the negative effects of fast fashion on the environment is purchasing used goods. However, there are many companies engaged in used-goods sales do not survive; the dominating cause is failure in choosing marketing strategies. In order to avoid similar unwanted results, Twice Looker, a thrift shop business, needs to strengthen its marketing plan to create long-term business growth using SWOT and QSPM analyses. This descriptive case study uses primary data, acquired from interviews and documentation, and secondary data in forms of business documents and journals. They were analyzed using IFE Matrix, EFE Matrix, SWOT Matrix, and QSPM. The results indicate that Twice Looker is on the fifth quadrant, which suggests the use of hold-and-maintain strategy, market penetration, and product development. Further, the results of the QSPM indicate that market penetration strategy is the most appropriate alternative, with the TAS value of 5.12. therefore, the management of Twice Looker are advised to enhance their marketing by formulating online sales promotion planning and to consistently conducting and continuing the said promotion.
Pengaruh Motivasi Kerja, Lingkungan Kerja, Dan Budaya Organisasi Terhadap Kinerja Karyawan Assidiqi, Zidan Naoval; Hapsari, Radhita Dwi Vata
Jurnal Kewirausahaan dan Inovasi Vol. 3 No. 3 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2024.03.3.21

Abstract

The quantitative research conducted delves into analyzing the impact of Motivation, Work Environment, and Organizational Culture on Employee Performance within PT Telekomunikasi Seluler in Malang. Through multiple linear regression analysis utilizing data from 65 company employees, the study seeks to provide insights into these crucial factors. Validity and reliability testing were meticulously executed for each variable, ensuring the robustness of the findings. Results obtained via SPSS version 25 affirm that Work Motivation (X1), Work Environment (X2), and Organizational Culture (X3) significantly influence Employee Performance (Y). The implications of this research extend specifically to PT Telekomunikasi Seluler Malang, where the exigencies of a fiercely competitive mobile service provider industry necessitate strategies for enhancing motivation, fostering a supportive work environment, and nurturing a positive organizational culture to maintain competitiveness. This study contributes not only to the academic discourse but also offers actionable insights for organizational stakeholders striving for sustained performance excellence amidst dynamic market dynamics.   Abstrak Penelitian kuantitatif yang dilakukan membahas analisis dampak Motivasi, Lingkungan Kerja, dan Budaya Organisasi terhadap Kinerja Karyawan di PT Telekomunikasi Seluler di Malang. Melalui analisis regresi linear berganda menggunakan data dari 65 karyawan perusahaan, penelitian ini bertujuan untuk memberikan wawasan tentang faktor-faktor penting ini. Pengujian validitas dan reliabilitas dilakukan secara cermat untuk setiap variabel, memastikan kekokohan temuan. Hasil yang diperoleh melalui SPSS versi 25 menegaskan bahwa Motivasi Kerja (X1), Lingkungan Kerja (X2), dan Budaya Organisasi (X3) secara signifikan memengaruhi Kinerja Karyawan (Y). Implikasi dari penelitian ini secara khusus meluas ke PT Telekomunikasi Seluler Malang, di mana kebutuhan industri penyedia layanan seluler yang sangat kompetitif memerlukan strategi untuk meningkatkan motivasi, memupuk lingkungan kerja yang mendukung, dan membina budaya organisasi yang positif untuk mempertahankan daya saing. Studi ini tidak hanya berkontribusi pada wacana akademis tetapi juga menawarkan wawasan yang dapat dijalankan bagi pemangku kepentingan organisasi yang berjuang untuk keunggulan kinerja yang berkelanjutan di tengah dinamika pasar yang dinamis.
PENGARUH Pengaruh Marketing Mix Strategies and Their Influence on Consumer Loyalty: A Quantitative Approach Rahmawati, Arisky Af Idatul; Hapsari, Radhita Dwi Vata
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Purpose – This study aims to analyze the influence of the marketing mix, consisting of promotion, price, product, and place, on consumer loyalty at Anik Frozen Food Purwodadi. Design/Methodology/Approach – This study employs a quantitative research approach. The population consists of Anik Frozen Food’s Instagram followers, with 100 respondents selected as the sample using a non-probability sampling technique. Data were collected through online questionnaires and analyzed using SPSS version 25. Multiple linear regression analysis was applied to examine the relationship between marketing mix variables and consumer loyalty. The research instruments were tested using validity and reliability tests, while classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests, were conducted to ensure the validity of the regression model. Hypothesis testing was performed using the F-test and t-test, supported by the coefficient of determination (R²). Findings – The analysis reveals the extent to which promotion, price, product, and place influence consumer loyalty at Anik Frozen Food Purwodadi. The findings provide insights into the effectiveness of marketing mix strategies in strengthening customer relationships and improving competitiveness in the frozen food retail sector. Originality/Value This research is original in utilizing social media followers as the study population to evaluate marketing mix effectiveness. The findings provide practical value by guiding retailers in prioritizing promotional, pricing, product, and distribution strategies to enhance customer retention.
Co-Authors Assidiqi, Zidan Naoval Rahmawati, Arisky Af Idatul Wahdah, Ajeng Anis