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All Journal Sketsa Bisnis Pena Justisia: Media Komunikasi dan Kajian Hukum Journal of Accounting and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah International Journal of Technology and Education Research International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research An International Journal Tourism and Community Review Journal of Accounting and Business Studi Administrasi Publik dan ilmu Komunikasi
Liling Listyawati
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Analisis SWOT Perumusan Strategi Pemasaran Online Untuk Menciptakan Keunggulan Bersaing Saat Pandemi COVID 19 Fedianty Augustinah; Subardini, Subardini; Liling Listyawati
SKeTsa Bisnis (e-jurnal) Vol 9 No 1 (2022)
Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v9i1.2901

Abstract

(English Version) SMEs have a strategic role in the Indonesian economy. There are at least 4 strategic roles of SMIs, namely: (1) large numbers and spread in every economic sector, (2) great potential in absorbing labor and (3) utilizing local raw materials, and (4) the resulting production is a product that is needed by the community at affordable prices. The current era of the Covid-19 pandemic is taking place in various aspects of life, including the business world where business people respond quickly by competing to change the concept of doing business from conventional (offline) to digital (online) to face increasingly fierce business competition. Based on the market analysis conducted, it shows that the marketing of Pamekasan Batik Madura still has a large market opportunity to be developed using several appropriate marketing development strategies. The marketing position of IKM Batik Pamekasan products through the SWOT Matrix shows build and grow. The general strategy used is intensive (market penetration, market development and product development) or integration (backward integration, forward integration and horizontal integration). market, market penetration, product development, vertical integration (front/back,) horizontal integration, concentric diversification. The grand strategy for developing the marketing of IKMBatik Pamekasan products that leads to an increase in RISE-N (Relevance, Internal management, Sustainability, Efficiency and productivity, Networking). Good cooperation between the government, the private sector and investors needs to be improved so that IKM Batik Pamekasan products have an impact on sustainable development and are able to raise the welfare of the people of Pamekasan and its surroundings. (Versi Indonesia) IKM mempunyai peran strategis dalam perekonomian Indonesia. Setidaknya terdapat 4 peran strategis IKM, yaitu: (1) jumlahnya besar dan tersebar di setiap sektor ekonomi, (2) potensi besar dalam penyerapan tenaga kerja dan (3) memanfaatkan bahan baku lokal, dan (4) produksi yang dihasilkan adalah produk yang dibutuhkan masyarakat dengan harga terjangkau. Era pandemi Covid-19 saat ini sedang berlangsung pada berbagai aspek kehidupan, tidak terkecuali dunia bisnis dimana para pelaku bisnis merespon cepat dengan berlomba-lomba melakukan perubahan konsep berbisnis dari konvensional (offline) menjadi digital (online) untuk menghadapi persaingan usaha yang semakin ketat. Berdasarkan analisis pasar yang dilakukan menunjukkan bahwa pemasaran batik Pamekasan Madura masih memiliki peluang pasar yang besar untuk dikembangkan dengan menggunakan beberapa strategi pengembangan pemasaran yang tepat. Posisi pemasaran produk IKM Batik Pamekasan melalui Matriks SWOTmenunjukkan build and grow (bina dan tumbuh). Strategi umum yang dipakai adalah intensif (penetrasi pasar, pengembangan pasar dan pengembangan produk) atau integrasi (integrasi ke belakang, integrasi ke depan, dan integrasi horizontal). Analisis SWOT pemasaran produk IKM batik diperlukan pemilihan strategi yang berupa penggunaan setiap kekuatan untuk menghadapi setiap ancaman dengan pengembangan pasar, penetrasi pasar, pengembangan produk, integrasi vertikal (depan/belakang), integrasi horizontal, diversifikasi konsentrik. Strategi besar (grand strategy) pengembangan pemasaran produk IKM Batik Pamekasan yang mengarah pada peningkatan RISE-N (Relevance, Internal Management, Sustainability, Efficiency and Productivity, Networking). Kerjasama yang baik antara pemerintah, pihak swasta dan investor perlu ditingkatkan agar produk IKM Batik Pamekasan memiliki dampak untuk pembangunan berkelanjutan dan mampu mengangkat kesejahteraan warga Pamekasan dan sekitarnya.
Analyzing the Influence of Price, Promotion, and Trust on Consumer Purchase Decisions: A Study of Mr. Frozen Food on the Shopee Marketplace Fedianty Augustinah; Ambarwati Octaviani; Dian Ferriswara; Andry Herawati; Liling Listyawati
SKeTsa Bisnis (e-jurnal) Vol 11 No 02 (2024): Sketsa Bisnis
Publisher : Universitas Yudharta Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35891/jsb.v11i02.5522

Abstract

AbstractThis research investigates the impact of price, promotion, and trust on consumer purchasing decisions for Mr. Frozen Food through the Shopee platform. Applying a quantitative approach with a sample of 100 respondents, the study reveals that both price and trust significantly and positively influence purchasing decisions, while promotion has a significant negative effect. The regression analysis shows that all three variables collectively influence purchasing decisions, with an adjusted R square of 98.8%. These results highlight that competitive pricing and consumer trust are key drivers of purchasing behavior, whereas promotional strategies may require reassessment. The study offers valuable insights for shaping marketing strategies within the e-commerce sector. AbstrakStudi ini meneliti dampak harga, promosi, dan kepercayaan terhadap keputusan pembelian konsumen Mr. Frozen Food di platform Shopee. Dengan pendekatan kuantitatif yang melibatkan 100 partisipan, penelitian ini menemukan bahwa harga dan kepercayaan konsumen memiliki pengaruh positif signifikan terhadap keputusan pembelian, sementara promosi berdampak negatif signifikan. Hasil analisis regresi menunjukkan bahwa ketiga variabel tersebut secara simultan memengaruhi keputusan pembelian, dengan nilai adjusted R square sebesar 98,8%. Temuan ini menegaskan pentingnya harga yang kompetitif dan kepercayaan dalam meningkatkan keputusan pembelian konsumen, sementara efektivitas promosi memerlukan evaluasi lebih lanjut. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran di industri e-commerce.
Pengaruh Penataan Produk dan Brand Image Terhadap Impulse Buying di Superindo Menur Surabaya Hestin Rinda; Liling Listyawati; Hadi Sugiyanto
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i1.5662

Abstract

This study aims to find out and analyze the influence of product structuring and Brand Image on Impulse Buying in Superindo Menur Surabaya. The variables used in this study are independent variables (X) and dependent variables (Y). The independent variables in this study are product structuring (X1) and Brand Image (X2), while the dependent variable (Y) is Impulse Buying In this study, a quantitative approach is used by collecting data through questionnaires, library studies, and documentation. The population used is all consumers who have made a purchase at Superindo Menur Surabaya at least once. Using a sampling technique, namely a non-probability technique with a purposive sampling method with the following criteria: consumers, both men and women aged 18-50 years who are in the city of Surabaya, have visited at least one time at Superindo Menur Surabaya. The data in this study were tested using validity tests, reliability tests, classical assumption tests, multiple linear regressions, and hypotheses. The results of this study show that product structuring has a significant effect on impulse buying, brand image has a significant effect on impulse buying, product structuring and brand image have a significant effect together on impulse buying in Superindo Menur Surabaya.
Analisis SWOT dan QSPM untuk Perumusan Strategi Pemasaran pada PT. Gerongan Surajaya Nuraini Rahmawati; Anita Asnawi; Liling Listyawati
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i1.5665

Abstract

                PT Gerongan Surajaya is a company that produces springbed mattresses and complementary items such as divans, pillows, and vacuum mattresses that have been established since 1992. In running its business, the right marketing strategy is needed in order to compete with similar or other competitors. The purpose of this research is to analyze the internal and external factors that influence and can influence marketing strategy-making decisions at PT Gerongan Surajaya. The research method was carried out in a descriptive qualitative way, and data collection was carried out by means of interviews, observations, and also literature reviews. The approach taken in this research is SWOT analysis (Strength, Weakness, Opportunity, Threats), IFE-EFE and IE matrix, SWOT matrix, and QSPM matrix. The results obtained from this study are known that the company's position is in the Grow and Build position with IFE results of 3,069 and EFE results of 3,241. Then in the QSPM matrix it is known that the priority development strategy that needs to be done is to always update and pursue the trends needed by the market based on the results of the first rank score, namely TAS, which is 0.76.
The Psychological Contract of Generation Z: Does HR Communication Meet the Legal and Moral Expectations of Young Employees? Priyanto; Liling Listyawati; Damajanti Sri Lestari; Galuh ajeng Ayuningtyas; Dedi Setyawan
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 22 No. 1 (2023): Pena Justisia
Publisher : Faculty of Law, Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The entry of Generation Z into the workforce has reshaped organizational expectations surrounding Human Resource (HR) communication, emphasizing not only legal compliance but also ethical alignment. This study investigates how HR communication practices—both legal and moral—impact psychological contract fulfillment (PCF) and key employee outcomes among Generation Z in Indonesia. Employing a quantitative, correlational-explanatory design, data were collected via a structured online survey from 250 Gen Z employees across sectors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both legal and moral fulfillment in HR communication significantly enhance PCF, which in turn positively influences job satisfaction and organizational commitment, while reducing intention to leave. Furthermore, PCF mediates the relationship between HR communication and these outcomes, confirming its pivotal role in shaping employee attitudes and behaviors. These results align with Psychological Contract Theory and Expectancy Theory, demonstrating that for Generation Z, employment relationships are grounded as much in values and transparency as in formal policy. The study contributes to the limited Southeast Asian literature on psychological contracts and offers actionable insights for HR practitioners to build value-oriented communication strategies that foster engagement, trust, and retention among younger employees.
Co-Authors Agus Widodo Ambarwati Octaviani Andry Herawati Anita Asnawi Damajanti Sri Lestari Dedi Setyawan Fedianty Augustinah Ferriswara, Dian Galuh Ajeng Ayuningtiyas Galuh Ajeng Ayuningtyas Hadi Sugiyanto Hestin Rinda Iqbal Yuniarko Lestari, Damajanti Sri Moch Arfani Moch. Arfani Muhammad Khairul Anwar Nuraini Rahmawati Priyanto Priyanto Priyanto Putra, Nurendo Imam Ricky Arif Candra Sarwani Sarwani Sarwani Sarwani Sarwani, Sarwani Subardini, Subardini Susi Susanti Wahyu Darmawan Wahyu Utami, Wahyu