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All Journal Sketsa Bisnis Journal of Accounting and Business Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital International Journal of Economics, Commerce, and Management Green Inflation: International Journal of Management And Strategic Business Leadership Jurnal Manajemen Kewirausahaan dan Teknologi 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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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media 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.
The Influence Of Experiential Marketing And Customer Satisfaction On PT Rak Indonesia's Customer Loyalty Geo Ardhana Dinata; Liling Listyawati; Sri Lestari, Damajanti
International Journal of Education, Vocational and Social Science Vol. 5 No. 01 (2026): International Journal of Education, Vocational and Social Science( IJVESS)
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijevss.v5i01.2956

Abstract

This research is directed to explore how experiential marketing experience and customer satisfaction are intertwined in shaping PT RAK Indonesia's customer loyalty. In an increasingly competitive business landscape, consumers no longer judge products simply by function, but by a series of experiences they feel throughout the process of interacting with the company. The research approach used is quantitative with an explanatory research type. A total of 96 respondents who are active customers of PT RAK Indonesia were selected as research samples. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression. The results of the analysis show that experiential marketing has a real and significant boost to customer loyalty. On the other hand, customer satisfaction does not show a significant direct effect on loyalty. However, when experiential marketing and customer satisfaction were tested together, they were shown to have a significant impact on customer loyalty. A determination coefficient value of 0.955 indicates that most of the variation in customer loyalty can be explained by both variables. These findings confirm that customer experience is the dominant element in building loyalty at PT RAK Indonesia.
The Influence of Brand Awareness and Customer Reviews on the Purchase Decision of Pahlawan Steamed Coating Product Surabaya Erlin Febrilianti; Liling Listyawati; Andry Herawati; Fedianty Augustinah
Green Inflation: International Journal of Management and Strategic Business Leadership Vol. 2 No. 4 (2025): November : Green Inflation: International Journal of Management and Strategic B
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/greeninflation.v2i4.645

Abstract

The rapid growth of Indonesia's tourism sector, especially in East Java, has increasingly created fierce competition between local culinary brands. Steamed coating product Surabaya, as one of the leading souvenirs, appears on a solid brand awerness representation with an authentic customer experience. This study empirically examines the influence of Brand Awareness and Customer Review on the Purchase Decision of Steamed Layer Products of Surabaya Heroes. A causal quantitative approach was applied by purposive sampling on 96 offline and online buyer respondents. Primary data was obtained through questionnaires, analyzed using multiple linear regression supported by validity, reliability, classical assumptions, and hypothesis tests. The results showed that there was a simultaneous positive influence of the two variables on the purchase decision (F = 92.484; Sig. = 0.000). Partially, Brand Awareness (t = 6.457; β = 0.485) was more dominant than Customer Reviews (t = 5.685; β = 0.427). Adjusted R² = 0.658 explains 65.8% of the variation in purchasing decisions, with the rest by other factors. These findings underscore the urgency of brand equity and digital management reviews to build consumer trust as well as competitive advantage.
Pengaruh Harga, Promosi Online, dan Rating Produk terhadap Minat Beli Konsumen Wardah di E-Commerce Shopee Kristiana Pudji Astuti; Dian Ferriswara; Liling Listyawati; Galuh Ajeng Ayuningtyas
Jurnal Manajemen Kewirausahaan dan Teknologi Vol. 2 No. 4 (2025): Desember: Jurnal Manajemen Kewirausahaan dan Teknologi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumaket.v2i4.1066

Abstract

This research aims to examine the contribution of the Price Variable, Promotion Variable, and Product Rating Variable to Consumer Purchase Intention for Wardah cosmetic products on the Shopee e-commerce platform. The type of research used is a quantitative approach with data collection techniques through questionnaires distributed to respondents, namely consumers who have purchased Wardah cosmetic products on the Shopee e-commerce platform. The data obtained were analyzed using multiple linear regression techniques.The findings show that the Price variable contributes significantly, indicating that the more appropriate and affordable the price offered is in accordance with consumers’ perceived value, the higher their intention to purchase Wardah products on the Shopee e-commerce platform. Promotion is also proven to make a significant contribution to Purchase Intention, meaning that the more effective, informative, persuasive, and attractive the promotional activities are (both online and offline), the stronger the consumers’ motivation to purchase Wardah products on Shopee. Product Rating also has a significant contribution to Purchase Intention, indicating that the higher the ratings or positive reviews given by other users, the greater the consumers’ interest in purchasing Wardah products on Shopee. Good ratings can lower perceived risk, increase trust, and encourage consumers to make purchases, especially on e-commerce platforms.This research emphasizes the importance of pricing strategies, improving promotional quality, and managing product reviews and ratings as efforts to increase consumer interest and purchase decisions.
The Influence of Workload, Job Stress, and Work Spirit on Employee Performance at PT Victory International Futures Surabaya Yustina Murni; Dian Ferriswara; Galuh Ajeng Ayuningtiyas; Liling Listyawati
Jurnal Manajemen Kewirausahaan dan Teknologi Vol. 2 No. 4 (2025): Desember: Jurnal Manajemen Kewirausahaan dan Teknologi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumaket.v2i4.1086

Abstract

This study aims to examine the effects of workload, job stress, and work spirit on employee performance at PT Victory International Futures Surabaya, a financial services company operating in the highly demanding futures trading industry. Employing a quantitative descriptive–correlational approach, data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using JASP and Partial Least Squares–Structural Equation Modeling (PLS-SEM) using WarpPLS, which is suitable for addressing multicollinearity issues and relatively small sample sizes (n = 37). The findings reveal that workload and job stress have significant negative effects on employee performance, whereas work spirit has a significant positive effect and emerges as the most dominant predictor. These results reinforce the Job Demands–Resources (JD–R) theory, which posits that job demands such as workload and stress can reduce performance when not balanced with adequate psychological resources like work spirit. Practically, the study recommends that management optimize workload distribution, implement stress management strategies, and strengthen employee motivation to improve performance sustainably. The study is limited by its small sample size and single-company focus, suggesting that future research should expand the organizational context and incorporate additional variables such as job satisfaction or organizational commitment.  
The Effects of Product Variety and Price Perception on Purchase Decisions: Evidence from ROSCA Tumbler Consumers on the Shopee Marketplace Aini Nabilah Marzuq; Damajanti Sri Lestari; Liling Listyawati; Dian Ferriswara
International Journal of Economics, Commerce, and Management Vol. 3 No. 1 (2026): International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v3i1.1117

Abstract

The rapid growth of digital marketplaces has fundamentally transformed consumer decision-making processes by intensifying price transparency, product comparability, and information exposure. In highly competitive marketplace environments, consumers are frequently confronted with numerous product alternatives and dynamic pricing structures, which shape how they evaluate options and ultimately decide to purchase. This study examines the effects of product variety and price perception on consumers’ purchase decisions in the context of ROSCA tumbler products sold on the Shopee marketplace. Using a quantitative explanatory approach, this research employs a survey-based design to analyze the relationships among variables and to estimate their relative effects through multiple linear regression analysis. Data were collected from 100 respondents who had previously purchased ROSCA tumblers on Shopee, selected using purposive sampling based on predefined criteria. The research instrument consisted of 15 Likert-scale items measuring product variety, price perception, and purchase decision. Data analysis included descriptive statistics, instrument validity and reliability testing, regression assumption diagnostics, and hypothesis testing using both partial (t-test) and simultaneous (F-test) procedures. The findings reveal that product variety has a positive and significant effect on purchase decisions, indicating that consumers are more likely to finalize purchases when they perceive product options as sufficiently diverse, relevant, and comparable. Price perception also exerts a positive and significant influence and demonstrates a stronger relative effect compared to product variety. This result underscores the central role of perceived price fairness, competitiveness, and value-for-money in shaping purchase decisions within transparent and highly competitive marketplace settings. Simultaneously, product variety and price perception explain a substantial proportion of variance in purchase decisions, highlighting their combined importance as key marketing stimuli. These findings contribute to the literature on digital consumer behavior by providing empirical evidence from a specific marketplace–product context and offer practical implications for sellers and brand managers in optimizing assortment design and pricing strategies to enhance conversion rates in online marketplaces
The Influence of Experiental Marketing on Repurchase Intention and Customer Satisfaction of Restaurants in Surabaya Putri Nuriyah; Liling Listyawati; Damajanti Sri Lestari; Anita Asnawi
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 2 No. 2 (2025): Mei : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v2i3.780

Abstract

This research seeks to examine the impact of experiential marketing on customer satisfaction, its effect on repurchase intention, and the role of customer satisfaction in influencing repurchase intention among patrons of Resto All You Can Eat Surabaya. The study applies a survey approach, gathering data through questionnaires distributed to selected samples from the population. The analysis is conducted using the Partial Least Square method. The findings reveal that experiential marketing significantly influences customer satisfaction at Resto All You Can Eat Surabaya. This indicates that when elements of experiential marketing—such as sensory experiences, emotional responses, creative cognitive stimulation, physical engagement, lifestyle alignment, and social identity—are enhanced, customer demand also increases. Moreover, experiential marketing is shown to affect customers’ repurchase intention. In other words, the stronger the customers’ experience in terms of sensory, affective, cognitive, physical, lifestyle, and social identity aspects, the greater their willingness to make repeat purchases. Finally, customer satisfaction itself plays a crucial role in driving repurchase intention. When satisfaction is reflected in positive feelings, verbal appreciation, enjoyment, and fulfillment during the purchasing process, customers are more inclined to return and buy again at the restaurant. These results suggest that Resto All You Can Eat Surabaya—and similar businesses—should strategically invest in strengthening experiential marketing elements as a core part of their customer relationship and retention efforts. By creating memorable and meaningful dining experiences that engage customers on multiple levels, the restaurant can foster stronger emotional connections, increase satisfaction, and encourage long-term loyalty. Practical implementations may include improving ambiance, offering interactive dining elements, training staff to provide personalized service, and leveraging social media to enhance community and identity among patrons.
Co-Authors Agus Widodo Aini Nabilah Marzuq Ambarwati Octaviani Andry Herawati Anita Asnawi Damajanti Sri Lestari Erlin Febrilianti Fedianty Augustinah Ferriswara, Dian Galuh Ajeng Ayuningtiyas Galuh Ajeng Ayuningtiyas Galuh Ajeng Ayuningtyas Geo Ardhana Dinata Iqbal Yuniarko Kristiana Pudji Astuti Lestari, Damajanti Sri Moch Arfani Moch. Arfani Muhammad Khairul Anwar Priyanto Putra, Nurendo Imam Putri Nuriyah Ricky Arif Candra Sarwani Sarwani Sarwani Sarwani Sarwani, Sarwani Sri Lestari, Damajanti Subardini, Subardini Susi Susanti Wahyu Darmawan Wahyu Utami, Wahyu Yustina Murni