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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Atik Aprianingsih
Master of Business Administration, School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha No. 10, Bandung 40132, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Influence of Marketing Mix on Purchase Intention with Customer Attitude as a Mediating Variable (A Case Study of a New Men's Fashion Retail Business in Surabaya) Suci Sukmajaya Rizky; Atik Aprianingsih
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5333

Abstract

Indonesia's textile and apparel industry is experiencing a significant demand, with an anticipated GDP increase of 2022. Surabaya, a major city in Indonesia, is well-positioned to capitalize on this opportunity by establishing a retail business catering to the lower-middle-class segment of the men's fashion industry. This study aims to help entrepreneurs in Surabaya identify factors influencing their decision to establish a retail business in the men's fashion sector using the SEM-PLS method. The research investigates the purchase intentions of men of productive age from the lower-middle-class demographic and the potential marketing mix strategies for businesses in the Surabaya men's fashion sector. Findings from 230 respondents showed that product, place, and promotion variables significantly influence customer attitude, which in turn influences purchase intention. However, price does not significantly influence customer attitude. The study suggests that price, product, and promotion variables can be partially mediated by customer attitude, while the place variable can be fully mediated.
Customer Relationship Management As A Proposed Marketing Strategy: A Case Study Of Seafood Company In Bogor Gracia Ulina Christanti Bawono; Atik Aprianingsih
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5456

Abstract

Indonesia’s fisheries and marine industry is a valuable sector and one that needs to be continuously developed. About 62% of Indonesia's territory is sea which has a very large potential wealth of marine resources, especially in the fisheries and marine products industry sector. The study narrows its scope to investigate the decline in sales at one seafood company based in Bogor, specifically within the business market segment. Employing qualitative methodology, the research analyses the personal selling process, identifying a potential link between declining salesperson performance and challenges in managing client relationships. Data from interviews and observations with clients, salespersons, and competitors form the basis for internal and external analyses, culminating in a SWOT analysis. The study reveals that while clients perceive personal selling positively, relationship management poses challenges. Additionally, technological opportunities from online systems are identified through PESTLE analysis. The research recommends a strategic shift towards utilizing online and integrated business operation systems, particularly in customer relationship management, to enhance salespersons' performance and address relationship management issues. The proposed strategy aims to optimize personal selling effectiveness.
Co-Authors Gracia Ulina Christanti Bawono Suci Sukmajaya Rizky