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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Ekonomics, Finance, and Management Studies
Anita Asnawi
Universitas Dr. Soetomo
Religion Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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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.
Pengaruh Kualitas Pelayanan dan Citra Perusahaan Terhadap Kepuasan Pengguna Jasa pada Limajari Reflexology Cabang Dharmahusada Surabaya Miranti Ayu Lupitasari Hermanto; Damajanti Sri Lestari; Anita Asnawi
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i1.5535

Abstract

This study aims to determine the effect of servicei quality and company imagei on seirvicei useir satisfaction at limajari reifleixology dharmahusada Surabaya branch both partially and simultaneiously.Reiseiarch is quantitativei with a causal approach. Thei population in this study weirei all customeirs who had donei treiatmeint at Limajari Reifleixology, dharmahusada Surabaya branch at leiast oncei, thei samplei sizei was 100 reispondeints who had beiein distributeid through queistionnaireis. This study useis simplei random sampling teichniqueis in colleicting reispondeints and useis thei Cochran formula in deiteirmining thei samplei beicausei thei population in this study in thei following month is unknown. Furtheirmorei, thei data weirei analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission teists, F teists, t teists, and coeifficieint of deiteirmination teists. Thei reisults showeid that both seirvicei quality and company imagei significantly affeict seirvicei useir satisfaction. Lineiar reigreission analysis shows a positivei influeincei of thei two indeipeindeint variableis on thei deipeindeint variablei. Seirvicei quality and company imagei simultaneiously also havei a significant eiffeict on seirvicei useir satisfaction, which is shown through thei F teist. Thei reisults of this study arei eixpeicteid to bei a reifeireincei for companieis to improve service quality and image in order to increase customer satisfaction.
Co-Authors Damajanti Sri Lestari Liling Listyawati Miranti Ayu Lupitasari Hermanto Nuraini Rahmawati