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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Liling Listyawati
Universitas Dr. Soetomo
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.
Strategi Membangun E-Banking, Experiential Marketing dan Physical Evidence Terhadap Loyalitas melalui Kepuasan Nasabah Bank Syariah Di Surabaya Liling Listyawati; Sri Utami Ady
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 1 (2026): 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.v8i1.10426

Abstract

This study aims to analyze the influence of e-banking, experiential marketing, and physical evidence on customer loyalty with satisfaction as a mediating variable in Sharia Banks in the city of Surabaya. The quantitative approach is used with the type of explanatory research. A total of 100 respondents were selected through the judgment sampling method. Data analysis was carried out using the Structural Equation Modeling–Partial Least Square (SEM-PLS) method with the help of SmartPLS 4.0 software. The results of the study showed that physical evidence had a positive and significant effect on customer satisfaction, while e-banking and experiential marketing had a positive but not significant effect on satisfaction. Furthermore, customer satisfaction has a positive and significant influence on customer loyalty, which means that the higher the satisfaction, the more likely it is for customers to remain loyal. In addition, the results of the indirect influence test show that physical evidence has a significant effect on loyalty through customer satisfaction as a mediating variable. However, e-banking and experiential marketing did not show a significant mediation effect. Overall, this research model explains that the loyalty of Islamic bank customers in Surabaya is more determined by the satisfaction factor that arises from real experience and physical evidence of banking services.
Co-Authors Anita Asnawi Nuraini Rahmawati SRI UTAMI ADY