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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi
Lisa Permatasari
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Economics, Econometrics & Finance Environmental Science

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STUDI KELAYAKAN BISNIS ES TEH CUP: ANALISIS PELUANG USAHA DI ERA DIGITAL : STUDI KASUS PADA “ES TEH KITA” Asri Utami; Lisa Permatasari; Dwi Astuti
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 13 No. 10 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v13i10.10068

Abstract

The business feasibility study of “Iced Tea Cup” in the digital era shows significant potential for this beverage business, especially in the Jabodetabek area. With the growth of the Ready-to-Drink (RTD) beverage industry reaching 8.5% by 2022 and the high demand for practical products, this business has a great opportunity. Market analysis shows a target demographic of 15-35 years old, with a focus on consumers who prioritize practicality and affordable prices. “Es Teh Kita” is strategically located in Cikarang and offers products with affordable prices and distinctive flavors. Although it faces challenges such as high competition and limited capital for digital expansion, the opportunity to utilize online platforms and social media is huge. SWOT analysis shows strengths in products and location, but also weaknesses in operational management and dependence on weather. With positive revenue projections and a payback period achieved in two months, the venture is considered viable. The proposed digital marketing strategy includes social media optimization, cooperation with food delivery platforms, and loyalty programs.
ANALISIS PENGARUH LABEL HALAL, BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN IMPOR : STUDI PADA KONSUMEN MUSLIM URBAN DI KOTA CIKARANG Lisa Permatasari; Muhamad Syahwildan
Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi Vol. 14 No. 10 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v14i10.10800

Abstract

This study aims to analyze the effect of halal label, brand image, and electronic word of mouth (E-WOM) on purchasing decisions for imported food products for urban Muslim consumers in Cikarang City. The study used a quantitative approach with purposive sampling technique, involving 30 respondents. Data were collected through online questionnaires and analyzed using multiple linear regression. The results showed that: (1) Halal label partially has no significant effect on purchasing decisions, (2) Brand image partially has no significant effect on purchasing decisions, (3) E-WOM partially has a significant effect on purchasing decisions, and (4) Halal label, brand image, and E-WOM simultaneously have a significant effect on purchasing decisions with a contribution of 78.7%.
Co-Authors Asri Utami Dwi ASTUTI Muhamad Syahwildan