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All Journal Jurnal bintang manajemen Trending: Jurnal Manajemen dan Ekonomi
Dewi Sinta Puspitasari
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Business Marketing Strategy Analysis as a Business Competition Strategy in the Cafe Business: A Study of Cafe Janaloka Nur Afika Fitriani; Dewi Sinta Puspitasari; Yaumi Rohmah; Ahmad Gozi; Sudarmiatin Sudarmiatin
Jurnal Bintang Manajemen Vol. 2 No. 4 (2024): Desember : Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v2i4.3414

Abstract

In an increasingly competitive business world, marketing strategies are essential for success, especially for coffee shop businesses. In recent decades, coffee shops have increased in popularity worldwide. This study focuses on the segmenting, targeting, and positioning (STP) strategies used by Cafe Janaloka. The method used in this study is a qualitative research case study. Which is a research approach used to explore an in-depth understanding of a particular phenomenon, in a real and specific context. The technique used is to conduct interviews. The results of this study are the success of maintaining its existence amidst tight competition through the implementation of effective marketing strategies. The segmentation process is carried out based on geographic, demographic, and psychographic factors, with the main focus on students. Targeting is directed at those who come to the cafe to hang out, and work on assignments with friends, or community partners. Cafe Janaloka's positioning is strengthened through coffee with quality ingredients which are black coffee produced by ourselves, as well as the existing menu, and what has been done by Janaloka Cafe is the creation of black ginger coffee. This study shows the importance of in-depth market analysis to improve the competitiveness of MSMEs, especially through the implementation of a well-planned STP strategy.
Analysis Of Fomo Lifestyle and Consumer Behavior Of Gen Z Students Towards Viral Goods Dewi Sinta Puspitasari; Dynda Prista; Sudarmiatain Sudarmiatain
Trending: Jurnal Manajemen dan Ekonomi Vol. 3 No. 2 (2025): Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v3i2.4051

Abstract

The phenomenon of Fear of Missing Out (FoMo) has become more prevalent with the increasing use of social media among students. FoMo can drive individuals to follow the latest trends, including purchasing viral items. This study aims to analyze the influence of FoMo lifestyle on students' purchasing decisions of viral products in Malang City. The research uses a qualitative approach with case study interviews. The results show that FoMo lifestyle has a strong influence on purchasing decisions of viral products. The main factors affecting these decisions include social pressure, exposure to social media content, and the desire for social validation. Additionally, it was found that students with a higher level of FoMo tend to make impulsive purchases and give less consideration to the functional aspects of the items they buy.
Co-Authors Ahmad Gozi Dynda Prista Nur Afika Fitriani Sudarmiatain Sudarmiatain Sudarmiatin Yaumi Rohmah