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All Journal Jurnal bintang manajemen Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis International Journal Business, Management and Innovation Review
Yaumi Rohmah
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Decision Sciences, Operations Research & Management Social Sciences

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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.
Epistemology of Science in Scientific Research Yaumi Rohmah; Nur Afika Fitriani; Agung Winarno
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.v2i4.3430

Abstract

Epistemology is a branch of philosophy known as the epistemology of science that focuses on basic questions about scientific knowledge, such as how knowledge is acquired, developed, and validated. The methods used in idea articles are useful for developing new ideas, critiquing existing theories, or providing new insights into the issues or problems being discussed. There are several reasons why people should study epistemology: first, strategic reasons because strategy is fundamental to achieving certain goals. Second, cultural reasons, because culture is part of knowledge and is important in every aspect of culture. Third, educational reasons, because education is a conscious effort to develop views of life, attitudes, and perspectives.
Marketing Strategy Based on Segmenting, Targeting, and Positioning (STP) and Product Life Cycle (PLC) at Selangkah Trip in Malang City Yaumi Rohmah; Muhammad Nashirul Haq; Ayu Putriana Dewi; Sudarmiatin Sudarmiatin
International Journal Business, Management and Innovation Review Vol. 2 No. 2 (2025): : International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i2.147

Abstract

The tourism industry is growing rapidly along with the increasing public interest in travel. Travel agencies (BPW) play a strategic role in providing quality services for tourists. Selangkah Trip, one of the BPWs in Malang City, faces fierce competition so it requires the right marketing strategy to remain competitive. This study aims to analyze the application of Segmenting, Targeting, Positioning (STP) and Product Life Cycle (PLC) strategies in improving Selangkah Trip's competitiveness. This study uses a qualitative approach with a case study method, where data is collected through in-depth interviews, observation, and documentation. The results of this study at the segmentation stage, the company focuses the market on schools and corporations, by customizing services for each segment, such as economical tour packages for schools and exclusive services for corporations. In the targeting stage, the company selects segments with stable and sustainable demand, with a direct and digital approach to expand market reach. In positioning, Selangkah Trip emphasizes competitive service quality, affordable prices, and unique experiences, such as the concept of camping in Bromo, to strengthen its image as a trusted travel service provider. This research also identifies the implementation of strategies at PLC, where at the introduction stage, the company focuses on introducing services through strategic partnerships and digital marketing. At the growth stage, demand increases through new service innovations, while at the maturity stage, the company strengthens its position with competitive prices and high-quality services. In the decline stage, the company adapts by offering flexible packages and expanding the market for individual travelers to maintain operational sustainability amid economic challenges.
Implementation of Service Quality to Increase Customer Satisfaction at Arascarf in Malang City Nur Afika Fitriani; Yaumi Rohmah; Sudarmiatin Sudarmiatin
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 3 No. 1 (2025): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v3i1.990

Abstract

This study aims to analyze the implementation of service quality to improve customer satisfaction at Arascarf MSMEs in Malang City. The researcher uses the SERVQUAL model as an analytical framework to evaluate five dimensions of service quality, namely physical evidence, reliability, responsiveness, assurance, and empathy. This study was conducted with a qualitative case study approach. The researcher obtained data through in-depth interviews, direct observation, and documentation. The researcher found that the dimensions of responsiveness and empathy have a dominant influence on positive consumer perceptions. Consumers consider that fast service and friendly attitudes from MSMEs create a sense of comfort and trust. However, the researcher also found that in the dimensions of physical evidence and assurance, there are still shortcomings that need to be fixed. Overall, consumer attitudes towards Arascraf services are positive, but still require improvement in aspects of professionalism and quality consistency. This study concludes that strengthening the five dimensions of SERVQUAL in a balanced manner can be an effective strategy to build customer satisfaction and loyalty sustainably.
Co-Authors Ahmad Gozi Ayu Putriana Dewi Dewi Sinta Puspitasari Muhammad Nashirul Haq Nur Afika Fitriani Sudarmiatin