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All Journal International Journal of Education, Social Studies, And Management (IJESSM) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Nadia, Rifatul
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Economics, Econometrics & Finance Education Other

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Marketing Strategy Analysis in Automotive UMKM " Showroom Car Used "Gatra Jaya Mobilindo" in Bandar Lampung Daud, Syahril; Alfaris, Jihad Sulthan; Patrisia, Ratih Ayu; Nadia, Rifatul
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 3 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i3.563

Abstract

This study aims to analyze the marketing strategy of automotive UMKM Gatra Jaya Mobilindo Car Showroom in Bandar Lampung. By identifying the strengths, weaknesses, opportunities, and threats faced by the showroom in a dynamic business environment. Qualitative descriptive research methods and data collection using interviews, observations needed by researchers, then SWOT Analysis is carried out. Based on the SWOT strategy analysis, Gatra Jaya Mobilindo Showroom can maximize its strengths and opportunities by utilizing a competent sales team to actively interact with customers, both directly and through social media, and promote product quality advantages compared to competitors. Strategic location is also an important asset that can be utilized by installing banners to attract consumer attention. In overcoming weaknesses, showrooms need to improve customer comfort through friendly and professional service and ensure product quality that does not disappoint. To deal with threats, showrooms can strengthen branding through creative content on social media, provide incentives to loyal customers, and innovate in the buying and selling process. These strategies are expected to help Gatra Jaya Mobilindo Showroom increase its competitiveness in the market.
Marketing Strategy Analysis in Automotive UMKM " Showroom Car Used "Gatra Jaya Mobilindo" in Bandar Lampung Daud, Syahril; Alfaris, Jihad Sulthan; Patrisia, Ratih Ayu; Nadia, Rifatul
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 4 No. 3 (2024): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v4i3.563

Abstract

This study aims to analyze the marketing strategy of automotive UMKM Gatra Jaya Mobilindo Car Showroom in Bandar Lampung. By identifying the strengths, weaknesses, opportunities, and threats faced by the showroom in a dynamic business environment. Qualitative descriptive research methods and data collection using interviews, observations needed by researchers, then SWOT Analysis is carried out. Based on the SWOT strategy analysis, Gatra Jaya Mobilindo Showroom can maximize its strengths and opportunities by utilizing a competent sales team to actively interact with customers, both directly and through social media, and promote product quality advantages compared to competitors. Strategic location is also an important asset that can be utilized by installing banners to attract consumer attention. In overcoming weaknesses, showrooms need to improve customer comfort through friendly and professional service and ensure product quality that does not disappoint. To deal with threats, showrooms can strengthen branding through creative content on social media, provide incentives to loyal customers, and innovate in the buying and selling process. These strategies are expected to help Gatra Jaya Mobilindo Showroom increase its competitiveness in the market.
PENGARUH LITERASI KEUANGAN, GAYA HIDUP KONSUMTIF DAN FOMO TERHADAP MINAT PENGGUNAAN PAYLATER DI KALANGAN MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS BANDAR LAMPUNG Nadia, Rifatul; Amna, Luke Suciyati
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 9, No 1 (2026): JIMB - VOLUME 9 NOMOR 1 MEI 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v9i1.38780

Abstract

Perkembangan teknologi finansial (fintech) mendorong meningkatnya penggunaan layanan PayLater di kalangan mahasiswa. Kemudahan dan fleksibilitas pembayaran yang ditawarkan PayLater dapat memengaruhi perilaku keuangan mahasiswa, baik dari sisi literasi keuangan, gaya hidup konsumtif, maupun faktor psikologis Fear of Missing Out (FOMO). Penelitian ini bertujuan untuk menganalisis pengaruh literasi keuangan, gaya hidup konsumtif, dan FOMO terhadap minat penggunaan PayLater di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Sampel penelitian berjumlah 83 mahasiswa yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukan bahwa literasi keuangan dan gaya hidup konsumtif berpengaruh positif dan signifikan terhadap minat penggunaan Paylater. Sementara itu, FOMO tidak berpengaruh signifikan secara parsial. Namun, secara simultan ketiga variabel tersebut berpengaruh signifikan terhadap minat penggunaan PayLater. Nilai koefisien determinasi menunjukan bahwa 26,7% minat penggunaan PayLater dapat dijelaskan oleh model penelitian ini, sedangkan sisanya dipengaruhi oleh faktor lain diluar penelitian.
Co-Authors Alfaris, Jihad Sulthan Luke Suciyati Amna Patrisia, Ratih Ayu Syahril Daud