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All Journal YUME : Journal of Management Journal of Information System, Applied, Management, Accounting and Research
Augustine, Nuraini Maya
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Social Sciences

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Analisis Inovasi Produk dan Diversifikasi Menu Untuk Meningkatkan Daya Saing (Studi Kasus pada UMKM Kuliner “Dapur Rumi” di Bandar Jaya, Kabupaten Lampung Tengah, Provinsi Lampung) Daud, Syahril; Fransiska, Mei Liana; Wijaya, Wenfa Noviati; Augustine, Nuraini Maya
YUME : Journal of Management Vol 8, No 1.1
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i1.7866

Abstract

Penelitian ini menganalisis faktor internal dan eksternal yang mempengaruhi kinerja Dapur Rumi di Bandar Jaya dan memberikan strategi untuk meningkatkan daya saing perusahaan. Dengan menggunakan analisis IFAS, EFAS, dan SWOT, penelitian ini mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang dihadapi perusahaan. Metode Penelitian pada artikel ini menggunakan pendekatan kualitatif. Pengumpulan data berasal dari wawancara, observasi, dan dokumentasi. Kekuatan utama meliputi kualitas produk, bahan baku segar, variasi menu, pelayanan ramah, dan adaptasi tren pasar. Kelemahan mencakup ketergantungan pada pemasok, keterbatasan sumber daya, dan proses produksi terbatas. Peluang eksternal meliputi pembelian dalam jumlah banyak, promosi melalui media sosial, dan pelanggan tetap, sedangkan ancamannya adalah persaingan ketat, produk serupa, dan kebijakan pemerintah. Berdasarkan analisis SWOT, Dapur Rumi berada di kuadran strategi agresif, yang menunjukkan potensi memanfaatkan kekuatan dan peluang untuk mengatasi kelemahan dan ancaman. Saran termasuk diversifikasi pemasok, pemanfaatan media sosial, dan pengembangan produk sehat. Saran ini juga relevan bagi perusahaan lain di industri serupa dan memberi arahan bagi penelitian selanjutnya tentang faktor eksternal dan internal UMKM.Kata Kunci : Analisis SWOT, UMKM, daya saing, Inovasi Produk, Diversifikasi.
The Influence of Service Quality And Price on Customer Loyalty With Customer Satisfaction as A Moderator Variable on Maxim online Transportation Users Augustine, Nuraini Maya; Putra, Andala Rama
Journal of Information System, Applied, Management, Accounting and Research Vol 9 No 2 (2025): JISAMAR (March-May 2025)
Publisher : Sekolah Tinggi Manajemen Informatika dan Komputer Jayakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52362/jisamar.v9i2.1777

Abstract

The presence of online transportation providers has increased rivalry in Indonesia's transportation sector. However, many students remain dissatisfied with the services of the online transportation industry, particularly Maxim. This research seeks to explore the connection between service quality, pricing strategies, and customer loyalty, with customer satisfaction acting as an intermediary variable. The proposed framework was tested among Bandar Lampung University students who use the Maxim application. An online survey was conducted with 280 students aged 19 to 25 years from Bandar Lampung University as participants. The data were analyzed using SmartPLS 3.0, applying structural equation modeling to test the model and evaluate the hypotheses. The first and second hypotheses were validated, showing that service quality and pricing positively influence customer loyalty. Similarly, the third and fourth hypotheses were supported, revealing that service quality and pricing significantly enhance customer satisfaction. The fifth hypothesis was corroborated, demonstrating that customer satisfaction strengthens customer loyalty. Furthermore, the sixth and seventh hypotheses were confirmed, demonstrating that customer satisfaction serves as a mediator in the relationship between service quality, pricing strategies, and customer loyalty. This study revealed that service quality and pricing play a vital role in shaping Maxim's customer loyalty, particularly among students at Bandar Lampung University. Customer satisfaction acts as a moderating factor that reinforces the relationship between service quality, pricing, and customer loyalty. The findings highlight that customer satisfaction significantly impacts the intention to reuse the service, underscoring the critical role of trust and positive user experiences in fostering customer loyalty. This study investigates the influence of service quality and pricing on customer loyalty among Maxim online transportation users, with customer satisfaction serving as a mediating variable. Additionally, it explores how satisfaction enhances the connection between service quality, pricing, and customer loyalty.
Co-Authors Andala Rama Putra Barusman Fransiska, Mei Liana Syahril Daud Wijaya, Wenfa Noviati