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All Journal Jurnal Serambi Ekonomi dan Bisnis Ekopedia: Jurnal Ilmiah Ekonomi
Pauji, Achmad Mansur
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Economics, Econometrics & Finance Education

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Analisis Studi Kelayakan Bisnis Ghicat’s untuk Usaha Perlengkapan Tempat Tidur Hewan Peliharaan Kucing Fithriyah, Rd. Ghina; Ramdhani, Muhammad Raihan; Pauji, Achmad Mansur; Perwito, Perwito
Jurnal Serambi Ekonomi dan Bisnis Vol 8, No 1 (2024): September 2024 -Februari 2025
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/jseb.v8i1.8679

Abstract

This study discusses Ghicat’s business, a startup focused on providing comfortable and aesthetically pleasing bedding products for pet cats. The growth of the pet industry in Indonesia, especially during the COVID-19 pandemic, has increased the demand for animal care products, including specialized beds.  Data shows that 47% of households own a cat, which would suggest a significant market opportunity. This research evaluates various important aspects that contribute to Ghicat’s success, including management, human resources, marketing, finance, and operating technology. Ghicat’s aims to differentiate itself through unique product designs, multifunctional offerings, and a strong online presence on platforms such as Shopee and TikTok Shop. The study also discusses the competitive challenges of local and imported products, emphasizing effective marketing strategies to build consumer trust. Finally, this analysis provides strategic recommendations to ensure Ghicat's sustainability and growth in a competitive market.
Pengaruh Influencer marketing dan Brand image Terhadap Keputusan Pembelian Produk Hand & Body Lotion: Studi pada Mahasiswa Manajemen Universitas Muhammadiyah Bandung Angkatan 2022 Pauji, Achmad Mansur; Zahrah, Halimah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/9dwsjs39

Abstract

The Indonesian beauty industry has experienced rapid growth alongside increasing awareness of body care. Hand and body lotion has become a daily necessity among students, leading to intensified brand competition. Marina, as a local brand, faces challenges in maintaining its market position, as reflected in fluctuations in the Top Brand Index from 2021 to 2025. This study aims to analyze the effect of influencer marketing and brand image on purchasing decisions of Marina UV White hand and body lotion. A quantitative approach was employed using a survey method involving Management students of Universitas Muhammadiyah Bandung class of 2022, selected through purposive sampling. Data were analyzed using multiple linear regression. The results indicate that influencer marketing and brand image have a positive and significant effect, both partially and simultaneously, on purchasing decisions.
Co-Authors Fithriyah, Rd. Ghina Perwito, Perwito Ramdhani, Muhammad Raihan Zahrah, Halimah