Article Per Year (5 Year)
p-Index From 2020 - 2025
0.562
P-Index
This Author published in this journals
All Journal Jurnal Bisnis dan Manajemen West Science Journal of Business Economics and Management
Swangsa, Dewi
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Brand Image, Harga Produk, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Warunk Upnormal di Tangerang Selatan Wahab, Habbi; Swangsa, Dewi; Widayanto, Marcelina Putri; Febriyantoro, Mohamad Trio
Jurnal Bisnis dan Manajemen West Science Vol 4 No 03 (2025): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v4i03.2550

Abstract

Penelitian bertujuan untuk mengetahui pengaruh brand image, kualitas produk, harga, dan promosi terhadap keputusan pembelian konsumen di Warunk Upnormal yang berlokasi di Kota Tangerang Selatan. Akibat persaingan industri kuliner yang semakin kompetitif, pemahaman terhadap faktor-faktor eksternal yang memengaruhi perilaku konsumen menjadi sangat penting bagi keberhasilan strategi pemasaran. Warunk Upnormal sebagai salah satu kafe yang menyasar segmen anak muda, mengedepankan konsep industrial yang khas, harga yang bersaing, dan promosi yang aktif sebagai upaya untuk menarik minat konsumen. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada konsumen Warunk Upnormal. Pengambilan sampel dilakukan secara purposive random sampling. Instrumen yang digunakan, yaitu kuesioner. Seluruh pertanyaan pada kuesioner disusun berdasarkan indikator variabel yang diukur dengan skala Likert. Data yang diperoleh dianalisis menggunakan aplikasi software  SPSS  27.0 untuk mengetahui hubungan antar variabel secara menyeluruh. Penelitian diharapkan dapat memberikan gambaran data nyata mengenai pengaruh masing-masing faktor terhadap keputusan pembelian. Penelitian juga dapat menjadi dasar pertimbangan dalam pengambilan keputusan manajerial guna meningkatkan kepuasan dan loyalitas pelanggan. 
Analisis Tantangan Dan Peluang UMKM Di Indonesia Dalam Menembus Pasar Global Pontianak Swangsa, Dewi; Widayanto, Marcelina Putri; Dovi, Febriani; Zein Saleh, Mohamad
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 2 (2025): Oktober - Desember
Publisher : GLOBAL SCIENTS PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The global market currently faces instability due to geopolitical pressures, supply chain disruptions, inflation, and changes in international trade policies. These conditions require MSMEs, including those in Pontianak City, to increase their competitiveness through digital adaptation, strengthening human resource capacity, and meeting international quality standards. Pontianak's MSMEs have shown significant growth, but still face challenges such as low digital literacy, limited professional financial record-keeping, a lack of understanding of export certification, limited capital, and inter-island logistics barriers. Previous studies have confirmed that digitalization, financial literacy, online marketing, and the use of fintech contribute positively to MSME performance. However, research gaps remain regarding export readiness, the digital transformation process towards global markets, and there is a lack of studies highlighting logistical barriers in regions outside Java, such as Pontianak. Various solutions, including digital mentoring, ongoing training, facilitation of halal and international certification, regulatory simplification, and microfinance support, have been shown to improve MSME readiness to enter international markets. This study uses a descriptive qualitative approach to explore the challenges, opportunities, and needs of Pontianak's MSMEs in penetrating the global market through interviews, field observations, and official documentation. The research results indicate that export opportunities for Pontianak's MSMEs are significant, but require a comprehensive and collaborative strategy. This study aims to provide an in-depth understanding of the dynamics facing Pontianak's MSMEs and to formulate strategic recommendations to help them increase their competitiveness and sustainability in the international market
Co-Authors Asyifa, Zahra Dovi, Febriani Guntur Haludin Jasmine, Nadia Martiza, Shanata Putri Mohamad Trio Febriyantoro Wahab, Habbi Widayanto, Marcelina Putri Zein Saleh, Mohamad