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All Journal Jurnal EMT KITA Hirarki : Jurnal Ilmiah Manajemen dan Bisnis
Gellianta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Strategi Pemasaran dan Persaingan: Studi Kasus pada UMKM Pemasaran Elektronik "Toko William Elektrik" di Bandar Jaya, Lampung Tengah, Provinsi Lampung Daud, Syahril; Gellianta; Belinda, Sherliana; Arinda, Yeni
Jurnal EMT KITA Vol 9 No 1 (2025): JANUARI 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i1.3477

Abstract

This research aims to assist businesses such as William Elektrik in increasing sales and competitiveness through more effective marketing strategies. With increasing demand, competition in the electronics business sector is also getting tougher. Therefore, businesses need to apply SWOT analysis to understand the strengths, weaknesses, opportunities and threats that exist in their business. This research uses a qualitative approach with interview, observation, and documentation methods. The results of interviews with business owners show significant achievements and strategies used to maintain business success. The conclusion of this study shows that William Elektrik in Bandar Jaya, Central Lampung, has the potential to improve its competitiveness and sales through the application of SWOT analysis. Their main strength lies in their strategic location and customer loyalty, while the biggest weakness is their high operational costs. Opportunities for expansion can be found in the development of e-commerce and technical services, while threats come from intensifying competition in the electronics sector. By understanding and managing these factors, William Elektrik can formulate more effective marketing strategies. The findings can also serve as a reference for other businesses in designing marketing strategies.
PENGARUH KEPERCAYAAN KONSUMEN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MEREK UNIQLO (STUDI KASUS PADA GENERASI Z DI BANDAR LAMPUNG) Gellianta; Harpain
Hirarki : Jurnal Ilmiah Manajemen dan Bisnis Vol. 7 No. 1 (2025): Hirarki : Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Program Studi Manajemen | Universitas Pasir Pengaraian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30606/jrwn2v36

Abstract

Di era globalisasi dan digitalisasi yang pesat, industri fashion di Indonesia mengalami perubahan yang signifikan, terutama di kalangan generasi z yang dikenal sangat paham dalam teknologi dan selektif dalam pemilihan produk. Studi ini berorientasi guna mengetahui pengaruh kepercayaan konsumen dan promosi terhadap keputusan pembelian merek Uniqlo pada generasi z di Bandar Lampung. Melalui metode pendekatan kuantitatif, analisis yang dipergunakan ialah analisis regresi linear berganda. Studi melibatkan 100 responden dari generasi z yang telah membeli produk Uniqlo, dan seluruh informasi disatukan melalui kuesioner online dengan skala Likert. Hasil dari data yang telah diteliti membuktikan bahwa antara kepercayaan konsumen dan promosi berpengaruh terhadap keputusan pembelian.
Co-Authors Arinda, Yeni Belinda, Sherliana Harpain Syahril Daud