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Belinda, Sherliana
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Economics, Econometrics & Finance

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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.
The Effect of Product Diversity and Price on Purchasing Decisions Mediated by Promotions: A Study on Shopee Application Users (Students of the Faculty of Economics and Business, University of Bandar Lampung) Belinda, Sherliana; Barusman, Andala Rama Putra
Jurnal EMT KITA Vol 9 No 2 (2025): APRIL 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.v9i2.3644

Abstract

The aim of this study was to investigate the effects of product diversity and price on purchasing decisions, mediated by promotions, among Shopee application users. This study is quantitive research and utilizes primary data obtained directly from respondents through collecting questionnaire data via Google From. The population in this study consisted of students from the Faculty of Economics and Business, University of Bandar Lampung, totaling 936 individuals. Sampling was carried out using random sampling techniques and using the Slovin provisions, the sample obtained was 280 people. Data analysis was performed using PLS-SEM in the SmartPLS 4 application. The study's results show that product diversity, price, and promotion collectively have a significant impact on purchasing decisions, although product diversity itself does not affect purchasing decisions. Additionally, the study revealed that product diversity and price jointly influence promotion significantly, with the promotion variable mediating the impact of product diversity and price on purchasing decisions.
The Effect of Product Diversity and Price on Purchasing Decisions Mediated by Promotions: A Study on Shopee Application Users (Students of the Faculty of Economics and Business, University of Bandar Lampung) Belinda, Sherliana; Barusman, Andala Rama Putra
Jurnal EMT KITA Vol 9 No 2 (2025): APRIL 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.v9i2.3644

Abstract

The aim of this study was to investigate the effects of product diversity and price on purchasing decisions, mediated by promotions, among Shopee application users. This study is quantitive research and utilizes primary data obtained directly from respondents through collecting questionnaire data via Google From. The population in this study consisted of students from the Faculty of Economics and Business, University of Bandar Lampung, totaling 936 individuals. Sampling was carried out using random sampling techniques and using the Slovin provisions, the sample obtained was 280 people. Data analysis was performed using PLS-SEM in the SmartPLS 4 application. The study's results show that product diversity, price, and promotion collectively have a significant impact on purchasing decisions, although product diversity itself does not affect purchasing decisions. Additionally, the study revealed that product diversity and price jointly influence promotion significantly, with the promotion variable mediating the impact of product diversity and price on purchasing decisions.
Co-Authors Andala Rama Putra Barusman Arinda, Yeni Gellianta Syahril Daud