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Zahra Aliyanti, Dila
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Strategi Marketing Mix Dalam Meningkatkan Penjualan Pada Coffee Shop The Liter Di Summarecon Bekasi Zahra Aliyanti, Dila; Cholik, M. Agus
JAMBIS : Jurnal Administrasi Bisnis Vol. 4 No. 6: Desember 2024
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v4i6.4603

Abstract

Marketing strategies play an important role in achieving business success, as these areassignificantly contribute to the realization of a business plan that helps maintain and increase saleswhile securing market positions by leveraging opportunities and strengthening sales through theimplementation of marketing mix strategies. The researchers used a qualitative approach to involveresearchers in gaining a better understanding of complex and contextual phenomena to report adetailed perspective from informant sources in the research environment, focusing mainly on thephenomenon of marketing strategy in the concept of the marketing mix theory in increasing salesat the coffee shop The Liter at Summarecon Bekasi. The marketing mix strategy for boosting salesat The Liter coffee shop has produced positive consumer feedback through direct communicationin the store and interaction through social media. However, the lack of activity in social media hasresulted in many consumers still not realizing the existence of the brand The Liter. There is nospecial online booking application in The Liter and no consumer membership program; there is noevent that attracts the general consumer because it is only scheduled for a special event of K-Popfans; the menu offered by The Liter is very monotonous; there is no update of special beveragevariants, so consumers get bored.
Pengaruh Kualitas Layanan, Kemudahan Pengguna Serta Kepercayaan Pelanggan terhadap Minat Pengguna Pada Aplikasi BliBli.com Yuni Astuti, Dwi; Zahra Aliyanti, Dila; Sulaiman, Nofita
JAMBIS : Jurnal Administrasi Bisnis Vol. 4 No. 4: Agustus 2024
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/jambis.v4i4.4500

Abstract

Blibli.com is an e-commerce site with an e-commerce concept which was founded on July 25 2011 by PT Global Digital Niaga (GDN). Looking at the current phenomenon, Blibli.com has five million downloads with a rating of 4.1 but only has 127,199 users. This research uses the variables Service Quality, User Ease, Customer Trust and User Interest. The purpose of this research is to determine the quality of service on user interest carried out by Blibli.com, determine the ease of use by Blibli.com customers, and determine customer trust in the influence of user interest variables.The population in this research is Blibli.com customers with a total sample of 181 respondents using a non-probability sampling method, namely purposive sampling technique. This research uses descriptive analysis techniques and simple regression. The results of this research show that the service quality, ease of use and customer trust in user interest in Blibli.com are "very good". Based on the results of simple regression analysis and hypothesis testing, it shows that the variables of service quality, ease of use and customer trust have a positive and significant effect of 64.1% on the user interest variable.It is hoped that this research will be useful for PT Global Digital Niaga (GDN) in order to achieve increased interest in users of the Blibli.com application
Co-Authors Cholik, M. Agus Sulaiman, Nofita Yuni Astuti, Dwi