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All Journal Jurnal Mahasiswa Entrepreneur
As’adiyah, Bunga Banafsaj Amiratul
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA ROTI BAKAR BANDUNG BONDOWOSO (Studi Kasus Pada Franchise RB. Duzzi) Syama, Nur Izzuddien; Rachman, Riza; Anhar, Muh. Barry Nur; Safitri, Fina; Rahman, Yasyfi Aufa; As’adiyah, Bunga Banafsaj Amiratul
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4228

Abstract

This research intend to analyze marketing strategies that can increase sales at Roti Bakar Bandung Bondowoso (RB. Duzzi), a toast franchise. In the context of increasingly fierce competition, effective marketing strategies are the key to success in increasing sales. Through a SWOT analysis approach (Strengths, Weaknesses, Opportunities and Threats), this research explores the internal and external factors that influence RB sales. Duzzi. The results of this research provide a better understanding of the strengths, weaknesses, opportunities and threats faced by RB. Duzzi, as well as providing recommendations for marketing strategies that can be implemented to increase sales. Thus, this research contributes to the development of more effective marketing strategies in the context of the toast franchise business.
PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN HANASUI DENGAN PROMOSI SEBAGAI VARIABEL MODERATING PADA KONSUMEN SHOPEE DI KELURAHAN DAWUHAN SITUBONDO As’adiyah, Bunga Banafsaj Amiratul; Karnadi, Karnadi; Sari, Rini Kartika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 12 (2024): DESEMBER 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i12.5336

Abstract

Eka Jaya Internasional is a company that focuses on producing facial, hair, fragrance and home care products. The company continues to innovate in creating quality products by creating the Hanasui brand. This brand has gone viral and is widely discussed by the public, especially in the Dawuhan community. So the focus of this research is on consumers of the Hanasui brand in Dawuhan Village who purchase through the Shopee e-commerce. The sampling technique was determined by purposive sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model-Partial Least Square (PLS-SEM). The results of the direct influence hypothesis test using Smart PLS 3.0, showed that Price had a positive but not significant effect on Purchase decisions, Product quality had a significant positive effect on Purchase decisions, Price that with Promotion moderation had a positive but not significant effect on Purchase Decisions, Product quality that with Promotion moderation had a significant negative effect on Purchase Decisions.
Co-Authors Anhar, Muh. Barry Nur Karnadi, Karnadi Rachman, Riza Rahman, Yasyfi Aufa Rini Kartika Sari safitri, fina Syama, Nur Izzuddien