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All Journal SENTRI: Jurnal Riset Ilmiah Jurnal Ilmiah Ekonomi dan Manajemen
Willson, Michael Aris
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Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Other

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UTILIZATION OF BUSINESS INTELLIGENCE IN MARKETING STRATEGY FOR BALADO SHRIMP CRACKER PRODUCTS Sudiantini, Dian; Bachri, Samsul; Alexander, Yanuar; Willson, Michael Aris; Bagasasi, Faizal
SENTRI: Jurnal Riset Ilmiah Vol. 3 No. 6 (2024): SENTRI : Jurnal Riset Ilmiah, Juni 2024
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v3i6.2991

Abstract

This research explores the integration of business intelligence (BI) tools in the marketing strategy for Balado Shrimp Cracker products, aiming to enhance consumer insights and competitive advantage in the snack industry. Through qualitative research methods, the study investigates how BI facilitates the identification and analysis of consumer preferences, purchasing behaviors, and competitor dynamics. The findings emphasize the importance of leveraging BI for data-driven decision-making, personalized marketing initiatives, and proactive market intelligence. By harnessing BI, Balado can optimize its marketing strategies, drive growth, and foster brand loyalty amidst a competitive landscape.
Pengaruh Desain Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sepatu Ventela : (Studi Kasus Pada Mahasiswa Universitas Bhayangkara Jakarta Raya) Willson, Michael Aris; Komariah, Neng Siti; Anas, Haryudi
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 3 No. 8 (2025): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v3i8.6157

Abstract

The growth of the local fashion industry in Indonesia has shown significant progress, driven by increasing consumer preference for domestic products. One of the emerging local brands is Ventela, a footwear company that emphasizes the strength of its product design and quality. This study aims to: (1) examine the influence of product design on purchasing decisions of Ventela shoes, (2) analyze the impact of product quality on purchasing decisions, and (3) assess the combined effect of product design and quality on purchasing decisions. A quantitative research method was employed, with data collected through an online questionnaire distributed to 171 students from the Management Study Program, Class of 2021, at Universitas Bhayangkara Jakarta Raya. Data analysis was conducted using SPSS version 26. The results indicate that product design attracts consumers through visual appeal and comfort, while product quality builds trust and satisfaction. Simultaneously, both product design and quality significantly influence purchasing decisions. These findings highlight the importance of product innovation and quality improvement strategies in strengthening the competitiveness of local brands in the increasingly competitive fashion industry.
Co-Authors Alexander, Yanuar Bagasasi, Faizal Haryudi Anas Komariah, Neng Siti Samsul Bachri, Samsul Sudiantini, Dian