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All Journal MDP Student Conference
Stephany, Stephany
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Business Plan Implementasi Freshtige Salad Buah (Implementasi Usaha Salad Buah di Kota Palembang) Stephany, Stephany; Fernandes, Charles; Fadly, Jeremia Shalom; Pramuditha, Charisma Ayu
MDP Student Conference Vol 4 No 2 (2025): The 4th MDP Student Conference 2025
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v4i2.11046

Abstract

This study examines the marketing strategy and customer satisfaction of Freshtige, a fruit salad business targeting young consumers in Palembang. Using a quantitative approach, data were collected through surveys involving 74 respondents and secondary data analysis of Freshtige’s operational and financial records. The findings reveal that digital marketing, particularly through social media and influencer collaborations, plays a crucial role in increasing brand awareness and customer engagement. The majority of respondents expressed high satisfaction with the product quality, service, and purchasing experience, contributing to strong customer loyalty and repeat purchases. The study also highlights the importance of product innovation, as consumer interest in new fruit salad variants remains high. This research provides valuable insights for small businesses in the healthy food sector, emphasizing the need for continuous innovation, effective digital marketing strategies, and service quality to maintain business sustainability and growth.
Co-Authors Charisma Ayu Pramuditha Fadly, Jeremia Shalom Fernandes, Charles