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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen
Sari, Junia Mayang
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Itu Analisis SWOT: Strategi Pemasaran untuk Meningkatkan Penjualan Larasati, Mayang; Albar, Berri Brilliant; Sari, Junia Mayang
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 15 No. 1: April 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v15i1.14193

Abstract

This research aims to identify effective marketing strategies to increase sales. Thus, leads to business existence and sustainability. This research is classified as field research with a descriptive qualitative approach and has selected 14 food vendors at Pantai Padang as a sample group using nonprobability sampling, namely snowball sampling. Previous research explores strategies to increase sales for various businesses, but there is a dearth of research focusing on marketing strategies tailored to traders operating within a specific environment. To address this gap, a SWOT analysis was conducted to assess the strengths, weaknesses, opportunities, and threats facing the merchants. This study uses IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) to assess the internal and external factors that influence the sustainability and performance of their businesses. The results of the IFAS analysis showed strong internal environmental conditions. The EFAS analysis shows that the traders are effectively capitalizing on opportunities while mitigating threats. In the Cartesian diagram, the SWOT analysis is in the first quadrant, known as the aggressive strategy quadrant, which is favorable for the business. The analysis performed will influence the long-term viability of the business, encompassing continuous operations, growth, strategic development to ensure business continuity, and expansion efforts, all of which contribute to the sustainability and ongoing existence of the business. Keywords: Marketing Strategy; MSMEs; SWOT; IFAS; EFAS
The Hotel Syariah di Kota Padang dalam Persepsi Wisatawan Non-Muslim Larasati, Mayang; Albar, Berri Brilliant; Sari, Junia Mayang
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 15 No. 2: Oktober 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/y0mdeg91

Abstract

This study aims to explore non-Muslim tourists' perceptions of Sharia hotels in Padang City, West Sumatra. This research employs a qualitative research design with a case study approach, utilizing primary and secondary data as the main sources. The sampling method used is non-probability sampling, specifically snowball sampling. Data collection was carried out through interviews and literature reviews, with the sample consisting of non-Muslim tourists currently or previously staying in Sharia hotels in Padang. Findings from the field indicate that non-Muslim tourists have generally developed a positive perception of Sharia hotels in Padang. The study also reveals that these perceptions vary, influenced by factors such as the tourists' knowledge and personal experiences during their stay at Sharia hotels in the city. This research is expected to assist Sharia hotel managers in Padang in becoming more responsive to the needs and perceptions of non-Muslim tourists, enabling Sharia hotels to grow as inclusive and competitive accommodation options in the global tourism industry, as they have the same potential for growth as conventional hotels. Keywords: Perception; Non-Muslim Touris; Halal Tourism; Accommodation; Sharia Hotels
Co-Authors Albar, Berri Brilliant Larasati, Mayang