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All Journal Gudang Jurnal Multidisiplin Ilmu Ardhi: Jurnal Pengabdian dalam Negri
Imelda Aprileny
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Public Health Social Sciences Other

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Pengaruh Perilaku Konsumen Dan Promosi Media Sosial Terhadap Keputusan Pembelian (Studi Kasus Konsumen Shopee Di Jakarta Timur) Imelda Aprileny; Jayanti Apri E; Muhammad Ikhsan; Djoni Maison; Engkur
Gudang Jurnal Multidisiplin Ilmu Vol. 3 No. 6 (2025): GJMI - JUNI
Publisher : PT. Gudang Pustaka Cendekia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59435/gjmi.v3i6.1630

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perilaku konsumen dan promosi media sosial terhadap keputusan pembelian di platform Shopee, dengan fokus pada konsumen di Jakarta Timur. Metode penelitian yang digunakan adalah pendekatan kuantitatif eksplanatori dengan penyebaran kuesioner kepada 100 responden. Pengolahan data dilakukan dengan perangkat lunak SPSS versi 27. Hasil penelitian menunjukkan bahwa perilaku konsumen dan promosi media sosial berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Promosi media sosial memberikan kontribusi pengaruh yang lebih besar (56,8%) dibandingkan perilaku konsumen (22%). Secara simultan, keduanya memberikan kontribusi sebesar 58,5%. Penelitian ini merekomendasikan pentingnya strategi digital marketing dan pemahaman mendalam terhadap perilaku konsumen untuk meningkatkan efektivitas pemasaran.
Analisis Strategi Bisnis Mixue Cabang Sunan Giri : Studi Kasus Model dan Strategi Pemasaran Bisnis Imelda Aprileny; Muhammad Ikhsan; Engkur Engkur; Muhammad Natser
ARDHI : Jurnal Pengabdian Dalam Negri Vol. 4 No. 3 (2026): Juni: ARDHI : Jurnal Pengabdian Dalam Negri
Publisher : Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ardhi.v4i3.2118

Abstract

This study aims to analyze the business strategy of Mixue Sunan Giri Branch using the Business Model Canvas (BMC) and SWOT analysis within the context of implementing the marketing mix at the branch level. The research employed a descriptive qualitative case study approach. Data were collected through field observations, interviews, documentation, and literature review, and were analyzed qualitatively in accordance with the Student Creativity Program (PKM) format. The findings indicate that Mixue Sunan Giri Branch possesses several strengths, including strong brand awareness, competitive pricing, menu diversity that meets consumer preferences, and support from a standardized franchise system. However, the branch still faces challenges related to local promotional activities, product quality consistency, and human resource management at the operational level. Opportunities arise from the increasing public demand for ready-to-serve food and beverages and the growing use of digital media for marketing, while the primary threat comes from intense competition with similar brands in the surrounding area. Based on the analysis, the recommended strategies include strengthening community-based and digital marketing, improving product and service quality control, and enhancing employee competencies through continuous training. The implementation of these strategies is expected to improve competitiveness, maintain customer loyalty, and support the long-term sustainability of the franchise branch.
Co-Authors Djoni Maison Engkur Engkur Engkur Jayanti Apri E Muhammad Ikhsan Muhammad Natser