Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Pendidikan
Fitrah, M. Afif Vilano
Unknown Affiliation
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISIS POTENSI PASAR DAN STRATEGI PEMASARAN UNTUK PRODUK ATAU LAYANAN INOVATIF TERHADAP USAHA COFFEESHOP LATERA JAMBI Fitrah, M. Afif Vilano
Jurnal Manajemen Pendidikan Vol. 10 No. 3 (2025): Regular Issue
Publisher : STKIP Pesisir Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34125/jmp.v10i3.767

Abstract

This study seeks to examine the impact of market analysis, product innovation, and marketing communication strategy on the marketing performance of Coffeeshop Latera Jambi, along with the mediating effect of the quality management system in these dynamics. This is a causal research employing a quantitative methodology. Data were gathered via questionnaires administered to 225 patrons of Coffeeshop Latera Jambi and analyzed utilizing Structural Equation Modeling-Partial Least Square (SEM-PLS). The findings indicate that market analysis, product innovation, and marketing communication strategy significantly improve the marketing performance of Coffeeshop Latera Jambi. Moreover, the quality management system mediates the effects of these variables on marketing performance.  This study offers a novel contribution by revealing the mediating role of the quality management system in enhancing the effectiveness of marketing strategies within a local coffeeshop context, particularly Coffeeshop Latera Jambi, which has been underexplored in previous research.
Co-Authors