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All Journal Escalate : Economics and Business Journal Journal of Multidisciplinary Sustainability Asean
Istanti , Enny
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Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Other

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A SWOT-Based Approach to Smartphone Marketing: Insights from Dunia Cell Surabaya Amalia Putri, Rika; Erma Widiana, Muslichah; Istanti , Enny
Escalate : Economics and Business Journal Vol. 3 No. 02: Strategic Innovation and Governance in Modern Business Systems: Integrating Technolog
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i02.278

Abstract

This study analyzes Dunia Cell Surabaya's marketing strategies using a SWOT framework to assess internal and external factors affecting smartphone sales. Employing a qualitative descriptive approach, data were collected through interviews, observation, and documentation, and then analyzed thematically. Results reveal that product diversity, service quality, and employee competence serve as key strengths, while limited digital marketing and high prices are significant weaknesses. Opportunities arise from Indonesia’s stabilizing economy and increasing smartphone adoption, whereas threats include fierce competition and shifting consumer behavior. The SWOT matrix positions Dunia Cell in Quadrant I, indicating a growth-oriented strategy. To sustain competitiveness, the firm should enhance its e-commerce presence, improve pricing strategies, and diversify product offerings. The study contributes to the SME marketing literature by integrating SWOT analysis with insights on digital transformation, offering actionable strategies for retail adaptation in Indonesia’s dynamic smartphone market.
Impact of Financial Compensation on the Performance of Marketing Employees Soeherman, Achmad Daengs Gatot; Istanti , Enny; Wiyasa , I Gede
Journal of Multidisciplinary Sustainability Asean Vol. 2 No. 4 (2025)
Publisher : Yayasan Adra Karima Hubbi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/ijmsa.v2i4.2722

Abstract

Background. Compensation is one of the key aspects in determining employee performance. It becomes a critical concern for companies, as employees strive to achieve the performance standards set by the organization. Recognizing the importance of compensation in supporting performance, compensation management should be a top priority. Purpose. Timeliness and the amount of compensation provided by the company significantly influence employees’ work spirit, motivation, job performance, and overall performance. The absolute income level of employees determines their standard of living, while relative income reflects their social status and dignity. Method. Therefore, if employees perceive that the compensation they receive is inadequate, their work spirit, motivation, job performance, and overall performance may drastically decline. Results. Motivation is a condition that drives employees in a focused and goal-oriented manner to achieve company objectives. Work performance is essential for business progress since the success or failure of a business is significantly influenced by employee performance. Conclusion. The financial compensation variable (X) has a positive influence on the employee performance variable (Y) with a coefficient of 0.402. The positive coefficient indicates a direct relationship between financial compensation and employee performance. This means that any change in the financial compensation variable by one unit will result in a 0.402 change in the employee performance variable, assuming other independent variables remain constant.
Co-Authors Amalia Putri, Rika Muslichah Erma Widiana Soeherman, Achmad Daengs Gatot Wiyasa , I Gede