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Jumai Latte
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Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Analisis Strategi Pemasaran Rumah Jahit Hafsah Menggunakan Pendekatan Bauran Pemasaran 4P Fatimah; Jumai Latte
JURNAL BISNIS DAN PEMBANGUNAN Vol. 14 No. 1 (2025): Jurnal Bisnis dan Pembangunan
Publisher : Program Magister Ilmu Administrasi Bisnis FISIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbp.1414i1.70

Abstract

Abstract: Micro, Small, and Medium Enterprises (MSMEs), locally known as UMKM, play a strategic role in Indonesia’s economy, particularly in rural areas far from major trade centers. One of the service sectors experiencing continuous growth is tailoring, which typically involves personalized services and builds strong, trust-based relationships with customers. Home-based tailoring businesses offer economic opportunities, especially for women, enabling them to earn income while managing household responsibilities. This study focuses on Rumah Jahit Hafsah, a home-based tailoring business in Desa Hakurung, Kecamatan Daha Utara, which has demonstrated significant growth since its establishment in 2018. The research analyzes the marketing strategies employed by Rumah Jahit Hafsah through the 4Ps marketing mix framework: Product, Price, Place, and Promotion. Using a qualitative descriptive approach, data were collected through field observations and unstructured interviews with the business owner and customers. The findings reveal that Rumah Jahit Hafsah effectively applies marketing strategies tailored to customer needs and local market conditions, allowing the business to remain competitive despite seasonal fluctuations and competition from similar enterprises. This study contributes to the literature on marketing strategies for micro enterprises and offers practical insights for tailoring businesses aiming for sustainable growth through targeted marketing approaches
Pengaruh Live Streaming Commerce dan Online Customer Review Terhadap Purchase Decision Melalui Trust Sebagai Variabel Mediasi Pada E-Marketplace Shopee (Studi Pada Produk Perawatan Bayi) Jumai Latte; Fatimah
JURNAL BISNIS DAN PEMBANGUNAN Vol. 14 No. 3 (2025): Jurnal Bisnis dan Pembangunan
Publisher : Program Magister Ilmu Administrasi Bisnis FISIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbp.1414i3.96

Abstract

Abstract: This study analyzes the influence of Live Streaming Commerce and Online Customer Review on Purchase Decision, with Trust as a mediating variable in baby care products on the Shopee e-marketplace. Using a quantitative explanatory approach and survey method, data were collected from 170 Shopee users who had watched live streaming sessions and read customer reviews. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The results show that Live Streaming Commerce has a positive and significant effect on both Trust and Purchase Decision, while Online Customer Review does not significantly affect either variable. Trust has the most dominant and significant influence on Purchase Decision and strengthens the relationship between live streaming activity and purchase behavior. These findings indicate that consumer trust is the main factor driving purchase decisions and enhancing the effectiveness of digital marketing strategies on Shopee
Co-Authors Fatimah