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All Journal Journal of International Conference Proceedings Prosiding Simposium Nasional Manajemen dan Bisnis
Aprilia, Lissa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media

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EVALUASI STRATEGI PEMASARAN DIGITAL PRODUK EMINA VARIAN BRIGHTENING DENGAN METODE QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) DALAM UPAYA PENINGKATAN DAYA SAING PRODUK Alwi, Moh Sayid; Aprilia, Lissa; Aprilia, Diana; Kuntiani, Rimbi; Limantara, Arthur Daniel
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 3 (2024): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/wj9te692

Abstract

Penelitian ini bertujuan untuk mengevaluasi strategi pemasaran digital produk Emina Varian Brightening menggunakan metode Quantitative Strategic Planning Matrix (QSPM) dalam upaya peningkatan daya saing produk. Analisis dilakukan dengan mengidentifikasi faktor-faktor internal dan eksternal yang mempengaruhi strategi pemasaran digital Emina Varian Brightening. Hasil analisis internal (IFE) menunjukkan bahwa Emina memiliki kekuatan dalam brand awareness, kualitas produk, dan fokus produk yang jelas, namun perlu meningkatkan strategi pemasaran digital yang terintegrasi dan konten yang lebih menarik. Analisis eksternal (EFE) mengungkapkan peluang besar dalam tren penggunaan media sosial dan perawatan kulit di kalangan remaja, tetapi juga ancaman persaingan ketat dan perubahan algoritma. Matriks SWOT menggabungkan kedua analisis, menghasilkan rekomendasi strategi seperti mengembangkan konten yang relevan, berkolaborasi dengan influencer, dan memanfaatkan teknologi digital untuk inovasi pemasaran. Penelitian ini memberikan wawasan berharga bagi Emina untuk mengoptimalkan strategi pemasaran digitalnya dan meningkatkan daya saing produk Varian Brightening di pasar yang kompetitif.
The Influence of Customer Experience, Brand Awareness and Atmosphere Cafes on Gen Z Consumer Loyalty in Cafes in Kediri City Aprilia, Lissa; Purnomo, Hery
Journal of International Conference Proceedings Vol 8, No 7 (2025): 2025 Bali ICPM Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v8i7.4429

Abstract

Generation Z consumer loyalty is an important concern for café business actors because this demographic group is increasingly playing a role in shaping market trends and purchasing patterns. This study aims to analyze the influence of customer experience, brand awareness, and café atmosphere on the loyalty of Generation Z consumers in Kediri City. A quantitative approach was used with a purposive sampling technique on 100 respondents who had visited and made purchases at local cafes. Data collection was carried out through a Likert scale questionnaire, then analyzed using multiple linear regression. The results showed that customer experience and brand awareness had a positive and significant effect on loyalty, while the café atmosphere had no significant influence. Customer experience is the most dominant factor in influencing loyalty. These findings indicate that improving customer experience and strengthening brand awareness need to be strategic priorities for café businesses in building Generation Z consumer loyalty. Further research can expand the context of the region or age group to improve generalization.
Co-Authors Alwi, Moh Sayid APRILIA, DIANA Arthur Daniel Limantara, Arthur Daniel Hery Purnomo Kuntiani, Rimbi