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Rugasa, Rayhan
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Economics, Econometrics & Finance Engineering

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Strategi Distribusi PT. Mitra Adiperkasa TBK (MAP) Putri, Erli Azzahra; Rugasa, Rayhan; Putra, Nofriandi; Rahman, Ahmad Fajri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4143

Abstract

This study analyzes the distribution strategy of PT Mitra Adiperkasa Tbk (MAP) as one of Indonesia's largest retail companies. Distribution plays a crucial role in marketing success, especially in modern retail that faces challenges from changing consumer behavior and digital transformation. This research employs a qualitative descriptive approach through secondary data analysis from company reports, academic literature, and relevant publications. The findings indicate that MAP implements an integrated distribution system by combining roles as license holder, importer, distributor, and retailer. MAP's distribution strategy is characterized by an omni-channel approach integrating physical stores and digital platforms, supported by robust logistics infrastructure and data-driven inventory management. The multilevel distribution channel structure provides operational flexibility while maintaining service quality control. The study concludes that distribution serves as a strategic foundation for MAP's competitiveness in the Indonesian lifestyle retail industry. This research contributes to understanding how distribution strategies can create competitive advantage and enhance customer experience in the modern retail context.
Pengaruh Digital Marketing dan Citra Produk Lokal Terhadap Keputusan Pembelian Konsumen Pada Bubuk Kopi Lampu Gantung Melaluibrand Awareness Sebagai Variabel Intervening Rugasa, Rayhan
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i3.4274

Abstract

This study aims to analyze the effect of digital marketing and local product image on consumer purchasing decisions through brand awareness as an intervening variable for Lampu Gantung Coffee Powder in Solok Regency. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 96 respondents who are consumers of Lampu Gantung Coffee Powder. The sampling technique used in this study was purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS software. Descriptive analysis was applied to describe the research variables through the calculation of the Respondent Achievement Level (TCR). The results indicate that digital marketing and local product image have a positive and significant effect on brand awareness. Furthermore, brand awareness has a positive and significant effect on purchasing decisions. The findings also reveal that brand awareness mediates the relationship between digital marketing and local product image on purchasing decisions. This study is expected to provide practical insights for local businesses in developing effective digital marketing strategies and strengthening local product image to enhance brand awareness and consumer purchasing decisions
Co-Authors Putra, Nofriandi Putri, Erli Azzahra Rahman, Ahmad Fajri