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Muhammad Rakib
Entrepreneurship Study Program, Makassar State University

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THE INFLUENCE OF SERVICE AND PRODUCT VARIANTS ON CUSTOMER LOYALTY OF ADL GROCERY STORES ON PAJENEKANG ISLAND Ari darni latif; Agus Syam; Sumiati Tahir; Muhammad Rakib; Nur Halim
BORJUIS: JURNAL OF ECONOMY Vol. 2 No. 4 (2025): AGUSTUS
Publisher : Adisam Publisher

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The purpose of this research is to determine the influence of service and product variants on customer loyalty at the Adl Grocery Store on Pajenekang Island. The independent variable in this research is the influence of service and product variants, while the dependent variable is customer loyalty. The population in this study was all 325 residents of Pajenekang Island. Meanwhile, the sample in this study was 65 respondents using random sampling techniques. Data collection was carried out by distributing a list of questions (questionnaires) to respondents. The data analysis technique used was multiple regression analysis using SPSS software. Based on the results of the analysis and discussion, it can be concluded that: The service influence variable (X1) has a partial influence on the dependent variable, namely the customer loyalty variable (Y). Furthermore, the product variant variable has a partial influence on the variable, namely customer loyalty (Y). the same (Simultaneous) effect on the dependent variable, namely Customer Loyalty (Y).
ANALYSIS OF MICRO SMALL MEDIUM ENTERPRISE (MSME) DEVELOPMENT STRATEGIES IN LENTU VILLAGE, BONTORAMBA DISTRICT, JENEPONTO REGENCY(A Study on "Bu Tina" Onion Crackers Business) Reski H.; Agus Syam; Muhammad Jufri; Muhammad Rakib; Sumiati Tahir
BORJUIS: JURNAL OF ECONOMY Vol. 2 No. 4 (2025): AGUSTUS
Publisher : Adisam Publisher

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Abstract

This study aims to analyze the development strategies of Micro, Small, and Medium Enterprises (MSMEs) with a case study on the "Bu Tina" onion crackers business in Lentu Village, Bontoramba District, Jeneponto Regency. The research uses a qualitative descriptive method by collecting data through interviews, observations, and documentation. SWOT analysis is employed to identify internal and external factors that influence business development. The results show that "Bu Tina" onion crackers business has strengths in product uniqueness and local raw materials, but faces challenges in limited marketing reach and production capacity. Opportunities such as increasing consumer demand and support from local government programs can be leveraged to overcome these weaknesses. The recommended strategy is a growth-oriented approach through product diversification, strengthening branding, and expanding distribution channels. The study highlights the importance of strategic planning in improving MSME sustainability and competitiveness at the village level.
Co-Authors Agus Syam Ari darni latif Muhammad Jufri Nur Halim Reski H. Sumiati Tahir