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Jurnal Manajemen DIVERSIFIKASI
Published by Universitas Muhammadiyah Metro
ISSN : 27745295     EISSN : 27745309     DOI : https://dx.doi.org/10.24127
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Jurnal Manajemen DIVERSIFIKASI (e-issn: 2774-5309, p-issn: 2774-5295) adalah jurnal yang dikelola oleh Program Studi S1 Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Metro. Jurnal ini diterbitkan dalam jangka waktu triwulanan dalam satu tahun yaitu Maret, Juni, September dan Desember. Jurnal Manajemen DIVERSIFIKASI memiliki fokus dan skop keilmuan pada bidang ilmu manajemen yang terdiri dari Manajemen Sumber Daya Manusia, Manajemen Pemasaran, Manajemen Keuangan dan Manajemen Operasional.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 489 Documents
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Pengaruh Promosi Penjualan Dan Persediaan Terhadap Keputusan Pembelian Dengan Harga Sebagai Variabel Mediasi Studi Pada Pelanggan Toko “Salah Parkir” Classic Part & Custom Kota Metro M. Azzam Nurkholis; Suwarto; Ardiansyah Japlani
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.5437

Abstract

In order to win the competition, each entrepreneur carries out their own marketing strategy,among the marketing strategies that are generally implemented by each company includeincreasing sales promotions and providing complete stock and types of goods so that buyerswill not move to another shop that has complete stock of goods. Apart from that, settingcompetitive prices is also the key to winning the competition, because price is one of the mainconsiderations for consumers in determining where they will shop. This research aims todetermine the effect of sales promotions and inventory on purchasing decisions with price asa mediating variable for customers of the Classic Part & Custom Part & Custom Shop inMetro City. The research design is quantitative research or verification research. The objectof this research is sales promotion, inventory and purchasing decisions with price as amediating variable. The research population and sample were customers of the "SalahParkir" Classic Part & Custom Shop in Metro City with a total sample of 96 people. Datacollection techniques use questionnaires. The Analitical Tool used is data quality analysis and path analysis using the SPSS program. The research results show that sales promotions,inventory and price have a significant direct effect on customer purchasing decisions. Salespromotions and inventory have a direct and significant effect on prices. Price significantlymediates the influence of sales promotions and inventory on customer purchasing decisionsat the "Salah Parkir" Clasics Part & Custom Shop in Metro City
Analisis Strategi Pemasaran Usaha Rumah Tangga Pembibitan Buah Pada CV. Jaya Mandiri Argo Di Kecamatan Pekalongan Lampung Timur Anisa Restu Pinuji; Ana Septiani; Kuncoro Budi Riyanto
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.5506

Abstract

Competition in the fruit breeding business in Pekalongan sub-district is getting tighter, both on a small and large scale. So it requires every manager to maintain and improve the marketing strategy they carry out so that managers are able to develop their business and can adapt to the company's external environment which requires ever-changing developments. With the various kinds of fruit breeding businesses that exist, this causes consumers to move from one place to another. Seeing this phenomenon, managers should be able to fulfill what consumers need and expect. A company's promotional activities are carried out as well as possible, namely by planning, directing, controlling and budgeting in accordance with the company's financial conditions. This research aims to find out the strategy of internal factors, external factors and business marketing strategies in CV. Jaya Mandiri Argo fruit breeding households. This research is qualitative research using a descriptive approach. Data collection uses observation, interviews, documentation and literature study. Data analysis uses SWOT analysis (Strength, Weakness, Opportunity, Threat) to find out the strengths, weaknesses, opportunities and threats of the business marketing strategy carried out by CV. Jaya Mandiri Argo. Research results using SWOT analysis showed 7 strengths, 3 weaknesses, 3 opportunities and 2 threats. Then do the weighting, rating and score with IFAS. EFAS is in the growth quadrant (very profitable). So the application of using the SWOT matrix is ​​by using the SO strategy, which uses strengths to take advantage of existing opportunities by overcoming the weaknesses it has, and the alternative strategy is using the WT strategy
Analisis Strategi Pemasaran Produk Pizza Pada Home Industri Azzea Kitchen Di Kelurahan Margodadi Metro Selatan Anggun Yunita Putri; Yateno; Ana Septiani
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.5511

Abstract

This research aims to analyze the internal and external factors that affect Azzea Kitchen Home Industry and analyze internal and external marketing strategies to improve market competitiveness. The research method used is qualitative with data collection through interviews, observation, documentation, and data analysis. The analysis was conducted using the SWOT method, which resulted in 6 strengths, 4 weaknesses, 3 opportunities, and 2 threats. From the results of weighting, rating, and scores with IFAS and EFAS, it can be seen that the Azzea Kitchen Home Industry is in quadrant I, indicating a support strategy for growth oriented towards aggressive strategies. This strategy aims to optimally utilize the company's strengths, cooperating with existing opportunities, otherwise known as the SO strategy. Focusing on marketing strategies, Azzea Kitchen Home Industry can implement an aggressive approach by utilizing business capital efficiently during holidays and national holidays to increase sales and brand image. Maximize production capacity during the holiday season, and take advantage of easily available raw materials. Furthermore, strengthen the presence of online consumers through product innovation and improving the quality of appealing flavors. Technology can also be utilized for aggressive marketing strategies, strengthening market share and increasing competitiveness in a competitive market. Thus, the implementation of this strategy is expected to have a positive impact on the Market
Pengaruh Keamanan Transaksi, Kemudahan Transaksi Dan Kualitas Informasi Produk Terhadap Keputusan Pembelian Secara Online Pada Konveksi I_Luup Production Home Kota Metro Mega Selviana; Nani Septiana; Selamet Fuadi
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.5518

Abstract

One effective strategy for starting a local business is to use content that encourages users to visit a product's website or store, usually through online advertising on the website's media platform that promotes the product. With a significant increase in internet usage, it can have a positive impact on purchasing decisions. Purchasing decisions themselves are part of consumer behavior, where respondents have a tendency to act before finally making a purchase decision. Ease of online transactions as a simple ordering process, diverse and easy payment methods, a purchase process that provides benefits and convenience, and fast and accurate delivery of goods. The existence of this ease of transaction can provide a sense of security to consumers and potentially increase the number of customers. To find out whether Transaction Security directly affects purchasing decisions at Metro City Convection I_Luup Production Home. To find out whether the Ease of Transaction directly affects the purchase decision at the Metro City I_Luup Production Home Convection. To find out whether the quality of product information directly affects purchasing decisions at Metro City I_Luup Production Home Convection. To find out whether transaction security, ease of transaction and quality of product information together directly affect purchasing decisions at Metro City I_Luup Production Home Convection. The sample of this study was all 60 consumers of Convection I_Luup Production Home Metro City. Data collection using interviews, questionnaires and data analysis using Validity Test, Reliability Test, Normality Test, Regression Linearity and Meaningfulness Test, Homogeneity Test and Path Analysis using SPSS program. The results show that there is a positive and significant influence of Transaction Security on the Quality of Product Information. There is a positive and significant influence of ease of transaction on the quality of product information. There is a positive and significant influence of Transaction Security on Purchasing Decisions. There is a positive and significant influence of ease of transaction on purchasing decisions. There is a positive and significant influence of product information quality on purchasing decisions.
Pengaruh Celebrity Endorsment (Bintang Iklan), Electronic Word Of Mouth (E-Wom) Dan Brand Image (Citra Merek) Terhadap Purchase Decision (Keputusan Pembelian) Produk After Beaute Pada PT Mega Irianto Indonesia Di Bandar Lampung Deni Alvianingsih; Yateno; Selamet Fuadi
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.5521

Abstract

To determine whether celebrity endorsement affects the purchase decision. To determine whether electronic word of mouth (e-wom) affects the purchase decision. To determine whether the brand image affects the purchase decision. To find out whether celebrity endorsement, electronic word of mouth (e-wom), and brand image influence the purchase decision. The sample of this study is consumers After Beaute amounting to 100 respondents. Data collection using questionnaires and literature studies. Data analysis using prerequisite testing instruments, namely validity test and reliability test. Prerequisite test analysis using normality test and linearity test. Hypothesis test using multiple linear regression analysis, Partial Test (t Test), Test together (F test) and test coefficient of determination (R2) using the program (SPSS). The research results show that 1). Celebrity endorsement has not effect on purchase decisions. 2). Electronic word of mouth (e-wom) has not effect on purchase decisions. 3). Brand image has a significant influence on purchase decisions.
Analisis Strategi Pengembangan Usaha Ayam Potong Dengan Pendekatan SWOT (Studi Kasus Pada UD. 28 Broiler Di Kota Metro) Selamet Fuadi; Suwarto; Mida Widya Ningrum
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.5571

Abstract

In an effort to develop a business, there are a number of tasks and steps that must be taken toachieve optimal business opportunities and maintain competitiveness in the market. Thebroiler business is one example of a promising business that has good potential in thebusiness world, this can be seen from the continuous increase in demand. The purpose of thisstudy was to determine the development strategy of broiler business by identifying relatedmatters in internal factors including strengths and weaknesses, as well as external factorsincluding opportunities and threats. This research uses qualitative methods, with datacollection techniques carried out by interviewing business owners and observation. The dataobtained was analyzed using SWOT which includes IFAS, EFAS, IE matrix and SWOT matrixmethods. The results of this study indicate that UD. 28 Broiler is in quadrant 2, where in thisquadrant it is required to carry out a diversification strategy that requires the Company tomake changes by changing or expanding the product range, in order to close weaknesses andtake advantage of existing opportunities.
Pengaruh Orientasi Kewirausahaan Dan Strategi Bisnis Terhadap Kinerja Usaha (Studi Kasus Pada Usaha Pembenihan Ikan Nila Di Desa Bumi Harjo Batanghari Lampung Timur) Damia Latifa; Febriyanto; Selamet Fuadi
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i3.5591

Abstract

This research is motivated by the problem of the high level of competitiveness of tilapia hatchery businesses that sell similar seeds, the lack of business capital to develop businesses such as adding ponds and reaching customers outside the city, the lack of optimal managerial ability in managing the business, the low level of skill of tilapia hatchery business actors in utilizing technology and workforce capabilities that are not yet professional because they have not gone through clear selection only emphasize brotherhood. This research aims to find out whether entrepreneurial orientation and business strategy individually and together have an effect on business performance. The sample for this research was tilapia hatchery business actors in Bumi Harjo Village, Batanghari, East Lampung, totaling 50 respondents. The research method uses a quantitative type of research. Data collection used questionnaires, and data analysis used validity tests, reliability tests, normality tests, linearity tests, homogeneity tests, multiple linear regression analysis, t tests, f tests, coefficient of determination r2 tests and statistical hypotheses using SPSS version 25 program tools. The results of this research show that (1) entrepreneurial orientation has a positive and significant effect on business performance with a tcount of 25.944 > ttable 2.011 and sig 0.000 > 0.05. (2) business strategy has a positive and significant effect on business performance with a tcount of 32.717 > ttable 2.011 and sig 0.000 > 0.05. (3) entrepreneurial orientation has a positive and significant effect on business performance with a value of fcount > ftable 3.20 and sig 0.000 > 0.05.
Pengaruh Stres Kerja, Beban Kerja dan Lingkungan Kerja Terhadap Turnover Intention Karyawan CV. Mitra Sahabat Grup Kabupaten Pesawaran Yateno; Nina Lelawati; Angga Wahyudi
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.5624

Abstract

Turnover intention is an employee's desire to resign from work with the aim of looking for anew job based on their abilities and a feeling of dissatisfaction with work achievements sofar, therefore there is a turnover of employees in a company without any coercion fromoutside parties or, hence the cause employee turnover due to factors that influence it. Thisresearch aims to find out whether work stress has a direct effect on turnover intention. Tofind out whether workload has a direct effect on turnover intention. To find out whether thework environment has a direct effect on turnover intention. The sample for this research is allemployees at CV. Mitra Sahabat Grup totaling 45 people. Data collection usesquestionnaires and literature studies, and data analysis uses validity tests, reliability tests,normality tests, linearity tests, homogeneity tests, multiple regression analysis, T tests, Ftests, and coefficient of determination (R2) tests using the program (SPSS) . The researchresults show that there is a positive and significant influence of Job Stress on TurnoverIntention. There is a positive and significant influence of Workload on Turnover Intention.There is a positive and significant influence of the work environment on turnover intention
Pengaruh E-Service Quality, Customer Satisfaction Terhadap Minat Beli Ulang Pada E-Commerce Tokopedia Dengan Behavioural Intention Sebagai Variabel Intervening (Studi Pada Mahasiswa Prodi Manajemen Tahun Akademik 2020 FEB Universitas Muhammadiyah Metro) Yateno; Fitriani; David Eka Saputra
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.5627

Abstract

This study aims to find out whether E-Service Quality affects Repurchase Interest inTokopedia E-Commerce. To find out whether Customer Satisfaction affects RepurchaseInterest in Tokopedia E-Commerce. To find out whether Behavioural Intention affectsRepurchase Interest in Tokopedia E-Commerce. To find out whether E-Service Quality,Customer Satisfaction with Repurchase Interest in Tokopedia E-Commerce with BehaviouralIntention has a positive effect as an intervening variable. The sample of this study was 160students of Management Class of 2020 Universitas Muhammadiyah Metro. The data werecollected through questionnaire, then being analyzed by using validity test, reliability test,normality test, linearity test, heteroscedasticity test, multicollinearity test, t test, r test ofdetermination, and Regression Analysis of Mediating Variables with the Causal Step Methodvia the SPSS program, Analysis metode structural. The results showed that there was apositive and significant influence of E-Service Quality, Customer Satisfaction on RepurchaseInterest, there was a positive and significant influence of Service Quality, CustomerSatisfaction on Behavioural Intention and there was a positive and significant influence of E-Service Quality, Customer Satisfaction on Repurchase Interest in the Tokopedia Applicationwith Behavioural Intention as an Intervening Variable
Pengaruh Kualitas Pelayanan Dan Harga Kopi Kenangan Metro Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Mahasiswa Manajemen Angkatan 2019 Universitas Muhammadiyah Metro) Nina Lelawati; Suwarto; Roid Azhar Aziz
Jurnal Manajemen DIVERSIFIKASI Vol. 5 No. 4 (2025): Desember
Publisher : Universitas Muhammadiyah Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/diversifikasi.v5i4.5678

Abstract

Customer loyalty is a form of customer loyalty to the company for purchasing the company's products. Customers who are loyal will of course make repeat purchases of the products they buy. The aim of this research is to find out whether there is a direct influence on service quality, price and customer satisfaction on customer loyalty among Metro City Memories Coffee consumers. This research uses a quantitative method by measuring research variables using an instrument in the form of a questionnaire given by Kopi Kenangan consumers in Metro City. The research population was all consumers of memorable coffee with samples taken using an accidental sampling technique so that the number of samples encountered during the research period was 68 people. The collected questionnaire data was then analyzed using a path analysis formula with two structural models. The research results show that there is a direct influence of service quality on satisfaction, there is a direct influence of price on satisfaction, there is a direct influence of service quality on loyalty, there is a direct influence of price on loyalty and there is a direct influence of customer satisfaction on loyalty.

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