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Andi Suhandi
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Jl. Rawakuda No.1 Rt.004 Rw.002 Kp. Rawakuda Ds. Karangharum Kec. Kedungwaringin Kab. Bekasi Jawa Barat
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Jurnal Pelita Ilmu Ekonomi Syariah (JPIES)
Published by Sekolah Tinggi Ekonomi dan Bisnis Islam Yayasan Pelita Ilmu Insani
ISSN : 30642221     EISSN : 30642221     DOI : 10.71195
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Pelita Ilmu Ekonomi Syariah merupakan jurnal yang diterbitkan oleh LP2M STEBIS YPII dengan ISSN : 3062-2221 (online) dengan Nomor SK :30642221/II.7.4/SK.ISSN/11/2024. JPIES mempunyai scope pada bidang ekonomi syariah.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 24 Documents
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Analisis Strategi Pemasaran Merek HAUS! Indonesia pada Industri Minuman Kekinian di Era Digital Andi Suhandi; Azmi Muhammad Habibie; Sri Wahyuningsih
JPIES: Jurnal Pelita Ilmu Ekonomi Syariah Vol. 3 No. 01 (2026): JPIES Edisi Januari 2026
Publisher : LPPM STEBIS YPII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71195/wda39483

Abstract

This study analyzes the success strategies of the contemporary beverage brand HAUS! Indonesia in dominating the middle class segment. The study focuses on product innovation, price and value perception, distribution, branding, as well as consumer loyalty and purchasing decisions. A descriptive qualitative approach through literature study was used to examine relevant theories and empirical findings. The results of the study show that adaptive product innovation, economical pricing strategies, distribution integrated with digital channels, and strong branding and social media engagement play an important role in building consumer loyalty. HAUS! has successfully maintained its relevance as a sustainable brand amid competition in the ready-to-drink beverage market.
Meningkatkan Penjualan UMKM Raja Burger & Kebab : Strategi Komunikasi Pemasaran Joni Heruwanto
JPIES: Jurnal Pelita Ilmu Ekonomi Syariah Vol. 3 No. 01 (2026): JPIES Edisi Januari 2026
Publisher : LPPM STEBIS YPII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71195/q46r5m37

Abstract

Penelitian ini bertujuan untuk mendeskripsikan strategi komunikasi pemasaran UMKM Raja Burger & Kebab dalam menghadapi digitalisasi. UMKM ini telah beroperasi selama kurang lebih lima tahun dan masih mengandalkan pemasaran berbasis offline melalui penjualan langsung di lokasi usaha. Kondisi tersebut menyebabkan keterbatasan jangkauan pemasaran dan kesulitan dalam menjangkau konsumen baru. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan secara kualitatif menggunakan analisis SWOT untuk memetakan kondisi internal dan eksternal yang mempengaruhi strategi komunikasi pemasaran UMKM. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran UMKM belum terintegrasi dengan media digital seperti media sosial dan platform layanan pesan antar. Kendala utama meliputi rendahnya pemanfaatan media digital, keterbatasan literasi digital, dan ketergantungan pada lokasi fisik. Digitalisasi komunikasi pemasaran berpotensi menjadi solusi untuk meningkatkan visibilitas usaha dan memperluas jangkauan pasar.
Kekuatan Strategi Komunikasi Pemasaran terhadap Pesepsi Konsumen Kopi Sejuta Jiwa di Era Media Sosial Nurpatria Kurniawan, Ergo; Joni Heruwanto
JPIES: Jurnal Pelita Ilmu Ekonomi Syariah Vol. 3 No. 01 (2026): JPIES Edisi Januari 2026
Publisher : LPPM STEBIS YPII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71195/bv76bb32

Abstract

The Indonesian coffee industry is growing as the younger generation views coffee as part of their social lives. This trend has encouraged companies, such as Kopi Sejuta Jiwa, to use social media as a primary means of promoting their brands. This study examines how consumers perceive Kopi Sejuta Jiwa's social media marketing, specifically on Instagram and TikTok. The research used a qualitative descriptive method, focusing on students from Pelita Bangsa University who purchased the product and interacted with the brand's content. The results showed that consumers favored the company's strategy, particularly due to its consistent visuals, storytelling through mobile sales, friendly language, and quick responses. These efforts help build closer relationships with customers and increase their loyalty. However, several issues remain, such as unclear brand messaging and a lack of transparency regarding product details and halal certification. To improve these aspects, Kopi Sejuta Jiwa must strive to maintain consistent communication and provide clearer information to ensure greater marketing success in the coffee market.
Persepsi Konsumen terhadap Citra Merek dan Kepercayaan pada Produk Jamu Modern Tolak Angin Baldah, Nasrun
JPIES: Jurnal Pelita Ilmu Ekonomi Syariah Vol. 3 No. 01 (2026): JPIES Edisi Januari 2026
Publisher : LPPM STEBIS YPII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71195/1qnjs649

Abstract

This study analyzes consumer perceptions of brand image and trust in the modern herbal product Tolak Angin. Based on semi-structured interviews with 10 informants, the findings show that a strong brand image and positive product experience shape favorable consumer perceptions. Trust is reinforced by social recommendations, consistent quality, and intensive marketing communication. Tolak Angin is perceived as a safe, effective, and reliable modern herbal remedy. The synergy between brand image and consumer trust drives loyalty and purchase decisions. These findings offer strategic insights for PT Sido Muncul to maintain Tolak Angin’s leadership in the herbal medicine market.

Page 3 of 3 | Total Record : 24

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