Article Per Year (5 Year)
p-Index From 2018 - 2023
0.562
P-Index
This Author published in this journals
All Journal SINERGI: Jurnal Ilmiah Ilmu Manajemen JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Riset Entrepreneurship
Satrio Sudarso
Universitas Muhammadiyah Sidoarjo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
ANALISIS IMPLEMENTASI SEGMENTING, TARGETING DAN POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PADA KEDAI ABG SIDOARJO Satrio Sudarso
Jurnal Riset Entrepreneurship Vol 5 No 1 (2022): (Edisi Pebruari) Volume 5, Nomor 1, Tahun 2022
Publisher : Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jre.v5i1.3342

Abstract

The discussion that becomes the background in this research is the development of the culinary business that is increasingly rapidly increasing so that business competition is increasing, so the right marketing strategy is needed. In order for culinary businesses to achieve the expected sales targets, companies must pay attention to strategies that influence purchasing decisions, including the right STP (segmentation, targeting, and positioning) strategy in order to win the competition in the market. This research is a quantitative research method with causality research techniques. The independent variables of this study are segmenting (X1), targeting (X2), positioning (X3) with the dependent variable is purchasing decisions (Y). The population in this study are all consumers who make purchases at Kedai ABG. The sample used in this study were 50 respondents. The sampling technique used is non-probability sampling with incidental sampling method. The data collection instrument used was a questionnaire. The analysis technique used is multiple linear regression analysis and hypothesis testing using SPSS software for windows. The main results of this study are (1) segmentation has a positive effect and has a significant influence on purchasing decisions, (2) targeting has a positive effect and has a significant influence on purchasing decisions, (3) positioning has a negative effect and has no significant effect on purchasing decisions, (4) segmenting, targeting and positioning together (simultaneously) have a significant effect on purchasing decisions.
The Effect of Integrated Marketing Communications Strategy on The Development Of Creative Economic Products In Moringa Processed MSMe Indra Jaya Satrio Sudarso; Sumartik
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 7 No 2 (2022): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v7i2.18544

Abstract

The discussion that forms the basis of the background of this research is the problem of developing creative economic products, especially on the MSME scale which is seen from the linkage of marketing communication strategies that have not been or have been implemented in one of the implementation of marketing activities for Processed moringa Indra Jaya. The purpose of this study was to determine and analyze the effect of advertising (X1), product packaging (X2), public relations (X3) and events marketing (X4) on product development (Y) in the context of the creative economy. The method used is a quantitative method. The population used is all consumers of Processed Moringa Indra Jaya. The sampling technique used is non-probability sampling in the form of random sampling of 100 people. Respondents were selected based on an existing database of MSME recommendations related to the respondent's domicile throughout Indonesia. Analysis techniques use multiple linear regression analysis and hypothesis testing using SPSS for Windows statistical tools. The results showed that all independent variables have a positive and significant effect on the dependent variable, partially or simultaneously.
Analysis of The Influence of Product Quality and Price on Customer Loyalty Through Customer Satisfaction as An Intervening Variable in Restaurants Hisana Fried Chicken Surabaya Satrio Sudarso; Susanto Sukiman
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 12 No. 2 (2022)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (564.798 KB) | DOI: 10.25139/sng.v12i2.5740

Abstract

Every entrepreneur in the culinary field is required to compete competitively in terms of improving product quality and managing price factors to be able to create consumer satisfaction which can affect loyalty. The research location was conducted at one of the Hisana Fried Chicken outlets in the Surabaya area. The criteria for the consumer sample are those who are over 17 years of age and also have at least become Hisana customers, with a minimum of 2 (two) previous purchases in the last 1 (one) month. The number of samples is 100 respondents. The statistical analysis calculation method uses the SPSS program in processing and evaluating the results of the questionnaire to test the quality of the data, while to process and evaluate the results of the path analysis test, hypothesis to evaluate the 'goodness of fit indices' model using the Structural Equation Modeling (SEM) method with the AMOS program. The results of data processing show (1) product quality has a positive and significant effect on consumer satisfaction (2) product quality has a positive and significant effect on consumer loyalty (3) price has a significant negative effect (opposite) on customer satisfaction (4) price has a significant effect negatively (contrary) to consumer loyalty (5) customer satisfaction is positive but does not have a significant effect on customer loyalty.
Co-Authors Sumartik Susanto Sukiman