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All Journal Jurnal Mahasiswa Entrepreneur
Syama, Nur Izzuddien
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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ANALISIS STRATEGI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA ROTI BAKAR BANDUNG BONDOWOSO (Studi Kasus Pada Franchise RB. Duzzi) Syama, Nur Izzuddien; Rachman, Riza; Anhar, Muh. Barry Nur; Safitri, Fina; Rahman, Yasyfi Aufa; As’adiyah, Bunga Banafsaj Amiratul
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4228

Abstract

This research intend to analyze marketing strategies that can increase sales at Roti Bakar Bandung Bondowoso (RB. Duzzi), a toast franchise. In the context of increasingly fierce competition, effective marketing strategies are the key to success in increasing sales. Through a SWOT analysis approach (Strengths, Weaknesses, Opportunities and Threats), this research explores the internal and external factors that influence RB sales. Duzzi. The results of this research provide a better understanding of the strengths, weaknesses, opportunities and threats faced by RB. Duzzi, as well as providing recommendations for marketing strategies that can be implemented to increase sales. Thus, this research contributes to the development of more effective marketing strategies in the context of the toast franchise business.
PERAN LIFE STYLE DALAM MEMODERASI PENGARUH PROMOSI DAN BRAND IMAGE TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PADA ROTI BAKAR BANDUNG BONDOWOSO DI SITUBONDO Syama, Nur Izzuddien; Karnadi, Karnadi; Fandiyanto, Randika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 10 (2024): OKTOBER 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i10.5288

Abstract

Roti Bakar Bandung Bondowosois micro/small/medium enterprises (MSMEs) engaged in the culinary field. Roti Bakar Bandung Bondowoso is known to have good product quality and comfortable taste, so it is liked by many people who already know it. This study aims to analyze the role of Lifestyle in moderating the influence of Promotion and Brand image on buying interest and purchasing decisions for Roti Bakar Bandung Bondowoso in Situbondo. The data collection method uses quantitative methods and nonprobability sampling, with purposive sampling being the method technique. This study's data analysis and hypothesis testing used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of direct influence hypothesis testing using the Smart PLS 3.0 application show that promotion significantly positively affects buying interest. Brand image has a significant positive effect on purchase intention. Promotion has a significant positive impact on purchasing decisions. Brand image has a significant positive effect on buying decisions. Promotion moderated by Lifestyle has a positive but insignificant impact on purchasing decisions. Promotion of purchasing decisions through buying interest has a significant positive effect. The promotion of purchasing decisions through buying interest has a significant positive impact. Brand image on purchasing decisions through buying interest has a significant positive effect.
Co-Authors Anhar, Muh. Barry Nur As’adiyah, Bunga Banafsaj Amiratul Fandiyanto, Randika Karnadi, Karnadi Rachman, Riza Rahman, Yasyfi Aufa safitri, fina