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The tempe chip industry in Sanan Village, Malang City, represents a culturally embedded small and medium enterprise (SME) cluster that has contributed to the local economy for decades. However, intensifying intra-cluster competition, soybean price volatility, and shifting consumer behavior have placed increasing pressure on the competitiveness of businesses in this area. This study aims to analyze the marketing strategy implemented by Keripik Tempe Dua Karunia — one of the pioneering enterprises in Sanan Village that has been operating since 1980 — and to identify the marketing strategy factors that contribute to enhancing its competitive advantage. A qualitative descriptive approach was employed through field observation, in-depth interviews with the business owner, and documentation analysis. The analysis is grounded in the 4P marketing mix framework — Product, Price, Place, and Promotion. The findings reveal that Dua Karunia builds its competitiveness through four strategic pillars: (1) product differentiation through multi-flavor diversification and consumer-driven customization; (2) cost-based pricing that is adaptively managed through shrinkflation tactics in response to raw material price fluctuations; (3) multi-channel distribution that integrates direct outlet sales with digital platforms (Shopee and WhatsApp); and (4) long-established word-of-mouth reputation-based promotion reinforced by active e-commerce presence. This study concludes that the consistent integration of all four marketing mix elements, supported by family-based operational flexibility and the cultural heritage value embedded in the product, constitutes the primary source of sustained competitive advantage for Dua Karunia amid increasingly intense cluster competition. These findings carry practical implications for similar SMEs seeking to design adaptive, competitiveness-oriented marketing strategies.

This study aims to analyze the inventory management practices of qurban cattle at Purnomo Sapi Mulyo Farm in Boyolali, Central Java, particularly in facing the surge in demand prior to Eid al-Adha. The research is motivated by the unique characteristics of qurban cattle inventory, which involves living assets, seasonal demand, and biological risks that differ significantly from conventional inventory management. A qualitative descriptive approach with a case study design was employed to capture in-depth information regarding inventory planning, procurement, storage, and sales practices. Data were collected through in-depth interviews with the business owner as the key informant, direct observation of operational activities, and documentation review. The findings reveal that inventory management at the farm is conducted in a responsive manner based on consumer orders, enabling the business to minimize overstock risks and operational costs. However, inventory recording remains manual and unstructured, potentially limiting the accuracy of cost calculation and long-term planning. Price fluctuations and supply availability are strongly influenced by the Eid al-Adha momentum, while cattle health and lead time are critical factors affecting inventory effectiveness. From a theoretical perspective, the study extends inventory management concepts to the context of live and seasonal inventory. Practically, the findings suggest that implementing a simple yet structured inventory recording system could enhance operational efficiency and decision-making accuracy in local qurban cattle farms.

This study aims to analyze the influence of price and product quality on purchasing decisions for personal care products manufactured by PT Mandom Indonesia Tbk. The topic was chosen in response to increasingly intense competition in the cosmetics industry, along with a decline in sales performance of several Mandom products, which highlights the need for the company to better understand key factors affecting consumer purchasing behavior. The research employed a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents who use Mandom products, selected through purposive sampling. Prior to analysis, the research instruments were tested for validity and reliability to ensure the accuracy and consistency of the data. The data were then analyzed using multiple linear regression techniques. The results indicate that price has a positive and significant effect on purchasing decisions and is the most dominant influencing factor. This finding suggests that consumers place strong emphasis on the suitability between price and perceived benefits when making purchasing decisions. Product quality also shows a positive and significant influence, although its effect is relatively smaller compared to price. Simultaneously, price and product quality explain a portion of the variation in purchasing decisions, while other factors outside the study also contribute. Based on these findings, PT Mandom Indonesia Tbk is advised to prioritize competitive pricing strategies while consistently maintaining product quality to enhance purchase intentions and strengthen consumer loyalty.

Business competition in the agribusiness sector demands that every entrepreneur formulates and implements effective marketing strategies to maintain consumer loyalty and increase sales. This study was conducted at UD. Dua Putra Nganjuk with the objective of analyzing the influence of social media, price, and product quality on consumers' purchasing decisions specifically for corn ose products. The research population consisted of 140 consumers, and the sample size was determined to be 84 respondents using a purposive sampling technique, targeting individuals who had made purchases and met specific criteria relevant to the study. A quantitative research approach was adopted, with data collected through a structured questionnaire. Data analysis was conducted using SPSS software, and included validity and reliability tests, classical assumption testing, multiple linear regression analysis, t-tests, F-tests, and calculation of the coefficient of determination (R²). The results showed that all three independent variables—social media, price, and product quality—had a positive and significant effect on purchasing decisions, with respective significance values of 0.006, 0.001, and 0.009. Furthermore, the F-test confirmed a simultaneous significant influence, with an F-statistic value of 534.263 and a significance level of 0.000. The coefficient of determination (R²) was found to be 0.952, indicating that 95.2% of the variation in purchasing decisions is explained by these three variables. The remaining 4.8% is attributed to other factors not examined in this study.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

This study aims to determine the effect of asset structure, sales growth, and firm size on capital structure at PT Martina Berto Tbk during the period 2014–2023. The data used in this research is secondary data, namely the financial statements of PT Martina Berto Tbk over the past ten years, obtained from the company's official website (www.martinaberto.co.id), in the form of balance sheets and income statements. The analytical methods used include classical assumption tests, multiple linear regression analysis, and hypothesis testing, conducted using SPSS version 20. The results show that asset structure, sales growth, and firm size each have a significant partial effect on capital structure. Furthermore, asset structure, sales growth, and firm size simultaneously have a significant effect on the capital structure of PT Martina Berto Tbk..

 This study aims to analyze the social media-based marketing strategies implemented by MSME Bakery in developing its business. The study employed a qualitative case study method using observation, in-depth interviews, and documentation. The results indicate that consistent use of WhatsApp and Facebook has positively impacted sales, market reach, and customer loyalty. However, challenges such as limited digital skills and time management for content creation still exist. These findings suggest that social media is an effective marketing tool for MSMEs when supported by proper content strategies and digital literacy.    

The number of businesses in the culinary sector has been steadily increasing, especially after the COVID pandemic. Therefore, promotional strategies are crucial, particularly for building brand awareness in the business world. "Erista Griyo Dhahar," a restaurant located in Pakem, Yogyakarta, implements promotional strategies to build brand awareness. This study aims to analyze the promotional strategies used by "Erista Griyo Dhahar" to enhance brand awareness. The research employs a qualitative method with data collection techniques including interviews, observations, and documentation. The theoretical framework used is the Promotional Mix which includes advertising, personal selling, sales promotion, Public Relations, and direct marketing for building brand awareness for "Erista Griyo Dhahar." The results of the study indicate that "Erista Griyo Dhahar" combines all five aspects of the promotional mix as part of its strategy to build brand awareness. However, advertising and personal selling are found to be the most effective, as evidenced by the restaurant's increasing sales each year. The brand awareness of "Erista Griyo Dhahar" is at the level of brand brand recognition. Recommendations for "Erista Griyo Dhahar" include increasing engagement on social media, maintaining personal selling activities, creating more engaging promotions, conducting Public Relations activities in a routine and structured manner, and developing appealing and persuasive copywriting.

This study aims to analyse the influence of flash sales and free shipping on consumer purchasing decisions for Shopee products. The research was conducted from October to December with a quantitative approach, involving 100 respondents as a sample. Data analysis includes data quality tests, classical assumption tests, hypothesis tests, multiple regression analysis, and determination coefficient tests with IBM SPSS 25 software. The results of the partial test showed that flash sale (X1) had no significant effect on consumer purchase decisions (Y) with a T value of -0.996 < 1.661 and a significance of 0.322 > 0.05. On the contrary, free shipping (X2) had a significant effect on consumer purchase decisions (Y) with a T value of 5.982 > 1.661 and a significance of 0.000 < 0.05. The F test shows that simultaneously flash sale (X1) and free shipping (X2) have a significant influence on consumer purchase decisions (Y) with an F value of 17.947 > F table 3.090 and a significance of 0.000 < 0.05. These results indicate that the two variables together have a positive influence on consumer purchase decisions on Shopee products.  

This study aims to determine the Influence of Asset Structure, Current Ratio, Firm Size and Sales Growth Relative to the Company's Capital Structure. The research population is a household appliance sub-sector manufacturing company listed on the Indonesia Stock Exchange. Sample selection using Purposive Sampling. The research period is 2019-2023. The data analysis technique used is multiple linear regression processed with IBM programs Statistical Package for Social Science (SPSS) Version 26. The results of the study show that the Asset Structure and Current Ratio have a negative and significant effect on the Capital Structure. Company Size and Sales Growth have no effect on the Capital Structure.

The purpose of this study is to analyze the effects of store atmosphere and customer lifestyle on purchasing behavior, focusing specifically on Parewa customers. Employing a quantitative survey methodology, the research integrates an explanatory approach with a correlational design to explore the relationships between these variables. The study follows a cross-sectional framework, with data collected at a single point in time. The individual purchaser serves as the unit of analysis, and the research is carried out within a natural, real-world environment. The findings demonstrate a statistically significant and positive correlation between store atmosphere and customers' purchasing decisions. This implies that an inviting and comfortable store environment increases the likelihood of customer purchases at Parewa. Additionally, the results show a significant positive correlation between lifestyle and purchasing behavior, suggesting that customers with enhanced lifestyles are more inclined to purchase Parewa products. These insights underline the importance of aligning store ambiance and customer lifestyle preferences to drive sales effectively.  

This study aims to determine the influence of variables, namely Current Ratio, Total Assets Turnover, Debt To Asset Ratio, Return On Assets, Sales Growth and Earning Per Shares on the company PT Indofood CBP Sukses Makmur Tbk before and after the Acquisition with PT Arla Indofood Makmur Dairy Tbk which has been listed on the Indonesia Stock Exchange in 2016-2022. The research location used in this study is PT, Indofood, Tbk. Where researchers will take data through financial reports on the Indonesia Stock Exchange. The analysis technique used is the Paired T-test. The results in this study indicate that the variables Current Ratio, Debt To Asset Ratio, Sales Growth and Earning Per Shares show significant differences between before and after the acquisition, while Total Assets Turnover, Return On Assets do not show significant differences between before and after the acquisition. With this research, it is hoped that the company can further improve various factors that do not have an effect in this study.

The Suzuki XL7 is one of the car models produced by PT Suzuki Indomobil Sales (SIS) in Indonesia. Since its launch in 2020, the car has undergone significant development, especially with the introduction of a hybrid variant in 2023. This article aims to analyze the import and export phenomenon of the Suzuki XL7 from 2019 to 2024, as well as the challenges faced in the process. Through an in-depth literature review, this research will explore the various variables that influence the success of the Suzuki XL7 in the domestic and international markets. The research method used is literature analysis, which involves collecting data from various reliable sources. The discussion will cover market analysis, marketing strategies, as well as case studies related to challenges and solutions in the face of global competition. The conclusion of this research will provide a comprehensive overview of the Suzuki XL7's position in the Indonesian and global automotive industry.

This study aims to examine The Effect Of Work-Life Balance On Employee Job Satisfaction at PT Ide Kreasi Warna, a company engaged in the sales of paint and building materials. The research method involved 48 respondents grouped based on demographic characteristics such as age, gender, and education level. Linear regression analysis results showed a positive relationship between work-life balance and job satisfaction, with a positive regression coefficient, indicating that a one-point increase in work-life balance would increase job satisfaction by 61.9%. The partial significance test (t-test) confirmed that work-life balance has a positive and significant effect on job satisfaction, with t_calculated (9.438) greater than t_table (1.679) and a significance value (0.00) less than 0.005. The determination coefficient shows that 75.7% of the variation in job satisfaction is influenced by work-life balance. This conclusion suggests that a good work-life balance can enhance employee job satisfaction. To improve work-life balance, the company is advised to implement programs such as family gathering events. Future research is expected to explore other factors affecting job satisfaction beyond work-life balance, given that 25.3% of the variance may still be influenced by other variables.

The purpose of this study is to determine the impact of major discount offers, online customer reviews, and online customer ratings on purchasing decisions during the Shopee twin date event. For important sales initiatives, structural equation modeling was the data analysis method used. The results show that online customer reviews have a positive but not statistically significant impact on purchasing decisions during the Shopee twin date event, even while online customer ratings have a large impact.

The dairy industry seeks to increase consumption through various marketing strategies, because from BPS data in 2020, the level of milk consumption in Indonesia is still low. The aim of this investigation was to analyze the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels on purchasing decisions for Ultra Milk x ITZY products. This investigation uses a quantitative approach with a questionnaire instrument filled out by 245 respondents, where the data is analyzed using normality, heteroscedasticity, multicollinearity, validity, reliability, also multiple linear regression analysis tests. The outcome showed that all independent variables, namely the impact of brand ambassadors, sales promotion, social media marketing, consumptive behavior, brand trust, also halal labels had a significant impact on purchasing decisions both partially also simultaneously. Overall, these variables influence purchasing decisions by 92.4%. This study concludes that these marketing factors play an crucial role in impacting consumer decisions to buy dairy products, also can be used as a reference to improve marketing strategies in an effort to increase milk consumption in Indonesia.

UD Sadewo Jagat is a company engaged in furniture production, this company provides sales of finished, semi-finished products and maintenance for various types of teak wood furniture. Finished products include tables, chairs, shelves and various other types of displays. However, in this study, we only analyzed defective products for wooden box table products because the production process of wooden box table products because the production process of wooden box tables experienced problems, namely the number of defects exceending 5% of the company’s standard provisions. The aim of this research is to analyze product quality control techniques using the Statistical Process Control method in reducing defective products, and to find out what factors cause defects in products produced by UD Sadewo Jagat. This research uses the Statistical Process Control (SPC) method, which is one of the analytical methods used to analyze the causes of defects that occur, both in terms of product quality and in terms of the quality of the production process. Quality control analysis is carried out using. The results of the check sheet analysis show an average of 9,6% product defects per month. From the results of the Pareto diagram, it can be seen that the highest level of defects is crack defects, with a total of 80 units or 44,94% of total product defects in 2023. Meanwhile, the results of the control chart that has been made can be seen that quality control is uncontrolled and not according to standards. From the results of the fishbone diagram, it is concluced that the factors causing product defects are human factors, materials, environment, and methods.

This research aims to find out the marketing mix strategy for ornamental fish to increase sales volume at PT Agung Aquatic Marine, Denpasar Bali. This research uses descriptive qualitative research and also uses SWOT analysis (Strength, Weakness, Opportunity, Threat). SWOT analysis is an analysis used to evaluate opportunities and threats in the external environment as well as the strengths and weaknesses of the company's internal environment. The results of this research show that an IFAS score of 2.87 indicates a strong internal position, an EFAS score of 2.59 shows that the company responds to existing opportunities in a good way and avoids threats in its industrial market. The Cartesian diagram shows the company's position in an aggressive state, which is very profitable for the company. The marketing strategy used by the company to increase sales is that the company maintains and utilizes quality and varied products so that market segmentation becomes wider or increases, maintains consumer trust by being consistent in the performance provided and actively communicating to create mutually beneficial agreements.

This study discusses the business feasibility analysis of MSMEs in basic food businesses in Keramean Village by considering legal, marketing, and financial aspects. Researchers use a quantitative approach with the least square method. Collection of data on the sale of basic food prices through interviews with business owners. This study aims to identify the potential success of basic food businesses and provide input for business owners in understanding the challenges and opportunities faced. The evaluation results show that April sales are more relevant than the previous month, this can happen because there is an increase in profit every month. This basic food business has great profit potential if managed properly, so it can be considered a promising business opportunity for MSMEs.