AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL最新文献_第3页

Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Sepeda Motor TVS 品牌形象和产品质量对TVS摩托车购买决定的影响

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2022-04-21 DOI: 10.30813/bmj.v18i1.2829

Veta Lidya Pasaribu

This study aims to determine the effect of brand image and product quality individually and jointly on TVS motorcycle purchase decisions for Pamulang University students. The research method uses quantitative methods and uses primary and secondary data types. The population of this research is all Pamulang University students in 2019 by using purposive sumpling technique using the ancient rao formula in determining the number of samples as many as 100 respondents. The data analysis method used validity test, reliability test, classical assumption test (normality test, multicollinearity test, heteroscedasticity test and autocorrelation test), multiple linear regression analysis, correlation coefficient analysis, coefficient of determination (KD) analysis, t test and F test. The results of data analysis show that partially there is a positive and significant influence on brand image on purchasing decisions, with tcount (5.778) > ttable (1.985) and sig ( 0.000)< 0.05, by demi more Ho is rejected and Ha is accepted. Partially there is a positive and significant effect of product quality on purchasing decisions, with a value of tcount (9.247) > t table (1.985) and sig (0.000) < 0.05, thus Ho is rejected and Ha is accepted. Simultaneously there is an effect of Brand Image and product quality together on purchasing decisions, has a very strong relationship with the regression equation Y= 8.618+0.478x1+0.644x2, constant 8.618, coefficient x1 0.478 and coefficient x2 0.644, while the correlation value or r is 0.954 and the coefficient of determination is 0.908 or 90.8% while the remaining 9.2% is influenced by other factors, with Fcount (490.216) > Ftable (3.09) and sig (0.000) < 0.05, thus Ho is rejected and Ha is accepted, meaning that there is a positive and significant influence between Brand Image and product quality on student purchasing decisions on TVS motorcycles.

本研究旨在探讨品牌形象与产品品质对帕慕朗大学学生TVS摩托车购买决策的影响。研究方法采用定量方法，并采用一手和二手数据类型。本研究的人口全部为帕慕朗大学2019年的学生，采用有目的抽样技术，利用古饶公式确定样本数量，多达100名受访者。数据分析方法采用效度检验、信度检验、经典假设检验(正态性检验、多重共线性检验、异方差检验和自相关检验)、多元线性回归分析、相关系数分析、决定系数(KD)分析、t检验和F检验。数据分析结果显示，部分品牌形象对购买决策有正向显著的影响，tcount(5.778) >表(1.985)和sig (0.000)< 0.05, Ho被拒绝，Ha被接受。部分产品质量对采购决策有正向显著影响，其值为tcount(9.247) >，表(1.985)和sig(0.000) < 0.05，因此Ho被拒绝，Ha被接受。同时，品牌形象和产品质量共同影响购买决策，与回归方程Y= 8.618+0.478x1+0.644x2，常数8.618，系数x1 0.478和系数x2 0.644有很强的关系，相关值或r为0.954，决定系数为0.908或90.8%，其余9.2%受其他因素影响，Fcount (490.216) > Ftable(3.09)和sig(0.000) < 0.05。因此，Ho被拒绝，Ha被接受，这意味着品牌形象和产品质量对学生购买TVS摩托车的决策有积极而显著的影响。

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引用次数: 2

Pengaruh Collective Bargaining Agreement dan Perceived Organizational Support terhadap Kinerja Karyawan yang dimoderasi Komitmen Organisasi di PT Internusa Caterindo selama Masa Pandemi Covid-19 Covid-19大疫情期间，PT Internusa Caterindo的组织承诺受到集体同意和任命组织组织对员工绩效的影响

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2022-04-21 DOI: 10.30813/bmj.v18i1.2961

Lukiyana Lukiyana, M. Yusuf

This study aims to determine the effect of Collective Bargaining Agreement (CBA) and Perceived Organizational Support (POS) on Employee Performance during the Covid-19 pandemic moderated by Organizational Commitment at PT Internusa Caterindo. The population in this study were employees of PT Internusa Caterindo in the Delta Silicon area of Cikarang. The research sample was 100 employees of PT Internusa Caterindo. The type of data created is primary data using a questionnaire that is filled in directly by one hundred respondents and then processes the data using Partial Least Square (PLS). Statistical results from research data show that the collective bargaining agreement has a positive and insignificant effect, perceived organizational support can have a positive and significant effect, organizational commitment has a positive and significant effect, the moderating effect of organizational commitment has not been able to strengthen the influence of the collective bargaining agreement and perceived organizational support on employee performance.

本研究旨在确定集体谈判协议(CBA)和感知组织支持(POS)对新冠肺炎大流行期间PT Internusa Caterindo员工绩效的影响，并通过组织承诺调节。本研究的人群为锡卡朗三角洲硅区PT Internusa Caterindo公司的员工。研究样本为PT Internusa Caterindo公司的100名员工。创建的数据类型是使用问卷的原始数据，该问卷由100名受访者直接填写，然后使用偏最小二乘法(PLS)处理数据。研究数据的统计结果表明，集体谈判协议具有正向且不显著的影响，组织支持感知具有正向且显著的影响，组织承诺具有正向且显著的影响，组织承诺的调节作用并不能强化集体谈判协议和组织支持感知对员工绩效的影响。

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引用次数: 1

Pengaruh Perceived Usefulness, Perceived Ease of Use dan Promosi Penjualan melalui Mediasi Attitude Toward Using dan Perceived Security terhadap Behavioral Intention to Use (Studi Empiris: Pengguna Mobile Wallet di Jakarta)

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2022-04-21 DOI: 10.30813/bmj.v18i1.2820

Erick Martua Sinurat, Liem Bambang Sugiyanto

The purpose of this study is to analyze the effect of sales promotion(SP), perceived usefulness(PU), perceived ease of use(PEU), perceived security(PS), and attitude toward using(ATU) towards behavioral intention to use(BIU) among mobile wallet users in Jakarta. This study uses a quantitative approach and uses structural equation models. In this study using 225 respondents with the provisions of mobile wallet users who live in Jakarta or in their daily activities in Jakarta. The data obtained were analyzed using the Structural Equation Model using AMOS. The results of this study indicate that PU, PEU has a fairly strong influence on ATU, then ATU also has a positive and significant effect on BIU. Furthermore, it has been found that ATU can mediate PU and PEU on BIU. Next, SP is the only independent variable that directly has a positive and significant influence on BIU. Through the results of this study also shows that sales promotion provides the largest contribution to behavioral intention to use, that mobile wallet users are happy with the sales promotion factor on the mobile wallet. Furthermore, based on the results of this study it also shows that perceived usefulness, perceived ease of use, and perceived security have no direct influence on behavioral intention to use. The limitations in this study are the use of mobile wallets which are used as respondents who live in Jakarta or have daily activities in Jakarta and the limited number of research objects. The implication of this research is to provide recommendations that mobile wallet service providers can increase behavioral intention to use on mobile wallets by increasing and implementing the right strategy on sales promotion, then through attitude toward using can also increase behavioral intention to use on mobile wallets, namely by paying attention to the features of the mobile wallet service that are easily understood by users.

本研究旨在分析雅加达市手机钱包使用者的促销(SP)、感知有用性(PU)、感知易用性(PEU)、感知安全性(PS)和使用态度(ATU)对行为使用意向(BIU)的影响。本研究采用定量方法和结构方程模型。在这项研究中使用225名受访者提供的移动钱包用户谁住在雅加达或在雅加达的日常活动。所得数据采用AMOS结构方程模型进行分析。本研究结果表明，PU、PEU对ATU有较强的影响，那么ATU对BIU也有显著的正向影响。此外，还发现ATU可以介导BIU上的PU和PEU。其次，SP是唯一直接对BIU产生正向显著影响的自变量。通过本研究的结果还表明，促销对行为使用意愿的贡献最大，表明移动钱包用户对移动钱包上的促销因素感到满意。此外，本研究的结果还表明，感知有用性、感知易用性和感知安全性对行为使用意图没有直接影响。本研究的局限性是使用移动钱包，这些钱包是作为居住在雅加达或在雅加达进行日常活动的受访者使用的，并且研究对象的数量有限。本研究的意义在于建议移动钱包服务提供商可以通过增加和实施正确的促销策略来增加移动钱包的行为使用意愿，然后通过使用态度也可以增加移动钱包的行为使用意愿，即关注用户容易理解的移动钱包服务功能。

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引用次数: 1

Pengaruh e-Service Quality dan Kepuasan terhadap e- Loyalty (Survey pada Pengguna Gopay)

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2022-04-21 DOI: 10.30813/bmj.v18i1.3068

Hesty Wulandari Ningsih, I. Safitri, A. Yusuf

Advances in technology and information that are growing rapidly require all companies to be able to create innovations to adapt to the progress of today's world. With advances in technology, competition in the increasingly fierce business world, many companies take advantage of an opportunity to create innovations that provide convenience for humans. One of them is a company in the transportation sector that creates digital-based service applications, namely GoJek, which provides payments through the GoPay feature. GoPay is one of the fintech breakthroughs from PT. GoJek utilizes advances in technology and information. The problem in this research is how e-service quality and satisfaction affect the e-loyalty of GoPay users. This study uses a casual analysis design with quantitative methods. The test equipment in this study uses the SPSS Statistic 25 and EViews 11 data processing applications involving 100 respondents as samples from GoPay users throughout Indonesia. Methods of data collection using questionnaires and literature study. The research instrument uses an interval scale. The results show that e-service quality and satisfaction have a positive and significant effect on GoPay customer loyalty.

快速发展的技术和信息的进步要求所有公司都能够进行创新，以适应当今世界的进步。随着科技的进步，商业世界的竞争日益激烈，许多公司利用这个机会进行创新，为人类提供便利。其中一家是交通领域的公司，它创建了基于数字的服务应用程序，即GoJek，它通过GoPay功能提供支付。GoPay是PT的金融科技突破之一，GoJek利用了技术和信息的进步。本研究的问题是电子服务质量和满意度如何影响GoPay用户的电子忠诚度。本研究采用随机分析设计和定量方法。本研究的测试设备使用SPSS Statistic 25和EViews 11数据处理应用程序，涉及100名受访者作为样本，来自印度尼西亚各地的GoPay用户。资料收集方法采用问卷调查法和文献研究法。研究仪器使用音程刻度。结果表明，电子服务质量和满意度对GoPay顾客忠诚度有显著的正向影响。

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引用次数: 0

Peran CSR Dalam Mempengaruhi Pembelian Impulsif di Masa Pandemik CSR在大流行期间对冲动购买的影响

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2021-09-30 DOI: 10.30813/BMJ.V17I2.2618

Andreas Wijaya, Anthony Japutra

Data collection from world meters shows 6 months after announcement of the corona pandemic, several countries began to experience handling of corona cases which began to decline, however this was not the same as the results for several other countries, some countries showed cases that were increasing from day to day. data from the Central Statistics Agency (BPS) reported that the country's gross domestic product (GDP) in the second quarter of 2020 was minus to 5.32 percent. On a quarterly basis, the economy contracted 4.19 percent and cumulatively contracted 1.26 percent. Because of this, many companies are looking for ways to increase purchases. Scrutinized the data, the increase in the use of CSR has soared, proactively many companies have begun to engage in various CSR activities. One of the companies that are aggressively implementing CSR programs in helping others is online transportation providers; gojek. By providing the option of providing food to ojol partners (online motorcycle taxis) several options are offered to provide assistance. The sampling technique used in this study is to use a non-probability sampling method, which is a sampling technique that does not provide equal opportunities for each member of the population to selected to be the sample. Measurement of data in this study was carried out using a Likert scale. The development of this instrument contains a total of 16 attributes developed from each variable as a measurement basis for data collection with the sample used in this study being consumers who have the Gojek application. The data collected will be processed with SPSS software for data analysis in testing the validity, reliability, classical assumptions as verification of the strength of the research.

从世界计量表收集的数据显示，在宣布冠状病毒大流行6个月后，一些国家开始处理冠状病毒病例，病例数开始下降，但这与其他几个国家的结果不同，一些国家的病例数每天都在增加。中央统计局(BPS)的数据显示，该国2020年第二季度的国内生产总值(GDP)为负5.32%。按季度计算，经济收缩4.19%，累计收缩1.26%。正因为如此，许多公司都在寻找增加购买量的方法。细看数据，企业社会责任的使用量激增，许多企业已经开始积极主动地从事各种企业社会责任活动。在帮助他人方面积极实施企业社会责任项目的公司之一是在线运输供应商;gojek。通过提供向ojol合作伙伴提供食物的选择(在线摩托车出租车)，提供了几种提供援助的选择。在本研究中使用的抽样技术是使用非概率抽样方法，这是一种抽样技术，不提供均等的机会，为每个成员的人口选择作为样本。本研究的数据测量采用李克特量表。该工具的开发共包含从每个变量开发的16个属性，作为数据收集的测量基础，本研究中使用的样本是具有Gojek应用程序的消费者。收集的数据将使用SPSS软件进行数据分析，以检验有效性，可靠性，经典假设作为研究强度的验证。

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引用次数: 0

Pengaruh Pengalaman Kerja dan Motivasi Kerja Terhadap Produktivitas Kerja pada PT. Tip Top Ciputat 工作经验和动机对PT. Top Ciputat的工作生产力的影响

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2021-09-16 DOI: 10.30813/BMJ.V17I2.2512

Oki Iqbal Khair, Widia Astuti

The purpose of this research is to find out and analyze the effect of work experience on work productivity, to know and analyze the effect of work motivation on work productivity, and to know and analyze the effect of work experience and work motivation together on employee productivity PT. Tip Top Wholesale Ciputat. The research method used by the author is a quantitative descriptive method that aims to determine the effect of two or more variables, where this approach provides a description of the problem to look for the influence between variable X1 (Work Experience) and variable X2 (Work Motivation) with variable Y (Work Productivity ) then hypothesis testing is performed to determine whether the proposed hypothesis is accepted or rejected using multiple linear regression analysis. The test used 3wqato test the research instrument is a validity test and a reliability test. Hypothesis testing using the t test (partial), F test (simultaneous), multiple linear regression analysis, correlation coefficients and determination with the help of SPSS 21 Software for Windows.From the results of the multiple regression test the constant value of 13.465 states that if there is an increase in the variable Work Experience (X1) and Work Motivation (X2) the value is 0, then the Work Productivity (Y) value is 13,465. Correlation coefficient value 0.861 means that there is a very strong relationship, the value of determination is 74.2%. Work Experience Variable partially influences and significantly affects Work Productivity with a tcount of 6.442> t table 1.664, this shows that Ho is rejected and H1 is accepted. Work Motivation Variable is partially influential and significant, this is indicated by the value of tcount 5.890> t table 1.664 with a significant value of 0.000 <0.05. This shows that Ho is rejected and H2 is accepted, meaning that the Work Motivation variable partially influences Work Productivity. So, if the value of the variable Work Motivation rises, Work Productivity will increase. Work Experience and Work Motivation simultaneously have a significant effect on Work Productivity. Based on the statistical test F (simultaneous), it can be seen that the value of Fcount 110.483> Ftable 3.09 and a significant value of 0.000 <0.05, it can be concluded that Ho is rejected and H3 is accepted, this means that Work Experience and Work Motivation simultaneously have a significant effect on Work productivity.

本研究的目的是找出和分析工作经验对工作效率的影响，了解和分析工作动机对工作效率的影响，了解和分析工作经验和工作动机共同对员工工作效率的影响。作者使用的研究方法是定量描述方法，旨在确定两个或多个变量的影响，其中这种方法提供了对问题的描述，以寻找变量X1(工作经验)和变量X2(工作动机)与变量Y(工作生产率)之间的影响，然后进行假设检验，以确定是否接受或拒绝使用多元线性回归分析提出的假设。本试验采用了3qato检验研究仪器，是一个效度检验和一个信度检验。假设检验采用t检验(偏检验)、F检验(同时检验)、多元线性回归分析、相关系数分析和SPSS 21 Software for Windows的测定。从多元回归检验的结果来看，定值13.465表明，如果变量Work Experience (X1)和Work Motivation (X2)增加，其值为0，则Work Productivity (Y)的值为13465。相关系数为0.861，表示存在很强的相关性，确定值为74.2%。Work Experience Variable部分影响并显著影响Work Productivity，在表1.664中为6.442>，这表明Ho被拒绝，H1被接受。工作动机变量具有部分影响和显著性，由表1.664中的tcount 5.890>的值表示，表3.09中的显著值为0.000，显著值为0.000 <0.05，可以得出Ho被拒绝，H3被接受的结论，这意味着工作经验和工作动机同时对工作生产率有显著影响。

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引用次数: 1

Strategi Diferensiasi dan Harga Sebagai Alat Untuk Meningkatkan Loyalitas Konsumen Klinik Auraku Bandung 分化战略和价格作为一种工具，以提高万隆客户的忠诚度

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2021-09-10 DOI: 10.30813/BMJ.V17I2.2459

Nicky Novianty, Yunika Komalasari, Wulan Yuliyana

Consumer Loyalty is a strongly held commitment to buy or re-subscribe to certain products or services in the future despite the influence of the situation and marketing efforts that have the potential to cause behavior change. This study aims to examine the influence of differentiation and price strategies in increasing consumer loyalty at Auraku Bandung clinic. The data analysis technique used descriptive verification method. The results showed that the differentiation strategy has a positive and significant effect in increasing consumer loyalty, price has a positive and insignificant effect in increasing consumer loyalty. Simultaneously the differentiation strategy and price together have a significant effect on consumer loyalty at Auraku Bandung clinic. Based on this research, Auraku Bandung clinic should continue to maintain and improve its differentiation strategy. The dimensions that must be improved in a differentiation strategy are product, service, and image. By having superior products, excellent services and a good corporate image, the company will be able to provide prices according to the quality they provide. This is done in order to continue to provide satisfaction to consumers and so that consumers return in the future.

消费者忠诚度是一种强烈的承诺，即在未来购买或重新订阅某些产品或服务，尽管情况和营销努力的影响有可能导致行为改变。本研究旨在探讨差异化及价格策略对提高Auraku万隆诊所顾客忠诚度的影响。数据分析技术采用描述性验证法。结果表明，差异化战略对提高消费者忠诚度有正向显著的作用，价格对提高消费者忠诚度有正向不显著的作用。同时，差异化策略和价格共同对Auraku万隆诊所的消费者忠诚度有显著影响。在此基础上，Auraku万隆诊所应继续保持和完善其差异化战略。差异化战略中必须改进的维度是产品、服务和形象。通过拥有优质的产品，优质的服务和良好的企业形象，公司将能够根据他们提供的质量提供价格。这样做是为了继续提供满意的消费者，以便消费者在未来的回报。

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引用次数: 0

Pengaruh Dana Pihak Ketiga dan Kekuatan Perusahaan Terhadap Harga Saham yang Dimoderasi oleh Risiko Keuangan 第三方资金和公司权力对金融风险缓和的股票价格的影响

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2021-09-03 DOI: 10.30813/BMJ.V17I2.2951

Yogaswara Tetra Putra, Fahrul Riza

This research was aimed to examine the effect of third party fund, firm’s strength (F-Score) moderated by financial distress (Z-Score) on the stock prices in banking sector throughout Covid-19 pandemic in Indonesia. The analysis used an independent variable of firm’s strength (F-Score), the control variable is third party fund, the moderating variable is financial distress (Z-Score). The dependent variable is stock prices. The sample of this research are firm’s financial report statement from listed company on Indonesian Stock Exchange. The sample was conducted by purposive sampling method and the sample as much 40 listed company and the statistical methode used was panel data analysis. The result of this research showed that firm’s strength didn’t significantly affect stock prices and was not moderated by financial distress (Z-Score). Third party fund significantly affect stock prices and was not moderated by financial distress (Z-Score). Third party fund didn’t significantly affect stock prices. This research used only samples from Indonesian Stock Exchange over pandemic covid-19 in Indonesia at the year of 2020. Further research could expand this research by doing it on another sector with another circumstances like corporate’s obligation or any other corporate’s action or using another variable such as debt to capital.

本研究旨在检验第三方基金公司的实力(F-Score)在印度尼西亚Covid-19大流行期间受到财务困境(Z-Score)的调节，对银行业股价的影响。分析采用自变量为企业实力(F-Score)，控制变量为第三方基金，调节变量为财务困境(Z-Score)。因变量是股票价格。本研究的样本为印尼证券交易所上市公司的财务报表。样本采用目的抽样法，样本多达40家上市公司，统计方法采用面板数据分析。本研究结果显示，企业实力对股价的影响不显著，且不受财务困境(Z-Score)的调节。第三方基金显著影响股票价格，且不受财务困境(Z-Score)的调节。第三方基金对股价影响不显著。本研究仅使用了2020年印度尼西亚covid-19大流行期间印度尼西亚证券交易所的样本。进一步的研究可以通过对另一个行业的另一种情况(如公司的义务或任何其他公司的行为)或使用另一个变量(如债务对资本)来扩展这一研究。

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引用次数: 0

Determinasi Total Aset Unit Usaha Syariah di Indonesia Tahun 2014-2019

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2021-09-02 DOI: 10.30813/BMJ.V17I2.2427

Shovia Indah Firdiyanti, M. Muchlis, Arif Afendi

The research aims to determine of the effect of Office Channeling, Financing to Deposit Ratio (FDR), Non-Performing Financing (NPF), and BI Rate on the total assets of sharia business units in 2014-2019. The research approach used is a quantitative. The data used is data in the form of time series obtained from sharia banking statistics reports published by the Financial Services Authority and BI Rate from Indonesian Banks. The population in this study are all sharia business units in Indonesia. The sample used was 60 data from October 2014 to September 2019. This study used multiple regression analysis that was processed through the SPSS 16.0 program.The results of hypothesis testing show that partially office channeling has a positive and significants effect with a regression value of 91,444. FDR has a negative but not significants effect with a regression value of -224,687. NPF has a negatice and significants effect with a regression value of -11559,375. And the BI Rate has a positive and significants effect with a regression value of 9270,970. Of the four independent variables shows that the magnitude of the effect largest variable is NPF. Therefore the bank must maintain the quality of the NPF so as not to interfere.

本研究旨在确定2014-2019年办公室渠道、融资与存款比率(FDR)、不良融资(NPF)和BI率对伊斯兰教业务单位总资产的影响。使用的研究方法是定量的。所使用的数据是时间序列形式的数据，这些数据来自金融服务管理局发布的伊斯兰银行统计报告和印度尼西亚银行的BI Rate。本研究中的人口均为印度尼西亚的伊斯兰教商业单位。使用的样本是2014年10月至2019年9月的60个数据。本研究采用SPSS 16.0程序进行多元回归分析。假设检验结果表明，部分办公室疏导具有正向显著的影响，回归值为91444。FDR负但不显著，回归值为-224,687。NPF负向显著影响，回归值为-11559,375。BI率的回归值分别为9270、970，具有显著的正相关效应。在四个自变量中表明，影响幅度最大的变量是NPF。因此，银行必须保持NPF的质量，以免受到干扰。

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引用次数: 0

Analisis Strategi Bersaing UMKM Dengan Matriks SWOT dan QSPM

Q4 AGRICULTURAL ECONOMICS & POLICY

AUSTRALIAN FARM BUSINESS MANAGEMENT JOURNAL

Pub Date : 2021-09-01 DOI: 10.30813/BMJ.V17I2.2517

Lyoni Elisabet Marpaung, Cicik Lestari, Rianita Puspa Sari

ABSTRACT Toserba Blitz is one of the MSMEs which is engaged in the sale of daily necessities. Every day, Toserba Blitz to provide consumer needs and determine sales strategies to win the sales competition. The purpose’s research is to make the right decisions in determining the sales strategy to win the competition. The method used strategic management matrix formulation which consists of 3 stages, namely the Input Stage using the Internal Factor Evaluation (IFE) Matrix, the External Factor Evaluation (EFE) Matrix, the External Internal Matrix (IE) and the Boston Consulting Group Matrix, Matching stage using SWOT analysis and the decision stage using QSPM (Quantitative Strategic Planning Matrix) method. The results are the highest Total Attractiveness Scores (TAS), 3.03 and 3.76, which are followed by market and product development strategies with total strength and weakness score of 1.88 and total value of opportunities and threats 2.93, and the integration strategy total score of 1.41 and 3.05. Toserba Blitz needs to apply alternative strategy for market penetration, by increasing store employees to increasing sales, increasing sales of latest products, competitive prices, increasing promotions supported by pricing strategy, increasing the uses of customers based on loyalty, increased advertising, offering promotion extensively or increasing publicity. Keywords: Competitive strategy, MSMEs, SWOT Matrix, Quantitative Strategic Planning Matrix (QSPM).

Toserba Blitz是一家从事生活用品销售的中小微企业。每天，Toserba闪电战提供消费者的需求，并确定销售策略，以赢得销售竞争。研究的目的是在确定销售策略以赢得竞争中做出正确的决策。该方法采用战略管理矩阵的制定，包括3个阶段，即输入阶段使用内部因素评价(IFE)矩阵，外部因素评价(EFE)矩阵，外部内部矩阵(IE)和波士顿咨询集团矩阵，匹配阶段使用SWOT分析和决策阶段使用QSPM(定量战略规划矩阵)方法。总体吸引力得分最高，分别为3.03分和3.76分;市场和产品开发策略得分次之，总优缺点得分为1.88分，机会和威胁总价值为2.93分;整合策略得分分别为1.41分和3.05分。Toserba Blitz需要应用替代策略进行市场渗透，通过增加商店员工来增加销售，增加最新产品的销售，有竞争力的价格，增加价格策略支持的促销，增加基于忠诚度的客户使用，增加广告，广泛提供促销或增加宣传。关键词:竞争战略，中小微企业，SWOT矩阵，定量战略规划矩阵

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引用次数: 1