ABSTRAKPerkembangan teknologi pada era globalisasi saat ini menuntut semua industri untuk selalu meningkatkan kinerja pemasaran dan efisiensi dalam menjalankan usahanya. Hal tersebut tidak menutup kemungkinan untuk perusahaan yang bergerak pada industri ritel menjadi sebuah kendala dalam menjalankan bisnisnya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh lingkungan internal dan lingkungan eksternal terhadap strategi pemasaran. Metode dalam penelitian ini regresi berganda. Populasi dalam penelitian ini adalah seluruh seluruh industri ritel minimarket di kota Bandung tahun 2018 sebanyak 442. Metode pengambilan sampel menggunakan menghitung ukuran sampel yang dilakukan dengan menggunakan teknik Slovin dengan alpha 10%, sehingga diperoleh sampel penelitian sebanyak 82 minimarket. Hasil dari penelitian ini menunjukkan bahwa 55.9% variasi variabel dependen strategi pemasaran dapat dijelaskan melalui variabel independen yaitu lingkungan internal dan lingkungan eksternal. Secara simultan variabel lingkungan internal dan lingkungan eksternal berpengaruh terhadap strategi pemasaran. Hal yang sama juga terjadi pada pengujian secara parsial yang menunjukan variabel lingkungan internal dan lingkungan eksternal memiliki pengaruh positif dan signifikan terhadap strategi pemasaran industri ritel pada minimarket di Kota Bandung. Kata Kunci:Lingkungan Bisnis, Lingkungan Internal & Eksternal, Strategi Pemasaran
This research specifically aims to evaluate the influence of directly and indirectly internal business environments on the marketing strategy and marketing performance of the retail industry in the city of Bandung. The population in this study amounted to 442 minimarkets with the formula Slovin to determine the sample, obtained 82 samples to be researched. The methods in this study use descriptive and vermicular methods. The results in a partial internal environment have an influence on the marketing strategy of retail industry minimarket Bandung and marketing strategy also has an influence on the marketing performance of the retail industry minimarket Bandung City. Simultaneous testing found that the internal environment and marketing strategy had a significant influence on the marketing performance of retail industry minimarket Bandung with great influence 58.6% The remaining 41.4% influenced By other factors beyond this research. This research also finds indirectly internal environment also has a significant influence on the marketing strategy of the retail industry minimarket Bandung in a positive direction. So the ability to understand the internal environmental conditions well will help the accuracy in decision-making strategies and impact on the marketing performance improvement of the retail industry minimarket Bandung.
The purpose of this study is to examine the impact of promotions and convenience of service on customer loyalty through the choice to transact using QRIS. This research is a quantitative investigation utilizing SPSS 26. The target population for this study consists of bank clients, with a sample size of 100. Data collection methods involve the use of a questionnaire. Based on the data analysis, it can be deduced that promotions and convenience of service have a noteworthy impact on transaction decisions using QRIS. Promotions and convenience of service significantly influence customer loyalty when utilizing QRIS. Transaction decisions do not significantly influence customer loyalty when using QRIS. Indirectly, promotions have a significant impact on customer loyalty through transaction decisions using QRIS. Indirectly, convenience of service has a significant impact on customer loyalty through transaction decisions using QRIS.
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