MANAJEMEN DEWANTARA <p style="user-select: auto;"><strong style="user-select: auto;">Summary</strong> :<br style="user-select: auto;" />Manajemen Dewantara is one of the scientific publications journal published by the Faculty of Economics, Universitas Sarjanawiyata Tamansiswa. The aim of Manajemen Dewantara is to sharpen the basic of management pillars and take a broader view of a highlighted issue happened in society and abroad.<br style="user-select: auto;" /><br style="user-select: auto;" /><strong style="user-select: auto;">Scope:</strong></p> <p style="user-select: auto;">Manajemen Dewantara focuses on empirical research results and conceptual and theoretical studies in the fields of Financial Management, Marketing Management, Human Resource Management, Operations Management, and Entrepreneurship.</p> <p style="user-select: auto;"><strong style="user-select: auto;">Brief Information:</strong></p> <p style="user-select: auto;">e-ISSN : <a style="user-select: auto;" href="">2579-4612 (Online - Elektronik)</a><br style="user-select: auto;" />Journal Title : Manajemen Dewantara<br style="user-select: auto;" />Editor-in-chief : <a style="user-select: auto;" href="" target="_blank" rel="noopener">Risal Rinofah, S.E., M.Sc</a><br style="user-select: auto;" />Frequency : 3 issues per year (March, August, November)<br style="user-select: auto;" />Publisher : Fakultas Ekonomi, Universitas Sarjanawiyata Tamansiswa Yogyakarta<br style="user-select: auto;" />Accreditation : <a style="user-select: auto;" href="" target="_blank" rel="noopener">Sinta 5</a></p> Universitas Sarjanawiyata Tamansiswa en-US MANAJEMEN DEWANTARA 2579-4590 PENGARUH RETURN ON ASSET (ROA) DAN INFLASI TERHADAP RETURN SAHAM PERUSAHAAN SEKTOR TELEKOMUNIKASI YANG TERDAFTAR DI BEI PERIODE 2018-2022 <p><em>The purpose of this study was to determine the effect of return on assets and inflation on stock returns of telecommunications sector companies listed on the IDX for the period 2018 to 2022. The sampling technique in this study was purposive sampling where only 10 of the 16 populations were sampled. The research method used is descriptive method with a quantitative approach, with the classical assumption test data analysis method, multiple linear regression analysis and hypothesis testing. The results of this study partially show that the variable Return on Assets (ROA) has a negative and significant effect on stock returns, and the inflation variable has a negative and significant effect on stock returns. Simultaneously the variables Return on Assets (ROA) and Inflation have a significant effect on Stock Returns Telecommunication Sector Company 2018-2022 Period.</em></p> Febrianti Muhammad Ilham Wardhana Haeruddin Anwar Muh. Ichwan Musa Hety Budiyanti Copyright (c) 2023 Febrianti, Muhammad Ilham Wardhana Haeruddin, Anwar, Muh. Ichwan Musa, Hety Budiyanti 2023-08-24 2023-08-24 8 1 1 11 10.30738/md.v8i1.15788 FINTECH LENDING DEVELOPMENT, RURAL BANK PERFORMANCE, AND COLLABORATION POTENTIAL: RURAL BANKS PERSPECTIVE <p><em>The rapid development of information technology has brought the presence of fintech to the financial industry, which in turn has had a disruptive effect on banks that still run the business in traditional way, especially the rural banks that have a similar market share and relatively smaller resources. This study aims to examine the impact of fintech lending development on the rural bank performance and the potential for collaboration between fintech companies and rural banks in the Greater Solo Region based on rural banks’ perspective. The research uses primary data obtained from questionnaire survey that are analyzed by using an in-depth descriptive statistics and multiple linear regression analysis. The study discovers that the development of fintech lending in the Greater Solo area is considerably not really significant according to the rural banks’ perceptions. Furthermore, this research finds that the development of fintech lending has a negative effect on rural bank performance and a positive effect on the potential for collaboration between fintech companies and rural banks. This research contributes to providing recommendations for fintech companies and rural banks in building partnerships and for regulators in overseeing such collaborations to increase financial inclusion in Indonesia as a whole.</em></p> Nofa Hermawati Irwan Trinugroho Copyright (c) 2023 Nofa Hermawati, Irwan Trinugroho 2023-10-01 2023-10-01 8 1 12 21 10.30738/md.v8i1.15984 HUBUNGAN ANTARA EXPERIENCE ECONOMY, TOUR QUALITY, DAN TOUR SATISFACTION DI DESA WISATA TAMANMARTANI <p><em>This study aims to analyze the relationship between the dimensions of experience economy, tour quality, and tour satisfaction in Tamanmartani tourist village. The dimensions of experience economy consist of education, entertainment, aesthetic, escapism. Each of the dimension reflects specific expectation that the tour participants have to the tour itself. </em></p> <p><em>Through quantitative methods, questionnaires were used to collect data from tourists visiting Tamanmartani tourism village. A total of 100 respondents were involved in this study and the collected data were processed using Smart PLS.</em></p> <p><em>The result of the analysis shows that the dimensions of experience economy have a positive impact on the perception of tour quality and tour satisfaction. The results provide a better understanding of how the interaction between these factors can shape the perception, behavior, and image of tourist destinations. This study provides valuable information for destination managers, local governments, and tourism industry stakeholders to design more effective strategies in developing Tamanmartani tourism village.</em></p> Gilang Ahmad Fauzi Fachrurrozi Rosyadi Tegar Satya Putra Desideria Cempaka Wijaya Murti Prihatno Copyright (c) 2023 Gilang Ahmad Fauzi, Fachrurrozi Rosyadi, Tegar Satya Putra, Desideria Cempaka Wijaya Murti, Prihatno 2023-12-01 2023-12-01 8 1 22 34 10.30738/md.v8i1.16187 EFEK MEDIASI KEAHLIAN DALAM PENGARUH LOCUS OF CONTROL DAN KOMITMEN ORGANISASI TERHADAP KINERJA KARYAWAN <p>This study examines the effect of Locus Of Control and Organizational Commitment on the performance of production supervisor-level employees in paper companies in East Java and the mediating role of expertise in the relationship. This study uses a quantitative design with data analysis using SEM PLS (Partial et al. Equation Modeling). The research sample consisted of 125 respondents who were production supervisor-level employees at paper companies in East Java. The results showed that the Locus Of Control variable significantly affects employee performance. In addition, the Organizational Commitment variable also has a significant influence on employee performance. Furthermore, this study found that expertise can mediate the effect of Locus Of Control on employee performance and the effect of Organizational Commitment on employee performance. This research contributes to enriching the understanding of the factors that influence the performance of production supervisor-level employees in paper companies. The results of this study can be used as a basis for developing more effective and efficient human resource management strategies and policies.</p> <p>Keywords : Locus Of Control, Organizational Commitment, Employee Performance, Expertise, Production Supervisor.</p> Setyaasih Copyright (c) 2023 Setyaasih Setyaasih 2023-12-03 2023-12-03 8 1 34 44 10.30738/md.v8i1.16338 RISK MANAGEMENT ANALYSIS OF COFFEE DREGS BRISKET INNOVATION; ALTERNATIVE FUELS IN INDONESIA <p><em>Risk management is an activity that combines risk recognition, risk assessment, the development of strategies to manage it, and risk mitigation using managerial resources. Some traditional approaches to risk management focus on risks arising from physical or legal causes (such as natural disasters or fires, accidents, or mortality). On the other hand, financial risk management focuses on hazards that can be managed using traded financial instruments. The objective of risk management is to reduce to an acceptable level the various hazards associated with a predetermined domain. It can refer to a variety of hazards posed by the environment, technology, people, organizations, and politics.</em></p> <p><em>This paper describes the various steps of the risk management process, identifies the methodologies used at each step, and provides examples of risk and safety management that is used at PT. Energia Kopi Kreasindo.</em></p> Anik Yudhaningsih Tantri Yanuar Rahmat Syah Copyright (c) 2023 Anik Yudhaningsih, Tantri Yanuar Rahmat Syah 2023-12-20 2023-12-20 8 1 45 59 10.30738/md.v8i1.16488 HUMAN CAPITAL MANAGEMENT AND COMPANY PERFORMANCE; CASE STUDY OF COFFEE DREGS BRIQUETTES; ALTERNATIVE FUELS <p>The success of an organization is contingent on the commitments and outcomes of human resource management, which is able to transform employee development into an increase in the individual value of human capital (human capital) as an investment in company assets in a competitive labour market. The purpose of this paper is to conduct a literature review to assess the human capital management strategies implemented by PT Energia Kopi Kreasindo in response to the evolution of human resources. When discussing HR governance, strategy, management, and human capital, leadership and human capital income factors should be considered.</p> <p>The study's findings indicate that there are a number of things that can be done to improve the management of employees, which will ultimately increase the productivity of the investment company's "employees"; preparation for the development of skills, knowledge, and competencies; and education to create superior human capital.</p> Hartoyo Muhammad Dhafi Iskandar Copyright (c) 2023 Hartoyo Hartoyo, Muhammad Dhafi Iskandar 2023-12-20 2023-12-20 8 1 60 66 10.30738/md.v8i1.16513 ANALISIS STUDI KELAYAKAN BISNIS PUDDING LAMOTA DITINJAU DARI ASPEK PEMASARAN DAN KEUANGAN <p><em>Business or business feasibility studies are very suitable for various business categories including UMKM. Business or business feasibility studies have a very large role for the success and sustainability of micro, small and medium enterprises (UMKM). The profitable business scale resulting from business feasibility will have an impact on making the necessary policies or business strategies so that it will have an impact on the sustainability of the UMKM business. </em></p> <p><em>The data analysis technique applied in the research is non-financial analysis, namely the marketing aspect which is viewed from the marketing mix strategy (marketing mix strategy) including product, price, distribution and promotion. Data analysis in this research uses the Payback Period (PP) analysis technique. The formula for calculating the Payback Period (PP) formula is as follows. </em></p> <p><em>The results of the business feasibility analysis from the marketing aspect are said to be feasible, namely products that have an attractive brand name and create affordable packaging, have a strategic location and easy distribution and attractive promotions. Analysis of the feasibility of the business from the financial aspect resulted that the capital came from the capital owner and resulted in a payback period (PP) of 2 months 5 weeks.</em></p> Elsa Rahmawati Patmawati Copyright (c) 2023 Elsa Rahmawati Patmawati 2023-12-22 2023-12-22 8 1 67 74 10.30738/md.v8i1.16540 ANALISIS DETERMINAN STRESS DAN PENGARUHNYA TERHADAP KINERJA KARYAWAN DAN TURNOVER INVENTION: STUDI KASUS LEMBAGA KEUANGAN PERBANKAN DAN NON PERBANKAN DI SURABAYA <p class="western" lang="en-US" align="justify"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><em>Stress is something that can be experienced by employees and staff who work in any sector (education, health or economic sectors). This research analyzes stress through the variables 1) Role Overload, (2) Role Conflict,(3) Role Ambiguity, (4) Work Family Conflict which influences Turnover Invention through the influence of the Performance variable. </em></span></span></p> <p class="western" lang="en-US" align="justify"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><em>This research used a total of 240 respondents who were divided into 5 characteristics, namely Age, Gender, Position, Age and Education Level. </em></span></span></p> <p class="western" lang="en-US" align="justify"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><em>The results of this research are that Role Overload, Role Conflict, Role Ambiguity and Work Family Conflict have a negative effect on Performance. On the other hand, the stress variable has a positive effect on Turnover Invention. Employee performance has a negative effect on Turnover Invention.</em></span></span></p> <p class="western" lang="en-US" align="justify"><span style="font-family: Times New Roman, serif;"><span style="font-size: medium;"><em>Keywords: </em><em><strong>Stress, Performance, Turnover Invention</strong></em></span></span></p> Novarinda Vanny Kusuma Putri Sundjoto Sri Rahayu Copyright (c) 2023 Novarinda Vanny Kusuma Putri 2023-12-24 2023-12-24 8 1 75 92 10.30738/md.v8i1.16543 PENGARUH SOSIAL MEDIA MARKETING, ELEKTRONIK WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP NIAT BELI PADA SMARTPHONE VIVO <p><em>The aim of this research is to learn how someone can promote a product to attract customers' attention. With social media marketing, customers are interested in buying the products offered. Apart from that, promoting products through social media marketing is also offered using the electronic word of mouth method, namely through media delivered directly by word of mouth. Before offering to customers, determining the price is also important because price also influences customers' purchasing intentions.</em></p> <p><em>The research method used is a quantitative approach in this research used with various methods. The criteria taken to fulfill the research were people who had never purchased a Vivo smartphone product with samples obtained from more than 100 respondents. This research also comes from a survey obtained from a questionnaire using a 5 point Likert scale. The survey has been distributed to respondents in order to inform the audience to know the product being researched in order to determine the significant results and profits obtained from social media marketing and the influence of price so that they make a purchase of the product.</em></p> <p><em>The results obtained from this research show that the analytical method produces an insignificant influence between price perception and purchase intention. So the results of this research show that social media marketing and electronic word of mouth influence purchase intentions significantly. Meanwhile, price perception does not influence customers' purchase intentions when buying a Vivo smartphone.</em></p> Febby Raya Edy Purwo Saputro Copyright (c) 2024 Febby Raya 2024-01-15 2024-01-15 8 1 93 102 10.30738/md.v8i1.16517 PENGARUH DISIPLIN KERJA, KOORDINASI DAN PENGAWASAN TERHADAP KINERJA KARYAWAN PUSKESMAS SURUH KABUPATEN SEMARANG <p>The aim of this research is to find out whether there is an influence between work discipline, coordination and supervision on the performance of employees at the Suruh Community Health Center, Semarang Regency.</p> <p>The research method used is a quantitative approach. Data collection was carried out by distributing questionnaires directly to respondents. The respondents in this study were all employees of the Semarang District Public Health Center with a total population of 76 people.</p> <p>The results obtained from the research show that the variables of work discipline, coordination and supervision simultaneously have a positive and significant effect on employee performance. The performance of employees at the Suruh Community Health Center, Semarang Regency.</p> Rhana Nuansa Bening Edy Purwo Saputro Copyright (c) 2024 Rhana Nuansa Bening, Edy Purwo Saputro 2024-02-01 2024-02-01 8 1 103 111 10.30738/md.v8i1.16838 PENGUKURAN KEPUASAN DAN KUALITAS PELAYANAN TERHADAP KONSUMEN JASA KULINER MIE GACOAN (STUDI KASUS PADA MIE GACOAN AREA SURAKARTA) <p><em>This research aims to look at the mediating role of service quality in the relationship between consumer service orientation behavior and physical facilities with Mie Gacoan consumer satisfaction in Surakarta.</em></p> <p><em>The research respondents were students at Muhammadiyah University of Surakarta who had made purchases at Mie Gacoan in Surakarta region. Data is collected through questionnaires and will be processed using PLS-SEM techniques using SmartPLS.</em></p> <p><em>The results conclude that consumer service orientation behavior and physical facilities have a positive and significant effect on the quality of culinary service consumer service in the Surakarta area. Meanwhile, service quality has a positive and significant effect on consumer satisfaction of Mie Gacoan in the Surakarta region</em></p> Oktavia Wulandari Anton Agus Setyawan Copyright (c) 2024 Oktavia Wulandari, Anton Agus Setyawan 2024-02-06 2024-02-06 8 1 112 124 10.30738/md.v8i1.16935 PENGARUH KOMPETENSI DAN DISIPLIN KERJA TERHADAP KINERJA PEGAWAI PADA SATUAN KERJA PELAKSANAAN JALAN NASIONAL WILAYAH III PROVINSI JAWA TIMUR <p><em>This research&nbsp; is carried out in order to know: (1) the impact of competence on employee performance in the National Road&nbsp; Implementation Work Unitof Region III East Java Province, (2) the impact of work discipline on performance employees in the National Road Implementation Work Unit Region III East Java Province, and&nbsp; (3) The Simultaneous Impact of Work Discipline Competence and Competence on the performance of&nbsp; employees of the&nbsp; Region III National Road Implementation Work Unit&nbsp; East&nbsp; Java Province.&nbsp; </em></p> <p><em>&nbsp;The population of this study consisted of employees of the National Road Implementation Task Force Region III East Java Province which amounted to 125 people.&nbsp; Data be obtained using a questionnaire that has been tested for validity and reliability.&nbsp; The data analysis method used is multiple regression.&nbsp; </em></p> <p><em>The results of this study provide data that: (1) Competence has a positive effect on the performance of employees of the National Road Implementation Task Force Region III East Java; (2) Work discipline significantly affects employee performance in employees of the National Road Implementation Task Force Region III East Java Province (3) There is a simultaneous influence of ability and work discipline on the performance of employees of the National Road Implementation Task Force Region III East Java Province</em></p> Pipiet Widayati Sri Rahayu Pompong B. Setiadi Rifda Fitrianty Copyright (c) 2024 Pipiet Widayati, Sri Rahayu, Pompong B. Setiadi, Rifda Fitrianty 2024-02-02 2024-02-02 8 1 125 136 10.30738/md.v8i1.16988 PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN VALUE CO-CREATION SEBAGAI VARIABEL MEDIASI <p><em>This research aims to test the mediating influence of value co-creation on the influence of social marketing on purchase intention because value co-creation is believed to explain why social marketing can influence purchase intention.</em></p> <p><em>The research respondents were 227 Arkanza Batik consumers who were collected through questionnaires. The data will be analyzed using PLS-SEM analysis with the help of SmartPls.</em></p> <p><em>The test results concluded that social media marketing and value co-creation had a positive and significant effect on purchase intention on Instagram Batik Arkanza. Apart from that, social media marketing has a positive and significant effect on value co-creation and purchase intention, mediated by value co-creation on Instagram Batik Arkanza</em></p> Aimanisa Aulia Putri Muzakar Isa Copyright (c) 2024 Aimanisa Aulia Putri, Muzakar Isa 2024-02-05 2024-02-05 8 1 137 150 PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN PELANGGAN SKINCARE AVOSKIN <p><em>This study aims to investigate how product quality, brand image, and brand trust affect consumers' satisfaction with Avoskin Skincare. <br>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Quantitative research methodology is applied. Analysis of data with Smart PLS 3.0. Direct distribution of questionnaires to respondents is how data collecting is carried out. Students from Muhammadiyah University of Surakarta's Faculty of Economics and Business participated in this study as respondents, with a sample size of 100 individuals. <br>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The study's findings demonstrate that consumer satisfaction is positively impacted by the factors of product quality and brand trust. On the other hand, there is no correlation and no significance between the brand image and customer satisfaction variables.</em></p> Rizky Rahma Aulia Putri Edy Purwo Saputro Copyright (c) 2024 Rizky Rahma Aulia Putri, Edy Purwo Saputro 2024-02-17 2024-02-17 8 1 151 160 WORK LIFE BALANCE PADA PIMPINAN WANITA PADA PERGURUAN TINGGI SWASTA <p><em>This research aims to analyze the work-life balance of career women in higher education. The study employs a qualitative method and data collection techniques through interviews with participants, specifically women who have careers in private higher education institutions in the Bojonegoro district. The inclusion criteria involve women in leadership roles within both universities and faculties, working full-time, and having a minimum of one year of experience. Additionally, some of the participants have children under the age of 10, while others have children over 10. The researcher gathered data from nine participants representing three different higher education institutions, consisting of four top management individuals such as rectors and vice rectors and five middle management individuals including deans. Four of these participants have children under 10 years old, while five have children over 10 years old. The research results highlight three perspectives on work-life balance for higher education leaders: the dual role, the culture of balance, and individual strategies for managing balance</em></p> Rika Pristian Fitri Astuti Ali Mujahidin I'is Adelia Copyright (c) 2024 Ali Mujahidin, Rika Pristian Fitri Astuti, I'is Adelia 2024-02-17 2024-02-17 8 1 161 169 ANALISIS PENGARUH RESONANSI MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK PADA KONSUMEN PRODUK MAKANAN INDOMIE DI KABUPATEN KARANGANYAR <p><em>The aim of this research is to analyze and discuss the influence of brand resonance and brand trust on brand loyalty among consumers of Indomie food products in Karanganyar Regency. This research uses primary data through explanatory research methods based on surveys using a quantitative approach. The data source in this research is a sample of respondents who are consumers of Indomie food products in Karanganyar Regency. </em></p> <p><em>Data analysis uses primary data taken directly from respondents through filling out questionnaires. In this research, the sample took 200 respondents. The data analysis stage was carried out using SmartPLS 4.0 by looking at the external and internal models. </em></p> <p><em>The results of this research are that brand resonance (X1) and brand trust (X2) have a positive and significant effect on brand loyalty (Y) among consumers of Indomie food products in Karanganyar Regency. These results can be used as a reference for the Indomie company in making policies and carrying out product innovations through an approach to consumers based on brand resonance, brand trust and brand loyalty</em></p> Wahyu Ragil Saputro Sri Murwanti Copyright (c) 2024 Wahyu Ragil Saputro, Sri Murwanti 2024-02-21 2024-02-21 8 1 170 183 10.30738/md.v8i1.17041 PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP NIAT PEMBELIAN ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PELANGGAN PRODUK CONVERSE <p><em>The population in Indonesia is very dense and large, which is a very promising or potential market for companies to market the products created by these companies. With so many different product choices and types of products on the market, consumers will first choose according to their needs by considering quality and price, as well as the satisfaction they receive.</em></p> <p><em>The subject of this research was Converse products, data was obtained from 135 consumers collected through questionnaires. Meanwhile, the objects are product quality, product price and consumer satisfaction. This data will be analyzed using Structural Equation Model (SEM) analysis with Partial Least Square (PLS).</em></p> <p><em>Based on the results of the analysis, it was found that product quality and price had a positive and significant impact on satisfaction and intention to repurchase Converse. Apart from that, satisfaction is also able to mediate the influence of product quality and price on repurchase intentions</em></p> Ganung Pradita Irmawati Copyright (c) 2024 Ganung Pradita, Irmawati 2024-03-16 2024-03-16 8 1 184 205 PENGARUH SIKAP UTILITARIAN DAN SIKAP HEDONIS TERHADAP MINAT BELI PRODUK BRANDED BEKAS DI SURAKARTA <p><em>Many types of clothing models create a feeling of desire for ownership among consumers, even though used clothing and frugal lifestyles are also increasingly being implemented in society around the world. Thrifting has become an important trend because it offers individuals an alternative to fulfill their fashion needs and desires. This surge in popularity has given thrift stores a boost, creating a sustainable market for used clothing. This increasing trend is expected to continue, with projected total product sales in 2022. This study aims to test utilitarian behavior on the desire to buy and provide an evaluation of luxury lifestyles on the desire to buy. This study uses a quantitative type with clear and focused calculations, this study was conducted with the main focus being Solo Raya students, the way to collect respondents was purposive sampling. Adopted from a study by Malhotra (2006:291), the questions asked must have a sample of 10 x or at least 5 x the questions, the sample calculation was carried out and found 90 respondents. This study uses main data with results using a questionnaire whose scale is Likert. Data findings were processed using the SPSS program. The findings of this study are that utilitarian behavior has a positive and significant impact on the desire to make a purchase. Luxury lifestyle behavior has a positive and significant impact on the desire to make purchases.</em></p> Dendyto Daniel Lafrinda Anton Agus Setyawan Copyright (c) 2024 Dendyto Daniel Lafrinda, Anton Agus Setyawan 2024-03-16 2024-03-16 8 1 206 213 10.30738/md.v8i1.16789 STRATEGI KOMUNIKASI PEMASARAN PRODUK KECANTIKAN SCARLETT CABANG MALANG <p>Penelitan dengan judul Strategi Komunikasi Pemasaran Produk Kecantikan Scarlett Cabang Malang ini dilakukan untuk menjawab permasalahan dalam penelitian yaitu bagaimana strategi komunikasi pemasaran yang dilakukan Scarlett agar tetap mempertahankan eksistensi dalam menghadapi persaingan bisnis di Kota Malang, Jawa Timur. Adapun tujuan dari penelitian ini untuk mengetahui apakah strategi komunikasi pemasaran yang dilakukan Scarlett dapat menghadapi persaingan bisnis di Kota Malang. Metode penelitian yang digunakan dalam penelitian ini adalah pendekatan kualitatif. Sumber data yang digunakan dalam penelitian ini menggunakan wawancara mendalam, observasi, dan dokumentasi. Teknik analisis data yang digunakan adalah data model Miles dan Huberman. Menurut mereka, analisis data kualitatif adalah mereduksi data, menyajikan data, dan menarik kesimpulan. Narasumber dalam penelitian ini adalah reseller dan pembeli Produk Scarlett bertempat di Jl. Kauman No.40, Kauman, Kec. Klojen, Kota Malang, Jawa Timur 65119. Adapun hasil penelitian ini berdasarkan uji hipotesis adalah terdapat strategi komunikasi pemasaran terhadap persaingan bisnis selalu mendapatkan hasil yang memuaskan. Hasil analisis kualitatif menunjukkan bahwa dari aspek kepuasan pelanggan, mereka masih membutuhkan adanya banyak promo baik untuk pelanggan biasa maupun para reseller. Keberhasilan strategi komunikasi pemasaran Scarlett yaitu tetap terus memberikan pelayanan yang baik, selalu memberikan informasi terbaru melalui sosial media berupa Instagram serta tetap menjaga kualitas produk.</p> Lailatul Farida Copyright (c) 2024 Lailatul Farida 2024-03-30 2024-03-30 8 1 214 222 10.30738/md.v8i1.16971 DAMPAK PERILAKU NORMA SOSIAL TIDAK BIASA TERHADAP KUALITAS LAYANAN SELAMA MASA PANDEMI COVID-19 <p><em>Unusual social norm behavior or what is referred to as new habits has an impact on the process of service interaction during the Covid-19 pandemic. Service providers face a dilemma between implementing health protocols with the consequence of reducing service quality dimensions or the behavior of continuing to ignore health protocols with the consequence of a massive virus transmission process. The pandemic period destroys all unusual service interactions, leading to changes in service models and having an impact on customer satisfaction. </em></p> <p><em> The purpose of the preset study was to examine the effects of social norms on intimacy, competence, disgust and humanness as well as customer satisfaction on retail service interactions during the Covid-19 pandemic. A sample of 257 respondents was analyzed using AMOS 22.0. </em></p> <p><em> Results of the analysis show that, first, unusual social norm had an effect on the intimacy of waiters with customers. Second, unusual social norms had an effect on waiters’ competence. Third, unusual social norms had an effect on disgust in service interactions. Fourth, unusual social norms had an effect on humanness in service interactions. Finally, intimacy, competence, disgust and humanness had an effect on customer satisfaction.</em></p> Rifda Fitriany Purwanto Copyright (c) 2024 Purwanto, Rifdah Fitriany 2024-04-01 2024-04-01 8 1 223 236 10.30738/md.v8i1.15617