BUSINESS: Scientific Journal of Business and Entrepreneurship

Analisis Strategi Pemasaran SAKHA Boutiqe (Butik&Batik) dalam Meningkatkan Minat Beli Konsumen

Ladys Ardelia Putri, Marcella Kamelia Kartika, Titi Rapini — Thu, 22 Jan 2026 00:00:00 +0700

This study aims to describe the marketing strategies implemented by SAKHA Boutique in increasing consumers’ purchase intention through the application of the 4P marketing mix, which includes product, price, place, and promotion. The study employs a qualitative method with a phenomenological approach to understand the experiences and perceptions of business actors regarding the marketing strategies applied. Data were collected through observation, interviews, and documentation of the marketing activities carried out by SAKHA Boutique. The findings indicate that SAKHA Boutique has implemented an integrated 4P marketing strategy, as reflected in the provision of high-quality products with artistic value, pricing strategies aligned with product quality, distribution through both offline and online channels, and promotional activities utilizing social media and live streaming features. The study also identifies several challenges, including limited product variation, suboptimal distribution systems, and inconsistent promotional activities. Therefore, continuous efforts to strengthen marketing strategies are necessary to more effectively enhance consumers’ purchase intention.

Implementation of Sales Promotion Through Consumer Promo Programs to Support Marketing Activities

Annisa Dwi Nur Hikmah, Acep Samsudin — Tue, 30 Dec 2025 00:00:00 +0700

This study aims to examine the implementation of consumer promo programs and their impact on the sales performance of Viva Cosmetics serum products by PT Vitapharm in the Surabaya region. The research employs a quantitative descriptive approach, utilizing primary sales data collected from multiple outlets during promotional periods. The analysis focuses on evaluating sales trends and calculating growth rates to measure the effectiveness of the consumer promo initiatives. The results indicate that discount and promotional offers significantly stimulate short-term sales growth; however, the magnitude of the increase varies across different outlets, influenced by factors such as outlet size, location, and customer demographics. The study highlights that while consumer promo programs are effective in driving sales, their impact is not uniform, emphasizing the need for strategic planning, targeted implementation, and continuous performance evaluation. The findings suggest that well-designed consumer promo programs can serve as an important marketing tool to support sales objectives, enhance customer engagement, and strengthen brand competitiveness in a dynamic retail environment.

Penerapan Fuzzy Multiple Attribute Decision Making (FMADM) dengan Pendekatan Simple Additive Weighting (SAW) dalam Pemilihan Investasi Saham Sektor Perbankan di Indonesia

Muhammad Fahrun Nafis — Wed, 24 Jun 2026 00:00:00 +0700

This research aims to develop a decision support system model for stock investment selection using the Fuzzy Multiple Attribute Decision Making (FMADM) method with a Simple Additive Weighting (SAW) approach. The study utilizes fundamental data from banking sector companies listed on the Indonesia Stock Exchange during the 2022–2024 observation period. The criteria used include Return on Assets (ROA), Return on Equity (ROE), Earning per Share (EPS), Net Profit Margin (NPM), Price to Book Value (PBV), Debt to Equity Ratio (DER), and Dividend Yield (DY). The results show that the integration of FMADM and SAW is capable of producing an investment evaluation process that is more objective, systematic, and transparent compared to conventional approaches. The developed model can assist investors in identifying stocks with the best fundamental performance based on various financial indicators simultaneously. This study contributes to the development of multi-criteria-based investment decision support systems and offers an effective alternative method to support investment decision-making in the Indonesian capital market.

Strategi Promosi Sakha Butik dalam Meningkatkan Daya Saing di Industri Fashion Lokal

Nur Anisah, Ary Yuliana, Titi Rapini — Thu, 22 Jan 2026 00:00:00 +0700

The development of digital technology has encouraged fashion business actors to optimize social media–based promotional strategies in order to enhance competitiveness. This study aims to evaluate the digital promotion strategies implemented by Sakha Boutique in strengthening its position within the local fashion industry. The research employs a descriptive qualitative method and is conducted at Sakha Boutique as the research site. Data were collected through observation, documentation, and unstructured interviews related to digital promotional activities, particularly the creation of promotional content and the implementation of live streaming via the TikTok platform. The findings indicate that the utilization of TikTok as a social media platform, especially through live streaming features and strategic management of promotional content, is able to increase consumer interaction and expand market reach. Although several challenges were encountered, such as time constraints, lighting quality, and internet network stability, the strategic adjustments implemented were proven to enhance the effectiveness of digital promotion. Therefore, the digital promotional strategies applied by Sakha Boutique play a significant role in strengthening business competitiveness within the local fashion industry.