scholarly journals Analysis on the Effect of Marketing Strategy Literacy towards MSME’s Marketing Performance in Depok, West Java

2021 ◽  
Vol 6 (2) ◽  
pp. 8-11
Author(s):  
Anastasia Bernadin Dwi Mardiatmi ◽  
Dahlia Pinem
Keyword(s):  
Marketing Strategy ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Path Coefficient ◽  
Analysis Tool ◽  
West Java ◽  
Marketing Performance ◽  
Pls Analysis ◽  
Advertising Literacy

Micro, Small, and Medium-sized Enterprise (MSME) owners in Depok, West Java, have yet to apply good marketing strategies. Thus, marketing management literacy needs to be done. This research was intended to analyze and understand the effect of marketing strategy literacy, which is applied in MSME’s in Depok, West Java, towards marketing performance. The sampling technique used in this research was random sampling technique, with the samples being 30 MSME owners in Depok, West Java. This is an explanatory research, which used Smart PLS analysis tool. The results showed that R Square’s value is 0.643. Hypothesis testing revealed that advertising literacy variable affects marketing performance with a path coefficient value of 0.400; promotion sales literacy does not affect marketing performance with a path coefficient value of -0.088; personal sales literacy affects marketing performance with a path coefficient value of 0.641; and lastly, online marketing literacy does not affect marketing performance with a path coefficient value of -0.177.

scholarly journals E-Commerce Based Marketing Strategy of Seaweed Processed Products of Aulia Sari Bandung, West Java

2021 ◽  
pp. 20-29
Author(s):  
S. Faridah ◽  
A. Nurhayati ◽  
A. Rizal ◽  
A. A. H. Suryana
Keyword(s):  
Marketing Strategy ◽  
Secondary Data ◽  
Sampling Technique ◽  
Online Marketing ◽  
Primary Data ◽  
Survey Method ◽  
Snowball Sampling ◽  
West Java ◽  
Survey Results ◽  
Processed Products

This study aims to analyze the efficiency and marketing strategy of e-commerce seaweed processed products at Aulia Sari Bandung. The research was conducted with a survey method with a snowball sampling technique to 45 respondents consisting of producers and consumers of the products. The survey results were analyzed descriptively qualitatively. The research was conducted at Aulia Sari Bandung on Jl. Inspeksi Pengairan No. 3 Cipamokolan Bandung City, West Java from July to November 2020. The data sources used are primary and secondary data. Primary data obtained by interviewing informants. Secondary data were obtained from regular consumers or second informants and literature studies related to this research. Data analysis was performed using analysis of SWOT (Strength, Weakness, Opportunity, Threat) and QSPM (Quantitative Strategic Planning Matrix). The results showed that the coordinates of Aulia Sari Bandung are at position X, Y = 0.37; 0.10, which means that it is in quadrant I position by supporting aggressive strategies which means having opportunities and strengths than can be utilized maximally. Some alternative strategies that can be done are maintaining the quality of production, improving and facilitating services using Whatsapp and Go-Food, increasing promotion and sales via Instagram and Facebook, maintaining marketing from Whatsapp and Go-Food to obtain maximum benefits, and improving product promotion and marketing through online marketing media to make it look attractive.

scholarly journals Pengaruh Kompensasi Terhadap Kinerja Karyawan yang di Mediasi Kepuasan Kerja pada PT ISS Cikarang

2020 ◽  
Vol 4 (1) ◽  
pp. 238-247
Author(s):  
Suwandi Suwandi ◽  
Mahbub Mandahuri
Keyword(s):  
Job Satisfaction ◽  
Quantitative Methods ◽  
Employee Performance ◽  
Sampling Technique ◽  
Positive Influence ◽  
Path Coefficient ◽  
Analysis Tool ◽  
Analysis Method ◽  
Online Surveys ◽  
The Relationship

The purpose of this study is to determine whether there is an effect of compensation on job satisfaction mediated by job satisfaction. The object of research at PT ISS Cikarang. The research was conducted using quantitative methods with SEM Smart PLS software as an analysis tool. The number of samples obtained by using a random sampling technique using the Slovin formula totaled 97 respondents. Data collection was carried out using google form in filling out online surveys. The data analysis method used is the R-square test, Bootstrapping, Path Coefficient, and Specific indirect effects. The results of this study indicate that compensation has an effect on employee performance, compensation has a positive and significant effect on job satisfaction, job satisfaction affects employee performance, job satisfaction is able to provide a positive influence in mediating the relationship between compensation and employee performance in PT ISS Cikarang.

scholarly journals ANALYSIS OF FACTORS AFFECTING THE PERFORMANCE OF SME EXPORTS IN CENTRAL JAVA THROUGH EXPORT MARKETING STRATEGIES

2018 ◽  
Vol 16 (2) ◽  
pp. 103
Author(s):  
Emilda Handayani ◽  
Augusty Tae Ferdinand ◽  
Sugiono Sugiono
Keyword(s):  
Marketing Strategy ◽  
Goodness Of Fit ◽  
Export Performance ◽  
Marketing Strategies ◽  
Export Market ◽  
Equation Modeling ◽  
Analysis Tool ◽  
Central Java ◽  
Marketing Orientation ◽  
Export Marketing

The Era of the ASEAN Economic Community (MEA) should be a boost for small and medium entrepreneurs (SMEs) to be more proactive in maintaining the existence of their business. SMEs as one of the important links in Indonesia's economic growth, need to get special attention to develop it. The research problem is how to improve export performance of SMEs in Central Java through the adoption of e-commerce, 3PL (third party logistics support), export market orientation and export marketing strategy. In answer to the problem developed a modeling and four hypotheses have been formulated in this study. This study used sampling purposive sampling method in which the respondent is the owner or manager of SMEs in Central Java that meets the criteria. The number of samples in this study was 134 respondents. The analysis tool used is SEM (structural equation modeling) in the AMOS program. The result of SEM analysis meets the criteria of Goodness of Fit that is Chi-square equal to 193,647; probability 0.051; TLI 0.981; CFI 0.984; CMIN / DF 1,188; RMSEA 0,039; GFI 0.879 and AGFI 0.844. The results of the data analysis showed that all hypotheses are accepted and produced three strategies in order to improve export performance through export marketing strategies that are influenced by export marketing orientation, support from logistic companies, and e-commerce adoption. Keywords: Small and Medium Enterprises, Export Performance, Export Marketing Strategy, Export Marketing Orientation, Logistic Support Company, and E-Commerce Adoption

scholarly journals An An Analysis of Customer Satisfaction towards Online Shopping with Special Reference to Madurai City

2021 ◽  
Vol 9 (1) ◽  
pp. 164-168
Author(s):  
J Akila Mary ◽  
S Benita
Keyword(s):  
Online Shopping ◽  
Sampling Technique ◽  
Online Marketing ◽  
Advanced Technology ◽  
Business Organizations ◽  
Marketing Performance ◽  
Factors Influencing ◽  
Online Retailers ◽  
The World ◽  
Convenience Sampling

In recent days, online marketing is a great revolution in the world. Over the last decade, most business organizations are running with modern technological change. The advanced technology getting better marketing performance. In this society, retailers are devising strategies to meet out the demand of online buyers. Online retailers are studying buyer’s behavior and perception of the consumer in the field of web shopping. Therefore, we have also chosen to analyses consumer’s attitudes towards online shopping and also studying the factors influencing consumers to buy their product on the web in this busiest fast-moving world. The population selected for the research is Madurai city, and narrowed down to buyers who are using the internet to buy online, includes students, homemakers, professionals; the sample size selected for this analysis is 50, and we have used the convenience sampling technique.

scholarly journals The Effect of Marketing Strategy and Promotion Activities on Marketing Performance of Ritail Business

2020 ◽  
Vol 4 (2) ◽  
pp. 205-213
Author(s):  
Suhandi Suhandi
Keyword(s):  
Marketing Strategy ◽  
Hypothesis Test ◽  
Rapid Development ◽  
Marketing Strategies ◽  
Regression Testing ◽  
Marketing Performance ◽  
Technological Advances ◽  
Retail Business ◽  
Analysis Technique ◽  
The City

Today's retail industry is experiencing rapid development along with technological advances and the construction of supporting facilities. Tangerang is one of the cities that is part of the Banten Province which is growing rapidly. rapid modernization affected the city, making it one of the largest cities in Indonesia. This study aims to determine the effect of marketing strategies and promotional activities on the marketing performance of Retail Business Actors in Mall Plaza Bintaro. The method used was explanatory research with a sample of 96 respondents. The analysis technique uses statistical analysis with regression testing, correlation, determination, and hypothesis testing. The results of this study the marketing strategy has a significant effect on marketing performance by 38.2%, the hypothesis test obtained t count> t table or (7.625> 1.989). Promotional activities have a significant effect on marketing performance by 39.9%, the hypothesis test obtained t count> t table or (7.892> 1.989). Marketing strategy and promotion activities simultaneously have a significant effect on marketing performance by 48.9%, the hypothesis test is obtained F count> F table or (44.464> 2,700)

scholarly journals KAJIAN KEWIRAUSAHAAN DENGAN KINERJA PEMASARAN SERTA DESAIN STRATEGI PEMASARAN DEPOT AIR MINUM ISI ULANG GUNUNG SALJU

2020 ◽  
Vol 10 (1) ◽  
pp. 45
Author(s):  
Eni Cahyani ◽  
Efrina Masdaini ◽  
Dian Septiani
Keyword(s):  
Drinking Water ◽  
Data Analysis ◽  
Marketing Strategy ◽  
Cost Efficiency ◽  
Marketing Strategies ◽  
Entrepreneurial Behavior ◽  
Marketing Performance ◽  
Analysis Technique ◽  
Medium Businesses ◽  
Market Networks

This research was conducted at the Refill drinking water Depot, an effort of micro small and medium businesses to determine the entrepreneurial relationship with Marketing Performance so that UMKM can take steps to improve marketing through designing marketing strategies. The technique used in writing this research is interview, observation and documentation in the form of writings, drawings or monumentel works from someone. To test the validity of the data obtained so that it is truly in accordance with the aims and objectives of the study, the researchers used triangulation techniques. The data analysis technique used in this study refers to the interactive model. The results of the study conclude there is a link between entrepreneurship and marketing where entrepreneurial behavior can be said as behavior that represents more informal and unplanned activities that rely on intuition and energy from individuals to realize business activities in determining marketing strategies. Then the marketing strategy designs compose namely relying on product excellence, expanding market networks, establishing cooperation, promoting door to door, cost efficiency and increasing external capital.

PENERAPAN STRATEGI PEMASARAN, INOVASI PRODUK KREATIF DAN ORIENTASI PASAR UNTUK MENINGKATKAN KINERJA PEMASARAN UMKM

2019 ◽  
Vol 4 (2) ◽  
pp. 277-286
Author(s):  
Elwisam Elwisam ◽  
Rahayu Lestari
Keyword(s):  
Market Orientation ◽  
Product Innovation ◽  
Business Development ◽  
Marketing Strategies ◽  
Analysis Tool ◽  
The South ◽  
Marketing Performance ◽  
Product Innovations ◽  
Positive Effect

This research discusses issues concerning with the performance of marketing of micro and small entrepreneurs at the South Tangerang - Banten. Data were collected from 65 respondents, and PLS-SEM was used as an analysis tool. The results show that creative product innovation, market orientation, and marketing strategies have a positive effect on marketing performance. In addition, business development also proved to have an effect on marketing performance. Implications and suggestions are described in this paper. Keywords: marketing strategies, creative product innovations, market orientation

scholarly journals PELATIHAN KEWIRAUSAHAAN STRATEGI ONLINE MARKETING UNTUK MEMPERLUAS PASAR

2021 ◽  
Vol 3 (1) ◽  
pp. 124-133
Author(s):  
Afif Hakim ◽  
Nana Rahdiana ◽  
Annisa Indah Pratiwi
Keyword(s):  
Marketing Strategy ◽  
Internet Marketing ◽  
Business Development ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Survey Results ◽  
Survey Feedback ◽  
The Many

Sebagai seorang entrepreneur harus selalu berupaya mencari ide kreatif agar usaha yang dijalankan dapat terus berjalan. Salah satu improvement yang dapat dilakukan adalah mengubah strategi pemasaran dari konvensional (offline)  menjadi online atau yang sering disebut online/internet marketing terlebih lagi pada saat kondisi pandemic Covid-19 seperti saat ini. Untuk menjalankan online marketing memang tidak mudah dan butuh ketelatenan. Banyak para peserta yang beranggapan bahwa strategi online marketing sulit untuk dilaksanakan pada hal mereka menyadari bahwa strategi online marketing efektif untuk dilaksanakan terutama di saat-saat pandemic covid-19 ini sehingga pelatihan semacam ini penting untuk dilaksanakan untuk menghilangkan gap berupa ketidaktahuan para peserta. Pelatihan berjalan dengan lancar dan para peserta terlihat antusias dalam melaksanakan pelatihan ini terbukti dari banyaknya pertanyaan yang dilontarkan dan hasil survey feedback menyatakan bahwa 100% mereka setuju pelatihan membawa manfaat untuk pengembangan usaha.  Kata kunci— entrepreneur, Covid-19, online marketing As the entrepreneur, they must always try to find creative ideas so that his business can continue to run. One of the improvements that can be made is to change the strategy from conventional (offline) marketing to online or what is often called online / internet marketing first during the Covid-19 pandemic conditions like today. To run online marketing is not easy and requires patience. Many participants thought that online marketing strategies were difficult to implement when they realized that an effective online marketing strategy was to be implemented, especially during this time of the Covid-19 pandemic, so this kind of training is important to carry out to eliminate the gap in the form of participants' ignorance. The training went well and the participants seemed enthusiastic in carrying out the training as evidenced by the many questions asked and the survey results which stated that 100% of them agreed that the training was beneficial for business development.  Keywords—entrepreneur, Covid-19, online marketing

scholarly journals Digital Marketing dan Hedonisme Dalam Pengambilan Keputusan Pembelian

2019 ◽  
Vol 16 (4) ◽  
pp. 58
Author(s):  
I Putu Lugra Agusta Pranawa ◽  
Agus Putu Abiyasa
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Marketing Strategy ◽  
Social Factors ◽  
Reference Group ◽  
Sampling Technique ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchasing Decisions ◽  
Purposive Sampling

ABSTRACTThis study discusses digital marketing strategies and hedonism on purchasing decisions. The research location was conducted at the Bali Tree House. The sampling technique uses purposive sampling technique, data collection techniques used are: observation, documentation, and interviews, with the validity method of triangulation data. The results found are as follows: Rumah Pohon Bali has used a digital marketing strategy using E-commerce, blogs, and social media for digital marketing optimization. Hedonism combined with digital marketing with visual summaries can increase consumer attractiveness. This digital marketing strategy and hedosme can increase purchasing decisions through policy factors and social factors regarding the part of the reference group that is expected to be a strategy that can provide maximum sales results for Balinese tree houses.

scholarly journals Online Marketing Strategy Analysis of PT. Bagus Trans Wisata

2021 ◽  
pp. 65
Author(s):  
Kevin Benedict Lesmana ◽  
Rustono Farady Marta ◽  
Sugeng Wahjudi
Keyword(s):  
Social Media ◽  
New Media ◽  
Marketing Strategy ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Online Marketing ◽  
Strategy Analysis ◽  
The Public ◽  
Descriptive Research ◽  
Selection Of

The tourism industry is one of the largest industries in the world, including Indonesia. So it is said that this industry has a considerable influence, so that it can be ascertained that this is an opportunity for a business. The large number of existing social media makes marketers have to see an appropriate and broad target. Based on this, marketers must be fully prepared with the selection of media, certain efforts and ways to attract consumers. PT. Bagus Trans Wisata has used new media as a channel in promoting its travel products. One of the new media used, namely Facebook, the use of this new media is one proof of the success of a well-known company name throughout Indonesia. New media is a new form of social media used by the public, considering that conventional media is less effective in conveying mass messages. This paper aims to examine marketing strategies through social media at PT. Bagus Trans Wisata. This research uses descriptive research with a qualitative approach which aims to identify, describe and explain the actual situation related to the marketing strategy undertaken by the service company PT. Bagus Trans Wisata Tour & Travel Jakarta. Keywords: online, marketing, tourism, travel

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