scholarly journals Analisis Strategi Digital Marketing pada Toko Online Usaha Kecil Menengah

2021 ◽  
Vol 7 (2) ◽  
pp. 121-128
Author(s):  
Ira Promasanti Rachmadewi ◽  
Auliya Firdaus ◽  
Qurtubi Qurtubi ◽  
Wahyudhi Sutrisno ◽  
Chancard Basumerda
Keyword(s):  
Marketing Mix ◽  
Digital Marketing

Situasi pandemi berkepanjangan memaksa XYZ Furniture merubah pola pemasaranya dari pemasaran konvensional offline menjadi pemasaran online. Penelitian ini dilakukan dalam rangka membantu mengoptimalkan strategi digital marketing yang diterapkan agar lebih efisien dan tepat sasaran. Penelitian menggunakan pendekatan deskriptif kualitatif dengan metode analisa STP (Segmenting, Targeting, Positioning), Marketing Mix, dan SWOT. Proses penelitian kualitatif ini dilakukan terhadap kegiatan digital marketing yang dilakukan perusahaan. Diketahui data dari total keseluruhan 46  responden, media sosial yang paling banyak digunakan responden ialah Whatsapp dengan pengguna sebesar 93%, selanjutnya Instagram sebesar 60.9%, Facebook sebesar 39.1%. Dalam hal kemudahan pengguna sebesar 47.8% responden memilih Instagram  34.8% memilih Whatsapp, dan 17.4% memilih Facebook. Dalam hal kenyamanan komunikasi, 82.6% responden memilih Whatsapp, 10.9% memilih Instagram, dan 6.5% memilih Facebook. Dalam hal keamanan, 71.7% responden memilih Whatsapp, 21.7% memilih Instagram, dan 6.6% memilih Facebook. Perusahaan menggunakan media sosial Instagram, Facebook, dan Whatsapp sebagai media digital marketing namun kurang optimal. Terdapat hambatan dalam kegiatan digital marketing perusahaan, yakni promosi yang dilakukan kurang tepat sasaran  dan strategi promosi yang masih belum konsisten. Terdapat peluang besar potensi  pasar yang lebih luas dari sebelumnya dengan biaya yang rendah menggunakan digital marketing.

scholarly journals Strategi Pemasaran di Hotel Four Points by Sheraton Jakarta Pada Masa Covid-19

2021 ◽  
Vol 2 (2) ◽  
pp. 116-126
Author(s):  
Widha Swara Astini ◽  
Hijriyantomi Suyuthie
Keyword(s):  
Marketing Mix ◽  
Digital Marketing ◽  
Purposive Sampling ◽  
Front Office

  Penelitian ini dilatarbelakangi dengan rendahnya tingkat hunian kamar selama masa pandemi Covid-19 serta adanya keluhan pelanggan mengenai tarif kamar yang ditetapkan tidak sebanding dengan fasilitas yang didapatkan dari Hotel Four Points by Sheraton Jakarta, dan Peraturan Pemerintah DKI Jakarta terkait larangan berkerumun serta aturan lainnya dalam upaya pencegahan Covid-19. Penelitian ini dilakukan dengan tujuan untuk menentukan Strategi Pemasaran Marketing Mix yang dapat digunakan di Hotel Four Points by Sheraton Jakarta, mengetahui gambaran strategi EFAS dan IFAS dan mendeskripsikan faktor eksternal dan internal SWOT di Hotel Four Points by Sheraton Jakarta dengan menggunakan matriks SWOT. Jenis dari penelitian ini yaitu desktiptif kualitatif dengan metode survei dan menggunakan purposive sampling, sumber dari penelitian ini terdiri: 1 orang Director Revenue Cluster, 1 orang Manager Sales&Marketing , 1 orang Assistance Manager Sales&Marketing , dan 1 orang Duty Manager Front Office Department di Hotel Four Points by Sheraton Jakarta. Berdasarkan hasil penelitian Strategi Pemasaran di Hotel Four Points by Sheraton Jakarta yaitu: 1) Membuat Robot Concierge yang inovatif, mudah digunakan, sesuai dengan signature Hotel Four Points dan memiliki database terkait informasi perkantoran terdekat. 2) Menerapkan Value Based Pricing agar dapat memberikan harga kamar sesuai dengan kebutuhan serta keinginan tamu. 3) Digital Marketing Melalui Aplikasi Tiktok dengan membuat konten video promosi yang menarik, kreatif. 4) Paket Promosi Work From Hotel demi mendukung peraturan pemerintah yang mewajibkan bekerja dari rumah. 5) Bekerjasama dengan Rumah Sakit dengan membuat penawaran kerjasama kepada beberapa rumah sakit di sekitar lokasi hotel.   Kata Kunci: Strategi, Pemasaran, Marketing, Mix, SWOT    

scholarly journals SHARIA MARKETING MIX: A MODEL OF DIGITAL MARKETING MANAGEMENT STRATEGY OF ZAKAT

2021 ◽  
Vol 3 (1) ◽  
pp. 47-62
Author(s):  
Pertiwi Utami ◽  
Basrowi Basrowi
Keyword(s):  
Literature Review ◽  
Negative Impact ◽  
Management Strategies ◽  
Marketing Mix ◽  
Strategy Management ◽  
Digital Marketing ◽  
Use Of Technology ◽  
Interesting Study ◽  
Develop Technology ◽  
Review State

Zakat institutions make a variety of new innovations and accelerations in terms of management strategies to improve zakat management. Getting support from Government Regulations and DSN MUI Fatwa regarding the use of IT is certainly a motivation for zakat institutions to increasingly actively develop technology-based services. IT is one of the main focuses of the marketing strategy to increase muzaki's interest in distributing zakat through online zakat services. But in the middle of the community it seems that the presence of digital zakat services still requires a long process of obtaining 'postioning'. In addition, the use of technology must also be more careful, especially because of the negative impact it has. Sharia marketing mix offers strategy management based on sharia principles which in its development is dominated by contemporary fiqh studies. The research aims to provide a literature review on the collaboration of sharia marketing mix and digital marketing zakat. An interesting study considering there are still few studies that reveal a combination of both. Sharia marketing mix present offers management strategies that conventional marketing mix lacks. The results of the literature review state that sharia marketing mix has a special advantage in filtering the negative impact of the use of technology compared to the marketing mix which has been widely used by companies, financial institutions and non-banks.

scholarly journals THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT

2020 ◽  
Vol 19 (3) ◽  
pp. 117-126
Author(s):  
Olena Vynogradova ◽  
Nina Drokina
Keyword(s):  
Customer Service ◽  
Internet Marketing ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Service Community ◽  
Marketing Models ◽  
Pros And Cons ◽  
Internet Environment ◽  
Main Components ◽  
Definition Of

This research describes the main approaches of digital marketing models based on the marketing mix concept. It outlines the main components of various models, such as: “5W” Internet marketing complex of Mosley-Matchett; “8Р” e-marketing mix of researchers at the National Taiwan University (Chen); “6С” set of elements for an effective website by Chaffey, Mayer, Johnston, Ellis-Chadwick; “4S” web marketing complex of Constantinides; “4Ps+P2C2S3” digital marketing complex (e-marketing mix) created by Kalyanam and McIntyre; “3С+І” digital marketing mix of Pastore and Vernuccio; “SIVA” client-oriented information model of Dev and Schultz; “2P+2C+3S” digital marketing complex presented by Otlakan. The study presents a comparative analysis of the characteristics of these models, and the pros and cons for using each them as part of an integrated Internet marketing strategy. The study also creates a structure of Integrated Internet marketing tools based on the marketing mix concept which includes two blocks of components: key elements found in the traditional “4P” model and adapted to the Internet environment, and the elements “2Р2С2S2”: Personalization & Privacy, Personnel & People, Customer Service, Community, Synergy & Scope. The authors formulate a definition of Internet marketing and Integrated Internet marketing, based on the built structure of integrated Internet marketing of Kalyanam and McIntyre.

THE EVOLUTION OF MARKETING: FROM THE INDUSTRIAL REVOLUTION TO DIGITALIZATION

2020 ◽  
Vol 2 (6) ◽  
pp. 39-43
Author(s):  
V. S. GALAKTIONOV ◽  
Keyword(s):  
Industrial Revolution ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Consumer Experience ◽  
Philip Morris

The article focuses on the transformation of approaches to marketing during the XNUMXth and XNUMXst centuries. The concepts and main tasks of marketing, marketing mix are considered. The article describes the main milestones in the transformation of approaches to understanding marketing, ranging from the industrial revolution, when the main goal of the company was the extensive distribution of its products, to the formation of digital marketing. It emphasizes the importance of building multi-channel communication with the customer and analyzing consumer experience in communication with a product. The stages of transformation of approaches to marketing are considered on the example of the international company Philip Morris International.

scholarly journals Analisis Dampak Kepercayaan Terhadap Keputusan Pembelian Online: Perspektif Marketing MIX

2020 ◽  
Vol 4 (1) ◽  
pp. 137-150
Author(s):  
Siti Muslimah ◽  
Rahmad Solling Hamid ◽  
Muhammad Aqsa
Keyword(s):  
Marketing Mix ◽  
Digital Marketing

Perkembangan teknologi informasi telah membawa dampak positif dalam dunia bisnis dan pemasaran. Hadirnya platform digital marketing dapat memberikan keuntungan baik bagi pemasar maupun bagi konsumen. Tujuan penelitian bertujuan untuk mengetahui dampak kualitas produk, promosi, harga, tempat, dan kepercayaan terhadap keputusan pembelian online. Populasi dalam penelitian ini yaitu Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Palopo berjumlah 402 Mahasiswa. Penentuan jumlah sampel yaitu menggunakan rumus Slovin pada tingkat presisi 5% diperoleh sebanyak 200 sampel. Metode analisis yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian diperoleh informasi bahwa kualitas produk, harga, tempat, dan kepercayaan berpengaruh positif tidak signifikan terhadap keputusan pembelian onlien, sedangkan promosi memiliki dampak positif signifikan pada keputusan pembelian online.

scholarly journals Innovative Digital Guerrilla Marketing

2021 ◽  
Vol 12 (3) ◽  
pp. 40-44
Author(s):  
Gerd Nufer ◽  
Keyword(s):  
Marketing Mix ◽  
Digital Marketing ◽  
Market Development ◽  
Ideal Case ◽  
Beaten Track ◽  
Marketing Activities ◽  
Policy Attitude ◽  
Guerrilla Marketing ◽  
Selection Of ◽  
The Ideal

Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.

scholarly journals STRATEGI PEMASARAN KOMUNIKASI DIGITAL MARKETING PLATFORM (CASHBAC) UNTUK MENINGKATKAN DAYA BELI KONSUMEN

2020 ◽  
Vol 6 (1) ◽  
pp. 14
Author(s):  
Katrina Katrin ◽  
Zon Vanel
Keyword(s):  
Marketing Strategy ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Purchasing Power ◽  
Case Study Approach ◽  
Study Approach ◽  
Sales Team ◽  
Marketing Team

This research is focused on communication marketing strategies at PT. Global Pay Indonesia (Cashbac). The purpose of this research is to find out the marketing strategy of digital marketing platform (Cashbac) to increase consumer purchasing power. The main theory is Marketing Mix (4P). The object of this research is the communication marketing strategy by the sales team and the Marketing team at PT. Global Pay Indonesia (Cashbac). The research method used is qualitative with a case study approach. The results of this study are that Cashbac has run all four aspects of prices, places, products and also promotions to increase consumer purchasing power from time to time to be even higher. 

scholarly journals Digital Advertising and the Marketing Mix: A review of current literature and implications for Higher Education Marketers

2019 ◽  
Vol 1 (2) ◽  
Author(s):  
Chris Huebner
Keyword(s):  
Higher Education ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Effectiveness Research ◽  
Mobile Advertising ◽  
Marketing Effectiveness ◽  
Higher Ed ◽  
Marketing Budgets ◽  
Practical Implications ◽  
The U.S

By 2020, more than $117 billion will be spent on digital and mobile advertising in the U.S. As college bound populations shrink, shift and are out priced by some in-state rates, the need to increase higher ed digital marketing budgets will increase, as well. In order to improve marketing effectiveness, practitioners must develop a stronger understanding of how to maximize digital marketing’s place in the marketing mix. This paper culls current marketing effectiveness research and presents practical implications for higher ed marketing professionals.

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