scholarly journals Pengaruh Konten Promosi Marketplace dan Social Media Terhadap Keputusan Pembelian pada Ibu Rumah Tangga Di Lingkungan Rt 03 Rw 14 Babelan Kabupaten Bekasi

2021 ◽  
Vol 1 (2) ◽  
pp. 77-88
Author(s):  
Dina Andriana ◽  
Widarti Widarti ◽  
Jusuf Fadilah ◽  
Iin Soraya
Keyword(s):  
Social Media ◽  
Target Market

Ibu-ibu rumah tangga merupakan target market yang menjanjikan bagi tumbuh kembangnya marketplace dan online-online shop di sosial media. Namun banyak sekali konten-konten promosi yang bermunculan membingungkan dan menyesatkan masyarakat khususnya ibu-ibu rumah tangga. Penelitian ini ingin mengetahui pengaruh konten promosi marketplace dan social media dalam  memutuskan pembelian bagi ibu rumah tangga. Kajian teoritik yang digunakan adalah konten promosi dan keputusan pembelian. Metode penelitian positivistik dengan pengolahan data kuantitatif pada sampel ibu-ibu rumah tangga di lingkungan Rt 03 Rw 14 Babelan Kabupaten Bekasi berjumlah 65 orang. Temuan penelitian menunjukkan adanya pengaruh signifikan positf antara konten promosi marketplace dan sosial media terhadap keputusan pembelian yaitu sebesar 40,4%. dan kemudian terungkap bahwa masyarakat yang berusia 16 hingga 25 tahun dan usia 35 - 45 tahun banyak menyempatkan waktunya untuk mengakses marketplace dan social media dengan durasi akses dalam rentang 1 hingga 9 menit setiap harinya.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals The impact of credibility of influencers recommendations on social media on consumers behavior towards brands

2021 ◽  
Vol 54 (3-4) ◽  
pp. 181-196
Author(s):  
Piotr Kwiatek ◽  
Radoslav Baltezarević ◽  
Stavros Papakonstantinidis
Keyword(s):  
Social Media ◽  
Public Opinion ◽  
Virtual Environment ◽  
Word Of Mouth ◽  
Consumer Attitudes ◽  
Time Frame ◽  
Target Market ◽  
Online Environment ◽  
Purchasing Decisions ◽  
The Impact

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

scholarly journals How Social Media Changes Today’s Marketing Strategies

2020 ◽  
Vol 5 (9) ◽  
pp. 725-736
Author(s):  
Nasr Abdulaziz Murshed
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Target Market ◽  
Full Time ◽  
Positive Information ◽  
Social Events ◽  
Social Penetration ◽  
Shared Information ◽  
The Media ◽  
Awareness Raising

In the past recent years, WhatsApp and WeChat have surprisingly fast growth. Facebook as well became the first social network to reach 1 billion active users every month. The presence of social media is an expectation for brands instead of an exception to the rule. Social events and shared information within your target market will help you understand developments in the industry. The opportunity to expose patterns in business in real time is a potential business intelligence goldmine. The worldwide rate of social penetration reached 49% in 2020, with the highest penetration rates in East Asia and North America. Instagram enables users, through their standards of credibility, authenticity and transparency, to develop themselves. Influencers from social media have a personal recognizable identity, also known as the "true brand" An influencer has tools and values that can motivate many other followers to increase their presence in the media. Even if these leads do not directly buy via social, awareness-raising can lead them to become full-time buyers. The overwhelming majority of users in Instagram are under the age of 30 according to recent Social Media demographics. Marketers face a dilemma: more and more people want businesses to take a social stand, but 79% of CMOs fear that their capacity to attract consumers will be adversely affected. Businesses can mitigate negative emotions by providing positive information to popular social media users. Marketing managers will encourage consumers through tournament and influencer programmers to engage in contact practices so customers can evangelize and encourage their loyalty to the organization through the creation and delivery of user-generated content

A bibliometric analysis of social media in hospitality and tourism research

2019 ◽  
Vol 31 (7) ◽  
pp. 2691-2719 ◽  
Author(s):  
Khaldoon Nusair ◽  
Irfan Butt ◽  
S.R. Nikhashemi
Keyword(s):  
Social Media ◽  
Bibliometric Analysis ◽  
Age Groups ◽  
Research Progress ◽  
Target Market ◽  
Content Type ◽  
The Social ◽  
Media Research ◽  
Social Media Research ◽  
Hospitality And Tourism

Purpose While the importance of social media will continue to grow, the purpose of this study is to provide a retrospective systematic literature review of the social media research published in major hospitality and tourism journals over a specific time period. Design/methodology/approach The study conducted a bibliometric analysis to review the literature of 439 social media articles published in 51 hospitality and tourism journals over a 15-year time span (2002-2016). Findings Ulrike Gretzel authored the highest fractional citations. The results indicated that social media-related research was mostly published in top-tier journals. The International Journal of Contemporary Hospitality Management was amongst the four leading journals in terms of the percentage of published social media articles. While inter-country social media research collaborations were relatively modest, interestingly, inter-country collaborations have been steadily increasing in the past five years. Another finding indicated that social media research in hospitality and tourism journals has been predominantly quantitative. The results revealed six new areas within the consumer behaviour research theme, namely, eWOM, service recovery, customer satisfaction, brand/destination image and service quality. Finally, it is important to note that four new trends in social media research appeared between 2011 and 2016, namely, big data, netnography, Travel 2.0 and Web 2.0. Research limitations/implications While this study made significant contributions to the social media literature, some limitations do exist. For example, the current research excluded publications from major conferences, books, book chapters and dissertations. Additionally, it is not within the scope of this paper to take into account issues related to self-citations. Practical implications The results obtained from analysis contribute to a comprehensive understanding of social media research progress in hospitality and tourism. For example, evaluating the performance of individual scholars helps educational institutions to compete in the global university ranking system. Additionally, to compete for funding opportunities on the topic of social media, institutions can use citation counts to demonstrate their competitiveness. Furthermore, due to the expected future growth in the number of social media platforms, practitioners need to understand motivating factors and tourists’ needs in different countries, target market segments, age groups and cultures to create highly engaging communities around their brands. Originality/value To the best of the authors’ knowledge, the sample of this study synthesized the largest selection of social media articles published in hospitality and tourism journals. This is the first study to apply the fractional score at the author level, the adjusted appearance score at the university level and the average citation score at the journal and inter-country levels in the analysis. In addition, prevalent research orientations and research trends in social media made significant contributions to existing literature.

scholarly journals Monthly Active User Improvement in Social Media Mobile Phone Application: The Six Sigma Approach

2019 ◽  
Vol 4 (2) ◽  
pp. 102
Author(s):  
Sulistia Fitriaty
Keyword(s):  
Social Media ◽  
Six Sigma ◽  
Instant Messaging ◽  
Project Planning ◽  
Target Market ◽  
Mobile Phone Application ◽  
Active User ◽  
Two Factors ◽  
In The Beginning ◽  
Six Sigma Approach

<p>This research study is focused on one social media that starts as an instant messaging app called ABC. ABC is an app originally from Southeast Asia that started to enter the Indonesian market in 2013. It has been struggling to maintain its monthly active user (MAU) during the past few months and wishes to get back on its feet as soon as possible. The problem occurred when it was unable to reach its MAU target which is 92 million in 2017. According to the control chart, it hasn’t quite made a significant improvement since the beginning of 2017. It is also incapable to meet the target. Several projects have been done just as usual to increase the number of MAU, but nothing happens. The number of MAU is going up and down without ever reaching the target. Based on 5 Whys Analysis, the root cause of the problem lies in two factors, the projects are held too often, and the company cannot specialize in each project based on specific target market criteria. The possible solution to implement is that the company should appoint someone to be the project planning coordinator. He or she will manage all executed projects so that they will align together to support company’s mission. Hence, increase the number of MAU as well. In conclusion, this study is aimed to improve the number of Monthly Active Users. This study will use Six Sigma approach to analyze deeply the problem being faced and come up with proposal solution for ABC App to implement in order to increase MAU. This study uses DMAIC method because the method is suitable to improve existing processes. The control phase will also be implemented by using FMEA Table. FMEA Table helps project planning coordinator to control each project so that further risks can be prevented in the beginning.</p>

PERANCANGAN BRAND ACTIVATION DAN MEDIA PROMOSI UNTUK THERAPEUTIC

Jurnal VICIDI ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 81-94
Author(s):  
Yemima Judithia Karsena ◽  
Hutomo Setia Budi
Keyword(s):  
Social Media ◽  
Quantitative Methods ◽  
Environmental Issues ◽  
Brand Awareness ◽  
Environmental Damage ◽  
Target Market ◽  
Qualitative And Quantitative Methods ◽  
Waste Reuse ◽  
New Business ◽  
The Right

Currently, environmental issues are a sensitive matter and are widely discussed in the world and in Indonesia. Environmentally friendly products have started to be widely used and have become a new lifestyle for several groups of people. Many business actors take this opportunity to start a business which at the same time invites the public to care more about environmental health. Therapeutic is a new business created because of the founder's awareness of environmental issues that are currently happening. Carrying eco-friendly products, Therapeutic sells natural soap bar and scented products that are made from natural ingredients and do not cause environmental damage, as well as applying the concepts of less-waste, reuse, and eco-lifestyle. As a new brand that stands in the midst of a pandemic like today, Therapeutic has several obstacles, namely in Indonesia there have been many similar products or businesses that will cause Therapeutic to lose competitiveness and lose name when faced with competitors. In addition, Therapeutic still needs trust from consumers, which is very necessary for the types of products and systems from Therapeutic. From the problems faced, Therapeutic conducted research to find out what marketing strategies and promotional media were right to increase brand awareness.   The formulation of the problem in this study is how the brand activation strategy and promotional media are in accordance with the target market to increase Therapeutic brand awareness in social media. This research uses qualitative and quantitative methods in collecting data. The qualitative method is carried out by interviewing several experts and extreme users of eco-lifestyle actors to find data on how to carry out the right promotion. The quantitative method is carried out by surveying the Indonesian people to find out what social media platforms are most effective in promoting. The results of this study concluded that the right brand activation strategy for Therapeutic is by carrying out activities that can attract public interest such as workshops, so that the activities carried out can simultaneously introduce products and brands and provide education. The right social media platform to promote Therapeutic activation is Instagram.   Keywords: Brand Activation, Eco-Lifestyle, Eco-Friendly, Social Media.

Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing

2017 ◽  
pp. 1-16
Author(s):  
Mohanbir Sawhney
Keyword(s):  
Social Media ◽  
Traditional Approach ◽  
Social Media Marketing ◽  
Target Market ◽  
Value Proposition ◽  
Product Launches ◽  
Marketing Team ◽  
Media Habits ◽  
Edge Router ◽  
Learn Approach

This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Cisco's bold plan to launch the ASR 1000 Series “virtually, visually, and virally” and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target client—the technical community—were increasingly frequenting. Cisco's challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.Understand the relevance of social media for product launches as a function of contextual factors such as nature of product, media habits, and company credibility. Learn about the applicability of social media for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test and learn approach must be enhanced and become more strategic in the future.

scholarly journals Social network addiction and advertising on social networks: A case study of rural students in South Africa

2019 ◽  
Vol 21 (1) ◽  
Author(s):  
Zhikona Van Rhyne ◽  
Willie Chinyamurindi ◽  
Liezel Cilliers
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Ease Of Use ◽  
Rural Students ◽  
Target Market ◽  
Eastern Cape ◽  
Perceived Ease Of Use ◽  
Design Data ◽  
Mediating Role

Background: There is growing evidence that social media addiction is an enduring problem among students. This information can be used by marketers to create specific advertisement campaigns for students to promote organisational branding.Objectives: The aim of this study was to determine the mediating role of psychological dependence between social networking sites (SNSs) addiction and attitude towards social networking advertising among a sample of rural students in South Africa.Method: This research adopted a positivist paradigm with a quantitative approach and a descriptive research design. Data were collected using questionnaires, which were distributed to 289 respondents residing within a rural community in the Eastern Cape province of South Africa.Results: This study found a relationship between: (1) perceived ease of use and habit, (2) perceived ease of use and psychological dependence, and (3) psychological dependence and attitude towards SNSs advertisement.Conclusion: Social media advertising should offer precise location-based targeting and data-driven users’ profiling, segmenting the target market according to preferences, likes and hobbies, through data mining and analytical interpretation of results as these are attributes that are not offered by traditional media.

scholarly journals Faktor-faktor yang Memengaruhi Perilaku Konsumen dalam Bertransaksi di Media Sosial

2017 ◽  
Vol 1 (1) ◽  
pp. 95
Author(s):  
Irfan Aulia Syaiful ◽  
Anggit Verdaningrum Kumala Sari
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Data Collection ◽  
Qualitative Method ◽  
Target Market ◽  
Personal Factors ◽  
Data Collection Tool ◽  
Structured Interviews ◽  
Product Packaging ◽  
Language Selection

<p class="IABSTRAK"><strong>Abstract: </strong>This research is in the area of consumer behavior. Many of these factors can be confusing for company to map consumer behavior into its target market. Therefore, the purpose of this study was to determine the factors influencing consumer behavior transactions in social media. This research using qualitative method. Our subjects involved 5 consumers who make transactions in social media. Techniques of data collection is done by observation and structured interviews, while the data collection tool used as interview guides and recorder. Based on the results it was found that four of these factors influence consumer behavior in social media, in the cultural factors such as between consumers and sellers adjust to each other in the language selection, social factors such as testimonials, offer from a friend, how the seller described the product, personal factors such as convenience at shopping (even when in the bathroom), while psychological factors such as discounts, product packaging and delivery speed.</p><strong>Abstrak:</strong> Banyak faktor yang membingungkan perusahaan dalam memetakan perilaku konsumen yang menjadi targetnya. Penelitian ini berupaya menggambarkan faktor-faktor yang memengaruhi perilaku transaksi konsumen di media sosial. Metode yang digunakan adalah kualitatif yang melibatkan sebanyak 5 orang dengan karakter telah sering melakukan transaksi belanja lewat media sosial. Teknik pengambilan data dilakukan dengan observasi dan wawancara terstruktur. Hasil penelitian menunjuk­kan, ada tiga faktor yang me­me­ngaruhi perilaku konsumen di media sosial. <em>Pertama,</em> faktor budaya seperti antara kesesuaian bahasa antara konsumen dan penjual, faktor sosial seperti testimonial, tawaran dari teman, cara penjual mendeskripsikan produk. <em>Kedua,</em> faktor pribadi seperti kemudahan berbelanja. <em>Ketiga</em>, faktor psikologis seperti diskon, waktu pengiriman, dan pengemasan produk.

scholarly journals Adoption of Social Media Marketing- An Overview of UAE Service Firms

2017 ◽  
Vol 3 (2) ◽  
pp. 23
Author(s):  
Anu Vij
Keyword(s):  
Social Media ◽  
United Arab Emirates ◽  
Service Sector ◽  
Relevant Information ◽  
Service Organizations ◽  
Social Media Marketing ◽  
Target Market ◽  
Service Firms ◽  
Management Functions ◽  
Almost All

Abstract - Advancement in information technology has impacted almost all the businesses and management functions and operations. In the contemporary times, businesses are integrating internet based services in their business model and offerings made to customers.  Service firms have been pampering customers with facilities readily available through social media websites. The trend points to the fact that firms are aware of the preferences that necessitate providing relevant information to their target market through social media websites with stylish looks and a lot of imageries. This not only gives the customers a pleasing experience but also entice them to purchase. This study explores various marketing efforts made through social media by the services sector. Selected service organizations from hospitality and airlines sector in United Arab Emirates (UAE) are taken into consideration to conduct the study. The study also brings forth opinions of respondents on issues related to social media in the service sector. The research findings provide useful insights for practitioners, brand managers to understand how social media is affecting consumer behavior, enabling them to customize their social media strategies. The study is also helpful for the academicians and students to further enhance their knowledge on this growing issue of topical interest.   Index Terms - Service Organizations, Social Media Marketing, Hospitality Sector, UAE

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