scholarly journals Pemanfaatan Social Advertising Sebagai Media Promosi Produk Puan Makanan Khas Palembang

2021 ◽  
Vol 4 (3) ◽  
pp. 269-274
Author(s):  
Dewi Sartika ◽  
Imelda Saluza ◽  
Roswaty Roswaty
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Product Innovation ◽  
Business Group ◽  
Food And Beverages ◽  
Social Advertising

Abstract: The Gulo Puan Business Group, Bangsal village, Pampangan sub-district, Ogan Komering Ilir district, is a producer of products in the form of gulo-puan, sagon-puan and tapel-puan. After the implementation of the PKMS activity, a product innovation in the form of Mrs. Candy was obtained, while in the PKM activity, a product innovation in the form of Mrs. yogurt was obtained. Based on this, partners have been able to compete with similar business actors because they already have a variety of product variants, both in the form of food and beverages. However, this certainly needs to be strengthened again by utilizing technology to introduce products to the wider community. Social advertising is a promotional media that is carried out through social media. This promotional media is considered far more effective, efficient and on target compared to conventional promotional media such as flyers, banners and so on. Partners in PKMS activities have been able to utilize social media as a marketing medium. Therefore, in PKM activities, the implementing team provides training on the use of social advertising as a promotional media for women's products produced by partners. Based on the results of social advertising that has been done 5 times, the results show that as many as 96,212 accounts were successfully reached, of which 98.2% were not followers of accounts with demographics 48.2% male and 51.8% female. As many as 55% of the target to open a profile from Mrs. Candy and from a total of 4,018 accounts that liked ads were obtained.           Keywords: competitive advantage; puan candy; puan yogurt; social advertising;Abstrak: Kelompok Usaha Gulo Puan desa Bangsal kecamatan Pampangan kabupaten Ogan Komering Ilir merupakan penghasil produk berupa gulo puan, sagon puan dan tapel puan. Setelah pelaksanaan kegiatan PKMS diperoleh inovasi produk berupa puan candy, sedangkan pada kegiatan PKM diperoleh inovasi produk berupa puan yogurt. Berdasarkan hal tersebut  mitra telah mampu bersaing dengan pelaku usaha sejenis karena telah memiliki varian produk puan yang beragam, baik berupa makanan maupun minuman. Namun, hal tersebut tentu perlu diperkuat lagi dengan memanfaatkan teknologi guna mengenalkan produk ke Masyarakat luas. Sosial advertising merupakan media promosi yang dilakukan melalui sosial media. Media promosi ini dianggap jauh lebih efektif, efisien dan tepat sasaran dibandingkan dengan media promosi konvensional seperti selebaran, banner dan sebagainya. Mitra pada kegiatan PKMS telah mampu memanfaatkan sosial media sebagai media pemasaran. Oleh karena itu, pada kegiatan PKM tim pelaksana memberikan pelatihan pemanfaatan sosial advertising sebagai  media promosi produk puan yang dihasilkan oleh mitra. Berdasarkan hasil sosial advertising yang telah dilakukan sebanyak 5 kali diperoleh hasil bahwa sebanyak 96.212 akun yang berhasil dijangkau, dimana 98,2%nya bukan pengikut dari akun dengan demografi 48,2% berjenis kelamin laki-laki dan 51,8% perempuan. Sebanyak 55% dari sasaran membuka profil dari puan candy serta dari total keseluruhan diperoleh 4.018 akun yang menyukai iklan.Kata kunci: competitive advantage; puan candy; puan yogurt; social advertising

scholarly journals ORIENTASI KEWIRAUSAHAAN, INOVASI PRODUK, DAN MEDIA SOSIAL TERHADAP KINERJA PEMASARAN DENGAN KEUNGGULAN BERSAING SEBAGAI INTERVENING PADA UKM DI KOTA JAMBI

2021 ◽  
Vol 10 (01) ◽  
pp. 1-15
Author(s):  
Yosi Fadhillah ◽  
Syahmardi Yacob ◽  
Tona Aurora Lubis
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Entrepreneurial Orientation ◽  
Product Innovation ◽  
Analytical Tool ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Direct Influence ◽  
Marketing Performance ◽  
Marketing Social

  ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh orientasi kewirausahaan, inovasi produk, dan media sosial terhadap kinerja pemasaran melalui keunggulan bersaing pada UKM di Kota Jambi. Pengumpulan data dilakukan dengan survei menggunakan kuesioner yang diberikan kepada 100 UKM di Kota Jambi. Alat analisis yang digunakan adalah Smart PLS 3. Hasil penelitian menunjukkan bahwa pengaruh langsung, Orientasi Kewirausahaan tidak berpengaruh terhadap keunggulan bersaing, inovasi produk berpengaruh terhadap keunggulan bersaing, media sosial berpengaruh terhadap keunggulan bersaing, orientasi kewirausahaan berpengaruh terhadap kinerja pemasaran, keunggulan bersaing berpengaruh terhadap kinerja pemasaran, Media Sosial berpengaruh terhadap Kinerja Pemasaran pada UKM di Kota Jambi dan kesimpulan dari pengaruh mediasi penelitian ini adalah keunggulan bersaing memiliki pengaruh mediasi terhadap variabel inovasi produk dan media sosial, sedangkan untuk variabel orientasi kewirausahaan tidak terdapat pengaruh mediasi. Kata kunci : Orientasi Kewirausahaan; Inovasi Produk; Media Sosial; Keunggulan Kompetitif; dan Kinerja Pemasaran   ABSTRACT The purpose of this study was to determine the effect of entrepreneurial orientation, product innovation, and social media on marketing performance through competitive advantage in SMEs in Jambi City. Data collection was carried out by survey using a questionnaire given to 100 SMEs in Jambi City. The analytical tool used is Smart PLS 3.The results show that direct influence, entrepreneurial orientation has no effect on competitive advantage, product innovation affects competitive advantage, social media affects competitive advantage, entrepreneurial orientation affects marketing performance, competitive advantage affects performance Marketing, Social Media has an effect on Marketing Performance in SMEs in Jambi City and the conclusion of the mediation effect of this study is that competitive advantage has a mediating effect on product innovation and social media variables, while for entrepreneurial orientation variables there is no mediation effect Keywords : Entrepreneurship Orientation; Product Innovation; Social Media; Competitive Advantage; and Marketing Performanc

SOCIAL MEDIA USAGE RELATED TO FOOD AND BEVERAGES: AN INVESTIGATION OF COLLEGE STUDENTS IN BANGKOK AND METROPOLITAN AREA

2013 ◽  
Author(s):  
Pitipat Suwannapinunt ◽  
◽  
Krittaporn Sitthikraiwong ◽  
Punchanid Nimitsukcharoen ◽  
Sakdituch Dollayanukloh ◽  
...  
Keyword(s):  
College Students ◽  
Social Media ◽  
Metropolitan Area ◽  
Media Usage ◽  
Food And Beverages

Integrating wearable technology products and big data analytics in business strategy

2019 ◽  
Vol 21 (2) ◽  
pp. 255-275 ◽  
Author(s):  
Bishwajit Nayak ◽  
Som Sekhar Bhattacharyya ◽  
Bala Krishnamoorthy
Keyword(s):  
Health Insurance ◽  
Technology Adoption ◽  
Competitive Advantage ◽  
Customer Service ◽  
Product Innovation ◽  
Dynamic Capabilities ◽  
Technology Policy ◽  
Wearable Technology ◽  
Content Type ◽  
Technology Products

Purpose This study aims to explore the impact of the adoption of wearable technology products for Indian health insurance firms. It identifies the key dynamic capabilities that health insurance firms should build to manage big data generated by wearable technology so as to attain a competitive advantage. Design/methodology/approach A qualitative exploratory study using in-depth personal interviews with 53 Indian health insurance experts was conducted with a semi-structured questionnaire. The data were coded using holistic and pattern codes and then analyzed using the content analysis technique. The findings were based on the thematic and relational intensity analysis of the codes. Findings An empirical model was established where all the propositions were strongly established except for the moderate relationship between wearable technology adoption and product innovation. The study established the nature of the interaction of variables on technology policy, organizational culture, strategic philosophy, product innovation, knowledge management and customer service quality with wearable technology adoption and also ascertained its influence on firm performance and competitive advantage. Research limitations/implications From a dynamic capabilities perspective, this study deliberates on wearable technology adoption in the health insurance context. It also explicates the relationship between the variables on technology policy, organizational culture, strategic philosophy, product innovation, knowledge management and customer service quality with wearable technology adoption on firm performance. Originality/value This study is one of the first studies to add the context of wearable technology and health insurance to the existing body of knowledge on dynamic capabilities and sustainable competitive advantage for the service sector. It would help existing and prospective players in adopting or setting up appropriate business models.

scholarly journals INTEREST OF USING E-COMMERCE CHANNELS BASED ON SOCIAL MEDIA TO IMPROVE THE QUALITY OF REGIONAL SUPERIOR PRODUCT MARKETING ON FEMALE GROUP OF CRAFTSMEN FROM SANITAIR KLASEMAN MALANG CITY

2019 ◽  
Vol 1 (1) ◽  
pp. 16
Author(s):  
Ayu Febriyanti Puspitasari ◽  
Rizka Miladiah Ervianty ◽  
Phima Ruthia Dwikesumasari ◽  
Ida Setya Dwijayanti
Keyword(s):  
Social Media ◽  
Product Innovation ◽  
Marketing Channels ◽  
Transfer Payment ◽  
Female Group ◽  
Bank Transfer ◽  
Women Groups ◽  
Use Of Social Media ◽  
The City

Background: Industrial centers (UKM) in Malang are scattered throughout the city. According to data from the Malang Cooperative and UMKM Office, only 30% have gone online from the 70,000 UMKM currently available. This is an opportunity for young people to be able to help UMKM to go online. The main obstacles experienced by UMKM are financing problems, technology and product innovation, market research and inefficiencies. Purpose: To solve the problems of MSMEs in Malang City, especially in the field of technology and product innovation for women groups, UKM Craftsmen Sanitair Klaseman Malang. Method: Training on making e-commerce based marketing channels and social media which includes training on making e-commerce channels through social media and the internet. Results: The UKM of sanitation products in Malang were mostly dominated by 50% flower pots and 25% carvings. The use of social media for UKM partners had an impact on increasing orders from consumers through social media. The types of social media used was Whatsapp (100%), Instagram (55%), and Facebook (87.5%). Communication of sellers and buyers was effective and efficient through media chat messenger. Means of direct contact between sellers and buyers reached 87.5% through social media. Conclusion: Partners got increased orders from consumers after using social media. They could also grow their business bigger because they could have transaction directly with bank transfer payment method.

scholarly journals The influence of social media marketing, product innovation and market orientation on Indonesian SMEs marketing performance

2022 ◽  
Vol 6 (1) ◽  
pp. 9-16 ◽  
Author(s):  
Khamaludin Khamaludin ◽  
Syahriani Syam ◽  
Febri Rismaningsih ◽  
Lusiani Lusiani ◽  
Lily Arlianti ◽  
...  
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Market Orientation ◽  
Product Innovation ◽  
Structural Equation ◽  
Quantitative Methods ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Snowball Sampling ◽  
Marketing Performance

The purpose of this study is to analyze the influence of social media marketing, product innovation, market orientation on marketing performance. The study uses quantitative methods and data analysis techniques are based on Structural Equation Modeling using SmartPLS 3.0 software. The sample selection method uses the snowball sampling method. Online questionnaires are sent to 320 SMEs in Banten Province, where 300 responses are used. The results of data analysis show that social media marketing has a significant effect on marketing performance, product innovation has a significant effect on marketing performance and market orientation has a significant effect on marketing performance.

scholarly journals PENGARUH PERSEPSI GENERASI LANGGAS TENTANG KUALITAS DAN INOVASI BATIK TERHADAP KEPUTUSAN PEMBELIAN DI ERA DIGITAL

2018 ◽  
Vol 11 (1) ◽  
Author(s):  
Tisia Priskila
Keyword(s):  
Social Media ◽  
Product Quality ◽  
Product Innovation ◽  
Partial Least Square ◽  
Least Square ◽  
Social Media Marketing ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Moderator Variable ◽  
Domestic Products

<p>Indonesia is experiencing serious problems in the era of globalization. Since the era of free<br />trade, many imported products have flooded the national marketplace. Lack of domestic products‟<br />competition on its own country make business actors in Indonesia must understand about purchasing<br />decision of millennial generations that will become the next generations of the nation. Their purchasing<br />decision depends on the product quality perception and they want products that suit with their style.<br />Millennial generations outreach through social media marketing is believed to be necessary to influence<br />their purchasing decisions. The research objectives are to know the effect of the perception of modern<br />Batik product quality and product innovation on purchasing decisions with social media marketing as a<br />moderator variable. The analysis method used is Partial Least Square (PLS) with sample of 100<br />respondents. The research results show that the millennial generations‟ purchasing decisions are affected<br />by their perception of product quality and innovation. The perception of product quality and purchasing<br />decisions are weakened by social media marketing. The perception of product innovation and purchasing<br />decisions are not affected by social media marketing as moderator variable.<br />Keywords: perception, quality, innovation, marketing, purchasing decision</p>

Sentiment Analysis of Social Media as Tool to Improve Customer Retention

2017 ◽  
pp. 635-648
Author(s):  
Wafaa A. Al-Rabayah ◽  
Ahmad Al-Zyoud
Keyword(s):  
Social Media ◽  
Social Network ◽  
Literature Review ◽  
Competitive Advantage ◽  
Sentiment Analysis ◽  
Customer Retention ◽  
Unstructured Data ◽  
Amount Of Information ◽  
Business Applications ◽  
The Web

Sentiment analysis is a process of determining the polarity (i.e. positive, negative or neutral) of a given text. The extremely increased amount of information available on the web, especially social media, create a challenge to be retrieved and analyzed on time, timely analyzed of unstructured data provide businesses a competitive advantage by better understanding their customers' needs and preferences. This literature review will cover a number of studies about sentiment analysis and finds the connection between sentiment analysis of social network content and customers retention; we will focus on sentiment analysis and discuss concepts related to this field, most important relevant studies and its results, its methods of applications, where it can be applied and its business applications, finally, we will discuss how can sentiment analysis improve the customer retention based on retrieved data.

Sign in / Sign up

Export Citation Format

Share Document