Upstream Social Marketing for Implementing Mobile Government

This article analyses the main aspects of upstream social marketing for the implementation of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of research from the side of governmental bodies, in this paper we were looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper, we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on the 7P of marketing mix (consisting of seven P elements: Product, Price, Place or physical evidence, Promotion, Participants or people, Processes, Political power) for the successful MGov on municipal level.

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Upstream Social Marketing for Implementing Mobile Government

10.20944/preprints201907.0162.v1 ◽

2019 ◽

Author(s):

Valentina Burkšienė ◽

Jaroslav Dvorak ◽

Mantas Dūda

Keyword(s):

Public Policy ◽

Literature Review ◽

Social Marketing ◽

Systematic Literature Review ◽

Mobile Applications ◽

Marketing Mix ◽

Decision Makers ◽

Knowledge Gap ◽

New Meanings ◽

Municipal Level

The article analyses the main aspects of upstream social marketing for implementing of mobile government (MGov). The methodology of current research is based on the systematic literature review in the fields of MGov and social marketing. According to our findings, most researchers investigated MGov from the side of citizens (consumers) and emphasised the benefits to them while changing their attitudes and behaviours in employing mobile applications. However, as there is a lack of the researches from the side of governmental bodies, in this paper, we were contrary looking for new meanings, attitudes and values from their perspective. Limitations of employment of MGov occur due knowledge gap among decision makers and public policy formers (upstream audience). Therefore, we argue that upstream social marketing for the upstream audience would bring the success in faster MGov implementation. Specific social marketing would be mostly valuable on the municipal level that is the closest substance to the society. Thus, in our paper we emphasise the benefit of the MGov for the local upstream audience and propose possible external marketers as well as the motivating theses based on these 7P of marketing mix for the successful MGov on municipal level.

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ANALYSIS OF FACTORS THAT INFLUENCES THE STUDENTS DECISION IN CHOOSING PHARMACEUTICAL DIPLOMA III PROGRAM IN BUKITTINGGI THAT IS MEDIATED BY MOTIVATION VARIABLE

Jurnal Benefita ◽

10.22216/jbe.v4i3.3483 ◽

2019 ◽

Vol 4 (3) ◽

pp. 449

Author(s):

Yonrizon Yonrizon

Keyword(s):

Brand Image ◽

Marketing Mix ◽

Prospective Students ◽

Product Price ◽

Education Services ◽

Price Process ◽

Physical Evidence ◽

The World ◽

The Status ◽

Target Set

Competitive competition in the world of education services is influenced by the consequences of higher education that has the ability to compete that can survive and achieve the target set. Currently, the existing college are competing to develop their potential and ability to attract prospective students. Therefore, the college must create a Marketing Mix Services strategy that is the product, prices, location, promotion, people, process, physical evidence, and brand image mediated by motivation.The approach used is the survey, which is the activity of collecting data as much as possible about the facts that are supporters of the research, with a view to know the status, symptoms, determine the similarity of status by comparing with the standards that have been selected and or determined. (Arikunto & Kusyati, 2015). This research was conducted to determine the effect of product, price, location, promotion, people, process, physical evidence, brand image, to student's motivation in making decision to choose college of Pharmacy in Bukittinggi. The result of research shows that product, price, process, brand image, have positive and significant effect to motivation, while location, promotion, person, physical proof have no significant effect to motivation and motivation have positive and significant influence to decision of vote Persaingan kompetitif dalam dunia layanan pendidikan dipengaruhi oleh konsekuensi pendidikan tinggi yang memiliki kemampuan bersaing yang dapat bertahan dan mencapai target yang ditetapkan. Saat ini, perguruan tinggi yang ada bersaing untuk mengembangkan potensi dan kemampuan mereka untuk menarik calon siswa. Oleh karena itu, perguruan tinggi harus membuat strategi Marketing Mix Services yaitu produk, harga, lokasi, promosi, orang, proses, bukti fisik, dan citra merek yang dimediasi oleh motivasi. Pendekatan yang digunakan adalah survei, yaitu kegiatan mengumpulkan data sebanyak mungkin tentang fakta-fakta yang menjadi pendukung penelitian, dengan maksud untuk mengetahui status, gejala, menentukan kesamaan status dengan membandingkan dengan standar yang dimiliki telah dipilih dan atau ditentukan. (Arikunto & Kusyati, 2015). Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, proses, bukti fisik, citra merek, terhadap motivasi siswa dalam mengambil keputusan memilih perguruan tinggi Farmasi di Bukittinggi. Hasil penelitian menunjukkan bahwa produk, harga, proses, citra merek, berpengaruh positif dan signifikan terhadap motivasi, sedangkan lokasi, promosi, orang, bukti fisik tidak berpengaruh signifikan terhadap motivasi dan motivasi berpengaruh positif dan signifikan terhadap keputusan pemilihan.

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Analisis Game Theory pada Strategi Bersaing Alfamart dan Indomaret di Kebumen

Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA) ◽

10.32639/jimmba.v3i2.783 ◽

2021 ◽

Vol 3 (2) ◽

pp. 251-259

Author(s):

An Nisa Nur Laila ◽

Kabul Trifiyanto

Keyword(s):

Game Theory ◽

Marketing Strategy ◽

Marketing Mix ◽

Marketing Strategies ◽

Sales Volume ◽

Validity And Reliability ◽

Product Price ◽

Physical Evidence ◽

Promotion Strategies ◽

Product Strategies

Alfamart and Indomaret are the market rulers in Indonesia. According to research firm Nielsen, Alfamart and Indomaret take 87% market share (Gumiwang, 2019). Both retailers compete in opening their outlets which can influence marketing strategies and increase sales volume. This study aims to determine the optimal marketing strategy through game theory that is oriented towards the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to be improved and maintained so that customers are more satisfied. Using the SPSS 24 Version tool to calculate the level of validity and reliability of each attribute given and also to determine a Cartesian chart to determine Importance Performance Analysis and use the POM-QM 4 software to determine what strategy is superior to Alfamart and Indomaret. The elements of the marketing mix used are Product , price, Promotion, Place, People, physical evidence and process. The purpose of this research is to get an optimal marketing strategy through game theory that is oriented to the advantages of company facilities that are prioritized by customers and to find out what strategies are appropriate to improve so that customers are more satisfied. The results showed that Alfamart was superior in implementing promotion strategies and Indomaret was superior in implementing product strategies.

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STRATEGI PEMASARAN WEDDING PACKAGES PADA MY WEDDING ORGANIZER

Journal of Applied Management and Accounting Science ◽

10.51713/jamas.v2i1.24 ◽

2020 ◽

Vol 2 (1) ◽

pp. 23-40

Author(s):

Ni Nyoman Wulan Antari ◽

Riza Wulandari

Keyword(s):

Swot Analysis ◽

Corporate Strategy ◽

Marketing Mix ◽

Hotel Management ◽

Strategy Formulation ◽

Product Price ◽

Physical Evidence ◽

Price Distribution ◽

New Strategy ◽

Swot Matrix

In developing a business in the field of marriage, My Wedding Organizer has designed several wedding packages for brides who want a party that is only attended by a few people (privacy). By working with several reception venues and several other wedding organizers, My wedding organizer has succeeded in making customers feel satisfied with the wedding packages offered. However, in 2019 My Wedding Organizer was not able to achieve the expected target, thus we conducted research aimed at increasing sales of wedding packages on My Wedding Organizer by making a strategy formulation by analyzing the marketing mix of 7P services consisting of products and services, prices, channels. / place of distribution, promotion, people, facilities (physical evidence) and processes based on a SWOT analysis. Based on the research of this study in increase of sales of wedding packages which decreased especially in 2019, namely the creation of a new strategy formulation is based on the SWOT analysis 7P. The conclusions of the study are based on the marketing mix by creating a SWOT matrix, from strategy SO, WO, ST and WT in strategy formulation it can be based on the 7P include product, price, distribution channels / place, promotion, people, processes, and the physical evidence. It is recommended to use the hotel management corporate strategy formulation and business unit strategy formulation, with the wedding venue evaluate and innovate to create a new wedding packages to explore creativity in the promotional aspect of wedding.

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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT NASABAH TERHADAP KPR PADA PT BNI CABANG TANJUNG REDEB

Jurnal Ekonomi STIEP ◽

10.54526/jes.v5i2.37 ◽

2020 ◽

Vol 5 (2) ◽

pp. 27-36

Author(s):

Djupiansyah Ganie

Keyword(s):

Significant Influence ◽

Sampling Technique ◽

Marketing Mix ◽

T Test ◽

Test Reliability ◽

Coefficient Of Determination ◽

Price Promotion ◽

Product Price ◽

Location Factor ◽

Physical Evidence

Customers 'interest in owning a house through a KPR, apart from the urge to fulfill their need for a comfortable and nice place to live, is also related to how the KPR is marketed so that it attracts customers' interest. Or in other words, how is the marketing mix strategy implemented to attract buyers to the mortgage offered. The marketing mix includes products, prices, promotions, locations, people, processes and physical evidence.The purpose of this study was to determine the influence of factors including: product, price, promotion, location, people, process and physical evidence on customer interest in KPR at PT BNI TanjungRedeb Branch. The research data comes from a questionnaire distributed to 86 respondents who are KPR BNI Griya customers, using probability sampling method with simple random sampling technique. The analytical tool used is the validity test, reliability test, multiple linear regression, coefficient of determination, t test and F test.The results of this study indicate that the results of the t test on each research variable concluded that partially accepting the hypothesis point 1 and rejecting some of the hypothesis point 1, because it is proven that the location factor has a significant influence, while the product, price, promotion, people, process and Physical evidence does not have a significant effect on customer interest in the KPR PT BNI TanjungRedeb Branch. The results of the F test on all the variables studied conclude that accepting the hypothesis point 2, because it is proven that the factors which include: product, price, promotion, location, people, process and physical evidence together have a significant influence on customer interest in KPR PT BNI TanjungRedeb Branch

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Where Is the Toothpaste? A Systematic Review of the Use of the Product Strategy in Social Marketing

Social Marketing Quarterly ◽

10.1177/1524500416678586 ◽

2016 ◽

Vol 23 (1) ◽

pp. 80-98 ◽

Cited By ~ 3

Author(s):

Timothy Edgar ◽

Marian Huhman ◽

Gregory A. Miller

Keyword(s):

Systematic Review ◽

Social Marketing ◽

Marketing Mix ◽

Inclusion Criteria ◽

Product Strategy ◽

Product Price ◽

Product Features ◽

Formal Definitions ◽

Future Utility ◽

Product Strategies

The product strategy is a cornerstone of the product, price, place, and promotion (four Ps) of the marketing mix that has undergone significant scrutiny and critique. This study sought to conduct a systematic review of the peer-reviewed literature to better understand how product has been conceptualized and operationalized over multiple decades. Application of inclusion criteria resulted in a sample of 88 articles published from 1973 to 2015, representing work in 18 different countries in North America, Asia, Africa, Europe, and Oceania. Content analysis showed that authors offering formal definitions of product have placed heavy emphasis on conceptualizing the product P as the prescribed behavior for the target audience in a social marketing initiative. Analysis of the operationalization of product strategies revealed more balance across the literature in thinking about product as beneficial outcomes and tangible goods as well as behaviors. Discussion focuses on consideration of the findings in the context of the call from several thought leaders in recent years to steer away from talking about the product as behavior and concentrate more on goods, services, and product features. The results also inspire discussion about the future utility of conceptualizing product within a three-tiered frame of actual, core, and augmented products.

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Efektivitas Pelaksanaan Marketing Mix 9P Terhadap Kepuasan Pelayanan Klinik Rawat Jalan Rumah Sakit

Jurnal Manajemen Kesehatan Yayasan RS Dr Soetomo ◽

10.29241/jmk.v6i1.279 ◽

2020 ◽

Vol 6 (1) ◽

pp. 28

Author(s):

Satriya Wijaya ◽

Agus Aan Adriansyah

Keyword(s):

Public Relations ◽

Marketing Mix ◽

Public Relation ◽

Product Price ◽

Cross Sectional ◽

Physical Evidence ◽

Place Promotion

Abstrak Di era MEA ini, kepuasan pelanggan akan pelayanan jasa kesehatan salah satunya disebabkan oleh bagaimana pelaksanaan bauran pemasaran. Bauran pemasaran yang bisa dikatakan paling terkini untuk saat ini yaitu bauran pemasaran 9P. Salah satu organisasi penyedia jasa kesehatan di Indonesia yang telah melaksanakan bauran pemasaran 9P yaitu Rumah Sakit Islam Jemursari Surabaya. Namun, dari 9 komponen ini implementasinya masih belum optimal terutama untuk Public relations dan Power. Variabel Public relations dan Power sangat penting untuk mendukung terciptanya kepuasan konsumen yang berkelanjutan. Maka, pihak rumah sakit perlu memperhatikan kembali aspek bauran pemasaran demi menjaga kepuasan pasien dan menjaga respon baik pasien sebagai upaya rumah sakit dalam mempertahankan pelanggan lama untuk tetap memanfaatkan jasa pelayanan kesehatan. Penelitian ini termasuk jenis penelitian observasional sedangkan disain penelitian adalah penelitian cross sectional. Besar sampel penelitian ini sejumlah 87 responden yang ditentukan dengan menggunakan rumus yang digunakan untuk penelitian yang bersifat survei atau observasional. Variabel yang diamati adalah efektivitas pelaksanaan Marketing Mix (9P) mulai variabel Product, Price, Place, Promotion, People, Process, Physical Evidence, Public relations, Power terhadap kepuasan pelayanan. Analisis data dilakukan dengan tabulasi silang dan analisis pareto 80/20. Hasil penelitian menunjukkan Marketing mix product, place, promotion, people, process, physical evidence, public relation, power belum efektif karena pasien yang sangat puas masih dibawah 80%. Hanya Marketing Mix price responden yang cukup puas 100% dan ini bisa dikatakan cukup efektif karena melebihi 80%. Sedangkan Marketing Mix 9P dikatakan belum efektif karena walaupun sebagian responden mengatakan sudah cukup optimal namun pasien yang cukup puas masih dibawah 80%. Kata Kunci: efektivitas marketing mix 9P, Marketing mix 9P, Marketing mix 9P terhadap kepuasan pelayanan

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KAJIAN PENERAPAN BLUE OCEAN STRATEGY PADA PEMBIAYAAN SINDIKASI SKIM MUSYARAKAH MUTANAQISHAH

Jurnal Ilmiah Manajemen dan Bisnis ◽

10.22441/jimb.v5i1.5629 ◽

2019 ◽

Vol 5 (1) ◽

pp. 112

Author(s):

Eko Tama Putra Saratian ◽

Alugoro Mulyowahyudi ◽

Augustina Kurniasih

Keyword(s):

Service Level Agreement ◽

Service Level ◽

Marketing Mix ◽

Product Price ◽

Purposive Sampling ◽

Physical Evidence ◽

Depth Interview ◽

Place Promotion

Penelitian ini bertujuan untuk menganalisis penerapan blue ocean strategy pada pembiayaan sindikasi skim musyarakah mutanaqishah di Bank Syariah X. Adapun identifikasi masalah pada penelitian yaitu ketatnya persaingan di Industri Perbankan dan adanya fluktuasi pertumbuhan pembiayaan. Strategi yang saat ini digunakan mengacu pada konsep marketing mix 7P (product, price, place, promotion, people, process, physical evidence), namun dibutuhkan strategi baru untuk menjauh dari persaingan yang ketat tersebut. Desain penelitian dalam penelitian ini adalah pendekatan kualitatif. Metode sampling yang digunakan yaitu purposive sampling, dengan analisis data melalui observasi dan in-depth interview dari sumber partisipan internal dan eksternal Bank Syariah X dengan tingkat jabatan manajerial. Hasil penelitian menunjukkan competing factors pada pembiayaan sindikasi skim musyarakah mutanaqishah yaitu, Harga (Pricing), Service Level Agreement (SLA), Manajemen Relasi, Account Holder, Account Executive dan Jaringan Kantor. Dalam pemenuhan rangkaian syarat untuk menentukan ide blue ocean strategy yang layak secara komersial, pembiayaan sindikasi skim musyarakah mutanaqishah dapat memberikan manfaat kepada pembeli, menekan harga, dan pengadopsian strategi yang baik, namun belum dapat menekan biaya secara signifikan.

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PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MENJADI NASABAH PT. BANK NEGARA INDONESIA (PERSERO) TBK KANTOR CABANG PEMBANTU MARTAPURA

Ekonomica Sharia: Jurnal Pemikiran dan Pengembangan Perbankan Syariah ◽

10.36908/esha.v6i2.204 ◽

2021 ◽

Vol 6 (2) ◽

pp. 117-136

Author(s):

Rozi Sonjaya ◽

Luis Marnisah ◽

Fakhry Zamzam

Keyword(s):

Data Collection ◽

Research Methods ◽

Field Data ◽

Marketing Mix ◽

Test Results ◽

Product Price ◽

Physical Evidence ◽

Qualitative Approaches ◽

Field Data Collection ◽

Bank Officer

This research aims to obtain the results of an analysis of the influence of the marketing mix on the decision to become a customer of PT. Bank Negara Indonesia (Persero) Tbk Martapura Sub-Branch Offices partially and simultaneously. The research methods using quantitative and qualitative approaches, field data collection using questionnaire and interview techniques. The population in this study was 138 customers who opened a savings account at BNI KCP Martapura in April 2020 and samples were 138 respondents. Testing the data using the t test, that the product has no significant effect on the decision to become a customer with t count 1.901 < t table 1.978, price does not significantly influence the decision to become a customer with t count -0.507 < t table 1.978, promotion does not significantly influence the decision to become a customer with t count 1.826 < t table 1.978, place has a significant effect on the decision to become a customer with t count 3.790 > t table 1.978, people / bank officer have a significant effect on the decision to become a customer with t count 2.771 > t table 1.978, physical evidence do not have a significant effect on the decision to become a customer with t count 1.276 < t table 1.978 and the process has no significant effect on the decision to become a customer with t count 1.650 < t table 1.978. The F Test Results that the product, price, promotion, place, people / bank officer, physical evidence and process simultaneously have a significant effect on the decision to become a customer with an F count of 35.055 > F table 2.08. The results showed that the marketing mix variable that had the most significant effect on the decision to become a customer was the place variable. Strategies to increase the interest of prospective customers can be done by maintaining and improving strategic locations that are already owned and improving the skills and abilities of service personnel

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ANALISIS PENGARUH SERVICE MARKETING MIX 7P TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN DI KOZKO DIGITAL PRINTING SURABAYA

Media Mahardhika ◽

10.29062/mahardika.v20i1.316 ◽

2021 ◽

Vol 20 (1) ◽

pp. 37-49

Author(s):

Ryanne Natalia Hamdali ◽

Tina Melinda

Keyword(s):

Structural Equation Model ◽

Structural Equation ◽

Service Marketing ◽

Marketing Mix ◽

Equation Model ◽

Digital Printing ◽

Product Price ◽

Online Platform ◽

Purposive Sampling ◽

Physical Evidence

Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh bauran pemasaran jasa terhadap loyalitas pelanggan melalui kepuasan pelanggan pada Kozko Digital Printing Surabaya. Variabel bauran pemasaran jasa yang digunakan dalam penelitian ini adalah product, price, promotion, place, people, physical evidence, dan process. Populasi dalam penelitian ini merupakan seluruh pelanggan yang pernah menggunakan jasa Kozko Digital Printing pada tahun 2020 dan telah tercatat dalam database. Sampel dalam penelitian ini berjumlah 100 responden dengan teknik purposive sampling. Teknik pengambilan data dilakukan dengan membagikan kuesioner menggunakan skala likert. Metode analisis yang digunakan adalah kuantitatif dengan model Structural Equation Model (SEM) dan diolah dengan software Smart PLS 3.0. Hasildari penelitian menunjukkan bahwa variabel product, price, place, people, dan process berpengaruh positif terhadap kepuasan pelanggan di Kozko Digital Printing, sedangkan variabel promotion dan physical evidence tidak berpengaruh terhadap kepuasan pelanggan di Kozko Digital Printing dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Kozko Digital Printing ke depannya diharapkan dapat memperluas variasi produknya dengan memasuki produk berbasis digital dan juga menambah platform penjualannya memasuki online platform.

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