scholarly journals Upaya Meningkatkan Angka Kunjungan Museum Melalui Social Media Marketing – Studi Pendahuluan

2020 ◽  
Vol 14 (1) ◽  
pp. 1-8
Author(s):  
Ayu Helena Cornellia ◽  
Hary Hermawan
Keyword(s):  
Social Media ◽  
Random Sampling ◽  
Digital Marketing ◽  
Social Media Marketing

Digital marketing, termasuk social media marketing, memegang peran penting dalam memaparkan banyak hal. Museum di Yogyakarta sudah banyak melakukan promosi melalui media sosial dan mengikuti tren, antara lain Museum Sonobudoyo dan Museum Sandi. Berbagai tantangan ditemui dalam mengembangkan media sosial di museum, misalnya kondisi nyata museum yang belum dapat melakukan banyak inovasi dan regulasi yang mendasari. Kedua museum (Museum Sonobudoyo milik Pemerintah Daerah Yogyakarta dan Museum Sandi adalah milik Badan Sandi Negara Jakarta) dipilih berdasarkan purposive random sampling, yaitu berdasarkan keaktifan dalam update media sosial selama 6 bulan terakhir terhitung dari Oktober 2019 – Maret 2020. Studi kualitatif dan kuantitatif diadakan untuk menilai persepsi dan opini masyarakat terhadap museum serta mencari tahu apa yang sebaiknya ditingkatkan oleh pihak museum sehingga masyarakat semakin tergerak untuk datang ke museum. Hasil studi ini diharapkan akan menjadi panduan museum untuk memperbaiki diri dan beradaptasi dengan situasi dan trend wisata yang ada di masyarakat berdasarkan disrupsi teknologi yang ada saat ini.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing

2021 ◽  
pp. 2166-2180
Author(s):  
Syed Far Abid Hossain ◽  
Xu Shan ◽  
Abdul Qadeer
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Mobile Phones ◽  
Random Sampling ◽  
Vital Role ◽  
Social Media Marketing ◽  
Primary Data ◽  
Use Of Social Media ◽  
Shed Light

The purpose of this paper is to ascertain the contemporary role of mobile phones in value co-creation through social media marketing. How mobile phones, in particular, smartphones with the help of numerous social media generate value co-creation, is the key objective of this study. A random sampling method was used to conduct a survey in different universities in China to identify the role of mobile phones in value co-creation. Findings from primary data collection indicated that mobile phones play a vital role in value co-creation because of the extensive use of social media. If value co-creation through social media marketing develops with the help of producers, suppliers and other intermediaries with the necessary technology and trust, the society, as well as customers, may enjoy a unique way of shopping. Future studies with mixed methodology and respondents who use different social media as a tool to generate value co-creation may shed light on the undiscovered phenomenon of social media marketing in the context of the mobile phone.

Search engine marketing and social media marketing predictive trends

2020 ◽  
Author(s):  
Brighton Nyagadza
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Global Scale ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Survey Method ◽  
Research Approach ◽  
Search Engine Marketing ◽  
Continuous Dynamic

The research purpose of this article was to analyse the search engine marketing and social media marketing predictive trends that are occurring both regionally in Africa and on a global scale. The motivation for the study was to offer pragmatic advice to business practitioners in crafting digital marketing strategies by leveraging search engine marketing and social media marketing trends. In terms of research methodology, a systematic literature survey method and an inductive research approach were applied. Social media concepts were critically analysed and evaluated to determine their link to the current research focus area. The main literature findings showed that the main trends include the use of Accelerated Mobile Pages, micro-vlogging, voice search, blogging and social messaging. In the continuous dynamic digital landscape, marketers need to embrace the art of doing business by adopting new search engine marketing and social media marketing techniques. With this in mind, it is important for corporations to utilize social media for the development of marketing strategies. The viral power of social media makes it more attractive to businesses promoting their products to target markets. The article also provides an intuitive apprehension of the predictive trends in digital marketing, which are vital for developing an agile stance to outwit rivals in blue oceans.

scholarly journals DIMENSI SOCIAL MEDIA MARKETING DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK UMKM DI WILAYAH BOYOLALI DENGAN KEMAMPUAN INOVASI SEBAGAI VARIABEL MEDIASI

ProBank ◽  
2020 ◽  
Vol 5 (1) ◽  
pp. 36-44
Author(s):  
Septiana Novita Dewi ◽  
Joko Sekti Riyadi ◽  
Aris Tri Haryanto
Keyword(s):  
Social Media ◽  
Structural Equation Modelling ◽  
Random Sampling ◽  
Structural Equation ◽  
Community Building ◽  
Social Media Marketing ◽  
Content Creation ◽  
Content Sharing ◽  
Equation Modelling

ABSTRAKTujuan penelitian adalah mengetahui secara empiris pengaruh dimensi social media marketing terhadap keputusan pembelian yang diharapkan dapat memberikan kontribusi positif berupa penguatan terhadap pandangan-pandangan teoritik mengenai keterkaitan antara content creation, content sharing, conneting dan community bulding terhadap kemampuan inovasi dan keputusan pembelian.Populasi dalam penelitian ini adalah seluruh UMKM di wilayah Boyolali yang terdaftar di Dinas Koperasi & UKM Kabupaten Boyolali pada bulan Januari 2019. Sampel yang diteliti adalah sejumlah 190 responden dengan mengkalikan jumlah parameter yaitu 19x10=190. Teknik pengambilan sampel menggunakan random sampling. Teknik análisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan content creation, content sharing, conneting dan community bulding berpengaruh positif signifikan terhadap kemampuan inovasi. Content creation dan content sharing berpengaruh positif tidak signifikan terhadap keputusan pembelian. Conneting, community bulding dan kemampuan inovasi berpengaruh positif signifikan terhadap keputusan pembelian. Pengaruh tidak langsung lebih besar dibandingkan pengaruh langsung, sehingga dengan menggunakan kemampuan inovasi sebagai variabel mediasi adalah tepat. Keywords: Content creation, Content sharing, Conecting, Community Building, Kemampuan Inovasi, Keputusan Pembelian

scholarly journals The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services

2021 ◽  
pp. 471-478 ◽  
Author(s):  
Zakiyah Zahara ◽  
Elimawaty Rombe ◽  
Ngatimun Ngatimun ◽  
Judi Suharsono
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Random Sampling ◽  
Quantitative Methods ◽  
Sampling Technique ◽  
Simple Random Sampling ◽  
Social Media Marketing ◽  
Consumer Trust ◽  
Intention To Use ◽  
Transportation Services

The aim of this study is to analyze the effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. The method used in this research is quantitative methods, data collection is executed by distributing questionnaires to consumers of Online Transportation Services. The population of this study is the Jabodetabek Online Transportation Services consumers whose numbers have not been identified with certainty. The questionnaire was distributed electronically using a simple random sampling technique. The results of the questionnaire returned were 180 respondents. Based on the results of data analysis, it is concluded that E-Service Quality has a significant effect on Intention to Use Online Transportation Services. Consumer Trust has no effect on Intention to Use Online Transportation Services. Social Media Marketing has a significant effect on Intention to Use Online Transportation Services.

scholarly journals Social Media as a Tool for Digital Marketing

2021 ◽  
Vol 9 (VI) ◽  
pp. 4717-4724
Author(s):  
Rutuparna Sakalkale
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Global Media ◽  
Social Contacts ◽  
The World ◽  
The Impact ◽  
The Way

Social media is always playing important the role of bringing the world online and establishing social contacts new platform social media marketing. Marketing changes the way companies or individuals communicate. This study looks at the impact of global media marketing and comparisons in the results in INDIA.

scholarly journals Digital and Social Media Marketing - Growing Market Share for Construction SMEs

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Simon Malesev ◽  
Michael Cherry
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Residential Construction ◽  
Environment Analysis ◽  
Construction Companies ◽  
Medium Enterprises ◽  
Effective Use ◽  
And Training

The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs’ uptake and effective use of digital and social media marketing.

scholarly journals PENGARUH DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE TOKOPEDIA

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Izzah Nur Masyithoh ◽  
Ivo Novitaningtyas
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Purposive Sampling ◽  
Search Engine Marketing ◽  
Marketing Social ◽  
E Mail

ABSTRAK   Penelitian ini bertujuan untuk mengetahui pengaruh variabel digital marketing berdasarkan indikator website, search engine marketing, e-mail marketing, dan social media marketing terhadap minat beli konsumen pada marketplace Tokopedia. Penelitian ini menggunakan pendekatan kuantitatif. Jumlah responden dalam penelitian ini adalah 40 responden berdasarkan teknik pengambilan sampel purposive sampling. Data primer diperoleh melalui kuesioner dengan skala pengukuran menggunakan skala likert. Teknis analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear sederhana. Hasil menunjukkan bahwa variabel digital marketing memiliki pengaruh positif dan signifikan terhadap minat beli konsumen pada marketplace Tokopedia. Minat beli konsumen dalam penelitian ini dipengaruhi oleh digital marketing sebesar 39,4%, dengan website sebagai indikator yang paling berpengaruh dalam meningkatkan minat beli konsumen. Penelitian ini memberikan implikasi teoretis sebagai referensi bagi penelitian selanjutnya yang berkaitan dengan digital marketing dan minat beli konsumen, khususnya pada marketplace. Implikasi manajerial berupa saran bagi manajemen Tokopedia maupun marketplace lainnya agar meningkatkan kualitas website dan media sosial yang digunakan dalam memasarkan produk sehingga meningkatkan minat beli konsumen. Kata kunci:  pemasaran digital, minat beli konsumen, website, search engine marketing, e-mail marketing, social media marketing

scholarly journals Pengaruh Digital Marketing terhadap Peningkatan Kinerja Pemasaran UMKM Pariwisata di Kabupaten Toba Indonesia

2021 ◽  
Vol 1 ◽  
pp. 130-142
Author(s):  
Dwita Soave Natio Marbun ◽  
Mariana Simanjuntak
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Structural Equation ◽  
Instant Messaging ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Marketing Capability

Dilihat dari karakteristik wilayah Indonesia, UMKM sektor pariwisata menjadi salah satu pemegang peran penting dalam pertumbuhan di Indonesia. Akibat dari COVID-19 membuat para pelaku UMKM harus mencari cara agar tetap bertahan dan berkembang. Digital marketing merupakan salah satu soluai dalam meningkatkan pemasaran UMKM di Indonesia. Namun, hasil dari wawancara ke beberapa UMKM Pariwisata di Kabupaten Toba dan juga studi literatur masih ditemukan UMKM yang belum menerapkan digital marketing. Penelitian ini bertujuan untuk melihat ada atau tidaknya pengaruh dari penerapan digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata sebagai acuan bagi pelaku UMKM dalam peningkatan kinerja pemasaran. Hasil dari studi literatur dan wawancara kepada 10 pelaku UMKM yang telah menerapkan digital marketing, variabel yang digunakan pada penelitian ini ialah social media marketing capability, e-commerce adoption, instant messaging orientation, digital marketing dan kinerja pemasaran. Pengumpulan data berupa penyebaran kuesioner cetak dan kuesioner online sebanyak 132 kepada para pelaku UMKM Pariwisata di Kabupaten Toba yang telah menggunakan digital marketing kemudian di analisis menggunakan metode Structural Equation Modeling dengan bantuan software AMOS. Kesimpulan diperoleh bahwa terdapat pengaruh digital marketing terhadap peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba dan dapat diambil implikasi manajerial sebagai alternatif kebijakan dalam peningkatan kinerja pemasaran UMKM Pariwisata di Kabupaten Toba menggunakan media pemasaran digital.

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