scholarly journals Kolaborasi Pemasaran Digital Menggunakan Media Sosial dan Marketplace untuk Meningkatkan Produktivitas UMKM

2021 ◽  
Vol 2 (2) ◽  
pp. 73-84
Author(s):  
Fetty Tri Anggraeny ◽  
Dedin F. Rosida ◽  
Wahyu S.J. Saputra ◽  
Handoyo Prasetyo
Keyword(s):  
Social Media ◽  
Digital Tools ◽  
Digital Marketing ◽  
Online Store ◽  
Marketing Social ◽  
Store Management

Digital marketing is currently growing rapidly. The COVID-19 pandemic has increasingly triggered the acceleration of digital marketing, especially for SME (Small and Medium Entreprise). The growth of social media users and marketplace users both as buyers and sellers has also soared. Today's society is starting to shift to cashless transactions. Both social media and marketplace have advantages that can be collaborated as digital marketing. Social media with diverse users and a marketplace that offers easy online store management and promo programs. The collaboration of these 2 digital tools is able to increase the productivity of UMKM

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 Pemanfaatan Digital Marketing Dalam Memasarkan Produk di Masa Pandemi Covid-19

2021 ◽  
Vol 3 (2) ◽  
pp. 167
Author(s):  
Arwin Sanjaya ◽  
Lisvia Lisvia ◽  
Fajar Lutfi Nursandy ◽  
Yolanda Syifa Nurlita
Keyword(s):  
Social Media ◽  
Industrial Revolution ◽  
Positive Impact ◽  
Digital Marketing ◽  
Global Business ◽  
Google Maps ◽  
Marketing Social ◽  
Service Activities ◽  
Information And Communication ◽  
Product Marketing

Era Revolusi Industri 4.0 membawa dampak positif untuk bangsa terutama bagi para pelaku usaha. Pemanfaatan teknologi informasi dan komunikasi mulai merambah ke bidang digital marketing. Sosial media adalah salah satu bentuk alat digital marketing yang dapat digunakan oleh UMKM dalam memperluas pangsa pasarnya ditengah pandemi covid-19. Kegiatan pengabdian kepada masyarakat yang bertujuan untuk memberikan pendampingan kepada UMKM Kopitan yang berada di Samarinda dalam memperbaharui strategi pemasaran berbasis internet selama pandemi covid-19 berlangsung. Metode pelaksanaan yang digunakan adalah dengan memanfaatkan sosial media instagram. Instagram dianggap sebagai sosial media yang sangat berpengaruh dalam dunia bisnis saat ini, dengan memanfaatkan fitur instagram ads diharapkan dapat menarik lebih banyak konsumen khususnya yang berada disekitar kota Samarinda untuk berkunjung ke beranda instagram Kopitan. Selain instagram, metode lain yang digunakan yaitu pemanfaatan website qrmonkey dalam pembuatan katalog menu digital dan Go-food serta Google Maps yang digunakan dalam pembaharuan konten untuk menunjang pemasaran produk. Hasil kegiatan kegiatan ini membuat UMKM Kopitan dapat memanfaatkan sosial media secara optimal dalam memasarkan produknya. The industrial revolution 4.0 brought a positive impact on the nation, especially for businesspeople. The utilization of information and communication technology has begun to penetrate the field of digital marketing. Social media is one of digital marketing tools that can be used by MSMEs in expanding their market during the Covid-19 pandemic. Community service activities carried out by the KKN 127 aim to aid Kopitan MSMEs in Samarinda city for updating internet-based marketing strategies during the Covid-19 pandemic. The method used is social media Instagram. Instagram is considered a very influential social media in global business, by utilizing the instagram ads future expected to attract more consumers especially those around of Samarinda city to visit Kopitan’s Instagram homepage. In additions to Instagram, another method used are the qrmonkey website for making digital menu catalogs, Go-food and Google Maps which are used for updating content to support product marketing. The implementation of service activities, Kopitan MSME actors will be able to optimally utilize social media for developing their product 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 Analisis Pengaruh Digital Marketing Terhadap Keputusan Pembelian Grabfood Di Kecamatan Kebon Jeruk

2021 ◽  
Vol 3 (2) ◽  
pp. 89-98
Author(s):  
Kelvin Bayu Aji
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Partial Least Square ◽  
Least Square ◽  
Digital Marketing ◽  
Public Relation ◽  
Social Media Marketing ◽  
Purposive Sampling ◽  
Search Engine Marketing ◽  
Marketing Social

Grab perusahaan jasa terkenal yang berasal dari singapura yang memiliki layanan pesan antar makanan yakni Grabfood yang berkembang pesat. Pesatnya perkembangan dari Grabfood masih kalah jika bersaing di Indonesia terutama dengan pesaing sejenisnya. Tujuan dari penelitian yakni untuk menganalisis dan membuktikan pengaruh search engine marketing, social media marketing, online public relation terhadap keputusan pembelian konsumen Grabfood. Jenis data yang digunakan adalah jenis data kuantitatif dengan populasi yakni konsumen Grabfood di Kecamatan Kebon Jeruk. Dengan sampel 75 responden yang pernah menggunakan jasa layanan Grabfood dan non purposive sampling sebagai metodenya. teknik analisis menggunakan Partial Least Square (PLS). Hasil yang didapatkan yaitu variabel search engine marketing, social media marketing, online public relation berpengaruh dan signifikan terhadap keputusan pembelian konsumen. Berdasarkan nilai  koefisien determinasi dijelaskan bahwa search engine marketing, social media marketing dan online public relation mempengaruhi keputusan pembelian pada konsumen Grabfood di wilayah Kecamatan Kebon Jeruk sebesar 0.446 atau 44.6%.

scholarly journals Effective tools of digital marketing implementation

2019 ◽  
pp. 67-74
Author(s):  
Michael Schaefer ◽  
Oksana Hetman
Keyword(s):  
Social Media ◽  
Mobile App ◽  
Digital Tools ◽  
Digital Marketing ◽  
Mobile Marketing ◽  
Marketing Plan ◽  
Generation Process ◽  
Everyday Activity ◽  
Digital World ◽  
Wide Range

Relevance of research topic. Although the Internet is a part of the daily life, some parts of the population continue to be excluded from the digital world due to the lack of digital skills and knowledge. An access to the digital technologies become significantly important as a mean of allowing everyone to participate in the digital society fearlessly. That is why it is an extremely important to consider a wide range of the modern digital tools (mostly, marketing digital tools), which will help anyone to achieve their purposes in their professional and everyday activity. Formulation of the problem. The main problem that will be addressed during our study is summarizing, justification and analyzing digital marketing tools in order to rise digital literacy to achieve certain goals. Analysis of recent research and publications. Modern scientific, tutorial and popular literature’s space is filled with the description of the digital marketing concept, its significance and application into the current everyday life. Authors has reviewed papers of American, British, Chinese, Finish, Polish, Ukrainian and Indian authors and practitioners dedicated to summarizing the best marketing tools worldwide. However, all of these findings are not good schemed logically to provide the best applicable practice for inexperienced marketing tools users. Unexplored parts of the general problem. The main practical problem is to take a correct digital marketing tool in order to concentrate attention to the effective decision making and do not waste time and resources. The aim of our study is concentrated description and clustering of the modern digital marketing tools for their effective choice and application into the practice. The main tasks that will be solved due to our research are following (1) description of the current world social media environment in numbers; (2) research of the different types of marketing digital tools and their efficiency; (3) finding ways for the most effective digital marketing usage according to the case. Research methodology. Researching a wide range of digital marketing tools, we have used SEO engines, as well as scientific methods of analysis and synthesis, systemic approach to summarize and justify all current modern marketing tools. Methods of digital clustering and grouping have been used by constructing a table of digital marketing means. Results. Authors have analyzed a lot of statistic materials characterizing digital environment nowadays. It is underlined that 86% of people aged 16-55+ use social media at least once per day, and 72% use it multiple times per day that makes necessary to develop business digitalization. Social media marketing features have been characterized. The Main Digital Marketing Tools have been presented with their possibilities to use in a table form. Authors have provided a deeply detailed systematization of the digital marketing tools and made it clear recommendations about their correct and effective usage. Application of results. When the business grows, it is not necessary to add people (hiring) multiplying current costs, but it is advisable simply to add digital applications which will help to solve all managing issues. Digital tools help to construct a clear digital marketing plan outlining company's online marketing and advertising. The goal of a digital marketing plan is to drive conversions by means of social media, content, and blog strategy. Conclusions. Authors have described over 160 digital marketing tools clustering them for thirs types and application spheres. Accent is pointed out at the SEO tools, Marketing Automation and Mobile Marketing Applications. By having strong SEO and using online advertising, it is possible to drive visitors to the website of any company and to present them with a free information-based offer. Marketing Automating the follow-up to the lead generation process is a smart way to ensure the marketing runs continuously and smoothly all the time. Effective ways of Mobile Marketing usage include text message campaigns, having a mobile app and creating a mobile loyalty program.

STRATEGY FOR CONTEMPORARY BUSINESS ENVIRONMENT-An analysis of tools and media for the development of Marketing strategy

2020 ◽  
pp. 278-285
Author(s):  
Dr. K C Prashanth ◽  
Dr. Veena M
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
New Technologies ◽  
Business Environment ◽  
Digital Marketing ◽  
The Internet ◽  
Marketing Social ◽  
Traditional Marketing

Businesses are taking multifold strides as time passes by, which may be due to the range of opportunities offered by the internet and other technologies. The new technologies have provided marketers with new ways of promoting their products or services to the customers. The paper dodges the traditional marketing media with the new ones and looks at marketing tools which can be used to create a successful e-marketing strategy. The paper also tried to analyse different e-marketing mediums using Porter’s 5 forces and SWOT (strengths, weaknesses, opportunities and threats) analysis. KEYWORDS—e-business, e-marketing, strategy, digital marketing, social media, Porter’s 5 forces, SWOT analysis

scholarly journals Pengaruh Penyampaian Informasi pada Aplikasi TikTok terhadap Perilaku Konsumtif Generasi Z

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 267
Author(s):  
Novia Wijaya ◽  
Lusia Savitri Setyo Utami
Keyword(s):  
Social Media ◽  
Information Integration ◽  
Marketing Mix ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Integration Theory ◽  
Generation Z ◽  
Information Integration Theory ◽  
Marketing Social ◽  
Consumptive Behavior

During the COVID-19 pandemic, people are required to stay at home. This makes people need entertainment. The TikTok application is one of the applications that is currently viral during the COVID-19 pandemic. Users can express their creativity in the TikTok application. Marketing of a product can also be done on the TikTok application. Users of the TikTok application are dominated by generation Z. Generation Z is the generation that born in 1996-2009. The TikTok application can be easily accessed by everyone. The purpose of this quantitative research is to determine whether or not the delivery of information on the TikTok application has an effect on the consumptive behavior of Generation Z and also how much influence it has. The theoretical basis used in this research is information integration theory, integrated marketing communication (marketing mix, digital marketing), social media marketing, and consumptive behavior. The research method used in this research is a survey and data collected through a questionnaire. The results of this study indicate that there is an effect of delivering information on the consumptive behaviour of Generation Z by 37.4%. The dimension that most influences is the dimension of clarity of information on the variables of information delivery. In the consumptive behavior variable, the most affected dimensions are the dimensions of cost efficiency and following the fashion.Pada masa pandemi COVID-19, masyarakat diharuskan untuk di rumah saja. Hal tersebut membuat masyarakat butuh akan hiburan. Aplikasi TikTok adalah salah satu aplikasi yang sedang viral pada masa pandemi COVID-19 ini. Pengguna dapat menuangkan kreativitasnya pada aplikasi TikTok. Pemasaran suatu produk pun dapat dilakukan pada aplikasi TikTok. Pengguna pada aplikasi TikTok didominasi oleh generasi Z. Generasi Z adalah generasi yang lahir pada tahun 1996-2009. Aplikasi TikTok dapat dengan mudah diakses oleh semua orang. Tujuan dari penelitian kuantitatif ini adalah untuk mengetahui ada atau tidaknya pengaruh penyampaian informasi pada aplikasi TikTok terhadap perilaku konsumtif generasi Z dan juga seberapa besar pengaruh tersebut. Landasan teori yang digunakan dalam penelitian ini adalah teori integrasi informasi (information integration theory), komunikasi pemasaran terpadu (marketing mix, digital marketing), social media marketing, dan perilaku konsumtif. Metode penelitian yang digunakan dalam penelitian ini adalah survey dan data-data yang dikumpulkan melalui kuesioner. Hasil penelitian ini menunjukan bahwa terdapat pengaruh penyampaian informasi terhadap perilaku konsumtif generasi Z sebesar 37.4%. Dimensi yang paling mempengaruhi adalah dimensi kejelasan informasi pada variabel penyampaian informasi. Pada variabel perilaku konsumtif, dimensi yang paling dipengaruhi adalah dimensi inefisiensi biaya dan mengikuti mode.

scholarly journals Why do digital teaching innovations so often fail?

2020 ◽  
Vol 2 (2_DEC_2020) ◽  
Keyword(s):  
Social Media ◽  
Research Paper ◽  
Digital Natives ◽  
Student Perspectives ◽  
Digital Tools ◽  
Digital Marketing ◽  
Formal Learning ◽  
University Marketing ◽  
The Gaze ◽  
Social Media Platforms

In a dynamic field, university marketing educators ought to harness new digital tools and social media platforms successfully in the curriculum, but evidence of its widespread adoption is meager (Tuten & Marks, 2012). By explicitly investigating exemplars of pedagogic innovation failure, this research paper analyses faculty and digital marketing student perspectives on the use of digital tools and social media for formal learning. This research paper makes a case to dispel the unhelpful narrative of technophobic instructors struggling to teach homogeneous tech-savvy digital natives, but to recognise a nuanced continuum of digital capabilities, for both students and instructors. Educators should seek to collaborate with students to choose how they interact using digital tools, recognising the importance and diversity of public-private boundaries, and consider the need for this to take place beyond the gaze of faculty.

Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers

2020 ◽  
pp. 336-355
Author(s):  
Pawan Kumar ◽  
Gursimranjit Singh
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Customer Relationship ◽  
Digital Marketing ◽  
Customer Engagement ◽  
Goods And Services ◽  
Marketing Social ◽  
Tools And Techniques ◽  
Positive Effect

This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.

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