PENDAMPINGAN PENERAPAN DIGITAL MARKETING SEBAGAI STRATEGI MARKETING PADA UMKM BAKPAO IJO LUMER

The development of technology today has been increasingly advanced and developed, especially social media that greatly impact and affect people's lives. The development of technology also has an impact on marketing, especially in the process of buying and selling, Digital Marketing is one of the marketing strategies that can reach the wider community from the top to the bottom. Research in this training uses the ABCD method or this training using the ABCD approach that is Asset Based Community Development, which prioritizes the utilization of assets and potential that exist around and owned by the community. Marketing planning in this study aims to develop MSMEs Bakpao Ijo Lumer in Milangasri District Panekan which due to pandemic vovid-19 began to decrease sales, the problems faced by bakpao ijo sellers one of them is in marketing or marketing, With this research bakpao ijo sellers can better know the benefits of technology, especially digital marketing to advertise or sell their bakpao ijo lumer food products, so that with this digital marketing sales turnover and public interest to buy bakpao ijo lumer increases, besides that sellers also get a lot of useful knowledge about digital marketing technology to be able to compete with the market and compete with other bakpao ijo products or other food products that are similar or different. Abstrak Perkembangan teknologi saat ini sudah semakin maju dan berkembang, terutama media sosial yang sangat berdampak dan mempengaruhi kehidupan masyarakat. Perkembangan teknologi juga berdampak pada pemasaran terutama dalam proses jual beli, Digital Marketing merupakan salah satu strategi pemasaran yang dapat menjangkau masyarakat luas mulai dari kalangan atas sampai bawah. Penelitian dalam pelatihan ini menggunakan metode ABCD atau Pelatihan ini menggunakan pendekatan ABCD yaitu Asset Based Community Development, yang mengutamakan pemanfaatan aset dan potensi yang ada di sekitar dan dimiliki oleh komunitas masyarakat. Perencanaan marketing dalam penelitian ini bertujuan untuk mengembangkan UMKM Bakpao Ijo Lumer didesa Milangasri Kecamatan Panekan yang akibat pandemic vovid-19 mulai menurun penjualannya, permasalahan yang dihadapi penjual bakpao ijo salah satunya adalah dalam pemasaran atau marketing, dengan penelitian ini penjual bakpao ijo bisa lebih mengetahui manfaat dari teknologi terutama digital marketing untuk mengiklankan atau menjual produk makanan bakpao ijo lumer miliknya, sehingga dengan digital marketing ini omset penjualan dan minat masyarakat untuk membeli bakpao ijo lumer meningkat, selain itu penjual juga mendapat banyak sekali ilmu yang bermanfaat mengenai teknologi digital marketing untuk bisa bersaing dengan pasar dan bersaing dengan produk bakpao ijo lain ataupun produk makanan lain yang serupa maupun berbeda.

Descriptive Evidence of COVID-19’s Impact on Black LGBTQ Adults Amidst Ongoing Health Inequities

Black LGBTQ people significant challenges and discrimination as they face the barriers of living at the intersection of multiply marginalized identities, which have worsened during the coronavirus pandemic. At a baseline, LGBTQ people exhibit elevated risk of being negatively impacted by the pandemic across health, economic and other social outcomes (Cahill et al., 2020; Heslin & Hall, 2021; Human Rights Campaign, 2020). Black LGBTQ people have also suffered significant economic losses (Human Rights Campaign Foundation, 2020) . Methods The Human Rights Campaign Foundation and AARP supported and partnered with Community Marketing & Insights to conduct a survey of 1,815 Black LGBTQ adults in the United States. The online survey was fielded between September 21 and October 30, 2020. Many Black LGBTQ adult participants report healthcare discrimination in the last three years, with 19% reporting racial discrimination and 11% reporting sexual orientation-based discrimination. Furthermore, 31% of Black transgender adults report healthcare discrimination in the last three years. Preventing or treating COVID-19 is an important health concern to 67% of Black LGBTQ adults aged fifty-five and older, 63% of Black LGBTQ adults aged thirty-five to fifty-four and 53% aged eighteen to thirty-four. Overall, Black LGBTQ adults report being significantly impacted by the pandemic, including negative impacts on their social health (60%), mental health (44%), the physical health of their close friends and family (33%), their finances (30%), and their employment status (22%). Overall, one-quarter (25%) of Black LGBTQ adults had at least one close friend or family member die from coronavirus illness.

The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community

Online community marketing and social media influencer marketing have aroused the interest of many researchers and practitioners around the world. Companies building online content communities to implement community marketing and influencer marketing has become a new corporate strategy, especially in the tourism and hotel industries in which experiential products are sold. However, based on the content community, maintaining the sustainable development of a consumer advice network composed of opinion leaders and consumers is a major challenge. This paper selects the travel content community of Qunar.com as the research object to study the role of opinion leaders in the sustainable development of corporate-led consumer advice networks (CANs). Empirical evidence based on network evolution data from 1356 “Hotel Sleep Testers” across 11 years shows that: (1) the creation and provision of information can obviously increase the probability of the relationship construction and increase the number of relationships, thus facilitating the formation of opinion leadership (OL); (2) active participation in interactions and withhigh-quality information brings greater effects; (3) the network structure variables, such as preferential attachment, structural equivalence, and similarity, can also better predict the probability of a potential relationship; and (4) reciprocity in consumer advice networks has no significant impact on the establishment of network relationships.

KEPUTUSAN PEMBELIAN MAHASISWA PADA PRODUK ONLINE SHOP SHOPEE DAN FAKTOR PENENTUNYA

The purpose of this study is to find out what factors determine online consumer purchasing decisions at Shopee and how the online consumer purchasing decisions process at Shopee. The research approach used is a qualitative descriptive approach. Research related to consumer online purchasing decision factors at Shopee, the object to be studied is consumers who use the Shopee application. In social situations or research objects, the object of this research is the students of the Faculty of Economics, Cokroaminoto University, Yogyakarta, who actively use the Shopee application as a place to shop online, and who are considered to meet or know the research criteria. Based on the results of the discussion that the promotions implemented in the Shopee e-commerce store, such as the application of discount promotions, free shipping promotions, prices, product quality and trust given by the Shopee company, affect consumers' online purchasing decisions at Shopee and then the online consumer decision process. preceded by, problem recognition, information search, evaluation of alternatives, purchase decisions, post-purchase behavior, influenced by many factors. These factors can be internal factors, namely consumer psychology, and external factors, which consist of the socio-cultural environment of the community, marketing stimuli, and vendor control systems which include time efficiency in seeking competitive prices and good quality.

Training and Coaching Model Design as A Solutions for Women’s Microentrepreneurs Community (KOTA PELANGI) Problems

Microentrepreneurs activities contribute to economic growth and social empowerment. KOTA PELANGI is one of women’s microentrepreneurs community that actively works to empower women in South Jakarta. Nevertheless, this community faces problems and limitations. The objective of this study is to design proper training and coaching as a solutions of those problems. The activities were conducted by data and information collections, field survey, observation, exploration, and design of the program. Results showed that more than 50% of community members work in the food business area. There are five priority problems faced by this community: marketing strategy, product quality and innovation, capital, equipment and facilities, employee and business management, business certification, and packaging. The model designed to solve each problem by training, coaching, and monitoring which is supported by various programs. The programs designed to solve the problems and increase the knowledge of community members, so they can manage their business better.

The Influences of Consumer-to-Consumer Interaction on Dissatisfactory Consumers’ Repetitive Purchases in Network Communities

Consumer-to-consumer interaction is an important activity in network communities. Consumer-to-consumer interaction involves information interaction and social interaction, which greatly influences consumers’ experience and behaviors. The model of stimulus-organism-response (S-O-R) is usually applied to explain how environmental stimulus affects consumer behavior through the internal state. Thus, this research takes dissatisfactory consumers as the object, sets information interaction and social interaction as a stimulus, consumer knowledge and trust as an organism, and repetitive purchases as a response. It constructs a theoretical model that consumer-to-consumer interaction influences repetitive purchases through consumer knowledge and trust. In this study, the model and hypotheses were tested by analyzing 328 valid questionnaires. The results show that information interaction had a significant positive effect on consumer knowledge, while social interaction had no significant effect on consumer knowledge. Information interaction and social interaction each had significant positive effects on consumer trust. Consumer knowledge and trust each had significant positive effects on repetitive purchases. Consumer knowledge and trust played a partial mediating role between information interaction and repetitive purchase, respectively. Consumer knowledge had no mediating role between social interaction and repetitive purchases, while consumer trust played a complete mediating role between social interaction and repetitive purchases. The results revealed that the deep mechanism of consumer-to-consumer interaction’s influence on dissatisfactory consumers’ repetitive purchases in network communities further enriched consumers’ purchase behaviors, at least theoretically. This research also provided insights for network community marketing.

An Exploratory Study of Omni-Channel Retailing Strategies in the Drugstore Industry: The Case of B Company in Taiwan

In recent years, O2O was becoming an important channel strategy actively explored by major companies. This new O2O model was an important marketing development trend, especially within the retail industry. The drugstore industry in Taiwan should also consider using this strategy. However, Philip Kotler emphasized in Marketing 4.0 that the mobile and community era was at hand, represented by the concept of “Mobile Community Marketing,” which could be interpreted as bringing businesses and consumers together to connect virtual and physical networks. The current study utilized a case method and selected B company as the research object. Several in-depth interviews with multiple senior management directors were conducted. The study findings indicated that omni-channel retailing strategies were becoming more popular and the case company will continue to implement this kind of retailing strategy. The results of this paper could generalize some practical marketing suggestions for the drugstore industry.

Strategi Pemasaran Komunitas Pedagang Berbasis Online Dan Personalisasi Pemasaran Terhadap Kinerja Pemasaran

Abstrak - Belanja online semakin diminati oleh berbagai kalangan karena berbagai kemudahan yang diberikan baik dalam bertransaksi maupun keamanan. Masing-masing pedagang e-commerce saling memberikan bonus ataupun diskon untuk menarik minat pelanggan. Untuk membangun kerjasama tim serta sharing berbagai pengalaman terkait dengan penjualan tidak jarang banyak pedagang online yang membentuk suatu komunitas. Bahkan keuntungan lain yang didapatkan oleh pedagang online adalah dapat melakukan strategi pemasaran secara personalisasi. Strategi personalisasi ini dinilai cukup efektif dalam mencari konsumen berdasarkan pesan yang dikirimkan oleh pedagang kepada konsumen. Namun pada dasarnya semua hal yang dilakukan tersebut dilakukan untuk meningkatkan hasil penjulanan. Jumlah hasil penjualan dapat dilihat dari kinerja pemasaran yang dilakukan. Melalui kinerja tersebut dapat diketahui sampai sejauh mana kinerja pedagang dalam memasarkan barang. Dalam hal ini pedangan merupakan seorang yang berperan akif dalam penjualan. Dengan sistem personalisasi pemasaran pedagang dapat memperkirakan barang yang dibutuhkan oleh konsumen. Metode yang dilakukan dalam penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui penyebaran kuesioner. Data kuesioner yang telah diisi oleh konsumen diolah dengan menggunakan software SPSS. Hasil penelitian menunjukkan bahwa strategi pemasaran komunitas pedangang online dan personaliaasi pemasaran secara simultan berpengaruh terhadap kinerja pemasaran. Kata Kunci : Komunitas Online, Personalisasi Pemasaran, Kinerja PemasaranAbstract - Online shopping is increasingly in demand by various groups because of the various conveniences provided both in transactions and security. Each e-commerce merchant gives each other bonuses or discounts to attract customers. To form teamwork and share various experiences related to sales, it is not uncommon for many online merchants to form a community. In fact, another advantage gained by online merchants is being able to personalize marketing strategies. This personalized style is considered quite effective in finding consumers based on messages sent by merchants to consumers. But basically all of the things done are done to improve the results of selling. The amount of sales can be seen from the marketing performance carried out. Through this performance can be known to what extent the performance of traders in marketing goods. In this case the sword is a person who plays an active role in sales. With a marketing personalization system the merchant can estimate the goods needed by consumers. The method used in this study uses quantitative methods by collecting data through questionnaires. Questionnaire data that has been filled out by consumers will be processed using SPSS software. The results of the study showed that the online marketing strategy of the online community and marketing personnel simultaneously affected the marketing performance.Keywords: Online Community, Marketing Personalization, Marketing Performance