Penerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen

In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase. Keywords: Marketing, Marketing Communication, Purchasing

Efficient Commercial Classification of Agricultural Products using Convolutional Neural Networks

<p>Agricultural products, as essential commodities, are among the most sought-for items in superstores. Barcode is usually utilized to classify and regulate the price of products such as ornamental flowers in such stores. However, the use of barcodes on some fragile agricultural products such as ornamental flowers can be damaged and lessen their life length. Moreover, it is time-consuming and costly<em><strong> </strong></em>and may lead to the production of massive waste and damage to the environment and the admittance of chemical materials into food products that can affect human health. Consequently, we aimed to design a classifier robot to recognize ornamental flowers based on the related product image at different times and surrounding conditions. Besides, it can increase the speed and accuracy of distinguishing and classifying the products, lower the pricing time, and increase the lifetime due to the absence of the need for movement and changing the position of the products. According to the datasheets provided by the robot that is stored in its database, we provide the possibility of identifying and introducing the product in different colors and shapes. Also, due to the preparation of a standard and small database tailored to the needs of the robot, the robot will be trained in a short time (less than five minutes) without the need for an Internet connection or a large hard drive for storage the data. On the other hand, by dividing each input photo into ten different sections, the system can, without the need for a detection system, simultaneously in several different images, decorative flowers in different conditions, angles and environments, even with other objects such as vases, detects very fast with a high accuracy of 97%.</p>

The Effects of Non-Cash Transactions on Consumer Satisfaction (A Case Study on Consumers of the Oro-Oro Dowo Market, Malang)

The Internet of think is considered incredibly adaptable in the present digital world, one of which is non-cash payments, making it easier, faster, and decreasing human errors. It is not surprising that the government is now promoting Gerakan Nasional Non-Tunai (GNNT) program by ratifying a new application owned by one of the BUMN subsidiaries to enable payment transactions. The GNNT is now being encouraged in many sectors of Indonesian needs, including traditional markets. The objectives of this study were: 1) identifying the consumer characteristics who uses non-cash payment applications in Oro-Oro Dowo market Malang, and 2) investigating the impact of service quality, product image, and promotion on consumer satisfaction as non-cash payment application users. The research site was in Oro-Oro Dowo market, Malang. It is the first traditional market to employ non-cash payments as a payment option, with the research period beginning in April 2020. This study had 100 participants selected through the distribution of questionnaires. The data analysis employed Partial Least Squares-Structural Equation Modeling. The findings showed that the majority of respondents who use non-cash applications were female consumers (76%), had an average age of 20-25 years (47%), had undergraduate education (46%), worked as private employee (37%), and had an average income of < Rp2.000.000 (37%). The path coefficient test revealed that product image and promotion variables had a significant effect on consumer satisfaction as they had a sig value of > 0.05 while the application service variable had a sig value greater than 0.05, it had a negligible effect on consumer satisfaction.

The Impact of the Interactivity of Internet Celebrity Anchors on Consumers’ Purchase Intention

The current study focuses on a novel and recently popular internet phenomenon – celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumers’ purchase intention. Based on stimulus-organism-response theory, this paper further identifies social presence and flow experience as mediators and the consistency of Internet celebrities’ image and product image as a moderator and constructs an influence model of Internet celebrities’ interactivity on consumers’ purchase intention. The responses of a sample of 277 participants were collected by a questionnaire survey. SPSS and Amos were used to analyse the data. The results show that consumers’ social presence and flow experience mediate the positive impact of the interactivity of Internet celebrity anchors on influencing consumers’ purchase intention. However, there is no significant moderating effect of the consistency of Internet celebrities’ image and product image on the relationship between social presence or flow experience and purchase intention. A discussion and implications are offered.

Strategi Membangun Brand Image dan Promosi dengan Sosial Media pada UMKM Jawet Sama Arep

Kemajuan teknologi membuat sebagian besar masyarakat memanfaatkan fitur kecanggihannya. Salah satunya yakni membuat media brand image dari produk UMKM. Penelitian mengembangkan media sosial sebagai sarana branding. Objek penelitian ini merupakan UMKM Jawet Sama Arep di Desa Gohong, Kabupaten Pulang Pisau, Kalimantan Tengah. UMKM Jawet Sama Arep merupakan kelompok masyarakat lokal yang memproduksi anyaman rotan. Penelitian ini menggunakan jenis pendekatan penelitian pengembangan atau research and development. Teknik pengumpulan data dilakukan dengan mengumpulkan hasil observasi, mengumpulkan informasi, desain produk, validasi desain produk, perbaikan desain, uji coba produk, dan publikasi produk. hasil penelitian menunjukkan jumlah produk yang diproduksi sejak tahun 2008-2019 relatif mengalami kenaikan dan juga penurunan di tahun yang berbeda, dengan melihat peluang perkembangan teknologi digital yang cukup pesat ini. Pelaku usaha pada UMKM Jawet Sama Arep mengembangkan desain promosi dengan menggunakan media sosial berupa Facebook, Instagram, Line, Youtube, Whatsapp, Telegram, Twitter. Penelitian dengan pengembangan brand image melalui sosial ini dapat membantu mewujudkan tujuan dari UMKM sebagai usaha mandiri. Disimpulkan bahwa capaian brand image pada komponen corporate image, user image, dan product image dengan memanfaatkan media sosial dapat tercapai dengan baik, dibandingkan sebelum menggunakan media sosial. Kata kunci: brand image, promosi, sosial media

Employer branding voor bedrijven met een negatief productimago

SUMMARY The benefits of employer branding for the attraction and retention of personnel have been repeatedly confirmed in the HR literature. However, most studies focus on solely one perspective on employer branding as well as the ‘ideal’ situation: having a positive employer brand in combination with positive product image. This study aims to provide a holistic understanding of the role of employer branding within organizations that suffer from a generally negative product image. We conducted a case study within the tobacco industry that includes interviews on three perspectives on employer branding: the external (N=21), internal (N=8), and organizational perspective (N=3). The key findings are aligned with cognitive dissonance theory and the theory of reasoned action. The employer brand may help organizations that suffer from a negative product image to address cognitive dissonance of (potential) employees as well as the influence of social norms by actively promoting attractive employment attributes (e.g., high salary, job rotation, innovation). Alignment between the external and internal employer brand, boosting the organization’s credibility, could also be of help. Taking such approach, employer branding may allow to convince (potential) employees to become or remain employed at the organization – despite the generally negative image of their products.

Effect of Product Image of SME in East Java Province on Purchasing Decisions

This research was conducted with the intention to identify the effect of product image excellence, product image strength and product image uniqueness on the decision making of purchasing SME products in management study program students in East Java. The population determined in this study were all active students of management study programs in East Java Province. The sampling technique used in this study was purposive sampling. This research was conducted through a survey approach. The data in this study were analyzed using multiple regression techniques to test the hypothesis proposed in this study. This research has urgency both for the development of marketing science or for stakeholders related to the development of SMEs. The novelty element of this research compared to other studies in the same field is the use of dimensions in the product image that are excellence, strength and uniqueness that are enhanced into research variables. This research has proven that product image, product image strength and product image uniqueness have a significant influence on purchasing decisions.