Marketing Activities Research Articles

The Relationship and Influence of Side Obstacles Due to Market Activities on Traffic Characteristics

The Relationship and Influence of Side Obstacles Due to Market Activities on Traffic Characteristics

The Impact of Social Media Marketing and Brand Image on Purchasing Decisions at Babelmart Belitung

Currently, marketing via platforms has become important for companies to reach consumers and build a strong brand image. This research aims to analyze the impact of Social Media Marketing (SMM) and Brand Image (BI) on purchasing decisions at Babelmart Belitung using quantitative methods and collecting data through questionnaires distributed to 160 Babelmart Belitung customers. The results show that Social Media Marketing (SMM) and Brand Image (BI) simultaneously significantly influence purchasing decisions. Social Media Marketing (SMM) increases consumer engagement and interaction, while strong Brand Image (BI) increases trust and loyalty. Partially, Social Media Marketing (SMM) has a positive effect on purchasing decisions, but Brand Image does not. Babelmart Belitung is advised to continue optimizing marketing activities on social media and strengthening Brand Image (BI) to increase sales and customer satisfaction.

Strategi Pengembangan Bisnis Ekspor Bumbu Makanan Olahan dengan Menggunakan Analisis Business Model Canvas (BMC) dan SWOT pada CV Restu Mande

This research was conducted to determine the appropriate CV Restu Mande business strategy design using strengths, weaknesses, opportunities and threats (SWOT) analysis and the Business Model Canvas (BMC) in achieving export targets. The method used in this research is a descriptive qualitative method. Data collection carried out in this research was interviews with the leadership of CV Restu Mande, observation both directly and indirectly, and documentation. The SWOT analysis carried out in this research produces a SWOT matrix as a recommendation for CV Restu Mande's business strategy. The results of the SWOT analysis, SWOT matrix, and proposed new Business Model Canvas at CV Restu Mande are that in the customer segments section, target consumers are added in the form of Indonesian communities abroad, in the channels section, websites, international e-commerce and overseas retail need to be added, in the customer relationship section, rewards need to be added for resellers, dropshippers and loyal customers, in the key resources section we need to add production facilities, in the key activities section we need to add more interesting and detailed marketing activities, in the key partnership section we need to add agent collaboration. or distributors, loyal customers, production partners, and international trade consultants or experts, and in the cost structure section it is necessary to focus on investment in production facilities.

PERAN PENTING E-COMMERCE DALAM MENINGKATKAN PERKEMBANGAN UMKM DI KABUPATEN SITUBONDO

Micro, Small and Medium Enterprises have an important role in regional and national economies. The aim of this research is to find out how big the influence of E-Commerce is on the development of MSMEs in Situbondo Regency. This type of research uses quantitative research. The type of data used in this research is primary data. The population in this research are MSMEs in Situbondo Regency who use E-Commerce for all their buying and selling activities. The sample used in this research was 100 MSME actors in Situbondo Regency. Data collection techniques use questionnaires and then process them using validity and reliability tests. The data analysis technique uses Smart PLS. The research results show that the P value is 0.000, where this value is smaller than the value of 0.050, so the data states that E-Commerce can significantly influence the development of Situbondo Regency MSMEs.

Developer-driven co-housing in Denmark: strengths and weaknesses compared to resident-driven co-housing

ABSTRACT The international literature on co-housing has for a long time called for more market actors to be involved in the provision of co-housing. However, few studies have been made on the implications of such market-driven approaches. In this paper, we present recent experiences from Denmark on developer-driven co-housing which represents a considerable change compared to the hitherto predominant resident-driven approach. Our findings suggest that residents generally welcome the main features of the developer-driven co-housing which may also create a more mixed residential composition. We also find that the facilitation of the community and the organizational structure needs further attention and development.

Performance Measurement of E-Commerce Utilization in MSMEs in Situbondo Regency

The development of the digital is inseparable from the convenience factor and greater benefits that can be obtained by users. Likewise in the business, with the development of digital platforms for product marketing activities, it will also have an impact on micro and medium businesses. This study wants to find out whether it is true that the use of e-commerce can improve the performance of MSME businesses. Factors that influence such as how technology, organization and environment will impact the adoption of e-commerce itself which will ultimately affect business performance in this case the MSME business. This study is an explanatory research that explains the causal relationship (cause and effect) between variables using SEM / PLS analysis. The test results show that technology and the environment have a positive and significant effect on the adoption of e-commerce and the organization has a positive but not significant effect on the adoption of e-commerce. As an intervening variable, namely the adoption of technology, it is produced that technology and the environment affect the performance of MSMEs through the e-commerce adoption variable and the organization has a positive but not significant effect on the performance of MSMEs through the e-commerce adoption variable. The overall results can be concluded that the increase in MSME performance is significantly influenced by technological factors based on the convenience, usefulness and ability to use it. Environmental factors, especially consumer behavior in utilizing technology and trends in utilizing technology in the online shopping process, also have a significant influence on the adoption of the technology itself, thus impacting business performance.

Short breaks and micro vacations: scale development and validation of micro vacation motivation

Purpose In view of the rapid growth of micro vacation trend in post-pandemic era, this study aims to identify the underlying motivational factors for micro vacation by developing and validating a measurement scale, while explore the influence of micro vacation motivation on travel intention. Design/methodology/approach This research adopts mixed methods. Nine dimensions with 38 items are initially yielded through extensive literature review and in-depth interview (n = 22). Expert panel review filters the scale into eight dimensions with 35 items. Principal component analysis (n = 376) purifies the measures into a 35-item and seven-dimension scale, further confirmed by confirmatory factor analysis (n = 616). Nomological validity test (n = 694) proved the positive effect of micro vacation motivation on travel intention. Findings The results present a measurement scale of micro vacation motivation and reveals its seven dimensions: self-presentation, spiritual satisfaction, bonding, convenience, sense of rituals, place attachment and perceived risk. All the motivational factors positively influence travel intention for a micro vacation. Practical implications Through profound comprehension of micro vacationers’ travel motivation, destination marketers and tourism providers can better design their products based on vacationers’ needs while stimulate potential market’s visiting intention by diverse marketing activities. Originality/value This study enriches the literature of micro vacation tourism and deepens the knowledge of travel motivation, filling the research gap of tourists’ motivation in micro vacation market.

Leveraging gamification for tourism marketing activities: Toward a comprehensive conceptual model

Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technology acceptance model, this research examines the individual motivational drivers for adopting gamification in the context of tourism services. We employed a combination of partial least squares—structural equation modeling and fuzzy set qualitative comparative analysis on the data gathered from 680 users of various online travel agencies. Our findings show that individual motivational dimensions of uses and gratifications significantly influence perceived usefulness and ease of use in gamified marketing activities. Our analysis demonstrates five configurations leading to a high level of adoption of gamified marketing activities. This study extends the use of gamification in the tourism industry, offering insights into enhancing customer motivations for adopting and effectively utilizing game mechanics and dynamics in marketing activities. Furthermore, through a novel framework, this study advances the uses and gratification theory at the intersection of gamification research and tourism literature.

Implementation of sustainability activities in food retail chains

PurposeThis study aims to examine the implementation of sustainability activities in food retail chains operating in the Czech market and discusses the specific activities that influence their implementation.Design/methodology/approachUsing the neo-institutional theory as a framework, the research employs qualitative content analysis with an explanatory and inductive approach based on the stratification of data collected by multiple-round, personal, face-to-face interviews by the researchers with managers of the Czech headquarters of multinational food retail chains.FindingsThere is lively development in activities in the fields of the environment and social welfare, while the activities in governance and economic resilience are more stabilised. To remain ahead of the competition, retail chains aim to implement and communicate as many activities as possible where at least some links to sustainability can be found. A lack of benchmarks and clear definitions reduce the ability to determine their degree of engagement. Thus, market actors are inundated with sustainability claims leading to inflation of the concept, while significant achievements are drowned.Originality/valueThis paper, based on empirical research, contributes to the current literature by showing inflation of the sustainability concept as one of the key effects of retail-chain competition. In this context, it also strengthens previous findings on the profitability motive behind sustainability activities. Moreover, we have developed our own stratification method, enabling differentiation between activities getting the most attention due to their progressive phase and those where development is in the background.

Double‐edged stars: Michelin stars, reactivity, and restaurant exits in New York City

AbstractResearch SummaryThis article develops a theoretical framework to explicate how third parties, who are not transactionally involved in a given exchange relationship, can promote or impede the creation and capture of value by influencing market actor beliefs and behaviors. I investigate these issues empirically through an abductive mixed‐method case study of the Michelin Guide's entry into New York City. An examination of two decades of the openings and closings of New York City's elite restaurants indicates that receiving a Michelin star corresponded to an increased likelihood of restaurant exit. Michelin stars appear to have fostered disruptions at recipients' upstream and downstream interfaces, which inhibited their ability to capture value. This ultimately underscores how value network reactivity to third‐party evaluations may lead to unintended consequences for firms.Managerial SummaryThis article explains how third‐party evaluators' reviews, ratings, and rankings can promote or impede the creation and capture of value. This occurs because third‐party evaluations engender reactions by those being evaluated, as well as reactions by other market actors such as competitors and exchange partners. I study these issues within the context of the Michelin Guide's entry into New York City, and my findings indicate that restaurants that received a Michelin star were more likely to close in subsequent years. Evidence suggests that intensified bargaining problems with landlords, suppliers, and employees, along with heightened consumer expectations, created new challenges for these Michelin‐starred restaurants, which ultimately made it more difficult for them to stay in business.

The Influence of Social Media Marketing on Purchase Decisions: Exploring the Mediating Effects of Promotion and Customer Experience

Businesses must use social media if they want to survive in this modern era. Almost all industries need social media to increase market share, boost brand credibility, and increase customer trust. Social media is also necessary for the transportation industry to function properly. Until now, there has not been much research on transportation related to marketing activities on social media, especially buses. This study provides a new perspective on efforts to improve SMMA purchasing decisions. It was found that customer experience and promotion variables are necessary as mediating variables between SMMA and purchase decisions. This study collects and analyzes quantitative data. In this study, purposive sampling method was used to 506 sample bus passengers at PO Bejeu Jepara. The empirical model was tested with Smart PLS 4.0 software.

The Role of War-Related Marketing Activism Actions in Community Resilience: From the Ground in Ukraine

Extant literature considers marketing activities as instrumental for postwar recovery and peace-building. However, war is an ongoing lived experience for numerous societies across the world. Focusing on the role of marketing during war, this article presents a study examining how and why people living in war adversity deploy, perceive, and respond to war-related marketing activism actions (MAA). War-related MAA are acts through which brands/organizations and consumers create or draw on marketing meanings to convey and to enact stances and experiences related to war. This study adopts a multimodal qualitative methodology integrating photo elicitation and in-depth interviews with consumers and with marketing and management professionals in Ukraine, the country enduring invasion and war by Russia at the time of this article’s publication. Analyses through a community resilience theoretical lens generate a conceptualization that demonstrates how war-related MAA are harnessed and serve as a medium in community dialogues concerning envisaged resilience trajectories (survival, creativity and growth, and recovery). The article advances understanding of marketing activism during war by illuminating its potential and boundary conditions for serving as a community resilience resource. It also offers public policy development directions for marketing practice, organizations, and governments.

Social Media Marketing Dynamics and Brand Loyalty: A Sequential Mediation Model in the Indonesian Packaged Drinking Water Industry

Purpose – This study uses the stimulus organism response (SOR) as the theory framework to analyze the sequential mediating roles of brand experience (BE), brand trust (BT), and brand love (BLV) to show the connection between Social Media Marketing (SMM) activities and brand loyalty (BL). Design/methodology/approach – The study approach was empirically evaluated using 310 SM users as data who follow bottled water brands on any platform and have made a purchase. Furthermore, a sequential multiple mediation model was tested using PLS-SEM. Findings – The results indicate that SMM significantly impacts BE, and BE significantly affects BT and BLV. Subsequently, this influence of BT and BLV contributes to an increase in BL. Additionally, it was revealed that BE, BT, and BLV sequentially and significantly mediate the relationship between SMM and BL. Research limitations/implications – Its cross-sectional design, sample bias towards younger, educated respondents, a narrow focus on BL from SMM activities, and a lack of consideration for sustainability and broader product types suggest a need for more diverse and longitudinal future research. Practical implications – The result emphasizes the need for brands to leverage SM as a critical channel for consumer engagement, suggesting the adoption of personalized, entertaining, and interactive digital campaigns to increase through memorable BE. Originality/value – This study pioneers using SOR theory to explore the SMM impact on BL within the bottled water industry, providing novel insights through empirically validating a model that links SMM activities with loyalty via BE, BT, and BLV.

Proposed Marketing Communications Strategy for a New Fighting Brand: A Case Study for SIG

This study investigates the launch of a fighting brand in the cement industry, focusing on the challenges faced by a market-leading company with an existing flagship brand amidst emerging economical players. The goal is to enable the fighting brand to compete aggressively while avoiding cannibalization of the flagship brand, thus maintaining market leadership. Using a qualitative approach, primary data were collected through semi-structured interviews with internal informants, small contractors, and heads of masons, while secondary data came from the latest Brand Equity Index report of 2023. Key findings reveal that masons equate price with quality and prefer application-based cement for profitability. Differentiation is crucial to minimize cannibalization risks. The study proposes a new target for the fighting brand with detailed psychographics and behavior, aiming for a targeted marketing strategy and communication. Insights for communication management and marketing are provided, suggesting marketing activities based on the 5A model to ensure successful brand management. The study offers new perspectives for the company and the cement industry, emphasizing the importance of a multi-brand strategy to address future challenges.

Persepsi Masyarakat terhadap Kegiatan Pasar Malam pada Akses Jalan Umum di Desa Bukit Pariaman, Kecamatan Tenggarong Seberang, Kabupaten Kutai Kartanetagara

The aim of this research is to find out the public's perception of night market activities and the impact they have on road access in Bukit Pariaman Village, Tenggarong Seberang District, Kutai Kartanegara Regency.The type of data analysis carried out was using a qualitative descriptive analysis method. This research was carried out through interviews, field observations and document analysis. The research results show that the night market in Bukit Pariaman Village, which has been operating since 1995 and is held every Wednesday night, is an important economic and social center. However, limited parking space causes traffic jams that disrupt community activities. Inadequate infrastructure has also disrupted sales activities and reduced income since the Covid-19 pandemic. Parking money is channeled to the village treasury, but there has been no concrete solution from the market management and village government. This creates a feeling of discomfort felt by the community. Therefore, better management is needed, including providing parking lots, improving infrastructure and fair regulations. The community hopes that the village government will immediately provide a solution to reduce congestion and increase comfort. The research results recommend providing adequate parking, infrastructure improvements, more effective traffic management, transparency in financial management, and collaboration with the community to improve night market management in Bukit Pariaman Village.

Driving Business Growth through Data Decision Making: The Role of Marketing Automation

The business landscape has transformed significantly with the abundance of information and rapid technological advances, creating numerous opportunities for data-driven decision-making to foster company growth. This research evaluates the impact of marketing automation systems on marketing communication channels using a quantitative analysis approach with data from organizations that have implemented these systems. Marketing automation has become essential for businesses, automating repetitive tasks such as email marketing and customer segmentation. This software personalizes messages for different segments, increasing customer engagement, adoption rates, and accelerating company growth while enhancing profit margins. This research contributes new knowledge by demonstrating the positive effects of marketing automation on organizational growth rates. It shows that companies adopting automated platforms see dramatic efficiency increases. Businesses using these platforms for data-driven decision-making experience higher effectiveness rates and attract more customers, improving overall performance. The study also addresses potential challenges during implementation, such as integrating data management systems and customizing processes for organizational readiness. Examining how marketing automation supports business growth, the insights gained are relevant for both academia and practitioners. This research highlights the importance of information-based marketing strategies and the potential of marketing automation to foster sustainable business growth. The findings provide practical guidance for optimizing marketing activities to achieve a competitive edge through appropriate marketing automation systems.

Implementasi Strategi Pemasaran Digital Melalui E-Commerce Shopee pada UMKM Keripik Putri Sari Desa Wonokerto

It cannot be denied that the digital era has developed greatly in today's society, especially among teenagers. All groups from children to the elderly are technologically literate because the world has begun to evolve. This allows people to enjoy and maintain their motivation in following existing technological developments, including the fields of social media and e-commerce which cannot be separated from the Internet. Media advertising using Internet technology or other technological media is commonly referred to as e-commerce, which has the advantage of being able to carry out buying and selling activities between sellers, and applications using Internet technology to make online purchases. Usually, the e-commerce widely used by business players is Shopee.The appearance of the website is attractive and easy to understand, which is an important thing for the public to pay attention to in e-commerce. Nowadays, small and medium-sized business stakeholders are beginning to realize that society is showing more interest in online shopping, as consumers are also embracing the development of digital pursuit technology and no longer need to go to a shopping place to get the goods they want, what is offered in e-commerce is no less competitive

Perhitungan Biaya Operasional Kendaraan Angkutan Sampah

Daily human activities, either directly or indirectly, produce waste, both in the form of organic waste and non-organic waste. Rengat City People's Market is a place that has quite large potential in producing waste. The increasing activity of the Rengat City People's Market has resulted in an increase in the amount of waste that must be managed. The amount of waste will affect the amount of vehicle operational costs incurred, so it is necessary to calculate vehicle operational costs by considering the traffic conditions involved and also the transportation time. Vehicle operating costs (BOK) are calculated using the PCI (Pacific Consultants International) method. The distance covered by the arm roll vehicle is 32.6 km/day and the travel time is 1.1 hours at a speed of 29.64 km/hour. Based on the results and discussion of the research, it can be concluded that the cost of transporting Rengat City public market waste using arm roll vehicles is IDR. 21,042.20/m3, in a day the total cost of transporting waste is 168,337.57/day.

The COVID-19 Pandemic and Family Economic Well-being: Evidence from the Survey of Consumer Finances

The COVID-19 pandemic caused severe disruptions to the U.S. labor market and economic activity. We establish connections between family experiences of the pandemic, their income under normal conditions, and their later economic well-being using the 2022 Survey of Consumer Finances. By their interview, one-third of families experienced net employment declines, one-third had teleworked, and one-fifth had significant COVID-19-related health events. These experiences strongly reflected families’ positions in the income distribution, with lower-income families bearing the brunt. They also tightly predict income and wealth after the initial disruptions, signifying that the pandemic economy likely amplified pre-pandemic differences and fostered new divides.

Study of the dynamics of the main indicators of the activity of transport enterprises in the conditions of the introduction of innovation

In the context of logistics integration, it is important to conduct analytical activities to study the effectiveness of marketing innovations in a timely manner. To form an idea of the effectiveness of marketing activities, it is necessary to study the influence of various factors on the performance indicator, in the case of logistics, this may be the volume of transported goods. The motive for writing the article was to study the capabilities of standard software for analyzing the effectiveness of economic processes in general, and in particular the results of innovative activities. The purpose of the article is to analyze the innovation, namely the integration of the logistics space in a certain region, for four companies in the Northern Black Sea region in order to assess the potential of these companies in the provision of transport services, taking into account the implemented innovation. The study used information provided by transport companies from 2013 to 2022. The choice of the focus of the study in the field of transport support is due to the importance of the quality of transport support for the functioning of the economy, especially in the context of cross-border movement of components and goods, raw materials and finished products. For the optimal study of the innovation efficiency, studies were conducted for two periods, namely from 2013 to 2019, and from 2013 to 2022. The analysis used the tools of mathematical analysis (function derivatives) for polynomial trend equations. It was found that for all four companies that participated in the implementation of the innovation, namely in the formation of an integrated logistics space with the creation of a common rolling stock base and the search for algorithms for the most optimal use of vehicles for cargo transportation, there is a positive dynamics of the total volume of cargo transportation, which indicates the effectiveness of the innovation. The introduction of innovations in logistics is the main condition for increasing the level of transport provision of the economy, which provides opportunities for a more systematic and comprehensive development of the economy. The integration of the logistics space on the example of four companies in the Black Sea region allowed not only to improve the quality of transport services, but also to increase the total profit of the group of companies, which indicates the effectiveness of marketing innovations. The results of the study can be used to replicate the innovation to other transport enterprises both within the region and for other regions. The proposed methodology for analyzing the effectiveness of innovations can be extended to other innovations in various sectors of the economy.