Business Marketing Strategies Research Articles

Strategi Pemasaran Digital Produk UMKM di Kota Pasuruan dengan Aplikasi LINKTREE

Along with the increase in online business and technological advances that continue to grow, we must be able to carry out good strategies to increase the number of consumers. Our products on social media will be better known to many consumers if they can provide convenience for consumers to visit our sales website. This convenience can be done by using supporting applications, such as Linktree. Linktree is one of the recommended applications for loading multiple links in the Instagram Bio. In fact, in the field, there are still a few SMEs who use this application to increase their sales targets. With these problems, the purpose of this community service activity is to provide education to MSMEs in the Pasuruan city area. MSMEs need more education regarding their product marketing strategies in online business by using available supporting applications. The method used is Focus Group Discussion (FGD) via online. The result of this service: MSME actors are easier to evaluate their online marketing strategies so as to improve their skills and knowledge in developing digital marketing of their products.

The Correlation of 4Ps of Marketing in the Business Performance of MSEs in Palayan City, Nueva Ecija

The researchers’ primary considerations in conceptualizing what aspects should be introduced into the business marketing strategy with the business performance of Small and Medium Enterprises in Palayan City, Nueva Ecija. This research is critical for companies that want to improve their business performance by providing better service. This study created a business plan for MSEs to use the Marketing Mix and improve customer satisfaction by improving business performance. This study used a quantitative research design and descriptive analysis to describe and summarize the data that was gathered. The research was carried out at 30 licensed MSEs in and around Palayan City, Nueva Ecija. The researchers used a total enumeration technique to simply identify all of the respondents who met the criteria for the study. A total of 30 respondents were surveyed, the majority of whom were rank and file owners of licensed SMEs. The information gathered from the respondents was encoded, tallied, and analyzed using statistical tools such as Percentage, Frequency Distribution, Weighted Mean, Pearson r, and Thematic Analysis. The findings revealed a significant relationship between the respondents' marketing mix and business performance. Furthermore, the majority of respondents are dissatisfied with the business performance they are providing. The MSE owner can adapt improvements in business performance such as promotional strategy, lowering expenses, improving product quality, and providing good service to increase sales revenue and business growth. It is recommended that the researchers' development plan be used to assist respondents in gaining more knowledge about improving business performance to increase efficiency and effectiveness and may serve as a guide for the MSE to approach, which would increase the business's productivity and sale revenue in the long run.

Optimalisasi Menggunakan Access Control List Berbasis Mikrotik pada Amami Event Organizer

Technological developments can be used as a medium for disseminating information in order to market products and services. One of them is Amami event organizer, which is a company engaged in services for exhibition events. The company, which is located in the city of Cirebon, has utilized internet services as part of a campaign in their business marketing strategy. The use of the internet network itself cannot be separated from the existence of a problem, and one of them is regarding the quality of the existing network at the Amami event organizer. where there is no bandwidth management that regulates the distribution of bandwidth evenly which includes downloads and uploads, bandwidth management itself is a method for managing bandwidth limits given to a data traffic. Not only the problem of bandwidth management, another problem that the management of Amami event organizers complains about is the lack of control of internet network users in accessing certain websites so that it can interfere with work productivity and smooth use of the internet network. The solution to the problem that is carried out to overcome the problem of bandwidth management is the hotspot user method. Which users will be classified into several groups with the aim of managing bandwidth based on user logins. For user control problems, a filtering address list is used through the firewall features in Mikrotik to filter out which sites cannot be accessed by the user. This study analyzes the quality of internet network services after using the hotspot user method and using the filtering address list method. To measure the quality of the internet network, measurements are used using Quality of Service (QoS) such as throughput, jitter, packet loss, and delay. To measure QoS, a wireshark tool is needed which the tool can capture traffic. From the optimization results obtained quite good results, namely the measurement results can be seen from testing through stable QoS throughput > 1000 kbps, packet loss to 0% maximum at 2%, delay < 300 ms, and the highest Jitter at 2297 ms while the lowest at 0.001 Ms. Therefore, the thing that needs to be done by the Amami event organizer is to do bandwidth management to regulate the distribution of bandwidth for each user. As well as restricting user site access to a certain website

The Impact of Web 3 on Digital Marketing Strategies of Retail Businesses in the United States

The study has thoroughly examined the impact of the web 3 technology on the digital marketing strategies of retail businesses in the United States. The target population were some of the retail firms in the United States such as Amazon.com, Walmart and Costco. The study employed the purposive sampling technique in which 150 respondents who were both employees and employers of the various organizations were determined as the sample size, however, 145 responded adequately. The study employed the ex-post factor research design based on qualitative and quantitative research approach in the research process. Descriptive statistics based on graphical presentation of findings and inferential statistics using the Binary Logit Model (BLM) were employed as analytical techniques. The findings of the study revealed that the respondents who were specialists in their respective fields and having requisite years of working experience supported the view that the web 3 technology has an impact on the marketing strategies of the retail businesses. Similarly, the result of the Binary Logit Model revealed that the agents of the web 3 technology which include Robinhood crypto, Blockchain Demo and Libra cause approximately 32%, 71% and 125% increase in the variation of the digital marketing strategies of the retail businesses. Also, the Wald test ratio revealed these agents of web 3 were statistically significant to the digital marketing strategies of the businesses at the 10% and 5% level of significance. Overall, the study concludes that web 3 has a great impact on the digital marketing strategies of the retail businesses in the United States. Therefore, it is recommended that for an effective digital marketing strategy, the management of retail businesses across the globe should adopt and maintain the web 3 technology in their marketing strategies. Keywords: digital, retail, marketing strategies, web 3 DOI: 10.7176/IAGS/95-04 Publication date: June 30 th 2022

Impact of Covid-19 Pandemic on the Digital Marketing Strategies of Businesses in the United States: A Case of Selected Multinationals

The COVID 19 epidemic has had a significant economic impact on a number of countries, including the United States. As a result, the impact of the pandemic on organizations' digital marketing tactics in the United States was investigated in this study. The total number of 186 respondents who contributed data for the study was chosen using a convenient sampling approach. In order to analyze the data collected from respondents, the study used an ex-post facto research design and descriptive and inferential statistics. The descriptive statistics revealed that most of the respondents are of the view that the pandemic have a very high impact on the digital marketing strategies of businesses in the United States. The study developed three hypotheses that were assessed at a 5% level of significance, and the results, based on the Levenes’ and student t-tests, demonstrated that the pandemic had a statistically significant impact on businesses' digital marketing strategy in the United States. Based on the findings of the study, it is recommended that businesses in the United States maintain and develop the digital marketing tactics that were implemented during the COVID 19 pandemic for continued growth and success. DOI: 10.7176/EJBM/14-12-02 Publication date: June 30 th 2022

How to choose the right influencer for a marketing strategy

This paper attempts to build a new model for deciding which social media influencers (SMIs) are suitable for the marketing strategies of businesses. How to choose social media influencers is an unanswered question in the literature, and this study attempts to fill this gap. The study employs a Multiple-Criteria Decision-Making (MCDM) method, the fuzzy decision-making trial and evaluation laboratory model (DEMATEL), to determine the relevance of criteria constructed. It observed SMIs on Instagram and reviewed insights from the literature. Five criteria are proposed for selecting the correct influencers: 1) positioning; 2) target; 3) budget; 4) past campaigns; and 5) the number of followers. Businesses were asked to evaluate these criteria according to their experience with using SMIs. The results suggest that the most important criterion is ‘target’, whereas ‘past campaigns’ is the least influential.

Evaluation of Digital Marketing Technologies with Fuzzy Linguistic MCDM Methods

Technology is becoming the tool that changes how people live every day, and the marketing strategies of businesses are also gradually shifting to the industry 4.0 mindset of constant growth and development. Digital marketing has changed human habits of information accessibility, determined their interactions, and witnessed the birth of a variety of new marketing technologies. Marketers are creating digital marketing products and services that enhance the experience for consumers, products, and services that are also delivered through high digital marketing networks. As a result, data sources become more abundant and allow consumers to have more choices. All products, services, technologies, and data are increasingly meeting the needs of consumers, thereby confirming the effectiveness of digital marketing in today’s market. However, the evaluation and selection of digital marketing technology is very complex since it has many conflicting criteria and goals. The multi-criteria decision-making model (MCDM) is a powerful technique widely used for solving this type of problem. Thus, the author proposed a fuzzy linguistic MCDM method for evaluation of digital marketing technologies. After determining the evaluation criteria and alternatives, two MCDM methods, including Spherical Fuzzy Analytic Hierarchy Process (SF-AHP) and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS), are used in the evaluation and selection of digital marketing technologies procedure. Finally, an application is present to demonstrate the potential use of the proposed methodology. The main contribution of this study is to propose a Spherical fuzzy MCDM model to support planners and decision makers in the digital marketing technology evaluation and selection processes. A case study is also performed to showcase the feasibility of the proposed approach.

The optimization of Al Maidah catering home business through financial records and marketing management

Yogyakarta is known as a city center of education, cultural center as well as a tourist destination by both domestic and international tourists. This condition really supports the development of a home-based culinary business, especially catering. Al Maidah Catering is a home-based business managed by the millennial generation with good and stable development. The problems faced in the development of Al Maidah Catering home business are the absence of recording financial statements and the absence of an effective and efficient marketing strategy implementation. The absence of recording financial reports and marketing management cause the performance of Al Maidah Catreing's home business being less optimal. The purpose of this service is to provide solutions to these problems by conducting training and assistance in recording financial reports as well as marketing management training and assistance. The result of this training is that partners have been able to record simple financial reports and apply marketing management which has a positive effect on increasing sales, by carrying out online marketing strategies for Al Maidah Catering's home business through IG Ads which are proven to be effective and efficient

Pengaruh Penggunaan Informasi Akuntansi, Modal Usaha, dan Strategi Pemasaran Terhadap Keberhasilan Usaha (Studi Kasus pada Program Kelompok Usaha Bersama di Kecamatan Jepara)

The purpose of this study was to determine the effect of using accounting information, venture capital, and marketing strategies on business success (a case study on the Joint Business Group Program in Jepara District). This type of research uses quantitative research methods and uses primary data types by using a questionnaire given to active members of the Joint Business Group (KUBE) program in Jepara District. The total population in this study were 150 people. The sampling technique used purposive sampling, in order to obtain a total sample of 60 respondents through slovin calculations. The statistical analysis phase includes Descriptive Statistics, Validity Test, Reliability Test and Classical Assumption Test. The analysis method uses Multiple Linear Regression Analysis. Based on the results of the study indicate that the use of accounting information has a positive effect on business success, business capital does not have a positive effect on business success and marketing strategy variables do not have a positive effect on business success.

Innovative Strategies to Fuel Organic Food Business Growth: A Qualitative Research.

This study aimed to identify the factors affecting consumer behavior and customer loyalty toward organic food. Whether consumers seek organic food for a healthy body or more as food for thought continues to be debated. However, since consumers’ purchase habits are based on their honest life experiences, which shape the building of a brand, this study reviewed the extant literature to understand the factors influencing the purchasing behavior for organic food. The follow-up problems highlighted in the research are related to organic business marketing strategy. Based on our methodology, we conducted semi-structured interviews to gain themes for qualitative research. The study found that availability, variety, and taste were the top three factors affecting consumers’ purchase decisions; surprisingly, neither price nor health-consciousness was the first concern. Using market-led innovation as an innovative lens to understand customer loyalty, this research highlights sustainable and advantageous business practices in the organic food market to enrich the literature on organic food purchasing behavior from multiple stakeholders.

PENERAPAN TEKNOLOGI BIOFLOK PADA USAHA LELE UNTUK MENINGKATKAN EKONOMI MASYARAKAT DESA BUKET KECAMATAN KUTA MAKMUR

Community service activities are focused on guidance villages that will increase catfish production and innovation in organic catfish cultivation. The main targets of this activity are: 1) the creation of a biofloc catfish pond, 2) self-reliance in the manufacture of seeds and feed, 3) the cultivation of organic catfish with biofloc pond technology. Problems faced with partners include there is no biofloc catfish pond and its installation, partners do not understand about technology in rapidly increasing catfish production, and knowledge of group development business in business management is still limited. Based on the situation analysis, the objective conditions that exist with the partners, the solutions that are mutually agreed upon between the team and partners include 1) The existence of biofloc technology for catfish pond 2) Briefing on how to make catfish feed; and 3) business management and institutional training. The purpose of this activity is to increase the quantity of catfish production. and increasing production cost efficiency through the dissemination of biofloc technology in the catfish business. Method The activity will be carried out involving two stages which include 1) socialization and coordination of activities; 2) design and manufacture of biofloc ponds, 3) operational testing in traditional manufacturing; 4) dissemination of technology products; and 5) operational assistance. In this activity, both partners were given training on operating techniques and manufacturing installation techniques for making biofloc ponds, techniques, and product marketing business strategies. The results of this community service is the partners can apply a biofloc system and provide results to improve water quality in catfish farming, then provide optimal growth for catfish.

Analisis Strategi Pemasaran Menggunakan Swot Analysis Pada Cafe Rolet View Jepara

The purpose of this research is to determine the business marketing strategy of Rolet View Jepara Cafe through SWOT Analysis. The design used in this research is descriptive qualitative. The sample of this research is managers, employees at Rolet View Jepara Café with a total of five people. The sampling technique used in this research is purposive sampling. The research instrument was conducted by interview, observation and documentation methods. The data analysis used is SWOT Analysis. The results showed the strategies that can be applied are by expanding and maintaining existing markets, increasing marketing through social media by following technological advances, maintaining commitment to the quality of food and beverages as well as conducting socialization to all employees, making improvements and adding to photo spots of natural scenery.

Data Mining in Product Cycle Prediction of Company Mergers

The dynamic nature of business marketing in various parts of the world and industries is associated with a quest to achieve or attain and retain competitive advantages. With such advantages coming in the form of increased product user bases, a majority of the firms have ended up embracing business internationalization to stretch beyond local and regional borders within which they are based. With these efforts associated with improved company performances, Wal-Mart has been unexceptional. The effort to retain a competitive advantage and superior brand image across the world has been evidenced by its recent merger with Massmart, a South African company that owns brands such as Builder’s Warehouse, Makro, and Game. It is also worth highlighting that Massmart is South Africa’s second largest distributor of consumer goods and remains the largest retailer dealing in basic foods, liquor and home improvement equipment, and general merchandise. This paper examines the merger between Wal-Mart and Massmart, focusing on issues such as the international market analysis of the retail industry, aspects of product category and demand size, and competition analysis. In so doing, resultant recommendations might give an insight into current trends in business marketing strategies that embrace mergers, as well as lay an opportunity for improvement in the Walmart-Massmart merger and others at the intra-industry and inter-industry level.

The Influence of Motivation, Business Capital and Marketing Strategy on MSMEs Development during the Covid-19 Pandemic in Takalar Regency

The purpose of this study is to find out and analyze how the influence of motivation, business capital and marketing strategy on the development of MSMEs during the COVID-19 pandemic in Takalar Regency. This study uses quantitative methods with data collection instruments in this study, namely questionnaires, observations and documentation. Informants in this study were 71 SME in Takalar Regency. Based on the results of the study, the results of the partial test showed that the motivational variable had no and insignificant effect on the development of MSMEs during the COVID-19 pandemic in Takalar Regency, while business capital and marketing strategies had a significant and significant impact on the development of MSMEs during the COVID-19 pandemic in Takalar Regency. Based on the test results, motivation, business capital and marketing strategies simultaneously have a significant and significant impact on the development of MSMEs during the COVID-19 pandemic in Takalar Regency.

The Influence of Business Capital and Marketing Strategy on The Development of Msmes

The Influence of Business Capital and Marketing Strategy on The Development of Msmes

DEVELOPMENT OF CUSTOMER-ORIENTED MARKETING STRATEGY

Marketing strategy is an integral component of the successful business activity of a modern enterprise in any field of economic activity. The work presents the results of research into the need for a client-oriented marketing strategy for business. The purpose of the work is to study the important stages of creating a client-oriented marketing strategy for an enterprise. The main stages of market segmentation and its key characteristics have been identified. Considered opportunities to provide customers with the best service, differentiation, and positioning of the enterprise on the market. The authors prove that a marketing program should consist of the following stages: creating a product, forming its price, making decisions about the features of product production (ensuring availability for potential customers), and convincing customers of the advantages of this product. The authors emphasize that each brand should promote a unique offer that will provide different characteristics from similar or identical products of the competitor. The key to building long-term relationships with customers is creating increased consumer value and satisfying customer needs, customer satisfaction leads to repeat purchases. At the same time, in most cases, the value can be tangible, but not really. The authors highlight the main principles of segmentation, which will ensure an increase in its effectiveness, in particular, measurability, materiality, difference, suitability, specialization. Positioning strategies and concepts of marketing management at the enterprise are systematized in the work. The article notes that an important category is "customer lifetime value", as the value of all purchases he could make during a significant period of his life. The authors have emphasized that the main principle of a client-oriented strategy is to put the client's needs, wishes, and requirements first, and to offer goods and services that fully meet the client's expectations.

Study of Marketing Strategy Formulation at Ok Clean Laundry using SWOT Analysis

Ok Clean Laundry is a type of individual business that is engaged in several services. The purpose of this research is to formulate a marketing strategy that can be applied to Ok Clean Laundry. This study uses the formulation of a marketing strategy in order to develop and be sustainable by formulating a business marketing strategy. In the input stage using the IFE and EFE matrices, then proceed with the analysis stage using the SWOT and IE Matrix to build alternative strategies so that the right alternative strategies for the company are obtained. This study used 6 people as samples and the data sources used were primary data (interviews) and secondary data (documentation and literature study). The results obtained from this study on the Internal Evaluation Factor (IFE) matrix, which is the strength of Ok Clean Laundry is to accept various types of laundry and each employee works according to their duties, uses social media as a means of promotion, provides discounted prices and business owners carry out direct supervision. And the results of the External Evaluation Factor (EFE) matrix, namely good market potential and the government facilitating business licensing, increasingly rapid technological developments are also business opportunities, and the high level of public consumption and the availability of water sources are opportunities for Ok Clean Laundry. market penetration strategy, product development, and market development (expansion).

MSMEs Marketing Strategy with the Use of Social-Media in the COVID-19 Pandemic Era

Micro, Small, and Medium Enterprises, commonly abbreviated as MSMEs, is one of the pillars of the economy in Indonesia. It is proven that the MSMEs sector has repeatedly survived various crises that hit Indonesia starting from the monetary crisis in 1998 and the global crisis in 2008. Entering 2020, the world is again experiencing a more severe crisis, namely the COVID-19 pandemic. This crisis is seen as more severe because it has caused a worldwide health emergency that impacts other sectors, especially the economy. Restrictions on outdoor activities known as lockdowns have caused world economic activities to stop. This also impacts the activities of the MSMEs sector, which relies on economic turnover that comes from human activities. The MSMEs sector has been able to survive because of the direct marketing activities of individuals. The prohibition of gathering and opening a business openly (especially in the culinary sector) has had a significant impact on sustainability. Because of this, new marketing strategies for MSMEs sector players are needed to survive and even grow during the COVID-19 pandemic as it is today. Since the COVID-19 pandemic is imminent, this study aims to develop a marketing strategy for small businesses. This study employs a descriptive method and a qualitative approach. When the COVID-19 pandemic begins, UMPM must develop a marketing strategy that will allow them to continue to grow their business or at least to survive. There are eight reasons, namely a) Consumers are active on Social-Media; b) Easy contact with consumers; c) Increase Brand Visibility; d) The widest WOM container; e) e) Has Many Types of Platforms with Different Types of Consumers; f) Assisting in consumer targeting and retargeting; g) Using media more effectively, h) Increasing sales.

Utilizing Elbow Method for Text Clustering Optimization in Analyzing Social Media Marketing Content of Indonesian e-Commerce

The massive increases in textual data from Twitter and text analytics simultaneously have driven organizations to obtain hidden insights to implement the proper marketing strategies for businesses. The vast information generated by Twitter enables most e-commerce businesses to utilize Twitter to implement social media marketing. One of those e-commerce businesses is Blibli Indonesia. Intense business competition has led them to perform marketing strategies to understand consumer tendencies. Focusing the marketing strategies on consumer preferences enables the increase of consumer interest in Blibli, which is in line with enhancing the opportunity to reach new consumers. This research aims to discover Twitter content based on k-means results to cluster the tweets of @bliblidotcom. The best cluster is determined with the elbow method by selecting the deepest curvature, three clusters. The result suggests that Twitter users like Park Seo Jun's content. Hence, Blibli can focus on that content as its business marketing strategy on the Twitter platform.

ONE STOP KITCHEN: managing a multi-brand cloud kitchen

Subject area Marketing; Business Expansion Strategy Case synopsis Rahul Hazarika, the owner of One Stop Kitchen (OSK), was convinced that expansion of his cloud kitchen had to be aligned at various fronts to compete. He was juggling with thoughts of expanding from B2C to B2B model, whether to expand in the same city or other cities or to introduce new variants in existing B2C so as to use and leverage the existing customer base and network. The competition was growing ablaze, and most of the orders were procured from the third-party aggregators, leaving little chance for OSK to connect to its customer base directly. The growth potential in this upcoming sector was undeniable, and Hazarika was continually trying to bring in relevant business practices to maintain the momentum. The case deals growing cloud kitchen business problems and covers business concepts such as business expansion strategy, product profiling and marketing strategies. Learning objectives Students will understand strategies for a Online startup Business in the Cloud Kitchen category. The concept of Product Profiling is also dealt with in the case. Complexity academic level Suitable for PG- and Executive-level courses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.