Creative Marketing Strategies Research Articles

"Ajak Teman'' as a Referral Strategy to Persuade Friends to Use Digital Banking

The emergence of digital banks in Indonesia triggered intense competition among digital banks. This competition encouraged digital banks to create marketing strategies that are tailored to customer behavior and preferences. The invite-a-friend strategy, known as referral marketing, involves the participation of customer connections to recommend products and services to new customers through word of mouth. The potential target customers of digital banks are Generation Z. Therefore, digital banks need to develop innovative business strategies to encourage Generation Z usage decisions by utilizing the referral concept in their promotions. This study examined the effect of the invite-a-friend strategy that occurs due to the dimensions of eWOM - the dimensions of concern for others, economic incentives, helping the company, and expressing positive emotions implemented in the referral program contained in XYZ digital banking on usage decisions. The sample included 148 respondents XYZ digital bank customers who use the referral program. The data analysis technique used in this study was PLS-SEM using SmartPLS version 3 as an analysis tool. The results of this study showed that three dimensions have a positive and significant influence on the usage decisions of Generation Z customers, concern for others, economic incentives, helping the company and expressing positive emotions. Helping the company is the most dominant factor influencing Generation Z customer decisions. Keywords: digital bank, e-referral, strategy to invite friends, usage decision

Crisis-driven innovations in marketing

Activities performed from the conception of the product to the delivery to support the business have been at the center of marketing. Crises like COVID-19 have brought pivotal changes and innovations in marketing functions and processes. This paper aims to curate and organize what firms did regarding innovation in marketing during the unprecedented crisis of COVID-19 and may do in crises-driven situations. Our analysis captured organizational responses collected from 957 respondents grouped into four drivers of innovations in marketing, namely marketing mix, process, technology, and strategy. The results revealed that, though marketing mix as a driver of innovation remained crucial as the backbone of marketing activity, it was followed by process and strategy, which became prominent in a crisis-driven environment. This study also shows that technology could be a facilitator of drivers and cannot be seen as a replacement for marketing processes. This can assist organizations in understanding how businesses on various fronts in marketing innovate, survive, and grow more vital during a crisis, further aiding managers in comprehending and creating marketing strategies in turbulent times.

Influence Technological Innovation, Social Media & Marketing Increasing Productivity And Growth Jakarta's UMKM

The growth and sustainability of DKI Jakarta's micro, small, and medium enterprises (UMKM) in the current digital era is greatly influenced by their ability to utilize technological innovation, social media, and effective, interactive, and creative marketing strategies. This research aims to study the effect of using technological innovation, social media and creative, interactive and effective marketing media on the productivity and growth rate of UMKM in DKI Jakarta. This case study was conducted on Jakarta residents, and data was collected through a questionnaire survey. The results of the analysis show that DKI Jakarta UMKM that are successful in utilizing the latest technology and integrating it into their daily operations experience a significant increase in productivity and business growth. The use of apps, interactive marketing on social media and product and service innovation are key factors that support the success of this study. This research makes an important contribution in understanding the role of technology, marketing media and social media in supporting DKI Jakarta UMKM. The implication of the findings of this research is the importance of training and mentoring in assisting DKI Jakarta UMKM in developing their digital skills. In addition, cooperation with e-commerce platforms and the use of interactive marketing strategies also need to be improved.

STRATEGY TO IMPROVE MSME PRODUCT BRANDING THROUGH DIGITAL MARKETING IN THE 5.0 ERA

There have been significant changes in economic life, business and trade in the era of Society 5.0. The presence of digital transformation in society has marked significant changes in business and trade activities. In order to survive and compete with many competitors, entrepreneurs need to implement HR development strategies to increase their competitiveness, one of which is by integrating their business with digital technology innovation. The aim of this research is to find out the right strategy to increase MSME product branding to increase the competitiveness of MSME product branding through digital marketing in the 5.0 era. This research uses a qualitative descriptive method, with data collection using the literature study method from various literature and relevant data related to the research topic. The research results show that the strategy for increasing MSME product branding that is needed to maximize the competitiveness of MSMEs in the 5.0 era is related to the ability to operate digital technology, as well as implementing creative and innovative marketing strategies through the use of digital technology, such as social media. media and websites to support MSME business activities and maximize their competitive advantages. Keywords: Strategy, Competitiveness, MSMEs, Human Resource Keywords: Strategy, Competitiveness, MSMEs, Human Resource

ТУРИСТИЧНИЙ БІЗНЕС УКРАЇНИ В УМОВАХ ГЕОПОЛІТИЧНОЇ НЕСТАБІЛЬНОСТІ: СТРАТЕГІЇ РОЗВИТКУ

Geopolitical instability, security issues and economic risks have a critical impact on the development of the tourism industry in Ukraine and require market entities to adapt and find new strategies. The key aspects of adaptation, security, marketing and strategic management of tourism activities in conditions of geopolitical instability and the search for effective tools for the survival and further development of Ukrainian tourism companies in conditions of military conflict are studied in the article. Considering today's challenges, this work aims to help tourism companies develop effective strategies that will allow them not only to survive the period of turbulence but also to build a solid foundation for further development and recovery of the industry after the war. The subject of the study is the management of tourism activities and ensuring the sustainable development of tourism in conditions of uncertainty and geopolitical challenges. The research is based on using scientific and methodological approaches and methods such as the method of analysis and synthesis for considering aspects of tourism in the context of geopolitical instability; statistical method for analyzing the state of the tourism industry; an analytical method for determining cause-and-effect relationships in the development of the industry in conditions of instability; a comparative method for determining effective strategies that based on the positive experience of successful companies. It has been established that initiative, the ability to adapt and learn own business in the context of new realities becomes key to success in conditions of geopolitical instability. It’s determined that to reorganize offers and diversify services, implement digital technologies, creative marketing strategies, show flexibility in relations with partners, care about security and quality communication with consumers, create alternative financial reserves and develop personnel potential is necessary. The proposed strategies and recommendations will contribute to the creation of a solid foundation for the development of the tourism business, able to adapt to new realities and restore customer confidence in the post-war period.

Optimizing Business Performance: Marketing Strategies for Small and Medium Businesses using Artificial Intelligence Tools

Optimizing business performance is essential for the growth and positioning of small and medium-sized businesses (SMEs). The use of marketing strategies supported by artificial intelligence (AI) tools can make a big difference in the recognition and preference of products and services placed on the market. The objective of the study was to analyze how business performance can improve through marketing strategies created with artificial intelligence. For this, a descriptive and field methodology was used; with a qualitative and quantitative approach and a hermeneutic method. It was obtained that Artificial Intelligence in marketing has arrived to contribute and facilitate decision making and the design and creation of digital strategies focused on the efficiency and effectiveness of the actions and content implemented, through the analysis of large amounts of data. and timely decision-making based on patterns and algorithms, so that SMEs can revolutionize the way they relate to their customers and promote their products or services. In conclusion, artificial intelligence can efficiently help in creating marketing strategies for data analysis, personalization, automation of repetitive tasks, chatbots and virtual assistants, optimization of advertising campaigns, trend prediction, price optimization, among others.

Analisis Kelayakan Bisnis Outdoor Plus: Peningkatan Keberlanjutan UMKM Melalui Pendekatan Terpadu

This research aims to analyze the business feasibility and sustainability impact of "Outdoor Plus" stores as an effort to increase MSMEs. The research methods used are qualitative with data collection through documentation, observation, and interviews. In sustainability analysis, this store emphasizes an integrated approach by utilizing open space to support the visibility of MSMEs products. Loyalty programs, creative marketing strategies, and involvement in local communities are key points in achieving marketing success. Research results show that Outdoor Plus stores have achieved operational efficiency through modern cashier systems, computerized stock management, and online payment integration. Holistic marketing strategies have also succeeded in increasing market share and building strong customer relationships. In addition, effective human resource management, strict legal compliance, and commitment to environmental sustainability have established a strong foundation for sustainable growth. This study is expected to contribute to understanding the potential of sustainable business at the MSMEs level, while providing insights for related stakeholders.
 

Strategies and Effects of Luxury Goods in Metaverse Market Marketing: A Study from the Perspective of Consumer Engagement and Brand Awareness

The metaverse, an aggregated virtual shared environment born from the intersection of breakthrough technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI), emerges as a revolutionary stage for brand advertising. The advent of the COVID-19 pandemic expedited digital transformation, compelling brands to venture into creative marketing strategies within this virtual arena. While few studies have forayed into metaverse marketing, a holistic understanding of marketing techniques and their efficacies, especially in luxury brands, remains largely uncharted. This research addresses this lacuna, probing consumer behavior, and luxury brand promotional strategies within the metaverse while gauging their influence on market performance. This study adopts a hybrid research approach amalgamating survey questionnaires and literary analysis. Findings highlight a significant youth demographic within the metaverse. However, they simultaneously reveal that the degree of engagement and recognition of luxury brand promotional initiatives within this virtual world is relatively modest. This research also proposes that present luxury brand promotional strategies exert limited sway over actual purchasing decisions within the metaverse, signaling the necessity for further innovative and adaptive strategies to cater to this novel market landscape. With additional insights and in-depth observations, this research expands the understanding of luxury brand marketing in the metaverse, providing an empirical basis for further study and strategic development in this rapidly evolving digital environment.

The Mediating Effect of Brand Trust on the Relationship between Experiential Marketing and Brand Loyalty: With Special Reference to Retail Industry of Sri Lanka

Nowadays, consumers are more concerned about how they feel while using a product package rather than the quality. Therefore, experiential marketing has started to gain acceptance as a new tactic for subverting standard marketing methods. Subsequently, trustworthiness towards the brand and loyalty from the consumers' side will be created. Furthermore, even in the retail industry creating a memorable experience is the most important challenge due to higher competition in the industry. However, if there are several studies conducted in several industries by revealing the available relationship between experiential marketing and customer loyalty, there is no exact implication for investigating the relationship between experiential marketing on customer loyalty while the mediation role of brand trust in the retail industry of Sri Lanka. The population of the study was customers who have already experienced retail service in Sri Lanka. Under non-probability sampling techniques, a convenient sampling technique was adopted. The sample size was 384. The self-administrative questionnaire was used for collecting data. Through Structural Equation Modeling (SEM) revealed that experiential marketing impact on customer loyalty while there is a mediating role of brand trust. The outcomes of the study indicated that markers should concern the powerfulness of experiential marketing when creating marketing strategies and tactics.

CREATIVE MARKETING STRATEGIES IMPLEMENTED IN ATTRACTING CONSUMER ATTENTION IN LEMANG BATOK BUSINESS TYPICAL TEBING TINGGI CITY

This study aims to determine the Creative Marketing Strategy Applied in Attracting Consumer Attention (Case Study in the Lemang Batok Souvenirs Typical City of Tebing Tinggi). The implementation of creative marketing is very important considering that it has been stated that online media will greatly benefit because of the level of effectiveness and efficiency it promises. The development of creative marketing has seen rapid growth in income every year from before using online media and after using online media in its marketing strategy, the implementation of online media that has been carried out is in accordance with the benchmark: the application of creative marketing through online media to consumer buying interest, according to lemang shell business goals, they try to market their products to keep up with the times. The impact of implementing creative marketing has a positive impact, with a measure of achieving business goals, easy integration with other businesses, easy adaptation to the environment and businesses have a dependence on the use of online media, even implementing creative marketing does not have a negative impact seen from various aspects, this make an answer that successful creative marketing is applied as one of the marketing strategies for the lemang shell business in supporting the marketing of its products, of course this can also be developed by other typical food producers.

Research on the Influencing Factors of Consumer Buying Behavior

Today's businesses depend greatly on the buying habits of its customers. Understanding consumer behavior is essential for businesses to optimize their marketing strategies and boost customer satisfaction in today's fiercely competitive industry. This study examines customer personalities and their influence on purchasing behavior by using the purchase histories and demographic information of 2,240 clients. 10 research sources from Google Scholar are used to analyze the key factors that affect consumer behavior and the effectiveness of different clustering algorithms in identifying distinct customer groups in order to improve the accuracy of the study. The study emphasizes how important lifestyle, psychographic, and demographic characteristics are for affecting customer behavior. Businesses may better understand their clients and create marketing strategies that are tailored to their requirements by utilizing these characteristics. The work also raises the possibility of using clustering techniques to improve marketing efforts and increase client loyalty. Businesses may more effectively target their marketing efforts and boost customer satisfaction by categorizing customers into several categories based on their preferences and behavior patterns. As a result, this research offers insightful information about customer purchase habits. Businesses may better understand their clients and target their marketing initiatives to fit their demands by employing demographic and behavioral data. In doing so, companies may boost client pleasure and loyalty, eventually leading to long-term success.

Proposed Marketing Strategy to Increase Service Sales Using the SWOT-Analytic Hierarchy Process Method (Case Study at The Ganteng Barber, Langsa City)

The Handsome Barber is one of the barbershop businesses in Langsa City which was founded by Mr. Musliadi, in 2020 The Handsome Barber was established and had only been running for about 1 year, having its address at Jalan Ahmad Yani. The problems experienced by The Handsome Barber are the ups and downs of the number of customers using The Handsome Barber services every month and the planned targets are not being achieved. The aim of this research is to identify opportunities, threats, strengths, and weaknesses in The Ganteng Barber and create marketing strategies to improve the marketing system. The method used is SWOT and AHP. The results and discussion show that the company's internal and external factors identify strengths, weaknesses, opportunities, and threats with a weighted score of Strengths 0.240, Weaknesses 0.208 Opportunities 0.315, and Threats 0.237. The marketing strategy in improving the marketing system at The Ganteng Barber is the S-O (Strength-Opportunity) Strategy to maintain a quality workforce, the W-O (Weakness-Opportunity) Strategy to maintain quality and good relationships with customers, the S-T (Strength-Threat) Strategy to empower a skilled workforce Experienced and W-T (Weakness-Threat) Strategy Increasing prices must be matched with quality. The conclusion of this study is based on the SWOT analysis Cartesius diagram, The Handsome Barber is in quadrant (I) where the quadrant is a good situation for the company to take advantage of its strengths to exploit existing opportunities.

EFFECT OF ADVERTISING, TRUST, AND RISK PERCEPTION ON PRODUCT PURCHASE DECISIONS

Many businesses and sellers turn to e-commerce platforms to offer their products. The development of this technology online sellers must make creative and innovative marketing strategies to attract consumer interest. Purchase decisions on online buying and selling sites are strongly influenced by advertising, consumer trust in sellers, and perceived risks to minimize dissatisfaction with a product. The purpose of this study was to analyze the influence, namely the influence of advertising, trust, and risk perception on the purchasing decisions of Shopee e-commerce products. The population in this study is iGen or Generation Z as many as 35 respondents. This research method is quantitative by using non-probability sampling technique. Hypothesis testing using multiple linear regression analysis. Based on data analysis, it was found that 91% of advertising, trust, and risk perception variables had a significant effect on purchasing decisions for Shopee e-commerce products among iGen.

DOMESTIC TOURISTS’ SATISFACTION WITH FACILITY QUALITY IN NEW NORMAL ERA AND ITS INFLUENCE ON WORD-OF-MOUTH IN TOURIST DESTINATION

In a new normal era, tourism should be able to adapt to the innovation in the tourism sector and attempt to obtain the tourists’ trust back. This study attempted to measure the effect of facility quality satisfaction on word-of-mouth (WOM) behavior among domestic tourists in the new normal era. In addition, this study also aimed to examine tourist satisfaction with tourist destination service. SmartPLS-SEM analysis was used to examine the influence of tourist satisfaction on WOM intention. Whereas, to investigate the key attributes of facility quality affecting tourist satisfaction, importance – performance analysis (IPA) was used. From 100 respondents, this study revealed that facility quality significantly explained tourist satisfaction by 71.7% and 92.2% of variance in WOM behavior. Tourist satisfaction was found to mediate the relationship between facility quality and word of mouth behavior. This study generates crucial elements that tourist destination managers should consider when creating marketing strategies specific to market segments.

Entrepreneurship on small towns: opportunities and challenges

Entrepreneurship in small towns presents both opportunities and challenges that are unique to rural areas. Small towns have their own character and offer a distinct market that can be leveraged for business ventures. The benefits of entrepreneurship in small towns include the potential for job creation, increased economic activity, and enhanced local identity. However, the challenges of entrepreneurship in small towns can be significant, including limited access to resources, a small customer base, and a lack of infrastructure and networking opportunities. One significant challenge for entrepreneurs in small towns is access to resources, such as financing, business services, and skilled labor. Many small towns have limited access to capital, and entrepreneurs may need to rely on personal savings or creative funding sources to launch and grow their businesses. Another challenge is the limited customer base, which may require creative marketing strategies to reach a wider audience. Infrastructure challenges, such as limited access to high-speed internet, can also pose barriers to entrepreneurship. Despite these challenges, entrepreneurship in small towns can be successful with the right support and strategies. Government support, including tax incentives and funding for small business development, can help entrepreneurs overcome some of the challenges of operating in rural areas. Building social capital through networking and community involvement can also help entrepreneurs access resources and gain support. Finally, a focus on innovation and adapting to changing markets can help entrepreneurs capitalize on new opportunities and sustain growth in small towns.

PENGUATAN MANAJEMEN PEMASARAN SYARIAH BERBASIS DIGITAL

The purpose of this service is to help and overcome the problems faced related to the less than optimal marketing management of the PAUD Qur'an Sabilussomad institution in Lubang Buaya Village. The solution offered to the PAUD Qur'an Sabilussomad institution by optimizing digital-based sharia marketing management via social media instagram and whatsApp. The implementation method used in helping and overcoming the problems encountered via several real lecture programs, namely first, socialization and education of digital-based sharia marketing management concepts. Second, training in making marketing strategies and flyer designs. Lastly, assistance in digital-based sharia marketing activities via social media instagram and whatsapp. The results of the implementation of service to partners are first, partners can understand the concept of digital-based sharia marketing management. Second, partners can create marketing strategies and design flyers. Finally, partners can implement digital-based sharia marketing activities via social media instagram and whatsapp.

Use of creative marketing in the implementation of enterprise strategy

The relevance of the research problem is determined by the need to increase the competitiveness of enterprises in the conditions of increased competition in the global market. The purpose of the article was to conduct a theoretical analysis and develop methodological support for the search for effective marketing tools during the implementation of a creative marketing strategy. To achieve the goal, the following methods were used: logical generalisation; comparative analysis; statistical analysis; analytic hierarchy process; expert survey method; graphical and tabular method. As a result of the study, the following results were obtained: the essence of the concept of “creativity” is determined and the importance of using creative marketing tools during the implementation of the company’s strategy is substantiated; it has been proven that when choosing strategic directions, it is necessary to develop and implement a creative marketing mix model; it is substantiated that for the application of creative marketing, the personnel of the enterprise must be of a creative type; it was determined that during the development of a creative marketing strategy in the conditions of global digitalisation, an important stage is the choice of social networks; it has been proven that in conditions of the consequences of the COVID-19 pandemic and military aggression in Ukraine, the most significant creative marketing tool is Internet marketing; it has been proven that among creative Internet marketing tools, the most effective are Social Media Marketing, Search engine optimisation, Event marketing and contextual advertising. The practical significance of the obtained results lies in the formation of practical recommendations for the selection of effective creative marketing tools during the development and implementation of the company’s strategy aimed at increasing its competitive advantages. Formulated conclusions and recommendations can be used by the management of modern enterprises that are looking for ways to increase competitiveness through the implementation of a creative marketing strategy

A Study on Consumer Behaviour Towards Online Shopping in North Gujarat

The rising in the number of internet users in our country gives great hope for online shopping. If Internet marketers know the factors that influence customer behavior and relationships, they can create marketing strategies that change people's ability to reach loyal customers and retain existing online customers. This research paper is available on Amazon, Flipkart, myntra etc. It focuses on the consumption habits of people in the North Gujarat who do business online through e-commerce sites. As the Internet has changed the way consumers do business, many companies facing the digital revolution have changed their business services online by making purchases easy and accessible while offering customers more discounts to compete in a competitive environment like Shopping.

Covid‐19‐tested food labels

AbstractWhile the transmission of virus SARS‐CoV‐2 via food is rare, some Chinese food retailers are considering a Covid‐19‐tested food label. However, how consumers may support such a label is unknown. We quantify Chinese consumers’ willingness to pay (WTP) for food carrying a Covid‐19‐tested label using an online choice experiment. We find that the WTPs for such a label are always positive for all food products considered. The amount of WTP depends on the entities authenticating the labels, country of origin of the food, and consumers’ socio‐demographic status. Contrary to expectation, the knowledge on Covid‐19 does not affect consumer preferences for the Covid‐19‐tested food labels. Our benefit and cost analysis suggests a possible large benefit of creating and administering a Covid‐19‐tested food label. This study provides insights for policymakers, global food manufacturers, and retailers to create marketing strategies to alleviate consumer food safety concerns associated with Covid‐19.

Exploring the Success Factor Of Digital Marketing: A case study of Private Healthcare Organization in an Emerging Economy

Abstract
 The purpose of this study is to assess the potential of social media platforms to build a successful marketing campaign for the private health-care industry. This will be accomplished by studying the current trends, audiences, and marketing tactics that are applied to these channels. In addition, the research will make a contribution to this understanding by investigating the efficacy of various types of marketing strategies that are used in the private health-care industry, such as influencer marketing, content marketing, and social media advertising, and how these strategies can be leveraged to create marketing strategies that are more effective. This research project will also focus on identifying any bottlenecks that could be hindering the utilisation of these channels and providing solutions to improve their effectiveness in the marketing mix. This will be done as part of the overall goal of improving the effectiveness of the marketing mix. At the end of the day, the purpose of this research is to develop an understanding of how social media channels can be utilised successfully as an important instrument in marketing for the health-care industry.