Determining Marketing Strategies Research Articles

Strategi Ekspor Bisnis Minuman Bandrek ‘Sifa’ ke Asia Tenggara

<p><em>CV. Siraj Fawwaz is an MBKM business located in Warungkupa Village, Gununghalu District, Bandung Regency, West Java. The business engaged in traditional bandrek beverage products is known as Sifa. This service activity generally aims to describe the description of Sifa's bandrek beverage business model. Service activities are carried out by discussing and describing problems in the beverage industry. Through structured interviews, this service activity is executed by describing the business model canvas and SWOT analysis. The interview was conducted to find out the marketing strategy of Sifa's bandrek beverage business. The results of this activity show that this bandrek beverage product has used the business model canvas method to determine marketing strategies with nine elements of the business model canvas block. The results of the SWOT analysis show that the bandrek beverage business is in quadrant I which is a profitable position. This beverage business has the opportunity and strength to distribute products to highland areas, increase the number of product variants and increase good cooperation with suppliers. Thus, community efforts in the sub-district area can be developed and improved. This bandrek beverage business has the opportunity to develop and increase the production of healthy local drinks. This bandrek beverage business can increase the market by utilizing information technology and social media. Market reach can be developed so that this bandrek beverage business can export its products to Southeast Asia.</em></p>

PENENTUAN STRATEGI PEMASARAN HASIL TEMBAKAU DI TENGAH NAIKNYA TARIF CUKAI DAN PEREDARAN ROKOK ILEGAL

The tobacco products industry in Indonesia is facing two big challenges: increasing excise rates and the circulation of illegal cigarettes. An increase in excise rates increases cigarette prices and can reduce demand. On the other hand, illegal cigarettes offer cheaper prices and are competitors to legal products. CV Gagak Hitam is a cigarette company that was founded in 2004 and is still running the tobacco products industry in the form of hand-rolled kretek cigarettes (SKT) and machine-made kretek cigarettes (SKM) amidst rising excise rates and the circulation of illegal cigarettes. This research focuses on determining marketing strategies for tobacco products at CV. Black Crow uses SWOT analysis. The analysis results show that CV. Black Crow has several strengths, such as a strong brand, wide distribution network, and consumer loyalty. However, CV Gagak Hitam also has several weaknesses, such as high prices and a negative image of tobacco products related to health. Opportunities that can be utilized by CV. Black Crow is increasing public awareness of health and the development of digital technology. The threats facing this industry are increasing excise rates, the circulation of illegal cigarettes, and increasingly stringent government regulations. Marketing strategies that can be implemented by CV. Gagak Hitam in the midst of this situation is developing innovative products at competitive prices, strengthening brand image and increasing consumer awareness, utilizing digital technology to reach consumers and increase marketing efficiency, as well as working with the government to overcome the circulation of illegal cigarettes. Keywords: tobacco products; excise rates; illegal cigarettes; marketing strategy swot analysis.

Aplikasi Metode Market Basket Analysis dengan Algoritma Apriori untuk Mengetahui Pola Belanja Konsumen pada Online Shop Amerta Fashion

<p>In this era of globalization, society has been facilitated in various ways due to advances in technology, one of which is the use of the internet. One of the goals of the continuous development of technology is to meet human needs. According to a global survey conducted by Nielsen Online in 2009, more than 85% of the world's population has used the internet for buying and selling transactions. The increase in purchases made online, especially during this pandemic period, shows that people have begun to be technology literate. The large number and rapid growth of data often overwhelm business actors in processing data so that they are left unorganized, even though the data obtained can produce useful information to support decisions or assist in determining marketing strategies. This difficulty also occur at Online Shop Amerta Fashion. This study uses one of the data mining methods, namely Market Basket Analysis with a priori algorithm which goes through the stages of data collection, formation of association rules, and concluding. Market basket analysis can determine consumer buying patterns and also find out which items are selling well. The results obtained is that consumers of Online Shop Amerta Fashion didn’t only buy 1 item in a transaction. Boyfriend Jeans Highwaist and Wrap Top Summer are 2 types of items that are popularly purchased by consumers so that they become the most influential items in the overall purchasing transactions from Online Shop Amerta Fashion from January 4, 2021 to June 18, 2021.</p><p><strong>Keywords: </strong>data mining; association rules; market basket analysis; Apriori; Online Shop Amerta Fashion</p>

SWOT and QSPM analysis in determining marketing strategy for frozen flying fish (Decapterus Sp) in fish auction place, Pati Regency, Indonesia

SWOT and QSPM analysis in determining marketing strategy for frozen flying fish (Decapterus Sp) in fish auction place, Pati Regency, Indonesia

EFFECTIVE MARKETING IN THE FORMATION OF DEVELOPMENT STRATEGIES IN THE TOURISM INDUSTRY

This article is devoted to the important topic of marketing strategic analysis in the field of tourism. The authors explore methods and approaches that help tourism companies and organizations effectively develop their businesses in a competitive environment. The article discusses such key aspects as the definition of marketing strategies, which describes methods for determining marketing strategies that allow tourism enterprises to determine competitive positioning and target audiences, and emphasizes the importance of proper market segmentation and target audience identification for effective marketing. Strategic analysis helps to develop unique offers for tourists and increase competitiveness. Modern tourists are increasingly emphasizing unique experiences and sustainable activities and are becoming more demanding in how their needs are met. Marketing analysis allows you to adapt your offerings to these changes. The Internet and digital technologies have transformed the way tourists search, book, and consume travel services. An effective digital strategy and analysis are required to ensure a presence in the online environment. Sustainability and environmental responsibility are becoming increasingly important in the travel industry. The analysis helps to develop strategies aimed at conserving natural resources and reducing their impact on the environment.

Strategi Manajemen Pemasaran Pada UMKM RW 11 Semolowaru Menggunakan Metode Analisis SWOT Guna Meningkatkan Daya Saing

<p><strong>ABSTRACT</strong><br /><br />UMKM play a vital role in societal welfare, focusing on improving marketing management for increased sales. The research aims to create a practical management model supporting MSME productivity and development. Comprehensive training in business aspects, including marketing, production, HR, and finance, is crucial for UMKM. Continuous monitoring is necessary in their journey, utilizing SWOT analysis to determine marketing strategies and adapt to the business environment. The analysis assesses internal factors (Strengths and Weaknesses) and external factors or competitors (Opportunities and Threats). Identifying a lack of knowledge, the study recommends comprehensive training in all aspects. Four marketing strategies are proposed: S-O Strategy advocates product innovation and aggressive promotions with online sales. In the W-O strategy, attention to market needs and human resource quality is emphasized. The S-T strategy highlights product features and promotion innovation. In the W-T strategy, targeting markets, adapting to consumer wishes, and product adjustments are crucial for UMKM competitiveness.</p>

IMPLEMENTASI BAURAN PEMASARAN PADA UMKM SAMBAL BAKAR COBEK BEKASI

This research was conducted at the production house of the Sambal Bakar Cobek Bekasi micro, small and medium enterprise (MSMEs) at Plaza Taman Harapan Baru, North Bekasi which discussed matters related to the marketing mix. The purpose of this study was to analyze the application of the marketing mix to MSME Sambal Bakar Cobek. This study used qualitative method, the subjects of this study were its owners, employees, and customers, with data collection methods namely interviews, observation, and documentation so that they can dig deeper into the findings. Data analysis consisted of data collection, data reduction, data presentation, and verification of findings. The results of this study indicate that product innovation, pricing, selection of promotional media, and sales locations play an important role in determining marketing strategy.

STRATEGI BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PADA RUMAH MAKAN GUDEG JOGJA BU ROTO - BEKASI

This research conducted at Gudeg Jogja Bu Roto Restaurant in Mustika Jaya Bekasi which discussed matters related to the 7P Marketing Mix. The purpose of this study is to analyze the application of 7P Marketing Mix at Gudeg Jogja Bu Roto Restaurant. This research used qualitative methods which are the subjects of this study are its owners, employees and customers at Rumah Makan Gudeg Jogja Bu Roto with data collection methods namely interviews, observations and documentation, so that they can dig deeper into the findings. For data analysis consists of data collection, data reduction, data presentation, and verification of findings. The results of this study showed that the quality of raw materials, product variants, location, price and promotion, determines and plays an important role in determining marketing strategies.

Analisis Strategi Pemasaran Beras Dalam Meningkatkan Penjualan

In 2023, the Indonesian government projects rice production of 54 million tons, while the need for rice is projected to be 32 million tons. This fact shows that the rice business is still profitable in Indonesia because rice remains the staple food that is most consumed by the community. Although wheat consumption continues to increase, rice remains the main choice. CV. Rahmat Jaya is a company that has long been engaged in the production and sale of rice. Despite facing fierce competition and market uncertainty, this company managed to manage the rice business well. CV. Rahmat Jaya is able to produce 40,000 kilograms of rice per month and sell 60,000 kilograms of rice per month. This research aims to analyze the marketing strategy carried out by CV. Rahmat Jaya in increasing sales. The research uses the SWOT Analysis approach to classify a company's position and determine marketing strategies that suit its environment. Data analysis is carried out with a SWOT matrix, which consists of strength, weakness, opportunity, and threat factors. From the results of the analysis, four alternative strategies were produced that can be considered by company management.

Algoritma Apriori Dalam Identifikasi Pola Pembelian Konsumen Pada Produk Minuman

Competition between companies is getting tougher and entrepreneurs indirectly need a better product marketing strategy. Inventory management system is a very popular business in Indonesia, especially in the beverage industry. Related to inventory, there is a technique in the development of science today, one of which is data mining techniques or mining techniques. In data mining, a priori algorithms contain a type of association rules that aim to find interesting relationships between combinations of elements hidden within the dataset. The application of a priori algorithm in this study can help Pekopen tavern managers find the right consumer buying behaviour . So that it can be used as material for business decision-makers to determine marketing strategies and optimize sales of menu variants, especially for several types that are in great demand. These results are used to find new information to determine a better product marketing strategy. Data processing using apriori algorithm is carried out by conducting the highest frequency analysis based on the minimum support value followed by determining the association rules based on the confidence value and then continued with the evaluation process through determining the lift ratio. There are 2000 sales transaction data processed from the data processing process obtained from a combination of itemset {Chizu Redvelvet, Cokolateh} with a support value of 40% and a confidence value of 67%.

Analysis of Consumer Buying Behavior at the East Bekasi Regional Pharmacy

This research is motivated by consumer behavior patterns in purchasing medicine at pharmacies. The variables used in this study include price, service quality, purchase decisions, and consumer trust as a mediator. The purpose of this research is to understand and analyze consumer purchasing behavior of medicine at pharmacies in the East Bekasi area. The methodology employed in this study is quantitative research with causal explanation. Data collection techniques involve distributing questionnaires. Meanwhile, the sampling technique utilizes a non-probability sampling design with purposive sampling. Data processing involves Structural Equation Modeling (SEM) using the SmartPLS software version 3.3.7 and includes 138 respondents. Based on the testing and analysis results, it can be concluded that consumer trust mediates price and service quality, consequently exerting a positive and significant influence on the purchase decisions of medicine at East Bekasi Pharmacy. The implications of this research are expected to contribute as information for entrepreneurs and managerial implications that can be practically applied within companies, particularly in determining marketing strategies by managing internal and external factors to enhance sales. Moreover, it also holds theoretical implications in the academic field with the hope of generating new theories.

Are smartphone buyers being rational?

This research is related to consumer behavior when purchasing a smartphone one of product that is closely related to technology. The purpose of this study is to determine marketing strategies by analyzing consumer behavior both rational aspect and emotional aspects. The independent variables represent rational aspect are technology, price perception, e-WoM, while emotional aspect represented by Emotion variable, and Trust is selected as a mediator variable of rational aspect. As the dependent variable is the intention to buy a smartphone. This research is a quantitative research, the sample used in this study was taken by purposive sampling method with the criteria of the respondent is smartphones users. The number of samples in this study is 338 respondents. The analysis used in the research uses structure equation modeling (SEM) to test the hypotheses in the proposed research model.

Daya saing usaha agroforestri kopi di Desa Blitar Seberang, Kecamatan Sindang Kelingi, Kabupaten Rejang Lebong

Competitiveness is closely related to productivity which determines the success of increasing the standard of living of business actors, and at the MSME level productivity is highly dependent on the ability to collaborate with large businesses or fellow MSMEs, creating competitive advantage, proper management, appropriate technology, continuous innovation, paying attention to the quality, value and uniqueness of the product and how the efficiency of the product is produced so that the company can compete strictly with its competitors.
 The problem experienced by the people of Blitar Seberang Village in terms of coffee business competitiveness is in determining the competitive advantage that exists in Belitar Seberang coffee.
 The method used in this dedication activity consists of three stages of activity, namely the preparation stage, the implementation stage and the evaluation stage. The preparation stage consists of survey activities and problem identification. The implementation phase includes the activity of providing materials and training. The final stage is the evaluation and reporting stage of the results of community service activities.
 Through this community service activity, it is hoped that the community can increase the competitiveness of the coffee business by raising the competitive advantage of coffee. Communities can make decisions in determining marketing strategies so that Belitar Seberang Village coffee can compete on the national and international levels.

The Influence of Social Media Influencers on Consumers' Buying Attitudes and Intentions

This study examines the influence of social media influencers on attitudes and purchase intentions of consumers in Indonesia. In the era of the industrial revolution 4.0, digital marketing strategies and the use of social media are important for business people. One form of strategy that is currently trending among industry players is the use of social media influencers. This study aims to examine the extent to which social media influencers influence consumer attitudes and purchase intentions in Indonesia. This study used a quantitative approach and data was collected from 180 respondents who are active users of social media and have followed social media influencer accounts. The results of the study show that social media influencers have a positive and significant influence on consumer attitudes and purchase intentions. These findings contribute to business people in determining marketing strategies and using social media influencers as social relations assets that can help improve product branding, build community, and develop loyalty. This research also provides insights for researchers and marketing practitioners regarding the importance of understanding the role of social media influencers in influencing consumer behavior in the digital era.

Marketing Strategy Through Digital Marketing To Increase Sales Volume (Case study on the ECO laundry business at JL.Danau Panorama, Bengkulu City)

This study aims to determine marketing strategies through digital marketing in order to increase sales volume (a case study in the eco laundry business at Jl.Danau Panorama, Bengkulu City. by consumers. Prices are set in accordance with the capital issued by the Laundry Eco business. The location where the Eco Laundry business was founded is very strategic. Promotion of the Eco Laundry business in carrying out its promotional activities has utilized developing technology, namely social media. The existence of digital marketing makes it easy to get information. From this research it can be concluded that the strengths are affordable prices, satisfactory quality of laundry results.Weaknesses are higher machine production costs.Opportunities faced by Laundry Eco, which has utilized internet technology by marketing through social media.The threat faced is rising raw material prices. Digital marketing is used by Laundry Eco, namely social media Facebook, Instagram and WhatsApp.

Pengaruh Customer Review Dan Harga Terhadap Keputusan Pembelian Konsumen Muslim Shopee Di Banjarmasin

The trend of shopping online is increasing, but that does not mean that selling online can be done easily without any obstacles. Sellers who sell online through marketplaces such as Shopee are required to understand what factors can influence purchasing decisions because they have to work harder to get consumers to buy products that consumers cannot see and touch directly. Many studies have been conducted, but Shopee consumers in Banjarmasin have not been studied. Several previous studies have found that prices and customer reviews influence purchasing decisions. However, others find that both have no effect. Therefore, this study aims to describe how the influence of prices and customer reviews on the purchasing decisions of Shopee consumers in Banjarmasin. This survey research uses a questionnaire to collect data and uses the SPSS program to analyze the data. The results showed that simultaneously and partially both had a significant effect on the purchasing decisions of Shopee consumers in Banjarmasin. Finally, because purchasing decisions are a measure of marketing success, the results of this study are expected to be considered for sellers in digital marketplaces in determining marketing strategies.

Marketing Strategy of Animal Feed for Laying Hens (Case Study of PT. Cahaya Mario Brother Group)

This study aims to determine marketing strategies and analyze internal and external factors that exist in PT. Cahaya Mario Brother Group. The data collection method used is participatory observation, and the data used are primary and secondary data. The data analysis methods used are qualitative descriptive and SWOT analysis. The results of this study put the company's position in quadrant I where the position in quadrant I explained that PT. Cahaya Mario Brother Group has great opportunities and strengths so that it can take advantage of the opportunities that exist. The strategy used by PT. Cahaya Mario Brother Group is a strategy that is (SO) which means supporting aggressive policies. The strategy that must be done to deal with competitors is to increase promotion and maintain product quality. This aims to increase consumer attractiveness, expand market share and reduce the risk of similar competing products

STRATEGI PEMASARAN DAMPAK PANDEMI COVID-19 BERDASARKAN ANALISIS SWOT PADA PT. INDOLAKTO DISTRIBUSI SOLO

Companies need to make strategic and policy decisions in handling the impact of the Covid-19 pandemic so that goals can be achieved according to the company's vision and mission. Good strategic planning is a very useful tool for running this business effectively and efficiently, which in its preparation requires a comprehensive design to the chosen implementation and control.
 Research using the SWOT analysis method was carried out at PT. Indolakto Solo Distribution. The research aims to determine internal IFAS (Internal Strategic Factor Analysis Summary) and external EFAS (External Strategic Factor Analysis Summary) factors using the SWOT method and determine marketing strategies using the SWOT method. The results obtained include the strengths factors with a score of 3.16 while the weaknesses factors have a score of 0.54 with a total IFAS of 1.31. Opportunity factors have a score of 2.53 and threat factors have a score of 0.89 with a total EFAS score of 0.82. The matrix is ​​at the value of the IFAS matrix is ​​strength (Strenghts) with a value of 2.62 and from the EFAS matrix is ​​an opportunity (Oportunity) is a value of 1.64. The recommended strategy is the Strengths and Opportunities strategy, also known as the SO strategy, which uses strengths to overcome opportunities.
 The IE Matrix strategy and the SWOT diagram show Quadrant I which means a favorable situation because the company has opportunities and strengths so that it can take full advantage of opportunities so that it is able to implement strategies that support aggressive growth policies.

Determining Marketing Strategy to Support Customer Relationship Management with the Apriori Algorithm

Business competition has forced companies to be more selective in implementing their marketing strategies. This increasingly rapid technological development is an aspect that can be utilized in achieving ease of doing everything. The development of this technology can have a good impact on business people, Customer Relationship Management (CRM) is one of the business strategies to meet the goals of the store. To fulfill these objectives, the authors conducted an analysis of sales transaction data using assistive devices such as data mining. Data mining is part of analytical Customer Relationship Management (CRM) which is used to find patterns in data. By applying the Apriori Algorithm or Association Rule to achieve this business strategy. The Apriori algorithm is a method for finding relationship patterns between one or more items in a dataset. By using sales transaction data at the Rahmat Elektronik Store, it is possible to find out which products are in great demand by customers every time they shop at the Rahmat Elektronik Store. The results of applying the Apriori Algorithm or Association Rule use Minimum Support 5% and Minimum Confidance 50%

Marketing strategies for the development of regional poultry markets

The article considers the main characteristics of the attractiveness of regional markets for enterprises such as product manufacturers and trade enterprises, namely: intensity of competition; availability of local producers of products in the region; availability of solvent population in the region; population density; the presence of a developed trade network for the sale of poultry products; growth rates of market capacity. The proposed model for determining marketing strategies for the development of regional markets is given, which is based on the construction of a «three by three» matrix, the cells of which are located within a five-point system, drawing the distribution limit at intervals of 1.0; 3.0 and 5.0 points according to the results of the study of product consumption. To build the matrix, the results of the consumption of poultry products in different regions of Ukraine were used: vertically «attractiveness of the regional market» (growth rates of consumption of poultry products over the last 2 years in the regions); horizontally «competitiveness of the regional market» (the share of the total consumption of poultry products on the territory of Ukraine that is consumed in this region). When assessing the competitiveness and attractiveness of the regional market, the conversion of quantitative indicators into a normalized score was used. Based on the results of the study, the following marketing development strategies were proposed for the Ukrainian regional markets of poultry products: the strategy of protecting positions is recommended for enterprises that sell poultry meat in the Dnipropetrovsk and Donetsk oblasts; development strategy for enterprises selling poultry meat in the Kharkiv oblast and the city of Kyiv; selective development strategy for enterprises selling poultry meat in Vinnytsia, Kyiv, Kirovohrad, Luhansk, Lviv, Mykolaiv, Odesa, Zhytomyr and Sumy oblasts; harvest strategy for enterprises selling poultry meat in Volyn, Zaporizhzhia, Poltava, Rivne, Ternopil, Kherson, Khmelnytskyi and Chernihiv oblasts; harvest elimination strategy for enterprises selling poultry meat in Zakarpattia, Ivano-Frankivsk, Cherkasy and Chernivtsi oblasts. Keywords: marketing strategies of development, regional markets of poultry products, matrix, competitiveness of the regional market, attractiveness of the regional market, enterprises, trade intermediaries, consumers of products, normalized assessment.