Marketing Management Research Articles

Aplikasi Pemesanan Kue dan Roti Berbasis Mobile Pada Lamonde Palembang

Technology in buying and selling can be utilized to increase company profits. PT. Palembang Berkah Bersama was established in April 2017 with the business brand Lamonde Palembang, a business venture making cakes and bakeries. The product ordering process takes a long time because consumers must come to the Lamonde Palembang store or type via WA or telephone. Hence, the shop assistant has a little difficulty in recapitulating data if there is an order simultaneously. Based on interviews conducted by researchers with Mr. Erik, Marketing Manager of Lamonde Palembang, the daily sales turnover is around 60-80 pieces of cake and bread. Therefore, what is needed by Lamonde Palembang is an ordering system where the system is used to handle the ordering process online. With this system, it will be easier for consumers to order products because they can directly choose the products provided, where there are also prices for each product. The total cost of the order also appears to be well and can be determined quickly. Shop assistants can also more easily see and list orders and product sales

Peningkatan Kesejahteraan Masyarakat Melalui Budidaya Jangkrik Di Kota Tangerang Selatan

This activity aims to assess the benefits of cricket farming for improving community welfare in South Tangerang City. In economic and agroecological contexts, cricket farming offers an environmentally friendly solution for producing alternative food and feed. The method used in this study combines material presentations on cricket farming, direct observation, and practical discussions at the farming site. The program involves 30 farmers, workers, and local community members. The activity took place on Saturday, May 25, 2024, focusing on cricket farming management, including cage preparation, cricket maintenance until harvest, marketing, and financial management of the business. The results show that using technology in cricket farming not only increases productivity but also supports sustainability by reducing waste and optimizing resource use. Additionally, crickets have great potential as an alternative protein source that can support global food security. This study provides important insights into cricket farming, from cage preparation and maintenance to harvesting, marketing the products, and managing the business finances. The findings indicate that a more efficient and sustainable production system can enhance community welfare

Optimizing Social Media for Marketing and Customer Relationship Management: A Case Study of Nike

Social media has become a core tool for brand marketing and customer relationship management in the digital age. It has changed how brands interact with their audience, providing opportunities for direct interaction and real-time feedback. This study explores the specific roles of social media platforms in enhancing brand-customer interaction, content innovation, and data analysis. It analyzes how optimizing social media strategies can increase customer engagement and loyalty. By analyzing customer interaction data, brands can better understand customer behavior and preferences to customize personalized and relevant content, enhancing customer engagement and loyalty. Brands also need to prioritize privacy and security to ensure transparency in data collection and usage and strict compliance with regulations. Combining content innovation with real-time interaction enhances customer satisfaction and brand image. The case study of Nikes social media strategy demonstrates successful practices in utilizing interactivity, content innovation, and data analysis, providing valuable management insights to help brands maintain competitive advantages and achieve sustainable development in a fiercely competitive market.

Edukasi Keuangan dan Pemasaran untuk Peternak Jangkrik: Kunci Kesuksesan UMKM

This community service activity aims to enhance the knowledge of cricket farmers in financial recording and marketing strategies to help their businesses grow effectively. Conducted on May 25, 2024, this event took place at a cricket farming UMKM (Micro, Small, and Medium Enterprises) located on Jln. Benda Permai II, Pd Benda, Pamulang District, South Tangerang. The activity is a collaboration between Sekolah Tinggi Ilmu Ekonomi Ganesha (STIE GANESHA) and local farmers. The program ran from 08:00 to 12:00 WIB and aimed to apply knowledge and research findings to improve community welfare. The participating lecturers conducted research covering digital marketing, financial analysis, and human resource development. The results of this research are expected to improve production efficiency, marketing, and financial management of UMKM. The main problems faced by the farmers include limited access to bank loans and a lack of strategies to increase sales. Through this program, STIE Ganesha is committed to supporting and developing the potential of local UMKM, while also contributing positively to the welfare of the South Tangerang community.The results of this activity showed an increase in financial and marketing literacy among cricket farming UMKM owners. Jhandriansyah, a dim sum entrepreneur and cricket farmer, expressed his gratitude for the guidance provided, stating that the collaboration with STIE Ganesha greatly helped his business grow

Penerapan Green Marketing pada Produk Bubble Wrap dalam Meningkatkan Purchase Intention dan Perceived Value

This study aims to determine the application of green marketing on OCUWRAP products and application of green marketing to increase purchase intention and perceived value. OCUWRAP is a biodegradable bubble wrap product made from cassava starch and dried sponge gourd. This research was conducted using an interview method with a descriptive qualitative approach. Data obtained from interviews conducted with marketing and development managers, cosmetic store owners, and consumers were processed using the triangulation method. This study found that green marketing implemented has increased purchase intention and perceived value of its products. The implementation of green marketing by OCUWRAP is carried out in various aspects, namely environmentally friendly products, premium prices and environmentally friendly marketing and distribution. The results of this study indicate that the green marketing strategy has increased purchase intention for the product. Green marketing that has been implemented can also increase the perceived value felt by OCUWRAP consumers.

Product quality, brand reputation and marketing strategies: Basis for enhanced marketing management framework

Product quality, brand reputation and marketing strategies: Basis for enhanced marketing management framework

Pengaruh Pemanfaatan Manajemen Pemasaran Online terhadap Keberhasilan UMKM dalam Mengembangkan Usahanya (Studi Kasus Handsqob.id)

The use of online marketing management has become an important strategy for Micro, Small and Medium Enterprises (MSMEs) in expanding their market reach and increasing the success of their businesses in the digital era. This study uses a qualitative approach with in-depth interviews as the primary data collection method. The research results show that Handsqob.id has succeeded in increasing the visibility of its products through the use of e-commerce platforms such as Shopee and TikTok Shop and being active on social media such as Instagram. Measurable marketing strategies, such as SEO optimization, attractive visual content, collaboration with influencers, and targeted promotions, have helped Handsqob.id in increasing sales and brand awareness. Challenges faced, such as intense competition and efficient operational management, are also discussed in this article as part of the overall analysis. The implications of this research suggest that other MSMEs can adopt these best practices to increase their success and growth in today's digital marketplace.

System dynamics model for analysis of demand response on incorporating autoswitch in the Colombian electrical sector

This study investigates the potential outcomes of transforming the Colombian electricity market—70% of which is regulated—into a deregulated market. Given the impact of climate change and the need for greater control over the Colombian retail energy sector, it is crucial to examine future scenarios where two policies, successful in other countries, could improve market management. A simulation was conducted using a system dynamics model to analyze residential user behavior by manipulating demand response and implementing an autoswitch policy. The results validate the effectiveness of regulating electricity consumption through price management and the autoswitch policy, where customers can automatically switch suppliers. By 2033, these policies could reduce electricity prices by 11%–14%, depending on weather and user behavior changes, leading to significant customer savings, especially for higher-income groups, while ensuring suppliers' profitability. Although the conclusions suggest a positive outlook, the implementation of these policies requires regulatory changes and the adoption of smart energy meters. he proven policies could help Colombian government in managing consumption during energy crises.

Gambaran Sanitasi Lingkungan Pasar dan Tingkat Kepadatan Lalat di Pasar Inpres Larantuka, Kecamatan Larantuka, Kabupaten Flores Timur

Market environment sanitation is an effort to monitor, prevent, control and control everything in the market environment such as flies. The density of flies can increase if the environment is dirty, for example markets that do not meet market environmental sanitation requirements such as rubbish dumps, waste water drainage channels and adequate water supplies. The aim of this research is to determine the description of environmental sanitation conditions and the density of flies at the Larantuka Inpres Market, Larantuka District, East Flores Regency. The type of research used is descriptive observation. The samples used in this research were all market sanitation facilities or facilities. The data obtained was then analyzed descriptively. The results of the research show that the results of the environmental sanitation conditions of the Larantuka Inpres Market based on the results of calculating the assessment variables on the external supervision observation sheet for environmental health inspections are categorized as not meeting the requirements for a healthy market (57.5%). The level of fly density at the Larantuka Inpres Market based on the results of measurements and calculations was obtained. 7 birds/blockgrill with a high density category of flies, it is necessary to secure the fly breeding places and if possible plan control measures. Therefore, it is necessary to collaborate between the government and local communities, including traders, market managers and district health services, to pay attention to the cleanliness of the market environment.

A Study on Management of Administrative Challenges and Market Strategies in the Implementation of Carbon Tax in Indonesia

This research discusses administrative challenges and market strategies in implementing a carbon tax in Indonesia. The carbon tax was introduced through the 2021 Harmonization of Tax Regulations Law to control CO2 emissions from fossil fuels such as coal, oil and natural gas. Key challenges include administrative complexity, strong inter-agency coordination, effective monitoring systems, and consistent law enforcement. The global carbon market in 2023 shows great potential for economically efficient emissions reductions, but implementing this model requires adapting to Indonesia's socio-economic landscape. The research method used is a qualitative approach with case studies, combining data from policy documents, interviews with tax experts, and local carbon market analysis. The research results show that the implementation of a carbon tax is faced with several major challenges, including a lack of accurate data on emissions, an immature monitoring system, and resistance from certain industrial sectors. Effective market management strategies, such as the allocation of tax revenues to sustainable projects, are key to mitigating negative economic impacts and encouraging investment in green technologies. This research makes a significant contribution to the understanding of the complexity of carbon tax implementation in developing countries and its relevance in the global context for achieving climate change goals.

Herders' risk preference and grassland transfer strategy: Evidence from a field experiment in pastoral areas of China

AbstractEncouraging and guiding herders to participate in grassland transfer promotes the high‐quality development of grassland animal husbandry. We conducted a survey among 356 herders from Qinghai and Gansu provinces in China, to explore the impact of herders' risk preference and perceptions on their grassland transfer strategies. We used experimental economics methods to measure the risk preferences of herders. Our results indicate that the majority of herders exhibit risk‐averse attitudes. A theoretical model was used to establish hypotheses on the relationship between risk preference and grassland transfer decision‐making. The double‐hurdle model and moderating effect model were used to test these hypotheses. Our analysis shows that herders' risk preferences have a significant negative effect on their decisions to engage in grassland transfer. Both risk preferences and risk perception have a significant impact on grassland transfer‐in decisions, but no significant impact on grassland transfer‐out. A heterogeneity analysis revealed that the impact of risk preferences on grassland transfer participation is more pronounced among herders in Qinghai compared to those in Gansu. Moreover, we found that risk perception plays a moderating role on the influence of risk preferences on decisions regarding grassland transfer. These findings are crucial to formulate strategies for the sustainable management of the grassland transfer market.

Quality supervision mechanisms on green product for online retailing in the blockchain technology era.

With the development of e-commerce and the increase of consumers' green consciousness, more and more consumers purchase green products online. The frequent occurrence of the fake green product in online shopping has been harmful to the management and operation of the online market. In order to find the ways for the platform to supervise effectively green products quality problems, we consider the role of blockchain technology, the dynamic penalty mechanisms, the three strategy choices of seller, and the green awareness of consumers, and establish a supervision game model with the participation of online platform, online seller and consumer, which analyzes the equilibrium state of the three parties. The results show that (1) the level of the consumers' green awareness, the compensation for green consumers, and the cost saved by non-green products are the critical factors to ensure the effectiveness of the platform punishment mechanism; (2) the combine effect of dynamic punishment and blockchain supervision can effectively and rapidly improve the quality of green products; (3) the improvement of consumers' green awareness can drive sellers to sell green product, and makes the platform to strengthen the supervision of fake green products.

Brand Network Booster: A new system for improving brand connectivity

This paper presents a new decision support system offered for an in-depth analysis of semantic networks, which can provide insights for a better exploration of a brand’s image and the improvement of its connectivity. In terms of network analysis, we show that this goal is achieved by solving an extended version of the Maximum Betweenness Improvement problem, which includes the possibility of considering adversarial nodes, constrained budgets, and weighted networks – where connectivity improvement can be obtained by adding links or increasing the weight of existing connections. Our contribution includes a new algorithmic framework and the integration of this framework into a software system called Brand Network Booster (BNB), which supports brand connectivity evaluation and improvement. We present this new system together with three case studies, and we also discuss its performance. Our tool and approach are valuable to both network scholars and in facilitating strategic decision-making processes for marketing and communication managers across various sectors, be it public or private.

Pendampingan Strategi Promosi Media Sosial pada UMKM Krecek Rambak “UD Rengas Jaya” Mojoanyar Kabupaten Mojokerto

Social media is one of the main digital marketing strategies used to promote business products, with the aim of obtaining maximum profits (Hidayat et al., 2022). Social media and digital technology are gradually changing the way companies market their own products (Fraccastoro et al., 2021). However, there are still many MSMEs that do not use online sales optimally when marketing their products. Likewise, the MSME "Rengas Jaya" Mojokerto in carrying out its product marketing activities already uses digital technology. To overcome this problem, the Service Team of the Faculty of Economics, Majapahit Islamic University designed a solution by providing assistance in preparing a Digital Marketing strategy so that partners understand what a good marketing management strategy is by utilizing social media.This has an impact on increasing sales at the MSME "Rengas Jaya" address Mejero Village, Mojoanayar District, Mojokerto Regency. It is hoped that through digital marketing assistance it will have an effect on increasing their income. The results obtained from this activity for partners are: Partners understand the promotion strategy via social media. Then, by implementing the promotion strategy via social media, partners can increase the number of customers and increase sales.

Strategi Pemasaran Digital Makanan Berat: Pembelajaran dari Praktek Kewirausahaan Mahasiswa STIKES Santa Elisabeth Medan 2024

The digital era has transformed marketing strategies in various industries, including culinary. This research examines the implementation of digital marketing strategies in selling heavy food by STIKES Santa Elisabeth Medan students as part of entrepreneurial practice. Involving 7 students who run an online culinary business for one day. Data is obtained through sales performance analysis. The results show that the use of social media and e-commerce websites increases market reach by 50% and sales by 35% compared to conventional methods. Personalized and interactive content strategies have proven to be the most effective, with engagement rates averaging 20% ​​higher. Key challenges include consistent management of digital platforms and adaptation to social media algorithms. Students also face difficulties in time management between studies and business. And also students who are carrying out activities also experience significant improvements in digital marketing and online business management skills. In conclusion, digital marketing provides great opportunities for students to develop entrepreneurial skills and improve culinary business performance. This research provides insight into effective digital marketing strategies for small-scale food businesses and can be a reference for entrepreneurship programs in universities

Educating the Adult Learners: Development of Digital Marketing Strategies for Local Community Products of Pasakngam Village, Chiang Mai, Thailand

This study aimed to educate adult learners by addressing marketing challenges faced by Pasakngam Village, Chiang Mai. The objectives were 1) examine current marketing management procedures and the needs for community products 2) analyze and develop a digital marketing strategy model, and 3) educate the adult villagers on digital marketing strategies. This research employed a participatory phenomenological method to collect both quantitative and qualitative data including public hearings, in-depth interviews with village and product group leaders, focus group meetings with 34 village members and surveys with 215 tourists. Analytical tools included statistical analysis with SPSS software for quantitative data and content analysis for qualitative data. The research findings disclosed a lack of structured marketing management and digital, as well as insufficient public relations plans. The community attempts to promote products via a Facebook page were lacked proper supervision. The research introduced practical workshops based on the Reach, Act, Convert, Engage (RACE) to teach digital marketing to the community members. The villagers learned to operate digital marketing strategies by creating and sharing promotional videos on digital platforms such as YouTube and Facebook, aiming to increase tourist visits and product visibility. The digital marketing strategies improved community engagement and product promotion, highlighting the need for ongoing training and strategy refinement. The research underscores the importance of equipping local communities with digital marketing skills to enhance economic resilience and sustainable development. The study's comprehensive approach provides a replicable model for similar communities seeking to leverage digital marketing for local product promotion.

Natural language processing for analyzing online customer reviews: a survey, taxonomy, and open research challenges.

In recent years, e-commerce platforms have become popular and transformed the way people buy and sell goods. People are rapidly adopting Internet shopping due to the convenience of purchasing from the comfort of their homes. Online review sites allow customers to share their thoughts on products and services. Customers and businesses increasingly rely on online reviews to assess and improve the quality of products. Existing literature uses natural language processing (NLP) to analyze customer reviews for different applications. Due to the growing importance of NLP for online customer reviews, this study attempts to provide a taxonomy of NLP applications based on existing literature. This study also examined emerging methods, data sources, and research challenges by reviewing 154 publications from 2013 to 2023 that explore state-of-the-art approaches for diverse applications. Based on existing research, the taxonomy of applications divides literature into five categories: sentiment analysis and opinion mining, review analysis and management, customer experience and satisfaction, user profiling, and marketing and reputation management. It is interesting to note that the majority of existing research relies on Amazon user reviews. Additionally, recent research has encouraged the use of advanced techniques like bidirectional encoder representations from transformers (BERT), long short-term memory (LSTM), and ensemble classifiers. The rising number of articles published each year indicates increasing interest of researchers and continued growth. This survey also addresses open issues, providing future directions in analyzing online customer reviews.

Research On Marketing and Business Management Strategy of Sports Commercial Brand Based On 4ps Theory: A Case Study of Lululemon

Research On Marketing and Business Management Strategy of Sports Commercial Brand Based On 4ps Theory: A Case Study of Lululemon

Management of the Russian labor market: new trends

Management of the Russian labor market: new trends

Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management

Exploration of New Media Marketing Strategies Based on Content Marketing and Community Management