Implementation Of Marketing Strategies Research Articles

Implementasi Strategi Pemasaran Online Berbasis Platform E-Peken pada UMKM di Kecamatan Wiyung Surabaya

The Surabaya City Department of Cooperatives and Small Business Trade (Dinkopdag) plays an important role in efforts to strengthen MSMEs, especially grocery stores. The Surabaya City Dinkopdag has launched various programs and initiatives to support the growth and sustainability of grocery stores. These programs include entrepreneurship training, facilitating access to capital, as well as marketing assistance including the use of the e-peken platform and product promotion. These initiatives not only aim to increase business capacity but also increase business competitiveness.This paper aims to describe the implementation of an online marketing strategy based on the e-peken platform in MSMEs (especially grocery stores) in Wiyung District, Surabaya. The e-peken platform will help increase efficiency and effectiveness in business management. Online Marketing Strategy: through the e-peken platform/application it will help and reach more customers so that it can make a positive contribution to marketing performance and increase business capacity.

Strategi Pemasaran dan Inovasi Produk dalam Keberlanjutan Bisnis: Studi Kasus UMKM di Masa Pandemi

Marketing and innovation strategies are the key to success inining a business, success determined by victory in the face of competition using established strategies to innovate with their business. Innovation in UMKM can be seen through three dimensions: process innovation, product innovation, and management system innovation. In this case product innovation becomes the most important part to improve UMKM performance. In its implementation, paying attention to the ideal time and how to innovate is an important thing when the entrepreneur will implement the necessary marketing strategy. Marketing startups and product innovations are the key to success inining a business, success is determined by victory in the face of competition using established strategies to innovate with the business. In the implementation of marketing strategies as well as product innovation should pay attention to the ideal time and how things innovate is important when the entrepreneur will implement the necessary marketing strategy.

Analisis Implementasi Strategi Pemasaran Asuransi Pendidikan Mitra Iqra Plus Dalam Kajian Asuransi Syariah

Atika Andriani1, Sri Ramadhani, Rahmat Daim Harahap2 1 FEBI UIN Sumatera Utara, Indonesia atikaandriani98@gmail.com1, Sriramadhani@gmail.com2, rdainharahap@uinsu.ac.id3 ABSTRACT Mitra Iqra Plus is one of the products owned by PT. Bumiputera Sharia Life Insurance, KPS Medan, which aims to help fund children's education. The purpose of this study was to determine the implementation of Mitra Iqra Plus' educational insurance marketing strategy in the study of sharia insurance at PT Asuransi Jiwa Syariah Bumiputera, KPS Medan, the application of sharia principles in the implementation of marketing life insurance products at PT Asuransi Jiwa Syariah Bumiputera, KPS Medan, and challenges in implementing sharia. marketing conducted by PT Asuransi Jiwa Syariah Bumiputera, KPS Medan. This type of research uses qualitative research. Data collection techniques in the form of interviews, observations, and documentation. The data analysis technique used is to reduce the data, present the data, then draw conclusions. The results show that PT Asuransi Jiwa Syariah Bumiputera, KPS Medan implements according to sharia marketing principles starting from Wisdom (Strategy), Needs (Needs), Halal (Tayyibat), Welfare (Falah), Mutual Consent. The inhibiting factors in implementing the Mitra Iqra Plus educational insurance marketing strategy are the lack of public knowledge about sharia insurance, lack of public trust in sharia insurance, lack of agents and customers who are difficult to collect for premium payments. The challenge is the lack of technology development, the weak market share of PT. AJS Bumiputera due to lack of support from the government and the community. Keywords: Implementation of Sharia Marketing Strategy, Mitra Iqra Plus, Sharia Insurance.

Digital Marketing Dalam Menghadapi Persaingan Bisnis di Era Digital: Kajian Konseptual

The development of digital technology has significantly changed the competitive landscape of businesses, forcing companies to adapt with more innovative and efficient strategies. Digital marketing emerges as one of the effective approaches in facing this challenge, enabling companies to expand market reach, improve interaction with consumers, and measure marketing performance in real-time. The implementation of digital marketing strategies is an effective solution in achieving this goal. This research examines how digital marketing can be used to strengthen consumer trust, form a strong corporate image, and increase customer loyalty. This research consists of several parts. First, the literature review focuses on digital marketing. Second, the research model and propositions developed in this study are based on the literature review of previous studies, and are discussed in depth in relation to trust, corporate image, and customer loyalty. The study results show that an integrated digital marketing strategy not only helps companies survive the competition, but also builds long-term relationships with customers, which ultimately increases trust and strengthens the company's image in the market. Proper implementation of these strategies is a key factor in business success in the digital age.

Optimizing Customer Relationship Management with Surprise Program: A Quantitative Approach

This research explores the implementation of customer relationship marketing strategies through the a program launched by PT XYZ. The program was designed to enhance customer loyalty with personalized special offers and exclusive promotions. This study employs quantitative methods and the data were obtained from the analysis of company reports and customer demographics, geography, behaviour, and psychology. Using K-means clustering, this study analyses data collected from XYZ's CRM surprise program, focusing on customer interests in video, games, and music, as well as their payment methods (prepaid or postpaid). The findings reveal significant variations in digital content consumption between prepaid and postpaid users. This segmentation enables XYZ to tailor its service offerings more effectively. The study highlights the potential for increasing customer satisfaction and loyalty through personalized offers, underscoring the importance of behavioural and psychographic data in optimizing service delivery.

Pengembangan UMKM Dengan Pembuatan Daftar Menu Menarik dan Banner di Desa Pasinan Kecamatan Lekok Kabupaten Pasuruan

Community service is a form of implementation of the Tri Dharma of Higher Education, with the aim of having a positive impact on society. This activity was carried out on 29 July 2024 in Pasinan Village, Lekok District, Pasuruan, with a focus on developing local Micro, Small and Medium Enterprises (MSMEs). The Unsuri team collaborated with MSME players in designing marketing strategies through attractive menu list and banner designs. The approach used is participatory, where MSME players are actively involved in every stage of planning. The methods used include field observations, interviews, design, and implementation of marketing strategies based on the results of MSME needs analysis. Active participation from villagers is expected to increase programme engagement and sustainability, as well as strengthen the competitiveness of local products. The results of this programme show an increase in the visual appeal and professional image of MSMEs, which has a positive impact on sales potential and the village economy.

Implementasi Strategi Marketing Mix Syariah pada Produk Obu Jamu di CV. Dua Laba Batam dan Manfaatnya

This study aims to investigate the implementation of the sharia marketing mix strategy on CV. Two Profits in Batam City for OBU Jamu products and their benefits for the surrounding community. Using a qualitative approach and case studies, this study involves an in-depth analysis of the sharia marketing strategy implemented by CV. Two Profits, including in the aspects of product, price, distribution, and promotion. The basic concept of sharia marketing and the characteristics of OBU Jamu products are also the focus of this research. Through interviews, observations, and document analysis, this study found that CV. Dua Laba has successfully implemented a sharia marketing strategy on their OBU Jamu products well. Packaging that is in accordance with sharia principles, fair and transparent pricing, distribution through channels that are in accordance with sharia principles, and promotions that prioritize sharia values are integral parts of their marketing strategy. The impact of this implementation is also felt by the surrounding community, including increased awareness of sharia products, local economic empowerment, and positive social and cultural impacts. The results of this study contribute to the understanding of sharia marketing in the context of the herbal medicine industry in Indonesia, as well as provide insights for other companies that want to implement sharia marketing strategies. Practical recommendations are also recommended for CVs. Dua Laba and other stakeholders in optimizing the implementation of sharia marketing strategies on their OBU Jamu products.

ANALISIS KNOWLEDGE SHARING DALAM INOVASI BISNIS UNTUK MENINGKATKAN KINERJA USAHA MIKRO KABUPATEN CIANJUR MENGGUNAKAN PARTIAL LEAST SQUARE

The Cianjur Diskoperindagin recorded that 2,715 new MSMEs had emerged. However, Cianjur micro businesses experienced a significant decline in sales, making it difficult to design and implement marketing strategies. Therefore, micro businesses are required to produce quality, competitive products that have high competitiveness and to continue to innovate in terms of product development and sales. This research seeks to analyze the effectiveness of micro-enterprise knowledge sharing through business innovation. Research data was obtained by distributing questionnaires to 140 micro business actors in Cianjur. Data and conceptual models were tested using the PLS-SEM method with the help of SmartPLS4 software. The research results show that the tacit knowledge sharing variable is explained by the variables trust, organizational structure and employee attitudes with a variance value of (10%). Meanwhile, the explicit knowledge sharing variable can be explained by the variables trust, organizational culture, employee attitudes and motivation methods with a variance of (20%). The quality of innovation in this research can be explained by explicit and tacit knowledge sharing with a variance value (12%). This is different from the speed of innovation which can only be explained by tacit knowledge sharing with a variance of (11%). This research also shows that the operational and financial performance of micro businesses in Cianjur can only be explained by the speed of innovation variable.

The Shift Towards Plant-Based Lifestyles: Factors Driving Young Consumers’ Decisions to Choose Plant-Based Food Products

The shift in consumer dietary patterns from meat-based to plant-based food products has become a prominent trend worldwide. This shift is driven by various factors, including concerns about personal health and environmental awareness. Despite the global growth of the plant-based food industry, developing nations tend to be slow with adopting non-meat-based diets. This is mainly due to high levels of food insecurity and meat being the main source of protein, especially in countries like South Africa where food consumption is needs-based, and consumers are unaware of the environmental footprint of meat production. This paper is part of a two-phase study and reports on the quantitative results, which were obtained during the second phase. The main aim of this study was to investigate the factors that influence consumers’ decisions to choose plant-based food products. The factors that were selected were informed by the thematic results from phase 1, which involved focus groups that explored consumers’ opinions and behaviours towards plant-based lifestyles. By means of survey distribution, 426 online questionnaires were distributed among young consumers in South Africa. A conceptual model with six hypotheses was tested and the data were analysed using SmartPLS 4.1.0.8. The findings indicated the product taste and product knowledge are the most important factors that drive young consumers’ decisions to choose plant-based food products. The study further found that product quality, affordability, social influence, and product packaging play a role but to a lesser degree. Food marketers can utilise these findings and implement marketing strategies that can assist with persuading consumers to choose plant-based food products and adopt a healthier, more sustainable lifestyle.

Correlation of the concepts innovative marketing and marketing of innovations in the context of promotion of goods and services

This article analyzes the relationship between the concepts of innovative marketing and marketing of innovations with an emphasis on their impact on the effective promotion of goods and services. It was found that innovation marketing and marketing of innovations are closely interrelated. Their relationship can be depicted as a form of mixed approach. Innovation marketing serves as a fundamental strategic approach that lays the foundation for the development and implementation of marketing strategies that are not limited to the area of innovation. On the other hand, marketing of innovations acts as a more practical component aimed at promoting innovations and innovative products on the market. This article presents a comparative analysis of these concepts, revealing their parallels, differences and synergistic aspects within the framework of promoting goods and services. The study highlights new approaches and strategies that promote the effective use of innovation marketing and marketing of innovations for advertising purposes

Evaluasi Pemasaran Berbasis 4P terhadap Kepuasan Konsumen dengan SEM-PLS (Structural Equation Modelling-Part Least Square)

Ikhtiar MSMEs are MSMEs engaged in the production and sale of taro chips. The existence of similar MSMEs selling chips makes the competition even tighter. Consumer behavior has also changed, due to the variety of types of chips available and by consumer wishes. In addition, Ikhtiar MSMEs want to know the characteristics of consumers to provide good product output, so that consumers feel satisfied with the product. From these problems, Ikhtiar MSMEs implement marketing strategies. The strategy used is through four variables, namely product, price, promotion, and location. Each variable has sub-variables. From the results of the implementation, Ikhtiar MSMEs want to know the factors that affect consumer satisfaction. The method used is SEM-PLS (Structural Equation Modelling-Part Least Square). The SEM-PLS method not only explains the presence or absence of relationships between latent variables (prediction) but SEM-PLS can also be used to confirm the theory. From the results of the study, based on the evaluation of the measurement model, the research model was declared valid and reliable. From the evaluation of the structural model, the research model of the implementation of the MSME marketing strategy Ikhtiar towards consumer satisfaction is declared feasible and valid. The level of customer satisfaction from the implementation results was 89.2%. Variables that contribute to consumer satisfaction are products and promotions.

Optimization of Website Development to Increase Export Sales of Stone Resin Products: A Case Study of Pt. Als Pra Capital

In the era of growing international trade, the use of digital technology has become very important for companies to increase their competitiveness. This research aims to optimize the use of PT Als Pra Capital's website as a digital marketing tool to increase export sales of Damar Batu products. The methods used include the Design Thinking approach, SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, and STP (Segmentation, Targeting, Positioning) to design a website prototype that supports e-commerce functionality and improves company branding. The results of the website prototype development show that the implementation of an effective digital marketing strategy can increase the visibility and accessibility of Damar Batu products in the international market. The discussion highlights that by optimizing the website and implementing appropriate digital marketing strategies, PT Als Pra Capital is expected to expand their export market share and strengthen their position in the global market. This research contributes to the development of digital marketing strategies in the export sector.

ANALISIS STRATEGI INFLUENCER MARKETING PADA INSTAGRAM STUDIO DAPUR TAHUN 2024

Business competition has significantly increased over time as various companies introduce innovative flagship products. Consumers are more likely to choose well-known brands when selecting products. Therefore, companies must find effective marketing strategies to ensure that consumers recognize the products or services offered. One factor that can influence a company's or enterprise's recognition is improving brand awareness. To increase brand awareness, one of the most appropriate strategies is using influencers as part of promotions, or influencer marketing. Influencer marketing involves promoting products through influencers to their followers. The purpose of this research is to understand the stages and implementation of influencer marketing at Studio Dapur. The method used in this research is descriptive qualitative, consisting of participatory observation, interviews, documentation, and triangulation. The results of this study conclude that the implementation of the influencer marketing strategy on Studio Dapur's Instagram has yielded positive results, particularly in terms of engagement rate, with an average achievement of 1-5% from the four influencers used. These results indicate strong performance and have a direct impact on increasing brand awareness.

IMPLEMENTASI DIGITAL MARKETING PADA BUMDES MEKAR SEJAHTERA DENGAN CRITICAL SUCCESS FAKTOR DAN VALUE CHAIN

The implementation of Digital Marketing in Village-Owned Enterprises (BUMDes) Mekar Sejahtera aims to improve marketing performance and business competitiveness through the implementation of Critical Success Factors (CSF) and Value Chain. The study identifies and analyzes the key elements that influence the successful implementation of digital marketing strategies, as well as integrating them in a structured framework. In this study, data collection was carried out using two types of data: primary data and secondary data. Primary data was obtained through direct interviews and surveys with managers of Mekar Sejahtera BUMDes, while secondary data was obtained through analysis of relevant literature and similar case studies from other BUMDes that have implemented digital marketing. The research method used in this study is a qualitative method, which is a research approach used to understand social phenomena in a deep and descriptive way, focusing on the meaning contained in it. The results of the study show that there are several important factors that greatly affect the success of digital marketing in BUMDes Mekar Sejahtera, including: adequate technological infrastructure, competent human resources, effective content management, and appropriate promotion strategies. In addition, the integration of the value chain, starting from raw material procurement, production, distribution, to customer service, also plays an important role in improving the efficiency and effectiveness of digital marketing. The implementation of good digital marketing can increase the visibility of BUMDes Mekar Sejahtera products, expand market reach, and increase sales. However, the challenges faced include budget constraints, resistance to change, and the need for ongoing training for managers. Therefore, strategic recommendations include the development of adequate digital infrastructure, increasing the capacity of human resources through training and mentoring, and strengthening collaboration with external parties such as the government and the private sector. This study concludes that the application of CSF and Value Chain in the development of digital marketing in BUMDes Mekar Sejahtera can have a significant positive impact, as long as it is carried out with careful planning and consistent execution. This research is expected to be a reference for other BUMDes in adopting effective and sustainable digital marketing strategies. Keywords: Critical Succes Factor, Value Chain, Digital Marketing.

Preferences of Generations of Customers in Slovakia in the Field of Marketing Communication and Their Impact on Consumer Behaviour

This paper deals with the analysis of the preferences of different customer generations in Slovakia in the field of marketing communication and its influence on consumer behaviour. Currently, marketing communication is an integral part of company strategies and has a key influence on how customers choose products or services. With the increasing importance of the generational segmentation of customers, understanding their individual preferences and tendencies in communication becomes an essential prerequisite for success. In this paper, we explore how preferences differ between Baby Boomers, Generation X, Generation Y, and Generation Z, and how these preferences influence their consumer behaviour. Based on the analysis of primary and secondary data, the main trends and preferences of generations in the field of marketing communication were identified. This paper provides useful information that can be used by companies in the creation and implementation of marketing strategies. At the same time, the paper enables a better understanding of the dynamics of consumer behaviour in the context of generational preferences and will help identify opportunities for improving marketing activities and more effective communication with target groups.

IMPLEMENTASI STRATEGI DIGITAL MARKETING GUNA MENARIK MINAT NASABAH PEMULA PADA PT PEGADAIAN (PERSERO) CABANG JIMBARAN

With the rapid development of the times in this digital era, it certainly helps entrepreneurs to market their product widely. This study aims to determine the implementation of what digital marketing strategies are implemented and what digital marketing strategies are used to attract new customer at PT Pegadaian (Persero) Jimbaran Branch. This research uses qualitative methods and descriptive research types. Data collection techniques using observation, interviews and documentation. Data collection techniques using observation, interviews and documentation. Based on the results of research and analysis, it can be concluded that first, the implementation of digital marketing strategies at PT Pegadaian (Persero) Jombaran uses a promotion mix, namely a combination of marketing between conventional digital marketing and digital implementation, namely implementing 5D (Digital Devices, Digital Platfroms, Digital Media, Digital Data, and Digital Technology). Second, the digital marketing strategy to attract new customers used by PT Pegadaian (Persero) Jimbaran branch is Pegadaian Digital Service. As for the output of the results of this study, namely a tiktok account containing content, a flowchart to make it easier to create content, and a barcode that is used as a means of employee evaluation material, the barcode contains suggestions or comments from customers.

Omni-Channel Marketing Strategy for Lake Toba Indonesia Tourist Destinations in Attracting Foreign Tourists

Lake Toba in North Sumatra, Indonesia, is a region of significant potential for attracting international tourists due to its exceptional natural beauty and cultural richness. However, the current influx of foreign visitors remains low compared to other leading tourist destinations in Indonesia. This research investigates the development and implementation of an omni-channel marketing strategy aimed at enhancing Lake Toba's appeal to international travelers. The study employs a mixed-methods approach, combining qualitative interviews with key stakeholders in the tourism industry and quantitative analysis of tourist behavior data. Key challenges identified include inadequate infrastructure, insufficient promotional efforts, and intense global competition. The research proposes strategies that integrate digital and physical marketing channels, personalize content to meet diverse traveler preferences, and leverage advanced technologies such as artificial intelligence (AI) and virtual reality (VR). The findings suggest that an omni-channel approach can create a more cohesive and engaging tourist experience, thereby increasing Lake Toba's competitiveness in the global market. The research also highlights the broader implications for digital transformation in Indonesia's tourism sector and suggests directions for future studies focused on long-term impacts and scalability of omni-channel strategies.

Kepuasan dan Loyalitas Konsumen pada Lembaga Kursus Bahasa Inggris: Perspektif Experiential Marketing

The research examines the impact of experiential marketing on customer satisfaction and loyalty towards the services provided by MEC Palu, as well as the impact of this satisfaction on consumer loyalty. This research used a descriptive associative approach, and involved 155 MEC Palu members as a sample selected through a stratified random sampling technique. The sample was divided into three different groups. For data analysis, the structural equation modeling (SEM) method was used. The findings show that experiential marketing has a positive and significant influence on both consumer satisfaction and consumer loyalty. Furthermore, there is evidence that shows consumer satisfaction has a positive and significant impact on customer loyalty. This shows that the implementation of experiential marketing strategies is very important to increase customer satisfaction and loyalty at MEC Palu as an effective marketing strategy to maintain and increase customer loyalty through satisfying experiences.

The Impact of Multichannel Marketing Strategy Implementation, HR Skills, and Customer Experience on Increased Sales in Small and Medium Enterprises

This study investigates the impact of multichannel marketing strategy implementation, human resource (HR) skills, and customer experience on increasing sales in small and medium enterprises (SMEs). Employing a quantitative research approach, data were collected from 190 SME representatives using a 5-point Likert scale and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that all three factors—multichannel marketing strategy, HR skills, and customer experience—have a positive and significant effect on sales performance. Among them, HR skills exhibit the strongest influence, followed by multichannel marketing strategy and customer experience. These results underscore the importance of integrating effective marketing strategies, enhancing HR competencies, and delivering superior customer experiences to drive sales growth in SMEs. The study provides valuable insights for SME practitioners and policymakers, emphasizing the need for a holistic approach to improving business performance through strategic investments in marketing, HR, and customer experience.

Innovative Marketing Strategies for the Transformation of Islamic Education

This research aims to explore the integration of technology into the curriculum and the implementation of digital marketing strategies within Islamic educational institutions. This study stems from the need to adapt educational practices to the rapidly changing technological landscape and to enhance the visibility and appeal of these institutions through modern marketing approaches. Employing a qualitative research design with a case study approach, this study seeks to understand the transformation processes occurring within a specific Islamic school. Data were collected through observation, interviews, and documentation. The data analysis was conducted using interactive model, which involves data reduction, data display, and conclusion drawing. The findings reveal the integration of technology into the curriculum has significantly increased student engagement and learning effectiveness through the use of e-learning platforms and mobile applications. The adoption of digital technologies has enriched learning resources and supported contemporary teaching methods that align with current educational needs. The study also evaluates the effectiveness of the marketing strategies employed, providing insights into their impact on the institution's outreach and growth. The findings are expected to contribute to the understanding of how Islamic educational institutions can successfully combine technology and digital marketing to improve educational outcomes and institutional visibility in a competitive environment.