Marketing Management Strategies Research Articles

Marketing Strategy Management in Increasing the Marketability of MSME Products in Facing Market Competition

Micro, small, and medium enterprises (MSMEs) are fundamental components of robust economic resilience, as demonstrated by their persistent operation during Indonesia's monetary crisis, a consequence of the global financial downturn. In contrast, numerous large-scale corporations have experienced insolvency. Consequently, there was a significant wave of employment termination in 1998. Formulating a marketing strategy is critical to securing a sustainable competitive advantage for product- and service-oriented enterprises. A marketing strategy is a foundational element in developing a comprehensive corporate plan. Considering the complexity of challenges faced by enterprises, there exists a necessity for a holistic approach to serve as a framework guiding the organizational segment in executing its operations. Furthermore, the significance of marketing strategies is underscored by the intensifying competition prevalent among businesses in general. This study is motivated by fostering the growth of MSMEs within Mataram, which is characterized by a distinctive array of cultural traditions and a promising national market. This research aims to evaluate the management of marketing strategies aimed at enhancing the marketability of traditional MSME products in Mataram City. The study was carried out in the urban setting of Mataram. The methodologies employed for data collection include documentation, interviews, and observations, constituting a form of descriptive research. The analysis of the effectiveness of marketing strategies reveals a year-on-year increase in overall sales, which serves as a benchmark for assessing the efficacy of marketing strategies amid competition among batik enterprises.

The Influence of Product Quality and Marketing Strategy Management on Consumer Satisfaction and Customer Loyalty with the Use of Wardah Skincare Products in Jambi City

Beauty care has become a crucial necessity in modern society, not only for enhancing appearance but also for skin health. The inundation of the market with beauty products and advertisements creates a strong urge for individuals, especially women, to consume beauty products and services for desired appearances. In efforts to attract consumers, beauty business owners strive to provide the best services to fulfill consumer satisfaction. Consumer satisfaction becomes the primary focus for consumer- oriented companies, with consumer loyalty formed from a combination of satisfaction and complaint handling. Consumers, as key players in the business ecosystem, play a significant role in determining product acceptance in the market. Product quality is a crucial factor in creating customer loyalty, with perceived quality by customers playing a crucial role in enhancing satisfaction and ultimately strengthening customer loyalty. Therefore, a deep understanding of consumer needs and preferences, along with efforts to maintain high product quality, is key to successfully building long-term customer loyalty.

Business Development Strategy through SWOT Analysis in Nicesy Donut and Bakery

This study explores the business development strategy of Nicesy Donut and Bakery through a comprehensive SWOT analysis. Nicesy Donut and Bakery is a well-known bakery in Cilegon, Indonesia with various products and has been established since 2003. The business aims to capitalize on emerging opportunities, such as increasing demand for healthier options and expanding into new markets. This study employs a qualitative approach using interviews with Nicesy Donut and Bakery’s owners and managers between June and July 2024. The analysis highlights leadership, marketing and product management strategies, potential threats, rising ingredients costs and intense competition. Based on the SWOT analysis, strategy and recommendations are provided to enhance the bakery’s market position and drive sustainable growth. This study contributes to the understanding of how small businesses in the bakery industry can utilize strategic tools like SWOT analysis to develop and implement effective business strategies.

Analysis of The Income Level of Street Vendors in Besitang Market Langkat Regency

Street trading plays a significant role in the urban economy, contributing to the livelihoods of several micro traders and opportunities for consumers to obtain goods and services at affordable prices. This research aims to conduct an in-depth analysis of street vendors' income by considering several factors that influence their economic welfare. This study involved a field survey at Besitang Market. Data was collected through direct interviews with traders, field observations, and analysis of related documents. Based on the results and discussion, the economic conditions of street vendors at Besitang Market are influenced by factors such as competition with other traders, reduced customer interest, and high operational costs. Apart from that, the type of merchandise also influences the trader's income level. Therefore, market management strategies and support from the local government are needed to increase the income and welfare of street vendors at Besitang Market, Langkat Regency.

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.

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.

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

Marketing Management Strategies of Islamic Education Services to Enhance Customer Loyalty: A Case Study of State Islamic Senior High Schools

Marketing Management Strategies of Islamic Education Services to Enhance Customer Loyalty: A Case Study of State Islamic Senior High Schools

The Effect of Perceived Risk and Customer Experience on Loyalty Intention for Mobile Banking: The Moderating Role of Customer Satisfaction

In the banking industry, providing a range of conventional and high-tech services is crucial to ensure customer satisfaction. One area that requires attention is mobile banking services, which need to offer an engaging experience to keep customers satisfied and loyal. However, empirically, the evidence regarding the impact of the role of mobile banking customer satisfaction on loyalty intention seems to leave room for improvement. Research indicates that customer experience and the risks involved can have a significant impact on consumer satisfaction and loyalty intention. The study is conducted using explanatory research methodology, employing a quantitative approach and adhering to the positivist paradigm. This methodology aims to elucidate the causal relationship between variables, both through direct and indirect means. The research data was analyzed using PLS-SEM, which stands for Partial Least Square Structural Equation Method. The findings indicate that perceived risk has a detrimental influence on customer satisfaction, whereas customer experience has a beneficial effect. Research has demonstrated that customer satisfaction has a clear and substantial impact on the intention of customers to remain loyal. While all indirect links are supported, it is not possible to establish a direct relationship between perceived risk and customer experience on loyalty intention. The significance of customer satisfaction lies in its ability to connect perceived risk and customer experience results with loyalty intention. This study explores the implications for literature and management about mobile banking applications and the integration of perceived risk and customer experience in shaping customer satisfaction and loyalty in the banking sector. These advancements emphasize the significance of excellent customer experiences in enhancing customer happiness and loyalty. Companies must enhance client experience and strive to surpass expectations. Gaining a comprehensive understanding of the concept of "customer satisfaction" and its role as a mediator can help marketing and customer relationship management strategies effectively retain and attract customers.

MENGEKSPLORASI KECERDASAN BUATAN PADA MANAJEMEN PEMASARAN DIGITAL ERA 5.0 DI DUNIA UMKM

Era 5.0 is characterized by deeper integration between technology and human life, where Artificial Intelligence (AI) plays a key role in various sectors, including digital marketing. This study aims to explore how AI in the MSME world of Palembang city is applied in digital marketing, as well as its impact on marketing management strategies and results. This research uses a qualitative approach with a case study method to analyze various applications of AI in digital marketing promotions. The research results show that AI is able to increase operational efficiency, personalize content, and deeper data analysis. Apart from this, AI also helps in advertising optimization, market trend prediction, and improving customer experience. The application of AI in digital marketing faces challenges, such as data privacy issues, implementation costs, and the need for specialized expertise. AI has great potential to revolutionize digital marketing management in MSMEs, but requires a strategic and ethical approach to overcome existing challenges.

Influence of Quality, Price, Place, and Promotion on Coffee Purchases

This study investigates how product quality, price, place, and promotion influence consumer purchasing decisions for Fore Coffee in Buduran District. Using quantitative methods and a Probability Sampling approach with 96 respondents, data were collected via online questionnaires distributed through social media. Analysis using SPSS version 22 includes validity, reliability, and classical assumption tests, along with multiple linear regression analysis. Results confirm that higher product quality, competitive pricing, accessible locations, and effective promotions significantly impact consumer decisions. The findings suggest that Fore Coffee should prioritize maintaining high product standards, competitive pricing, convenient locations, and engaging promotional strategies to enhance consumer purchasing behavior in Buduran District, offering practical implications for marketing management strategies in the coffee industry. Highlights: Quantitative analysis: SPSS used for robust consumer behavior insights. Marketing influence: Product quality, price, place, promotion impact purchasing decisions. Recommendations: Enhance quality, pricing, and promotions for consumer engagement strategies. Keywords: Coffee industry, consumer behavior, marketing strategies, quantitative research, Fore Coffee.

The Influence of Price, Halal Brands, and Marketing Management Strategies on Consumer Satisfaction

The Influence of Price, Halal Brands, and Marketing Management Strategies on Consumer Satisfaction

Marketing Strategy Innovation: A Study on Costa's Brand Power Enhancement in China

With the development of the times, Chinese people's demand for coffee has increased, which also makes the coffee industry develop rapidly. Tens of thousands of coffee shops are increasing their number every day. However, there is one coffee shop that is gradually disappearing from the Chinese landscape: COSTA. The purpose of this study is to take COSTA as an example to study the characteristics of the development trend of the coffee industry. This study analyzes the reasons behind the large reduction in the number of COSTA stores in China from the perspective of marketing management strategies, and further studies are divided into marketing and product sectors. This study concludes that the reason for the decrease in the number of COSTA stores is the lack of innovative and trendy taste designs and the adjustment of localized taste habits. The environment of offline stores does not have a local festival atmosphere and diversified service provision. At the same time, this study also puts forward suggestions for COSTA's future development, such as adjusting brand taste, localization of product design, and innovation based on hot topics in China. The study hopes to provide references for COSTA and other coffee shops in the same industry.

Research on Cross-International Business Operation and Management Strategies of Enterprises

As globalization accelerates, the corporate realm finds itself amidst an unprecedented international business landscape. Conventional marketing paradigms and management strategies falter in such rapidly shifting environments, presenting both challenges and opportunities for multinational operations. This discourse delves into the myriad challenges facing multinational corporations, such as policy risks, legal framework disparities, cultural differentials, economic and monetary policy uncertainties, and disparate rates of technological advancement. Moreover, the article conducts a profound analysis of theories pertaining to international business and multinational management, cultural variance theories, as well as strategic management theories, with the aim of furnishing a robust theoretical foundation for multinational operations and management. Beyond mere theoretical exploration, this article also endeavors to elucidate various successful strategies in multinational operations and management, encompassing market entry strategies, marketing strategies, human resources management strategies, and financial and risk management strategies, in order to furnish enterprises engaging in international markets with reliable guidance and successful paradigms, thus encouraging the realization of both social value and commercial interests in tandem.

Data mining in economics: Unraveling merchant transactions for strategic insights

This paper explores the application of data analysis and mining techniques in the domain of economics, with a specific focus on understanding merchant transaction characteristics. The study delves into fundamental theories, including classification tasks, regression missions, and relevance analysis, showcasing the versatility of these techniques in addressing economic challenges. Neural network models, such as Multilayer Perceptron and Auto Encoder, are introduced for handling complex economic data. The research emphasizes the importance of data mining in extracting valuable insights from real-world merchant transaction data, leading to the creation of the Merchant Transaction Feature Standard Database. A detailed data preprocessing method tailored to merchant transaction data is presented, addressing issues such as missing data, noise reduction, data integration, and transformation. The unique characteristics of real merchant transaction data, including sensitivity, concentration, sparsity, and the lack of label diversity, are outlined. The study concludes by highlighting the potential benefits of employing data mining techniques in optimizing marketing, merchant management, and risk management strategies. Overall, this paper contributes to advancing the understanding and practical applications of data analysis and mining techniques in economics.

MARKETING MANAGEMENT OF AGRICULTURAL BUSINESS: CHALLENGES OF DIGITALIZATION

The article analyzes the impact of digitalization processes on the agricultural sector and the challenges faced by enterprises in this industry. The author analyzes the impact of external and internal environmental factors on the development of agricultural businesses and the problems that delay the development of digital technologies in agriculture. It is noted that an important element of marketing management is a systematic approach that allows establishing relationships between these factors, assessing their impact and formulating marketing management strategies. Based on the results of the study, the author substantiates the need to create favorable conditions for the introduction of digital tools in the marketing management of agricultural businesses. The results of the analysis also indicate the potential of using innovative marketing methods, such as analyzing market trends and using digital communication channels, to overcome the challenges of digitalization and increase the competitiveness of the agricultural sector. The prospects for the development of digitalization processes in the marketing management of agricultural enterprises are considered. It is noted that through systematic market analysis, budget management, and the use of digital technologies and communication channels, enterprises can skillfully navigate market fluctuations while optimizing operational resources. The study provides the conclusions necessary for the further development of marketing management strategies in agriculture, taking into account the current challenges of digitalization and the needs of agricultural businesses in Ukraine. It is stated that the prospects for the development of digitalization processes in agrarian business emphasize the importance of integrating marketing management into the strategic planning of agricultural enterprises and its potential to increase the efficiency of innovation in this sector.

Manajemen Pemasaran Ekonomi Kreatif Untuk Meningkatkan Pendapatan Produk UMKM Singkong Jelaku

The concept of creative economy, introduced by John Howkins, highlights the importance of creative ideas in transforming environmental materials into additional economic value, thereby enhancing welfare through job creation. Effective management, especially in SMEs, is crucial in ensuring business success with innovative marketing strategies. This research explores the potential of modified cassava flour (mocaf) as a healthy and economical alternative, emphasizing the need for creative production techniques and marketing management to increase SME revenue. The aim of this study is to understand product management and creative ideas in enhancing economic value by creating job opportunities. The research employs a qualitative descriptive approach and semi-structured interviews to analyze the case study of Punggelan Ribug village, which produces mocaf as its flagship product. Effective product and marketing management strategies, such as ensuring the quality of raw materials and implementing digital marketing, are essential to enhance visibility and sales. Mocaf has the potential as an environmentally friendly and gluten-free alternative to wheat flour, with fermentation process also reducing production costs. With emphasis on creative management and marketing, this research underscores the importance of innovation in increasing SME revenue and reaching a broader market.

Development of marketing management for pomelo products in Samut Songkhram province, Thailand

The study presents a comprehensive examination of the market potential for Pomelo products in Samut Songkhram Province, Thailand, aiming to enhance marketing management strategies. It delves into consumer motivations, attitudes, and purchasing intentions towards Pomelo products, utilizing structural equation modeling to assess influencing factors. Samut Songkhram is identified as a prime region for Pomelo cultivation due to its unique river estuary soil enriched with minerals, creating a distinct taste profile influenced by a mix of saltwater, brackish water, and freshwater, dubbed the three-water area. This geographical and environmental advantage contributes to the high quality and consumer preference for the large white Pomelo variety indigenous to the area. The study explores two primary agricultural practices for growing large white Pomelos: self-cultivation by landowners and orchard leasing by other farmers. Additionally, it investigates two main distribution methods: direct sales at the farm and self-managed sales by farmers or orchard owners. A quantitative analysis involving 400 potential customers, including tourists and out-of-area customers, was conducted to gauge purchase intentions. Results from structural equation modeling indicate a significant and positive relationship between consumer motivations, attitudes, and purchase intentions, underlining the integrated influence of these factors on consumer behavior towards Pomelo products. These findings highlight the critical role of understanding consumer dynamics and the environmental uniqueness of Samut Songkhram’s Pomelos in developing targeted marketing strategies. The research underscores the significance of leveraging the unique characteristics and cultivation heritage of Samut Songkhram Pomelos to foster product differentiation and appeal, suggesting a need for innovative marketing approaches that resonate with the distinct quality and taste profiles of these local fruits.

Analysis of the Influence of Brand Association, Brand Image, Brand Awareness, and Brand Loyalty on Brand Equity of Telon Oil

This research aims to analyze the influence of brand association, brand image, brand awareness, and brand loyalty on brand equity of telon oil. This research uses a quantitative approach with the sample in the study being women or men aged 25 – 55 years and who have used My Baby telon oil. In carrying out this research, researchers used data analysis methods using the Likert scale measurement method, questionnaire data analysis using the SPSS 26 statistical program with the SEM SmartPLS method. The research results show several important findings regarding the relationship between the main variables in the context of Brand Equity. First, Brand Association (X1) significantly influences Brand Equity (Z) and Brand Loyalty (Y). Second, Brand Awareness (X2) has a significant influence on Brand Loyalty (Y), but not on Brand Equity (Z). Third, Brand Image (X3) significantly influences Brand Equity (Z), but not significantly on Brand Loyalty (Y). Apart from that, Brand Loyalty (Y) was also found to have a significant influence on Brand Equity (Z). These findings provide important insights for marketing and brand management strategies to strengthen key aspects that influence consumer perception and loyalty towards brands.

Building Competitive Advantage Through Information Technology Integration in Marketing and Branding Management Strategies

This study delves into the crucial role of information technology (IT) integration in marketing and branding management strategies, highlighting its significance as a pivotal element for businesses aiming to secure a competitive edge in the rapidly evolving digital landscape. In an era marked by digital transformation, the confluence of innovative IT solutions with traditional marketing and branding frameworks emerges as a strategic necessity for companies navigating the complexities of today’s marketplace. This research posits that such integration is instrumental in revolutionizing how organizations communicate with their target audiences, offering new pathways for differentiation and value creation. Exploring the paradigm shift induced by the advent of digital platforms, social media, and data analytics, the paper examines how these technologies have expanded the opportunities for businesses to engage with consumers on a more personalized and impactful level. It asserts that the digital transformation enables the harnessing of data-driven insights, thereby optimizing marketing strategies, brand positioning, and customer relationships. This integration transcends operational enhancements, dictating the long-term success and sustainability of businesses through strategic necessity. Moreover, the study addresses the dynamic and ever-evolving nature of digital technologies, emphasizing the importance of agility and innovation in exploiting new tools and platforms to maintain competitive superiority. It explores the potential of artificial intelligence, blockchain, and augmented reality in enhancing marketing effectiveness and brand appeal. However, it also acknowledges the challenges inherent in IT integration, such as data privacy, cybersecurity, and the need for continuous adaptation and employee skill development. Drawing upon theoretical frameworks and practical case studies, this research aims to provide a comprehensive analysis of the role of IT in enhancing marketing and branding strategies. It seeks to offer insights into the latest trends, challenges, and opportunities within the digital marketing landscape, facilitating a deeper understanding of how businesses can leverage technology to foster a sustainable competitive advantage. Ultimately, this paper endeavors to illuminate the strategic importance of IT integration in marketing and branding, guiding businesses towards more effective and innovative practices in the digital age.