Marketing Skills Research Articles

Analysis of agricultural development in Ngringo Village, Kecamatan Jaten, Karanganyar District

Background: Agricultural development is crucial for rural economic growth and food security. This study analyzes agricultural development in Ngringo Village, Indonesia, examining potentials, challenges, structural and institutional transformations, technology transfer, and appropriate development models. Previous research has focused on broader regional agricultural trends, while this study provides an in-depth analysis of a specific village undergoing rapid change. Method: The study employed purposive sampling to select Ngringo Village. Data collection involved observations, structured interviews with key informants, and document analysis. Both primary data from village officials and secondary data from government sources were utilized. Findings: Ngringo Village exhibits both physical potential (strategic location, affordable land) and non-physical potential (socio-cultural life, efficient administration). Challenges include limited farmer knowledge of marketing and post-harvest processing. Structural transformation is evident in the shift from agriculture to industrial and service sectors due to urbanization pressures. Institutional transformation has led to the establishment of farmer groups and associations. Technology transfer is occurring, with the adoption of mechanized farming equipment, though digital technologies are not yet fully embraced. Conclusion: The agricultural development model in Ngringo Village aligns with the location model, influenced by its proximity to urban areas. Ngringo Village is undergoing significant agricultural transformations driven by urbanization and industrialization. While facing challenges in land conversion and marketing, the village demonstrates resilience through institutional adaptations and selective technology adoption. Future agricultural development strategies should focus on enhancing digital marketing skills, strengthening farmer institutions, and balancing agricultural preservation with urban expansion. Novelty/Originality of this article: This study proposes an integrated digital platform for sustainable agricultural development. The platform connects farmers to markets, provides online training, and facilitates stakeholder collaboration, adaptable to different peri-urban contexts across the country.

How Investment Behaviour of Young Investors? A Case Study on The Indonesia Stock Exchange

This research aims to dig deeper into the investment behavior of young investors on the Indonesian Stock Exchange. This research was conducted in Bali Province, especially the Denpasar City area. The sample was determined using convenience sampling with a total sample of 180 young investors, namely the millennial generation and generation z in Denpasar City. Data was obtained directly from distributing questionnaires via Google Form. The data analysis technique used is SEM-PLS analysis. The research results show that, 1) herding behavior effect investment decision making, 2) heuristic bias has no effect on investment decision making, 3) anchoring bias effect investment decision making, 4) the level of overconfidence an investor has will improve the investment decision making process , 5) herding behavior does not have a significant effect on the level of overconfidence, 6) heuristic bias can increase the level of overconfidence, 7) anchoring bias can increase the level of overconfidence, 8) overconfidence cannot increase the effect of herding behavior to improve investment decisions, 9) overconfidence can increasing the effect of heuristic bias to improve investment decisions, and 10) overconfidence can increase the effect of anchoring bias to improve investment decisions. Future researchers can further examine overconfidence in mediating the effect of herding behaviours on investment decision making, and the effect of heuristic bias on investment decision making. Young investors in Denpasar City are advised to increase their knowledge and investment skills in the capital market to reduce the risk of bias in making investment decisions.

Exploring the potential of digital marketing skills development for SMES competitiveness and responsiveness

Exploring the potential of digital marketing skills development for SMES competitiveness and responsiveness

Pelatihan Digital Marketing Sebagai Upaya Peningkatan Pengetahuan Dan Keterampilan Guru Di SMP PGRI 3 Baturaja

In the current era of digitalisation, digital marketing skills are crucial across various fields, especially in education. Teachers need to have knowledge and skills in digital marketing to support the promotion and branding of schools. SMP PGRI 3 Baturaja, a private school, faces competition in attracting new students by leveraging digital technology to showcase the school's activities and achievements. The purpose of this training is to enhance the knowledge of SMP PGRI 3 Baturaja teachers about the concepts and strategies of digital marketing and to develop practical skills in using various digital marketing tools and platforms. With this knowledge, it is expected that teachers can effectively improve the promotion and reputation of the school. The training is conducted through interactive and practical workshop sessions, including theoretical presentations, discussions, and hands-on practice. Participants will be provided with material on the basics of digital marketing, content strategies, and the use of social media. Additionally, there will be mentoring sessions for hands-on practice. After attending this training, based on the results of the questionnaires distributed to the participants, 86.7% of participants gained new knowledge about digital marketing, 85.7% acquired skills in copywriting with AI, and 80% gained skills in creating digital marketing content. The training participants were able to implement activities during digital marketing practice. SMP PGRI 3 Baturaja teachers are now more skilled in using various digital platforms to promote school activities and promotions on social media after the training.

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

PELATIHAN KEWIRAUSAHAAN DIGITAL UNTUK PENGEMBANGAN UMKM DAN MAHASISWA DI KOTA BENGKULU

The Fourth Industrial Revolution has transformed the global business landscape with digital technologies like the Internet of Things (IoT), Artificial Intelligence (AI), and big data, presenting challenges and opportunities for entrepreneurs, especially Micro, Small, and Medium Enterprises (MSMEs) and students in Bengkulu City. This community service program aimed to address the digitalization knowledge and skills gap among these groups by enhancing their understanding of digital entrepreneurship, developing practical digital marketing skills, and supporting MSMEs' digital transformation. The training covered six main topics: understanding entrepreneurship, contemporary entrepreneurial challenges, digital technology adoption, basics of digital media (email and Google Business), basics of digital media (social media), and introduction to Online Single Submission (OSS) for business legality. Evaluation results showed a significant increase in participants' knowledge and skills in digital marketing, social media management, and technology adoption, with most participants reporting substantial benefits and improved readiness to start and manage their businesses digitally. The program not only provided immediate benefits to the participants but also contributed to MSME development in Bengkulu City by offering a training model adaptable for future initiatives, aiming to enhance MSMEs' digital capacity and prepare students for entrepreneurial ventures.

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.

Peran Asosiasi Pengusaha Indonesia (APINDO) Memanfaatkan kebijakan Sistem Informasi Pasar Kerja (SIPK) 2024

The Indonesian Employers Association (APINDO) plays a crucial role in addressing the gap between workforce supply and industrial demand. This study explores how APINDO leverages the Labor Market Information System (SIPK) to align human resources with industry needs, thereby enhancing employment rates and improving the efficiency of the labor market. The SIPK provides comprehensive data on labor market trends, job vacancies, and skill requirements, enabling employers to make informed decisions about hiring and training. Through interviews with key stakeholders and analysis of SIPK data, this research highlights the effectiveness of APINDO's strategies in optimizing human resource absorption. The findings indicate that APINDO's utilization of SIPK not only bridges the gap between job seekers and employers but also contributes to the development of a more responsive and adaptive workforce, meeting the evolving needs of industries in Indonesia. The study concludes with recommendations for enhancing the SIPK platform and expanding APINDO's initiatives to further support the alignment of labor supply and demand.

The other side of the coin: expectations of Polish and Hungarian students on soft skills in the labour market – a futures perspective

There is common agreement that we are facing a great transition, which poses a challenge for the labour market, too. The expending literature on soft skills reflects the restructuring of the competition factors, and several papers discuss the future of the labour market: what new professions may emerge and what new skills these jobs demand. However, the attention on the expectations of the future generation of the labour market is more neglected, mainly in terms of what they perceive of companies’ expectations. The present research seeks information what soft skills university students think to possess and their views on companies' expectations for the future. In addition, we aimed at detecting the possible cultural differences between two similar countries. The study makes a comparative quantitative analysis of 931 Polish and Hungarian students by analysis of variance, logistic regression and cluster analysis with the PS Imago Pro and PAST programmes. The results reflect that students have a relevant perception of company needs; however, Polish and Hungarian future employees clearly differ in terms of both possession and expectations on soft skills. Additionally, these differences create patterns as well. Polish students are more team-related and prefer collaborative skills, while being more present-oriented. In terms of the future, the preferred skills rather help avoid uncertainties, and serve problem-solving, and hence, planning. Hungarian students highlight professional and individualistic skills to improve competitive abilities. They are more open to the future and recognise the importance of skills that help to unfold optional futures.

Analysis of the Role of Bank Indonesia's Leading Entrepreneurship Initiative (WUBI) in Increasing Competitiveness in the Digital Era, Case Study of MSMEs Representatives of Bank Indonesia North Sumatra

Bank Indonesia has a program called Wirausaha Binaan Unggulan Bank Indonesia (WUBI) which focuses on improving the competitiveness of MSMEs in the digital era. This research analyzes the role of WUBI in improving the competitiveness of MSMEs with a case study of MSMEs assisted by Bank Indonesia Representative of North Sumatra. Qualitative research methods were used with primary data obtained through in-depth interviews with fostered MSMEs. The results showed that WUBI plays an important role in improving the competitiveness of MSMEs in the digital era through: (1) capacity building through training and mentoring, (2) business and marketing network development, and (3) utilization of digital technology for business efficiency and effectiveness. In conclusion, the WUBI Program has a positive impact on MSME competitiveness, increasing sales, profitability, and market access. The program also helps MSMEs improve their financial management, digital marketing, and product development skills.

PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KUE

In a market that is increasingly competitive and influenced by ongoing technological developments, companies are required to develop effective marketing strategies to achieve their goals, including creating value and satisfying customer needs. One of the pioneers in the dessert box industry in Indonesia is Bittersweet by Najla, renowned for its innovation in presenting sweet treats in box form. This study aims to investigate the influence of personal selling on purchasing decisions of products from Bittersweet By Najla. The study employs a quantitative method by collecting information from primary and secondary sources through questionnaires and literature studies. This research uses a multiple linear regression analysis model as the research method. The population studied consists of residents in the vicinity who have made purchases at Bittersweet By Najla, with a sample of 50 respondents selected incidentally through a Likert scale-based questionnaire. Partial analysis results indicate that personal selling has a positive and significant impact on purchase decisions, supported by a significant t-value (4.012 > 1.677) and low statistical significance (0.000 < 0.05). These findings provide valuable insights for companies in designing more efficient marketing strategies, emphasizing the development of personal selling skills to enhance product appeal, build consumer trust, and achieve desired marketing objectives.

Assistance for Micro Businesses of Canang Sari Traders in Penatih Dangin Puri Village, East Denpasar

Microenterprises are businesses run by people categorized as poor or near poor. They are family-owned, using local resources and simple technology. Micro-enterprises include unbanked people, a group that is difficult to get access to banking even though this group has the potential to develop business. Canang Sari is the simplest form of offerings in the form of janur made rectangular decorated with various types of flowers that are offered as an effort to get closer to God in prayer. Based on observations, there is a group of canang traders called the Canang Sari Wangi group located in Banjar Laplap Putih, Penatih Dangin Puri Village, East Denpasar who really need help to overcome the problems they face. This Canang Sari Wangi trader group has 5 members who have been established since 2020. The problems faced by this group of Canang Sari Wangi traders are difficult to get access to banking, lack of knowledge for business development due to fluctuations in demand, very fierce competition, high operational costs, lack of understanding of creative marketing and the absence of careful and thorough administration of financial reports. The approach taken is to further coordinate with members of the Canang Sari Wangi Group so as to obtain the main needs for increasing productivity, namely by providing assistance to facilitate access to banking, entrepreneurship assistance, improve creative marketing skills and make business bookkeeping. The output target to be achieved is an increase in the ability of partners to access banking, through creative marketing partners are able to increase group income by 30% and all members of the Canang Sari Wangi group are able to make simple group bookkeeping. The method of implementing this activity is preceded by collecting information from partner conditions, designing activities to be carried out, followed by program socialization, conducting training, mentoring and evaluation.

Selective and Market Timing Skills: An Empirical Evaluation of Equity Mutual Funds in an Emerging Market

This study evaluates the selective and market timing skills of mutual funds managers using monthly net asset values of all 30 actively managed equity-based funds that operated from January 2012 to December 2021 obtained from the Securities and Exchange Commission. Selectivity is the ability to search for and choose undervalued securities to exploit the sub-optimal market weights of securities, while market timing is the ability to forecast the direction of the market and adjust portfolio betas to generate alpha. Two regression models, namely the Treynor-Mazuy (1966) and Henriksson-Merton (1981) were deployed for the study. The findings indicate that mutual funds did not exhibit significant selective skills or market timing abilities. This outcome is consistent with the Efficient Market Hypothesis (EMH). Consequently, it becomes challenging for investors or fund managers to consistently outperform the market through stock selection or market timing. Based on the study's results, the recommendation for investors is to consider low-cost passive investment strategies, such as index funds or exchange-traded funds (ETFs), over actively managed funds.

Academic knowledge brokers in Iran's health sector: Characteristics, skills, and qualifications.

Knowledge brokers, as a bridge between producers and users of knowledge, need a set of skills and abilities to fulfill their role. The current study was carried out with the aim of identifying the characteristics, skills, and qualifications needed by knowledge brokers in Iran's health sector. This qualitative study was conducted through semi-structured interviews with 18 participants selected using social network analysis and snowball method from June to December 2022. All interviews were analyzed through the conventional content analysis method using the MAXQDA, version 20. Two main categories (personality traits and professional competencies) and six subcategories (extroversion, acceptability, problem-solving skills, interactive skills, specialized skills, and specialized knowledge) were identified for knowledge brokers in Iran's health sector. Interpersonal communication skills, negotiation and persuasion skills, knowledge in both policymaking and research fields, and marketing and commercialization skills were defined as the most important factors in knowledge brokering. Identifying and training qualified and interested individuals to undertake the task of knowledge brokering, by taking into account the characteristics identified in this research and strengthening the required skills and qualifications, can increase the effectiveness of knowledge brokering and help to bridge the gap between research and policymaking.

Optimalisasi Digital Marketing di Marketplace

This Real Work Lecture (KKN) program aims to improve the digital marketing skills of MSME players in Sekaran Village, Gunungpati District, Semarang City. With technological developments, digital marketing has become important to expand market reach and increase sales. This activity includes training and seminars on the basics of digital marketing, choosing the right marketplace, optimizing seller accounts, as well as implementing SEO and decorating online stores. Participants are also invited to practice directly creating an account, uploading products, and optimizing their shop. The results of the activity showed an increase in participants' knowledge and skills in digital marketing, as well as an increase in traffic and sales on their marketplace accounts. This program has succeeded in having a positive impact on MSMEs, helping them utilize technology to achieve greater business success

Pengenalan digital marketing dalam meningkatkan bisnis usaha mikro

Problems in online marketing knowledge for women farming groups include a lack of understanding of effective digital marketing strategies and limited technological accessibility, which hinders optimizing digital marketing and increasing farmers' income and business opportunities. The solution to this problem is to provide online marketing knowledge and skills for farmers through a comprehensive training and mentoring program. This program includes understanding digital marketing strategies, the use of online platforms, engaging content, and consumer behavior. Training helps women farming groups face online marketing challenges. The material is presented in simple and accessible language, and collaborative workshops strengthen farmers' knowledge and skills.

Digital literacy model to improve the marketing skills of micro, small, and medium enterprises women with a community-based educational approach

Digital literacy model to improve the marketing skills of micro, small, and medium enterprises women with a community-based educational approach

Memulai Bisnis Itu Mudah Melalui Digital

This training activity is motivated by the recognition that the involvement of youth is crucial for competitiveness on both national and international levels. Therefore, there is a need for attractive programs that can develop the potential of young people, such as digital marketing training. In fact, many Indonesian nationals studying in Saudi Arabia are not yet familiar with the latest concepts of digital marketing, thus unable to maximize business potential. Based on this motivation, the Digital Marketing Export training aims to: (i) Enhance digital marketing skills for young generations; (ii) Create quality and creative human resources as a foundation for entrepreneurship; (iii) Build business networks and foster young exporters. For participants, this activity is expected to broaden their insights in maximizing digital marketing for developing start-up businesses. For IAI Tazkia, this activity is anticipated to enhance its branding in entrepreneurship and digital marketing knowledge with Islamic values. It is also hoped that this activity will strengthen the collaboration between IAI Tazkia and the Indonesian Student Association (PPMI) in Saudi Arabia in developing digitally-based entrepreneurship potentials. Through this collaboration, it is also expected to introduce IAI Tazkia widely to Indonesian nationals in Saudi Arabia, consequently enhancing IAI Tazkia's image in Saudi Arabia. For business practitioners, this activity is expected to improve their understanding of initiating and developing businesses using appropriate business model prototypes and marketing tools, thus fostering young entrepreneurs who can effectively utilize digital technology.

Empowering youth organizations to revitalize Kampung Dolanan and enhance community well-being post-COVID-19

Established in 2015, Dolanan Village thrived until the COVID-19 pandemic forced its closure. However, the village also faced resident complaints due to mismanagement and lack of resources. To address these challenges, a community service program was implemented to strengthen Dolanan Village's institutional framework and equip residents with digital marketing skills. Through training in content creation, financial management, human resources, and digital marketing, residents gained the ability to develop activity budgets, establish standard operating procedures, and create marketing content using available resources. This program empowered the community and paves the way for a more sustainable and prosperous Dolanan Village.

Implementasi Pelatihan Digital Marketing Bagi Pelaku UMKM di Kecamatan Sanggatta Utara,Kalimantan Timur

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in Indonesia's economy but often face challenges in marketing their products, especially in the digital era. This study aims to design and evaluate the effectiveness of digital marketing training for MSME activists in Sangatta District, East Kalimantan. The research methodology uses a mixed-methods approach with 50 MSME actors as subjects. The training conducted includes the basics of digital marketing, the use of social media, content creation, search engine optimization (SEO), and data analysis.The results show a significant increase in participants' knowledge and skills in digital marketing. Additionally, the training successfully increased sales and product visibility of MSMEs. Training participants began adopting digital marketing strategies and using data analytics for more effective decision-making. These positive impacts indicate that digital marketing training can be an effective solution to enhance the competitiveness and sustainability of MSME businesses. This study recommends the implementation of advanced training and continuous support for MSME actors, as well as collaboration between the government, universities, and the private sector to provide necessary resources. Thus, MSMEs in other regions are expected to benefit from similar programs to face challenges in the digital era.