Good Marketing Strategy Research Articles

Stimuli Behind Consumers’ Inclination Toward Luxury Brands: A Case Study of Youth Consumers in Colombo, Sri Lanka

This quantitative research explores the factors influencing the preference of Sri Lankan youth consumers for luxury brands, presenting a base conceptual model to analyse these influences on inclination towards luxury brands. The study focuses on 170 youth consumers from Colombo, Sri Lanka. Results indicate that self-esteem, social status, and conspicuous consumption impact young consumers' inclination towards luxury brands. The findings reveal the importance of understanding cultural and social dynamics in crafting effective marketing strategies for luxury goods in Sri Lanka.

PEMANFAATAN TEMPE SEBAGAI KOMODITI LOKAL UNTUK PASAR GLOBAL

Tempeh, one of Indonesia's traditional fermented foods, has great potential to become an international culinary commodity because of its high nutritional content and relevance to healthy and sustainable food trends. However, the main problems faced are the use of tempeh which is only processed into household food, lack of product innovation, and packaging that is not attractive for the global market. Small businesses also face problems with a lack of understanding of good marketing strategies. This community service aims to provide business actors and entrepreneurial students with an understanding of the potential of tempeh as a competitive local commodity in the global market. Hygienic production processes, high-quality fermentation methods, creative packaging and digital marketing techniques are taught to participants in this service. The methods used include technical training, live demonstrations and interactive discussions guided by expert speakers in the field of food technology. Participants are also trained to utilize digital platforms such as marketplaces and social media to expand market reach. The results of the service show that business actors are able to understand the importance of production and packaging standards to meet export requirements. Product innovations, such as crispy tempeh and energy balls, received a positive response as diversification that suits global market tastes. Digital-based marketing strategies also provide opportunities to reach global consumers. By overcoming these challenges, tempeh has great potential to compete in international markets as a superior local product in Indonesia.

Nutrition Marketing and Nutrient Profiling Models with Regard to Packaged Snack Foods: A Literature Review

Background: Snacking habits are changing towards healthier options as a result of growing consumer awareness, which is making nutrition and health important components of modern food culture. Nutrition-related claims may help consumers and desk job doers to make healthier choices. The food labels carrying nutritional information and health benefit of the product is very much revealing from a health point of view. Methods: This review is an attempt to document nutrition marketing with regard to packaged snack foods, nutrient profiling models for categorization of packaged snack foods and complacency of packaged snack foods with respect to nutrient claim and health claim. Results: Nutritional information available on products is helping consumers in making healthier choices along with products having any health or nutrition-related claims are fascinating consumers and are considered as a good marketing strategy for snack food manufactures. But, researchers pertaining to health and nutrition-related claims have documented an insignificant impact of these claims on consumer’s decision--making about purchasing packaged snack foods.

PENERAPAN DAN PENGEMBANGAN PADA UMKM MELALUI DIGITAL MARKETING, INOVASI DAN PERHITUNGAN HPP PADA PADA UMKM ARMFOOD

This study aims to determine the obstacles and problems that occur in MSMEs in the city of Cimahi, the selected MSME is ARM Food. MSME ARM Food is engaged in the food sector. The problems that occur in this study are the need for a good marketing strategy, lack of innovation and financial management reports that are still unstructured. While the purpose of this study is to determine the development process in MSMEs using digital marketing ARM food, to determine the strategies that need to be implemented by MSMEs ARM food to follow products that are popular in the market, to determine the calculation of HPP in MSMEs ARM food. The digital marketing application of MSME ARM Food faces challenges in managing social media and has not been optimal in utilizing digital marketing capabilities.

Faktor-Faktor yang Berpengaruh terhadap Brand Image ditinjau dari Komunikasi Pemasaran

This research aims to describe each influence of the marketing mix starting from public relations advertising, personal selling, public relations and direct marketing on a company's brand image. This research uses literature review techniques with a descriptive qualitative approach. Search for literature using the Google search engine and Google Scholar with the keywords "marketing communications", "brand image awareness", "factors influencing brand image awareness", "brand image and marketing communications". The literature sought is journals, books, conference proceedings, and so on to be analyzed critically and explain what is found in each piece of literature. The research results show that the factor that influences brand image is implementing marketing communication strategies. A marketing communications strategy can create marketing information that provides value according to a comprehensive company plan. The factors that influence a good marketing strategy are marketing communication, where marketing communication is not only about promotion, but there are important elements or communication mix, namely advertising, sales promotion, personal selling, public relations and direct marketing. These five elements can influence the brand image of a company so that the company can increase sales of a product.

Manajemen Keuangan Bagi Kelompok Pembatik Ecoprint Berbasis Digital Marketing – Purbalingga

This Community Service (PKM) aims to improve financial management and digital marketing skills for ecoprint batik groups in Purbalingga. This program is motivated by the needs of craftsmen to develop local economic potential by improving skills in managing finances and utilizing digital technology for product marketing. Through a participatory approach and intensive training, this PKM activity provides an in-depth understanding of good financial management and effective digital marketing strategies. The results of this program show a significant increase in the financial management skills and digital marketing skills of the participants. Thus, this PKM has succeeded in empowering ecoprint batik groups to be more financially independent and able to compete in a wider market through optimizing digital marketing.

Pengaruh Gaya Hidup Hedonisme, Visual Merchandising, dan Diskon Harga Terhadap Pembelian Impulsif di MR. DIY Plaza Medan Fair

Developments in the world of retail business require companies to have good marketing strategies to face competition. Impulse buying is a consumer behavior that must be considered when marketing products. MR. DIY is a company operating in the retail industry. Companies in this industry have intense competition. This research aims to determine the influence of a hedonistic lifestyle, visual merchandising, and price discounts on MR impulse buying. DIY Plaza Medan Fair. The influence between hedonistic lifestyle, visual merchandising, and price discounts will be analyzed partially and simultaneously. This research uses quantitative methods with 96 consumers as research samples, with a sampling technique, namely purposive sampling. Data collection was carried out through a questionnaire using a Likert scale which was distributed to respondents directly at MR. DIY Plaza Medan Fair, while secondary data was obtained from literature study. Data analysis methods use validity tests, reliability tests, classical assumption tests, multiple linear analysis, and hypothesis testing with the help of SPSS. The results of the research show that the hedonistic lifestyle variable has a significant effect on impulse buying. Furthermore, the visual merchandising variable has a significant effect on impulse buying. And the price discount variable does not have a significant effect on impulse buying. The result of the determination test was that the correlation coefficient (R) was 0.58, which means that each variable, namely hedonistic lifestyle (X1), visual merchandising (X2), and price discounts (X3) were interconnected with purchasing decisions (Y) by 58%. This means that a hedonistic lifestyle, visual merchandising and price discounts have contributed to impulse buying..

Langkah Praktis Menuju Persaingan Bisnis yang Lebih Sehat Melalui Digitalisasi UMKM Kelurahan Benda, Kota Tangerang

The aim of implementing community service in Benda sub-district is to support business actors in promoting SME products in Benda sub-district, Tangerang-Banten City. This activity began with a preparation and field survey stage, which involved direct discussions with the village administrators and village officials of Benda Subdistrict to identify the needs, opportunities and challenges faced by SME business actors. Next, the service team carries out the socialization and training stage, which includes five important aspects: (1) how to create attractive products, (2) choosing a strategic location, (3) practice of creating easy promotional content on social media, (4) distribution strategy products to reach customers, and (5) online marketing. This activity aims to produce SMEs in Benda sub-district, especially home-based businesses, who have an entrepreneurial spirit so they are able to create good marketing strategies. This research aims to optimize the application of digitalization to MSMEs in Benda Subdistrict, Tangerang City, in order to strengthen their position in increasingly dynamic business competition. Through Community Service with seminars and workshops held to provide motivation and marketing strategies as well as introduce digital technology in MSME business operations. The results show a significant increase in MSMEs' abilities and understanding of marketing strategies and the use of digital technology to face healthy competition.

Pengaruh Harga dan Promosi Live Straeming Penjualan Terhadap Perilaku Impulse Buying Pada Pembelian Produk di TikTok Shop

Online shopping platforms in Indonesia continue to develop with the help of many digital consumers. This requires innovation and good marketing strategies, especially in price and promotion. This research aims to review the influence of price and promotion variables on purchase intention on one of the digital platforms (TikTok Shop). Quantitative methods are used in this study, including data collection techniques, such as distributing questionnaires to 100 respondents. The data collected were then analyzed through multiple linear regression. This research proves that price has a positive but insignificant effect on the impulse buying behavior of TikTok Shop consumers. This means that even though the price is relatively cheap, TikTok Shop consumers are not interested in buying the product. Then, in the second hypothesis, the results showed that live-streaming promotions affect consumer impulse-buying behavior because impulse-buying behavior is driven by the desire to buy a product after the product is marketed through live-streaming. Therefore, live streaming affects impulse buying.

Analisis Pengurangan Produk Cacat pada Produksi Kerupuk Bawang dengan Metode Six Sigma pada UD. Rukun Jaya Pasuruan

Failed products are a challenge for business people in doing business. UD. Rukun Jaya produces food products, namely onion crackers. The problem encountered in this business is product defects resulting from the onion cracker production process which causes the average percentage of defective products for the period January - April 2024 to be 4.22% with a sigma value of 4.59. The type of defect that dominates is onion crackers, namely crushed onion crackers, unsold products, hard texture, and damaged packaging. This failure is actually trivial, but it can disappoint customers. This research aims to provide a solution in the hope of reducing the number of product defects produced using the six sigma and FMEA methods. This research produces information on the causes of defective product problems, dominated by the type of defect in broken or crushed crackers and unsold crackers. The type of defect in crushed keupuk products is dominated by suppliers and employees who are not careful when frying and shipping. Meanwhile, the product did not sell because the employees were not good at marketing and what was more, there was no good marketing strategy and the crackers sold were not diverse enough.

SUSTAINING THE MALAYSIAN MONARCHY’S HERITAGE: HOW SHOULD IT BE POSITIONED TO INTERNATIONAL TOURISTS?

Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study selects the Malaysian monarchy’s heritage as the research subject and positions strategy as a method to segment and profile international tourists to the said heritage. Respondents were surveyed in July and August 2022, at a museum in Malaysia. Using the Ward method, the clustering analysis identified three clusters, i.e., ‘the royal enthusiast’, ‘the apathetic tourists’, and ‘the inclined royalist’. The main benefits sought by respondents were ‘accessibility’, ‘quality of facilities’, and ‘an increase of knowledge’. Respondents viewed that there should be a focus on ‘representation of the monarchy’s heritage to the Malaysian people and identity’, highlighting that it is ‘a country with nine royal states’, and is therefore unique. Since positioning is about the intention to highlight strengths and distinctiveness in the marketplace, the Malaysian monarchy’s heritage should therefore be positioned in the minds of international tourists as ‘a rich heritage destination with nine royal states’, which is uniquely Malaysia. The clustering of tourists may enhance the consumption intention and achieve continuous sustainable strategic orientation in preserving the Malaysian monarchy’s heritage.

The Popularity of Korean 3ce Beauty Products for Female College Students - Take Wuhan Media College as an Example

With the development of the internet and global technology, multinational beauty products have also had a certain position in the Chinese market. The sales rate is also gradually rising. Korean beauty products have also won the love of Chinese consumers because of their fashionable design and good marketing strategy, and have caused a boom among female college students. The female college students of Wuhan Media College are a group of young and fashionable women, and they have become the ideal object of this study. The geographical location and economic development level of Wuhan as a city in central China are very good conditions for the development of Korean beauty products. This article aims to explore the phenomenon of female college students of Wuhan Media College pursuing Korean beauty brand 3ce, analyze consumer psychology, market positioning and marketing strategies, and understand the needs and behavior characteristics of female college students of Wuhan Media College for Korean beauty makeup through the collection and analysis of questionnaire survey data. The study found that the purchase of the Korean beauty brand 3ce by female college students of Wuhan Media College is mainly affected by social media marketing, product design and cost performance. The research results of this article have certain reference value for understanding the consumer psychology of young consumers and the following market trends.

Analysis of Factors Affecting the Income of Female Flower Traders in the Market Wangaya Flower Denpasar

Female's current involvement in the business sector is caused by economic uncertainty, rising prices, basic needs, and stagnation of family income. This phenomenon is the reason why women decide to work in the informal sector and must be able to divide their time, especially women in Bali. The purpose of this study is to analyze the factors that influence the income of female flower traders in Wangaya Flower Market, Denpasar, both simultaneously and partially. The data in this study entirely uses primary data obtained by distributing questionnaires to 67 respondents who were sampled for the study. The sample determination was made using a proportionate stratified random sampling technique. The analysis technique used is multiple linear regression analysis. The research results indicate that age, working hours, business capital, number of family dependents, and religious holidays simultaneously affect the income of female flower traders in Wangaya Flower Market, Denpasar. Partially, age, working hours, business capital, and the number of family dependents have a positive and significant impact on the income of female flower traders in Wangaya Flower Market, Denpasar and religious holidays income is higher on holidays compared to weekdays. Based on the research results, to increase income, it is recommended to increase working hours and business capital, prepare good marketing strategies, and provide more flower stock before those religious holidays.

Sosialisasi Kewirausahaan Pembuatan Telur Gulung Pada Siswa Kelas VI SDN 48 Kota Bengkulu

Entrepreneurship is creating something that adds value and makes a profit. This is done by an individual or group to manage a business. Entrepreneurship can be interpreted as encouraging entrepreneurial actors to take risks by being creative and adapting in the face of continuous changes in the future.This community service activity aims to inform class VI students of SDN 48 BENGKULU CITY about how to become successful and creative entrepreneurs to be able in this sophisticated era. This activity explains what entrepreneurship is, how to become a creative entrepreneur and how to create an initial concept for starting a business, examples of products to market, ways to make products, good marketing strategies. It is hoped that with this, students at SDN 48 KOTA BENGKULU will understand entrepreneurship better and be more interested in business so that in the future they can open successful businesses and help create jobs for local people.

REVIEW PAPER- “THE COCA COLA COMPANY: MARKETING STRATEGIES”

This project is focused on studying the various marketing strategies of Coca-Cola and the scenario of Indian soft drink industry in the 1990’s. Coca-Cola Co., the global soft drink industry leader controlled Indian soft drink industry till 1977. Because of this Coca-Cola backed and withdrew from the country. In the mean time, India’s two target soft drink producers have gotten rich. Who were controlling 80% of the Indian soft drink industry. The marketing strategies which were made by Coca-Cola company to win the Cola war in 1990s had been very successful as Coca-Cola company had a total market share of 48.3% in 1998. So, the Indian soft drink industry saw a dramatic change in the decade of 1990s. All the companies were trying to win the battle by making good marketing strategies.

Manajemen Supply pada Produk HNI-HPAI Halal Mart di Kabupaten Sambas Perspektif Ekonomi Islam

Islam is a religion that has a universal system that regulates good business and is in accordance with religion. Many companies are switching to an Islamic business system, called sharia economics. Currently, people really like the Islamic business system. Sharia-based companies include PT HPAI (Herbal Penawar al-Wahida Indonesia), which later became HNI-HPAI (Herba Penawar Al-Wahida Indonesia-Halal Network International). This research aims to determine the supporting and inhibiting factors for implementing supply management at the herbal HPAI halal mart in Sambas Regency. In this research, qualitative research was used. The data collection technique is carried out by means of interviews, then analyzed through data reduction, classifying the data, presenting the data and finally drawing conclusions. The data sources in this research consist of 2, namely primary data and secondary data. One of the supporting factors for carrying out herbal medicine supply management in Sambas Regency can involve operational efficiency, product quality and good marketing strategies. Meanwhile, inhibiting factors may include raw material supply instability, regulatory changes, or logistical constraints. The external supporting factor is that many people know the quality of HPAI products, so they are easy to sell because the prices are affordable. The internal inhibiting factor is not having its own way or rules to handle orders for lots of herbal products by consumers and delays in delivery of goods. These delays are due to an overload of goods to be sent by the expedition.

Marketing Strategy for KSPSS BMT Dana Mentari Muhammadiyah Purwokerto Student Savings Products

KSPPS BMT Dana Mentari Muhammadiyah Purwokerto is a financial institution that runs on a sharia system. The KSPPS BMT Dana Mentari Muhammadiyah company has many products, one of which is student savings. Every company, including financial companies, requires a marketing strategy, which is an important aspect to achieve targets. Marketing is a social and managerial process that involves individuals and groups getting what they need and want by creating, offering and exchanging valuable services with other parties. Marketing strategy is contained in four marketing mix positions, namely price strategy, promotion strategy, promotion strategy, place strategy and product strategy. To achieve marketing targets, you must consider the four marketing mixes. The method used in this research is qualitative with a descriptive analysis approach. The data collection techniques used were observation, interviews and documentation. The aim of this research is to find out the marketing strategy for KSPPS BMT Dana Mentari Muhammadiyah Purwokerto student savings. The results of this research show that KSPPS BMT Dana Mentari Muhammadiyah Purwokerto has a good marketing strategy for student savings products seen from qualified products, affordable prices, targeted promotions and strategic office locations. This is a factor in students using and choosing savings products at KSPPS BMT Dana Mentari Muhammadiyah Purwokerto.

Be Direct! Restaurant Social Media Posts to Drive Customer Engagement in Times of Crisis and Beyond

Restaurants were significantly shaken by the COVID-19 pandemic, which forced them to intensify their use of social media to communicate with customers. Our objective was to identify which digital marketing strategies generated higher customer engagement during the pandemic, according to variations in the intensity of sanitary restrictions. We manually extracted 639 Facebook posts by 16 restaurants in two Canadian cities (one in a metropolitan area, one in a peripheral region), and coded them according to type of verbal move, format (image, text), and emoji use. The engagement rate was two times higher for restaurants in the metropolitan area, which also used three times more emojis per post on average. The engagement rate was also five times higher for nationally branded restaurants than for independent restaurants. When the pandemic hit, restaurants started to use more text and more directive verbal moves to convey crucial and precise information to customers, notably about sanitary restrictions. Emojis and expressive verbal moves also helped increase customer engagement. While being direct was more efficient in times of crisis, directive verbal moves continued to be used after most sanitary restrictions were lifted. Being direct, thus, appears to be a good digital marketing strategy in the “new normal”.

Strategi Pemasaran dalam Meningkatkan Daya Saing Usaha Keripik Usus Mardha Desa Badrain Kecamatan Narmada Kabupaten Lombok Barat

The background of this research is the existence of sharp competition between companies, both because of the increasing number of competitors, increasing product volume and rapidly increasing technological developments. This forces companies to pay attention and know what kind of marketing strategy is implemented by the company. The focus is this study was to describe the implementation of the marketing strategy of the intestine Mardha Chips Business in increasing competitiveness and the impact of the marketing strategy implementation by the intestine Mardha Chips Business. This study used qualitative descriptive type approach. Data collection methods used were observation, interview and documentation methods. The results of this study indicate that (1) Mardha Intenstinal Chips Business used a good marketing strategy, namely by conducting market segmentation, target market, market position and marketing mix which includes product strategy, price strategy, location and distribution strategy, and promotion strategy; (2) The marketing strategy implemented by Mardha intestine Chips Business has had positive impacts including increasing sales, adding value to the family economy, prodiving satisfaction to consumers with quality product and affordable prices and expanding market share.

Strategi Komunikasi Pemasaran Hotel dalam Meningkatkan Angka Okupansi: Studi Kasus Hotel Yasmin Karawaci Pasca pandemi Covid-19

Life after the Covid-19 pandemic has started since the middle of 2022. The impact of the Covid-19 pandemic has brought losses to business people, one of which is hotel services, which can be said to be the first to be affected by the Covid-19 pandemic and experience delays in recovering it. This research aims to find out the marketing communication strategy carried out by Hotel Yasmin Karawaci in increasing the occupancy rate after the Covid-19 pandemic. Having been used as a quarantine place for Covid-19 isolation patients for 2 years, the Yasmin Karawaci Hotel had to rise again to increase hotel occupancy rates and convince guests and potential guests that the hotel was free from the spread of Covid-19. To explain this situation, researchers use qualitative methods. The results obtained are that Yasmin Karawaci Hotel has carried out a good and effective marketing communication strategy in increasing hotel occupancy rates which refers to the "marketing communication mix". By implementing this strategy to attract guests and potential guests who want to stay at the hotel, it is evident that the number of guests has increased gradually. To overcome the obstacles experienced in implementing the post-pandemic Covid-19 marketing communication strategy, Hotel Yasmin Karawaci always conducts evaluations with hotel staff and employees.