Online Marketing Strategies Research Articles

PENGARUH SENI KALIGRAFI DALAM MENUMBUHKAN KEMANDIRIAN FINANSIAL BAGI MAHASISWA

The art of calligraphy plays a significant role in fostering financial independence among students. Through intensive practice and meticulous attention to detail, this art form strengthens skills such as precision, patience, and creativity, crucial for personal financial management. This article explores how calligraphy can serve as an effective educational tool to enhance students' understanding of the importance of discipline, planning, and financial stewardship. Implementing calligraphy practices within higher education enriches visual culture and positively influences students' attitudes toward financial autonomy and responsibility. The method used in this research is qualitative, where the researcher collected data through online interviews and observations with informants. Additionally, the researcher referenced various theories from literature reviews such as scientific journals, books, and reliable information. The research findings indicate that the marketing strategy employed towards the informants involved online marketing strategies, including platforms like Facebook, Instagram, and WhatsApp. Through these strategies, they experienced increased sales. Furthermore, the informants implemented changes in product quality and sales services to ensure customer comfort and loyalty.

Research on Marketing Strategies for Optimizing Entertainment Products Using the Internet

Abstract: The rapid development of science and technology has profoundly altered the way people live and consume. As a significant aspect of cultural consumption, the marketing approach to entertainment products has undergone a profound transformation in response to the Internet. The traditional marketing of entertainment products is mainly reliant on the use of television advertisements, newspaper publicity, and other offline activities. Though these methods have achieved notable results over time, their reach and marketing power are constrained, making it challenging to meet the diverse and personalized needs of todays consumers. The paper aims to explore the potential of the Internet and online media to enhance product marketing strategies in the entertainment industry in the digital age. Through a comprehensive analysis of literature reviews, case studies and data studies, this paper explores the concept and current status of online marketing, as well as the application of online marketing in entertainment industries such as movies, music and games, and how existing data analysis can be used to help the modern entertainment industry optimize its existing online marketing strategies. The results show that by rationally applying online marketing strategies and adapting them to local conditions, not only can audience and user engagement be increased, but sales performance and brand image can also be significantly improved.

Omnichannel Based Integrated Marketing Communication At Tripatria Innovation Marketing Program

This study explores the application of an Integrated Marketing Communication (IMC)-based omnichannel approach in Tripatria's Innovation Marketing Program. This program aimed to increase brand awareness and consumer trust through an integrated online marketing strategy. The program, conducted over six months, successfully engaged general consumers and healthcare professionals, leading to increased interactions on social media and product purchases. The findings highlight the significant impact of a well-executed omnichannel strategy on consumer behavior and brand perception and emphasize the need for continuous innovation and adaptation in marketing strategies to remain competitive in the dynamic healthcare market. Future research should investigate the long-term effects of such marketing programs on customer loyalty and retention.

Improving SME Performance Through the Utilization of Usable Digital Technology in the Gunung Kawi Area, Wonosari, Malang

The development of digital technology has changed the way society consumes information and makes decisions, including in the tourism sector and other related fields, including small and medium enterprises (SMEs) around the tourist areas. The Mount Kawi area, known for its religious tourism, natural beauty, and cultural heritage, seems to continue to attract visitors even though it has not fully recovered as it was before the Covid-19 pandemic. This also impacts the development of the performance of existing SMEs. This community service aims to introduce user-friendly digital marketing technology to small and medium enterprises (SMEs), so they do not have to rely solely on the local market. The approach used is the initiation model, which involves stages of introduction, demonstration, evaluation, improvement, and reinforcement. The participants of the event consisted of 20 SMEs, ranging from batik to various types of food. The instruments for success used are observation sheets and portfolios. The results of the activities show an increase in digital knowledge among SMEs, particularly in utilizing social media for product content that supports online marketing strategies, as well as the ability to create content and operate digital technology based on market feasibility. The recommendation from this community service activity is the need for assistance in certifying their products to enhance consumer trust.

MENINGKATKAN PENJUALAN UMKM MELALUI STRATEGI PEMASARAN ONLINE YANG EFEKTIF

This service aims to explore the potential of online marketing strategies in increasing sales of Micro, Small and Medium Enterprises (MSMEs) in Indonesia, with a focus on MSMEs that have not yet run online marketing. Although digital technology has developed rapidly, many MSMEs still do not maximize the potential of online marketing. The service method used is the community education method with MSME owners who have not run online marketing which will be carried out on February 19, 2024, precisely in Sukamukti Village, Bojongmangu District, Bekasi Regency to understand their challenges and needs in dealing with online marketing strategies. This service has a positive impact on understanding the barriers faced by MSMEs in starting online marketing, as well as their views on its potential and benefits. However, there is a need for support and mentoring for MSMEs that have not yet embarked on online marketing, as well as the importance of providing appropriate resources and training.

Technology innovation to improve SMEs sustainability

Purpose This study aims to analyze the determinants of small and medium enterprise (SME) sustainability through online marketing technology innovation. Design/methodology/approach The study was conducted through a survey in Siak Regency and Dumai City, Riau Province, Indonesia. The study population is small entrepreneurs doing online marketing. The determination of this survey area is by considering: the use of online marketing technology in this area is relatively more developed than other regions; Siak Regency and Dumai City are very prospective to be used as small business development areas based on online marketing; and the sample was determined by purposive random sampling with the criteria of small entrepreneurs who have tried to do online marketing for at least six months. Based on these criteria, there are 301 small entrepreneurs who conduct online marketing as a sample. Findings The sustainability of SMEs is directly and indirectly influenced by government support, human resource quality, innovation costs, economic conditions and business partners through online marketing technology innovations. Online marketing strategy through targeting, segmentation and positioning marketing strategies. Implementation of online marketing technology innovation models: increased government support; improvement of human resources; provision of innovation cost allocation; government policies in maintaining economic stability; and increase in business partners. Research limitations/implications Limited access to data can limit the interpretation of correlations between the variables studied. This limitation is because the available data is limited to certain periods and certain geographical regions. In addition, research time constraints limit the ability to conduct more in-depth interviews and obtain additional data relevant to the topic being studied. Practical implications Practical implications: 1) Targeting marketing strategy is a staged strategy to select a target market. The target market for SME products is intermediary consumers (agents) and end consumers; 2) Segmenting marketing strategy is a stage strategy to determine market segments. The market segment of SME products is based on consumer characteristics, namely, the local market and markets outside the region. SME product market segments based on consumer response characteristics, namely, market segments based on product benefits and consumer loyalty; 3) Positioning marketing strategy is a strategy for the development stage of each product detail placement and the development of a 4P mix strategy, namely, product, price, place and promotion. Social implications The implementation of this research policy is: increased government support in facilitating online marketing; increased human resources in online marketing; provision of cost allocation of innovation in online marketing; government policy in maintaining economic stability; and increased business partners in online marketing. Model implementation requires mentoring and training through cooperation with business partners. Originality/value The sustainability of SMEs requires online marketing technology innovation. These findings can help provide an alternative solution to the weak resources of SMEs. With the discovery of the determining factor for the sustainability of SMEs, it can accelerate the SME digitalization program.

Analisis Pengaruh Program Flash Sale dan Discount Terhadap Impulsive Buying pada Generasi Milenial Pengguna Shopee

The ease with which people can access the internet and the increasing affordability of smartphones to the lower and middle classes have enabled digital technology to capture a large market share. This is demonstrated by the increasing number of unicorn startups in Indonesia, such as Shopee. Shopee is very active in utilizing online marketing strategies, especially in carrying out promotions in the form of flash sales and discounts to attract the attention of Shopee users. This research aims to evaluate the effect of flash and discount programs on impulsive buying among the millennial generation of Shopee users. The research method uses SPSS 23 analysis with a population of residents in Bumi Mutiara Indah. A sample of 86 respondents was taken using the Slovin formula (10% error rate). The research results show that flash sale and discount programs significantly influence impulse purchases.

Enhancing Environmental Awareness Among Entrepreneurs and Digital-Based Marketing Mechanisms for MSME Products

Environmental awareness among MSME actors in the Dauh Puri Kangin Village area is important to consider as it can positively impact the environment and public health. Here are some key points regarding the environmental awareness of MSME actors: 1. Applying business environmental ethics can reduce the negative impact of MSME production and create business sustainability. 2. Understanding and awareness among MSME actors are necessary for waste management. 3. The government needs to assist MSMEs by facilitating waste management, such as ensuring the operation of wastewater treatment facilities. In addition to environmental awareness, MSME actors also need to pay attention to other issues, such as limited business capital, licensing problems, financial management, lack of product innovation, and difficulties in business development. Digital marketing mechanisms for MSMEs in the Dauh Puri Kangin Village area can be implemented using digital technology and online platforms to achieve marketing goals. Some digital marketing strategies that MSMEs can adopt include: 1. MSMEs can create their own sales website to design the layout, ambience, product catalogue, and promotions. The website should be mobile-friendly for easy access via smartphones. 2. MSMEs can leverage social media as a promotional tool for sales. They can create special groups on platforms like WhatsApp and Line to send product catalogues to loyal customers. 3. MSMEs can collaborate with marketplaces to sell their products. Marketplaces like Shopee and Tokopedia provide security for MSMEs regarding payments. 4. MSMEs can implement email marketing as an online marketing strategy. 5. MSMEs can provide responsive and effective customer service through digital channels such as email, social media, and online chat. Important principles in digital marketing include understanding the target market and consumer behaviour in the digital space, identifying digital platforms that align with the target audience, and analyzing data to measure marketing performance.

PERSEPSI PELAKU UMKM INDUSTRI FURNITURE DALAM MENINGKATKAN DAYA SAING USAHA DI ERA DIGITAL (Studi Kasus Pada Pelaku UMKM di Kota Tangerang Selatan)

This study aims to explore the perceptions of small and medium-sized enterprises (SMEs) in the furniture industry regarding enhancing business competitiveness in the digital era (a case study of SMEs in South Tangerang City). This research employs a qualitative method to gain in-depth understanding through data collection techniques including observation, documentation, and interviews, using a semi-structured interview format based on a predetermined interview guide with several informants from the furniture industry SMEs in South Tangerang City. The analysis of the interviews revealed that the strategies employed to improve competitiveness in the digital era focus on maintaining product quality, utilizing social media and e-commerce, and building good relationships with customers. Although some business actors have started using digital platforms, many still rely on traditional methods. Challenges such as price competition and the impact of political situations are also faced, but these are addressed through innovation, product differentiation, and strategic adaptation. While there have been efforts to leverage digital opportunities, there remains room for further development in the use of technology and more effective online marketing strategies.

Analyzing The Impact of Online Marketing on Students' Purchase Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia

The study was driven by the growing trend of online shopping among students and the need to understand how digital marketing strategies impact their purchasing decisions on e-commerce platforms like Shopee. This research aims to evaluate the influence of online marketing on the purchasing decisions of students at STIE Latifah Mubarokiyah Suryalaya, in Tasikmalaya, Indonesia, specifically using the Shopee platform. Online marketing facilitates the transaction of goods and services via the Internet, providing the convenience of shopping without time and space constraints and allowing consumers to select products based on their preferences. The study employs a descriptive quantitative approach, involving 77 respondents selected through purposive random sampling. Data collection includes both primary and secondary sources, which are analyzed using simple regression, correlation analysis, determination analysis, and hypothesis testing. The findings reveal that online marketing strategies significantly influence students' purchasing behaviour on e-commerce platforms, with a correlation coefficient of 0.694 and a determination coefficient of 48.1%. This indicates that nearly half of the variability in student purchase decisions can be attributed to online marketing strategies. Moreover, the study offers new insights into how specific online marketing tactics, such as targeted advertisements and social media promotions, uniquely influence student preferences and purchasing patterns. These findings highlight the importance of personalized marketing approaches in shaping consumer behaviour. The study also suggests that further research should explore additional factors influencing consumer behaviour in e-commerce to achieve a more comprehensive understanding.

Empowerment of Bamboo Weaving Crafts by Women Farmers Group Dana Mertha Mesari, Kayubihi Village

Bamboo woven craft artisans in Kayubihi Village, especially Banjar Bangklet-Kayang, come from mothers, especially those who work as farmers. The problems faced by partners include: 1) Bookkeeping is still done conventionally so that it is less effective and efficient; 2) Distribution and marketing of products are carried out traditionally so that the scope of the product market share is still minimal; 3) the availability of facilities and infrastructure, raw materials, and auxiliary materials has reached the end of its economic life. The solutions offered to this problem are 1) Financial Transaction Recording Training and Provision of a Digitalized Financial Recording System; 2) Provision of a Website as a Form of Marketing Strategy and Online Marketing Strategy Training; 3) Provision of Production Supporting Facilities and Infrastructure.

Pengaruh Pemasaran Konten Instagram Akun @Sodfestival terhadap Minat Membeli Tiket Festival Musik “Sound of Downtown”

This study aims to analyze the influence of Instagram content marketing on ticket purchase interest at the Sounds of Downtown (SoD) music festival. The method used is a quantitative approach with data collection through questionnaires to 100 respondents, who are followers of the Instagram account @sodfestival aged 15-26 years. The data analysis technique uses the Pearson Product Moment correlation test, T test, and F test. The results of the study indicate that there is a positive and significant relationship between Instagram content marketing and purchase interest (r = 0.918, p <0.05). In addition, Instagram content marketing has a significant effect on purchase interest with a determination coefficient of 84.2%, indicating that this variable is able to explain most of the variation in purchase interest. The results of the T test (t = 22.864, p <0.05) and F test (F = 522.764, p <0.05) support that Instagram content marketing has a significant effect on ticket purchase interest. Thus, content marketing through Instagram has proven to be an effective strategy in increasing consumer purchase interest at the Sounds of Downtown music festival. Keywords: Engagement, Music Festival, Instagram, Online Questionnaire, Purchase Interest, Internet Users, Online Marketing Strategy

Strategi Pemasaran Produk pada Toko Riska Bagstore Gampong Padang Sakti Kecamatan Muara Satu Kota Lhokseumawe

The Riska Bagstore shop, which started as an online shop in 2014 and has now developed into a physical shop, offers various products with a target market of female students and mothers. They implement offline marketing strategies via billboards and online via TikTok and WhatsApp. However, they face problems such as lack of market understanding, suboptimal stock management, and less neat product arrangement. With annual revenue of IDR 769,819,000 and monthly fluctuations, improvements in market strategy, stock management and product arrangement are needed to improve store performance. Price competition will be a consideration for consumers/customers. This research aims to analyze what strategies are carried out by TokoRiska Bagstore and what obstacles are experienced in marketing products at TokoRiska Bagstoe. This research uses a descriptive qualitative approach. Data collection techniques use interview, observation and documentation methods. Based on the research results and discussions that have been studied, the researcher concludes that the research strategy results show that the marketing strategy at the Riska Bagstore store is an offline and online marketing strategy. The offline marketing strategy carried out by the Riska Bagstore store is in the form of personal selling, by offering products directly to consumers who come directly to the store. Meanwhile, the online marketing carried out by the Riska Bagstore store is by using social media, namely in the form of Tiktok, by making videos and explaining the information clearly so that consumers can immediately see what is being promoted by the Riska Bagstore store.

Identifying and Prioritizing the Factors Affecting Online Marketing Strategies Based on Competitive Intelligence in Iraqi Telecommunication Companies

The business climate is changing quickly and continuously these days due to the advancement of technology and the expansion of global trade. Accordingly, businesses have had to modify their marketing plans to fit this new environment in order to stay competitive, and E-marketing has become a popular alternative. In order to accomplish this, the study will look into the variables influencing internet marketing tactics in the Iraqi telecom sector and rank them according to competitive intelligence. In-depth, semi-structured interviews with 12 academic specialists and marketing managers from Iraqi telecommunications companies were also conducted as part of this study to determine the fundamental elements of competitive intelligence and important internal and external factors influencing online marketing strategies. The researchers employed the Analytic Hierarchy Process (AHP) technique to rank the most important variables identified by the quantitative analysis. The strategic standing of competitors is determined to be the most important external component in internet marketing strategies, based on study findings and expert opinions. Perceived product quality is the most significant internal component of online marketing strategy, according to experts. The most significant sub-criterion in the "competitive intelligence" criterion is "technological intelligence," out of the five sub-criteria. However, the research yields significant information that telecommunication firms in Iraq may utilize to improve their decision-making procedures, allocate resources optimally, and create online marketing strategies that are competitive environment-responsive.

Pemanfaatan Shopee sebagai Toko Online untuk Meningkatkan Pangsa Pasar Produk UMKM di Desa Plelen

The minimal use of technology in marketing products from small business actors in Plelen Village has an impact on the branding of the product which is less well known and the sales turnover is not optimal. The purpose of this activity is to increase the understanding and skills of small business actors about online marketing strategies, increase the reach of marketing areas, and increase sales turnover. The methods used were interviews, observations, lectures, discussions, practices and evaluation of activities and involved 34 MSME business actors in Plelen Village. The results of this activity show that MSME business actors are very enthusiastic about participating in the training because they have just received training to develop their business for the first time and have begun to switch to online media in marketing their products. This activity ran well and smoothly, it is hoped that after participating in this activity participants can increase sales turnover and market their products more widely.

Social Media Virality: Reaching the Tipping Point

Social media virality has become a key factor in determining how far to extend social media marketing and digital promotion campaigns. The point at which content transitions to viral spread underpins promotion-level decisions. We employ a logistic equation to identify tipping point decisions for viral content online promotions in given contexts. We consider case studies indicative of viral content on social media following a traditional S-curve when examined in a single domain. Our study contributes to understanding the decision mechanics of reaching a tipping point in a manner that reflects the concerns of digital marketers and online marketing strategies generally. We also see our approach to determining this point as furthering social media research in an area of growing importance and assessing how viral content can be managed.

Self-interest or ethic: Consumer segmentation for purchasing agricultural products online based on attitude in China

This paper aims to segment online consumers based on their attitude toward self-interest and ethical attitudes and explore the impact of these attitudes on the purchasing behavior of agricultural products online in China. The study was conducted using 633 online survey responses from consumers who have purchased agricultural products online in China. First, to validate the relationship between attitude and behavior by structural equation modeling. Next, the number of segments was determined using K-means. Finally, Pearson Chi-square difference tests were performed to analyze demographic and behavioral variables and identify each segment’s characteristics. The results of this study provide a segmentation analysis of the online market for agricultural products in China. The four segments identified are pure ethical consumers, information communicators, brand-quality pursuers, and well-heeled shoppers. Additionally, this study reveals the characteristics of each segment based on demographic and behavioral variables. This study provides a novel approach to segmenting Chinese consumers who purchase agricultural products online based on their attitudes toward self-interest and ethical attitudes, aiming to understand the impact of these attitudes on their purchasing behavior. Moreover, from an ethical consumerism perspective, it explores the effect of ethical information on purchasing agricultural products online, highlighting its significant implications for online marketing strategies.

Pendampingan Pemasaran Digital Branding Kampung Malon

This Community Service Program aims to provide digital marketing and branding assistance to Kampung Malon, a local community with tourism potential and superior products. Through this assistance, it is hoped that the local community can utilize digital technology to enhance the promotion and visibility of Kampung Malon. The mentoring method involves direct training and guidance to the residents of Kampung Malon regarding the concepts of digital marketing and effective branding techniques. Practical steps such as creating digital content, managing social media, and implementing online marketing strategies will be taught and applied together with the local community. In addition, this program will also assist in building the brand identity of Kampung Malon, focusing on local values, product uniqueness, and tourism attractions. Through the active involvement of residents, it is expected that the positive image of Kampung Malon can be strengthened, inviting tourist interest and supporting local economic growth. The results of this assistance will be evaluated periodically to measure its impact on increasing tourist visits, local product sales, and community participation in digital marketing activities. The conclusion of this program will provide insights into the effectiveness of digital marketing and branding strategies in the context of local communities like Kampung Malon. Thus, it is hoped that this program can become a model that can be adopted by similar communities in various regions to enhance their economic and tourism potential through the utilization of digital technology

Penerapan Strategi Pemasaran untuk Meningkatkan Penjualan Mobil Bekas di Heaven Motor

Purpose: The aim of this research is to analyze the marketing strategies that have been implemented at Heaven Motor Company and which strategies can provide the highest sales contribution. Research methodology: This research was conducted at the Heaven Motor Showroom on Jalan Cokroaminoto 327b, Denpasar, Bali. This study is a descriptive study with a qualitative approach. Data were obtained through interviews, observations, and documentation. The analysis process in this research was divided into three stages: data reduction, data presentation, and drawing conclusions. Results: Heaven Motor chose the right strategy to market the cars they sell. The management of customer base data has a very high potential to obtain new customers. Limitations: Sales are limited to units in which the number of sales is not calculated from the amount of money obtained from total unit sales. This research focuses only on marketing strategy and does not include other factors, such as marketing mix, as a factor that influences sales. Contribution: This study contributes to showrooms that have not implemented online marketing strategies, especially following up on customers who have already come to the showroom.

Pembinaan Optimalisasi Peran Perempuan Desa dalam Literasi Inovasi Digital Marketing Guna Menjaga Keberlangsungan Usaha di Desa Kelungkung

The main purpose of this community empowerment activity is to provide guidance on optimising the role of village women in digital marketing innovation literacy to maintain business sustainability in Kelungkung Village. The methods used in this community service activity are tutorial methods, mentoring methods, discussion methods and evaluation. The results achieved from this activity are: (1) The enthusiasm of the PKK of Kelungkung Village for digital marketing innovation literacy activities with various conditions of limited time and age, (2) Can understand and practice how to create a market place account to do online marketing, (3) Can understand material about online marketing strategies, (4) Able to plan a digital marketing business, (5) Able to compile small business performance evaluation management.