Online Marketing Strategies Research Articles

The role of Digital Marketing as an Online marketing strategy for Micro, Small, and Medium Enterprises (UMKM) based on Islamic Sharia in Teluk Pinang Village, Ciawi District

Digital marketing is a combination of all marketing activities carried out through electronic media and the internet. Some of the digital marketing activities include SEO, SEM, social media marketing, email marketing, content marketing and more. Facebook Instagram with the advent of the Internet in the 1990s, digital marketing has become widespread on the internet through marketplaces or social networks such as Facebook, Tiktok and Instagram. The purpose of this study is to explain the impact of digital marketing and digital marketing expertise, especially with social media access, to increase sales and profits for small and medium enterprises (MSMEs) in Telukpinang Village. The research approach used consisted of a qualitative method using a triangulation model that combined in-depth interviews and observations with the chairman of the Teluk Pinang village MSME Forum, Bunda Wilis Sugiarti, and several MSME stakeholders in the forum discussing the economic situation of MSME stakeholders after the COVID-19 pandemic and several MSME marketing strategies in Teluk Pinang village: based on the results of the study, one of the challenges experienced by some MSME business actors is Product Marketing. After the implementation of extensive social restrictions (PSBB) and community activity restrictions (PPKM) in 2021 is still ongoing, agents are trying various ways to market their products to keep their business running. Therefore, these MSMEs need to be educated about the importance of using digital marketing to improve their marketing system. Thus, MSMEs can expand the scope of their business objectives and show better sales activity. Digital marketing makes it easy for MSME players to provide information, interact directly with consumers, increase understanding of digital marketing strategies, and increase MSME awareness.

Peningkatan Teknik Pounding Terinspirasi Happa-Zome dalam Kegiatan Pembuatan Tekstil Ramah Lingkungan di PPSA “Taruna Yodha” Sukoharjo

This community service is carried out with the participation of PPSA (orphanage) Taruna Yodha in Sukoharjo, Central Java. By creating textile products, the activity that incorporates an eco-friendly production process inspired by the Japanese Happa-zome technique (manual leaf-printing decoration technique) is chosen and improved to motivate environmental awareness while strengthening the entrepreneurial capacity of the beneficiaries. The service program is conducted by (in)direct presentation and mentoring, a participatory and iterative process from the beginning to the end. Within the program, design survey activity in the form of exploring nature's potential involves introducing the surrounding natural environment while collecting leaf material. The results are; (1) Providing environmental awareness for beneficiaries through textile-making, (2) the Happa-zome technique for interior textile product development, (3) creating an Entrepreneurial program including story-making and online marketing strategy

Reappraising the roles of review valence and conflict in online relationships

The present work addresses the influence of review valence on consumers’ perceived relationship with a firm and identifies the causes of such influence and the underlying process. Based on social exchange theory and signal theory, the authors identify how conflict is pivotal in connecting review valence and consumers’ perceived relational benefits and trust. The authors use Qualtrics survey data in three experimental studies to examine how review valence indirectly impacts consumers’ perceived trust and benefits. The results indicate that conflict is a moderator between review valence and perceived benefits and trust, and the magnitude of the indirect effect of valence varies according to the different levels of a perceived partner’s commitment to the relationship. These findings provide incremental theoretical implications for relationship marketing in online contexts and have managerial relevance for online marketing strategies.

Fostering Community Engagement and Growth in Arts Programs: Insights and Practical Strategies for Educators (A Case Study of West Virginia University's Community Music Program)

In this interview Eftihia Arkoudis highlights the importance of integrating social media into community arts programs, using West Virginia University's Community Music Program (CMP) as an example. It discusses the online marketing strategy employed by the CMP, emphasizing the use of social media platforms to increase brand awareness and reach new audiences. The article also explores the significance of meaningful engagement and community development within the program, focusing on providing high-quality education, showcasing success stories, and fostering collaborations. It addresses the implications for educators, emphasizing the need to respect parental preferences and establish a balanced approach to social media usage. The article further emphasizes the importance of cultivating inclusive music education and collaborative approaches to expand the impact of arts initiatives. It provides practical solutions for navigating challenges in the arts, such as funding and student engagement. The article concludes by 1) highlighting the importance of fostering creative entrepreneurship in community arts programs and higher education, encouraging experimentation, mentorship, and interdisciplinary collaboration, and providing resources for business and financial management, and 2) offering entrepreneurship and leadership takeaways for Community Music Program Directors. Overall, the article serves as a valuable guide for educators looking to build and expand community arts programs, drawing inspiration from the experiences and success of the CMP.

Pengembangan Digital Marketing Dalam Meningkatkan Kinerja Bisnis Bagi Pelaku Usaha Batik Baduta Kelurahan Tanggung Kecamatan Kepanjen Kidul Kota Blitar

Baduta batik Blitar is an MSME that sells batik handicraft products. Barik itself is a work of a nation that is well known abroad. The batik craft center itself is a cultural tour that is visited by many domestic and foreign tourists. Almost every region in Indonesia has batik craft centers, especially in Java and its surroundings. UMKM Batik Baduta Blitar has been built since 2009, but UMKM Baduta has obstacles in carrying out digital marketing, which causes Batik Baduta Blitar customers to complain about the lack of information from Batik Baduta Blitar writing on Batik Baduta Blitar's social media. The application of digital marketing is carried out with the stages of literacy, training and development then application of programs that are in accordance with the conditions of the Baduta batik group. The results of this study are that with this problem the solution that can be applied is to create an online marketing strategy that includes digital marketing strategies, social media content, and copy writing. The existence of this online marketing strategy can make Batik Baduta Blitar MSMEs able to carry out marketing effectively and efficiently.

SOCIAL NETWORKS AS A MODERN TOOL IN CAREER GUIDANCE COUNSELING WITH FUTURE APPLICANTS OF THE INFORMATION SECTOR

<p><strong><em>The purpose</em></strong><em> of the study is to highlight the role of social networks as one of the modern means of career guidance work in higher education institutions, which allows to effectively acquaint applicants with the prospects of majors, presenting them with all important and relevant information.</em></p><p><strong><em>Research methodology. </em></strong><em>During the research, the following methods were used: descriptive (to specify the theoretical foundations of the work); analysis and synthesis, structural (for generalization and systematization of the obtained data).</em><em></em></p><p><strong><em>Results</em></strong><em>. It is emphasized that social networks in career guidance work are a popular element of the modern information space, a high-quality tool for establishing a connection between universities and future applicants, as well as a platform for joint activities for the purpose of consulting, searching and informing. It has been established that the use of social networks will allow to significantly expand the reach of the target audience, apply online marketing strategies to promote the offer, and adapt the form and content of career guidance materials to its characteristics. The Facebook and Instagram community «MediaBiznes#MBKNUCaA» of the specialty «Information, library and archival business», which was created at the department of «Event management and social communications» of the separate division «Mykolaiv branch of the Kyiv National University of Culture and Arts» for the rapid dissemination of information among teachers of the department, students, exchange of files, video and audio materials of an educational and scientific nature and involvement of future entrants in the field of information activities. The possibilities of social networks represent, in our opinion, the basis of an effective strategy for the development of modern educational systems in general, will enrich and expand information about the future specialty, will significantly deepen the horizons of future applicants who will purposefully choose information activities.</em></p><p><strong><em>Novelty</em></strong><em>. The novelty of the obtained results is due to the fact that, despite the active interest of the scientific community in the use of social networks as a modern tool in career guidance work with future entrants of the information field, there are no serious generalization works.</em></p><p><strong><em>Practical meaning. </em></strong><em>The results of the research can be used during the implementation of tools in career guidance activities in institutions of higher education.</em><em></em></p><p><strong><em>Key words: </em></strong><em>social networks, career guidance, higher education, entrants in the field of information activities, professional choice, advertising support.</em></p>

PARE CHIPS BUSINESS TRAINING: Increasing Competitiveness in the Digital Age

Small and medium enterprises (SMEs) in the pare chips sector have great potential to support the local economy. However, challenges in the rapidly developing digital era require understanding and adaptation of appropriate business strategies. Therefore, this service activity aims to provide business training to SME owners of bitter melon chips in order to optimize their business competitiveness in the digital era. The main purpose of this community service activity is to increase the understanding and skills of UKM owners of bitter melon chips in dealing with the digital era. We strive to provide participants with a better understanding of leveraging digital platforms, online marketing strategies, technology-based business management, and using digital tools to increase productivity. The implementation of this activity involves several methods including presentation of entrepreneurial material, question and answer, practice and guidance. The results of this activity include increasing the understanding and skills of SME chips pare owners in implementing business strategies in the digital era. They are able to leverage social media, increase online visibility, manage inventory more efficiently, and increase their business productivity. In addition, the collaboration between the UKM owners of bitter melon chips that was established during this activity allows for the exchange of experiences and learning between people. Some of the participants even reported a significant increase in their sales after taking this training.

Inducing consumers’ self-disclosure through the fit between Chatbot’s interaction styles and regulatory focus

With rising concerns among consumers over the sharing of personal information in the digital era, it is increasingly difficult to collect abundant and timely consumer data for modern online marketing practices. This paper suggests that well-designed AI agents (e.g. chatbots) can play a vital role in online marketing strategy by enhancing consumers’ willingness to self-disclosure personal information. More specifically, based on the stereotype content model (SCM) and regulatory focus theory, we examined how the interaction effect between the chatbot interaction style and individual regulatory focus influences consumers’ willingness to self-disclosure. The results from four studies (N = 1075) indicate that chatbots with warm interaction styles lead to a stronger willingness to self-disclosure for promotion-focused consumers than those who are prevention-focused, while chatbots with a competent interaction style lead to a stronger willingness to self-disclosure for prevention-focused consumers than those who are promotion-focused. Further, consumers’ trust in chatbots acts as a psychological mechanism in the disclosure induction process. This paper contributes to AI agent-related research by providing insights into how to enhance the positive effect of consumer-chatbot interaction and by offering suggestions for future research.

Generation Y’s behavioural usage of small businesses’ retail websites: gender difference

Purpose To better understand continuities and changes in consumer behaviour, it is also important to examine the original antecedents of unified theory of acceptance and use of technology 2 (UTAUT2). Studying Generation Y is crucial for developing competitive online marketing strategies, as Generation Y plays a substantial role in online purchases. Therefore, this study aims to examine the actual use of small business websites based on the UTAUT2 among Generation Y. Design/methodology/approach A total of 375 valid questionnaires were collected via a systematic sampling among Generation Y in Canada. All participants in the study had at least a high school education, were internet and computer literate, and had purchased a good/service from the retail websites of Canadian small businesses. Findings The results show performance expectancy, hedonic motivation, social influence and habit have significant effects on behavioural intentions. The habit and behavioural intentions also have significant effects on actual usage of small businesses’ retail websites. Additionally, this study supported the significant difference between male and female UTAUT2 models. Practical implications The study examines how small retail businesses can attract and retain Generation Y customers by improving their website’s performance. Performance expectancy, hedonic motivation and social influence are significant factors in determining behavioral intention. Small businesses can enhance their website usability, design and content to increase customer satisfaction and loyalty. Hedonic motivation is crucial for Generation Y customers, who seek pleasure and excitement when visiting websites. Social influence is crucial for male customers, whereas performance expectancy, hedonic motivation and habit are more important for female customers. The study also suggests that Canadian governments should encourage online purchasing to increase the usage of small retail business websites. Originality/value This study provided few valuable insights into small businesses’ retail websites behavioural intentions and actual usage between males and females in Canada.

ONLINE MARKETING STRATEGIES OF SMALL BUSINESS ENTERPRISE IN TAGUIG CITY TOWARDS A MODEL FOR COMPETITIVE ADVANTAGE

This study aimed to explore the online marketing strategies employed by small business enterprises in Taguig City towards a model for achieving a competitive advantage in the digital marketplace. The introduction provides a background of the study, the problem statement, the research objectives, and the research questions. The study employs a survey where the selected one hundred fifty-eight (158) respondents from Barangay Upper fifty-three (53), Central fifty-three (53), and New Lower Bicutan as the lowest number of respondents with fifty-two (52) using the purposive sampling method as the online seller subjected of this research study as samples for some purpose. Individuals for selected small business enterprises under this study were chosen as samples, thus representative of the overall population of business enterprises in Taguig City to identify the most common online marketing strategies used by small businesses. The qualitative method involves a deeper understanding of the challenges and opportunities faced in implementing these strategies.

Implementation of Online Marketing Strategies in Apen Grocery Shops as A Solution to Facing Competition and The Covid-19 Pandemic Crisis

Background: Marketplace make it very easy for customers to meet their needs besides that, it is also a means for SMEs to be able to survive facing competition and the Covid 19 pandemic crisis, so this is one of the challenges for sellers who sell offline. An example of offline sales is traditional market traders. This community service (public servant) was carried out at one of the basic food shops located in traditional markets, namely Apen Groceries. Apen Groceries Storeis a shop that provides staple goods located in Pasar Kebayoran Lama, South Jakarta. Apen Groceries Storeis a shop that is in a traditional market, so Apen Groceries Storehas challenges that must be faced, including competitors in modern markets (supermarkets) and online sales, as well as the Covid 19 pandemic situation which is still ongoing today where these conditions are very limiting space for the conventional Apen Shop business. Contribution: This public servant activity contributes to small and medium businesses, in this case the Apen Grocery Store. Method: Implementing online marketing strategies using social media applications and e-marketplaces (such as whatsapp, Instagram and the Shopee application). Results: The results obtained include sales forecasting, namely being able to estimate whether the number of customers will be sufficient with the existing stock or even less, so that they can monitor the product. Conclusion: Grocery stores can already sell their products with offline and online access, namely with the help of social media and e-marketplaces

Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India

The ubiquity of mobile phones and the Internet has affected every individual and their lifestyle. The Internet is used a great deal by organisations and companies to examine and analyse data and also for marketing. Millennials are now active participants in the Internet, having surpassed Generation Z, particularly in usage of social media, blogs, forums, wikis and other interactive online activities; voicing their opinions and preferences based on their experiences in online marketing and purchasing, especially during the pandemic. This study analyses the purchase intention of Generation Z and Millennials in India as a variable against online marketing strategies, with moderators based on age, income and gender. The four Ps are analysed against the purchase intention. Methodologies used for analyses are regression and Hayes process-macro with SPSS. The research finds that among the four Ps, place has no impact on purchase intention and gender does not moderate the relationship of the variables. Thus, the study concludes that price, promotion and product are significant factors for respondents who intend to purchase online, and age and income also play a vital role.

SOSIALISASI STRATEGI PEMASARAN DALAM RANGKA OPTIMALISASI KEUNTUNGAN UMKM KECAMATAN RANCABUNGUR MELALUI PERLUASAN PASAR DI DUNIA DIGITAL

The growth of MSMEs is very decisive and contributes to Indonesia's economic growth. The Indonesian government must support the development of Indonesian MSMEs. MSMEs are strong to economic shocks but if they are not supported and assisted, MSMEs will collapse. MSMEs are must be going digital, especially in marketing and sales of MSME products. MSMEs must be able to compete with other competitors, especially the imported products. Rancabungur District is one of the subdistricts in Bogor Regency which has a lot of potential resources to be developed. The problem faced by MSME actor is a marketing problem that has not been going digital. Based on this problem, the activity of online marketing strategy socialization needs to be conducted as an early stage of mentoring MSMEs in Rancabungur District. This program is conducted using the explanation and discussion method. This activity began with giving pre-test and post-test. Judging from the results of the questionnaires which had been distributed, almost a half more, the participants of this program were aged 37-47 years old, female, worked as entrepreneurs, and produced any kinds of food. Judging from the implementation of digital marketing by MSME participants, around 69% of participants already have a brand; 59% have labels ; 97% have their own packaging; and 56% of participants have attached the brand and label on their packaging. From all the participants in this program, only 8% who have not implemented the digital marketing, while the rest have implemented the digital marketing eventhough only through one social media. The social media used by the participants are WhatsApp, Facebook, Instagram, and others. There are also MSME participants who sold their products through e-commerce as much as 10%. As much as 13% of MSME participants use online taxibike services (ojol). By conducting this socialization activity, it can be seen that the level of interest and knowledge of digital marketing for MSMEs in Rancabungur District has increased.

Investigating the Factors Influencing Online Purchase Intention: An Empirical Study

Online shopping has grown in popularity recently all around the world, and many companies havemoved their emphasis to e-commerce. However, the willingness of customers to make onlinepurchases is a key factor in the success of online businesses. Thus, in order for businesses to createefficient online marketing strategies and boost their online sales, it is imperative that they have athorough understanding of the factors that affect consumers' intention to make an online purchase.Consumers' intentions to make online purchases are influenced by a number of things in themarketing industry. These variables include social impact, website quality, product information,perceived value, and trust.To closely examine these elements and examine how important they arein affecting consumers' intention to make an online purchase. By being aware of these aspects,businesses will be better able to decide how to improve their online presence and draw in moreonline customers, which will ultimately result in more sales and long-term success.Businesses cancustomize their online marketing efforts to match consumers' wants and expectations by studyingthe variables that affect consumers' intention to make an online purchase. The researcher hadconsidered 207 online customers to Investigate the Factors that influence online purchase intentionand found that Consumers' purchase intentions are significantly shaped by the convenience, welldesigned websites offering wide selection of items, recommendations and evaluations fromfriends, family, and online groups quality and price, degree of store loyalty Brand reputationcustomer’s age, gender, and income.

Implementasi Etika Bisnis Islam pada Pemasaran Marketplace Shopee

This field of qualitative research aims to examine global Islamic online marketing strategies on Shopee. This study used data mining methods for examination, classification, verification, analysis, and conclusion. The research found that Shopee's strike price system for online selling and buying follows the Islamic business ethics axiom of unity ethics and free will. Marketing does not discriminate, and he has tried to boost sales as a businessman. Sellers play a drastic price game by raising the price before the strike price. That can hurt other markets and consumers. Online marketing using a promotional system to buy and sell on Shopee Marketplace does not violate the ethical principles of unity and free will. The promotion is not coercive because it applies to all consumers. It has reduced losses on its Shopee Marketplace products. Balance, accountability, and truth are incompatible with Islamic business ethics because this marketing relies on positive testimonials from consumers or delivery couriers. The Shopee marketplace's quality system of goods conforms to the ethical hypothesis of unity and free will because sellers use some goods for bonus systems or strike prices to reduce losses for all consumers such as violates balance, accountability, and truth because the product is nearly expired and doesn't match the promotion's description.

Online Marketing Strategy and Customer Loyalty in E-commerce-Based Asian Business: The Case of Tokopedia and Shopee

This research investigates the dynamic interactions between online marketing strategies, customer loyalty, and e-commerce business success in Asian markets, with a particular focus on the Tokopedia and Shopee platforms. Quantitative analysis was conducted with a diverse sample, taking into account demographic factors such as age, gender, and geographical distribution. The measurement model assessment confirmed the reliability and validity of the survey instrument, providing a solid foundation for the subsequent analysis. Evaluation of the structural model revealed a significant direct impact of online marketing strategies on customer loyalty, which in turn positively impacts e-commerce business success. The model fit assessment, R-Square value, and hypothesis testing results collectively underscore the robustness and significance of this study's findings. The implications of this study extend to businesses, marketers, and policymakers looking to navigate the competitive landscape of Asian e-commerce.

Product Impulsive Buying on Online Shops

Purpose: This research is aimed at assisting academics and business professionals in creating and implementing online marketing strategies to increase sales turnover through consumers' impulsive buying behavior to consider the factors of internet addiction, browsing and hedonistic lifestyles in planning and implementing online marketing.
 Design/methodology/approach: This research employed quantitative analysis utilizing data analysis approaches based on structural equation modeling (SEM) and a Likert scale for the measurement.
 Findings: The results of the analysis of the direct effect indicate that the internet addiction and browsing variables have a significant and positive effect on the hedonistic lifestyle. Furthermore, browsing has a significant and positive effect on the impulsive buying, whereas the internet addiction and hedonistic lifestyle variables have no significant effect and are positive with regard to product impulsive purchasing on online shops by the residents of Kupang City.
 Practical Implications: Impulsive online buying behavior is a substantial market potential for MSMEs in Kupang City to market or promote their products using highly effective and efficient online shop media.
 Originality/value: This paper is genuine
 Paper type: research paper

Analysis of Branding and Online Marketing Strategies for Cultural Heritage

Cultural heritage, as an important part of a country's culture, is receiving more and more attention and branding has become an important tool in the process of preserving it. The paper uses literature research and quantitative analysis to analyze the branding of cultural heritage and the online marketing of cultural heritage. The analysis results show that there are different brand paths for different types, forms and characteristics of cultural heritage. However, it is necessary to combine the characteristics of the cultural heritage itself, and deepen the impression in the minds of consumers through brand design. At the same time, use the interactivity, aggregation and precision of the Internet to improve marketing efficiency. This paper carefully sorts out the existing research from two dimensions, and strives to summarize the common methods and network marketing strategies of Chinese cultural heritage brand promotion. The research results can stimulate relevant enterprises to produce more and more effective network marketing tools and obtain economic benefits from them. At the same time, it provides a feasible path for the protection of Chinese cultural heritage.

Marketing of commercial milk formula during COVID-19 in Indonesia.

Baby food marketing poses a substantial barrier to breastfeeding, which adversely affects mothers' and children's health. Over the last decade, the baby food industry has utilised various marketing tactics in Indonesia, including direct marketing to mothers and promoting products in public spaces and within the healthcare system. This study examined the marketing of commercial milk formula (CMF) and other breast-milk substitute products during the COVID-19 pandemic in Indonesia. Using a local, community-based reporting platform, information on publicly reported violations of the International Code of Marketing of Breast-milk Substitutes and subsequent World Health Assembly resolutions (the Code) was collected. It was found that a total of 889 reported cases of unethical marketing of such products were recorded primarily through social media from May 20 through December 31, 2021. Our results suggest that the COVID-19 pandemic has provided more opportunities for the baby food industry in Indonesia to attempt to circumvent the Code aggressively through online marketing strategies. These aggressive marketing activities include online advertisements, maternal child health and nutrition webinars, Instagram sessions with experts, and heavy engagement of health professionals and social media influencers. Moreover, product donations and assistance with COVID-19 vaccination services were commonly used to create a positive image of the baby food industry in violation of the Code. Therefore, there is an urgent need to regulate the online marketing of milk formula and all food and beverage products for children under the age of 3.

Maximizing Online Marketing Strategy with Digital Advertising

The growth of the internet is altering business practices, notably those in retail establishments where company models use electronic commerce to handle transactions. This study's goal is to investigate the best practices for online advertising implementation and capturing consumer interest in purchasing. Additionally, this study used a descriptive survey method with verification. With a sample size of 96 customers, the population in this study consists of Lazada users in the city of Bandung. The results demonstrate that the use of online advertising has a direct influence on customers' intent to purchase through the Lazada website. The rapid development of information technology has had an impact on community in supporting various business activities, both large and small, so that they can be widely recognized global. The most obvious impact is that apart from being known, it can also increase sales volume and profit. Digital Marketing is one of the marketing media that has a huge impact. With using digital marketing in this case is social media, especially in every e-commerce application to increase sales, especially in the era of globalization social media affects so sales volume has increased rapidly compared to the old way of selling. Digital marketing is seen as the best media as the most effective means of promotion and efficiently and able to increase sales volume significantly.