Online Marketing Strategies Research Articles

ANALISIS PENGARUH STRATEGI BISNIS ONLINE (E-COMMERCE) DALAM MENINGKATKAN MINAT BELI KONSUMEN

This study aims to analyze online bussiness strategies (e-commerce) in increasing consumer buying interest. This research was conducted at the Orin Babok Online Shop. The type of research used is associative research. The data used is quantitative data with primary data sources. Data collection is done by the questionnaire method. Data were analyzed using simple linear regression analysis technique, t test and coefficient of determination test (R2). The results showed that the online bussiness strategy (e-commerce) had a positive and significant effect on consumer buying interest at the Orin Babok Online Shop. A positive relationship means that if the online marketing strategy (e-commerce) increases, the consumer's buying interest will also increase. This is indicated by the value of the calculated coefficient of tcount which is greater than the value of ttable (18,767 > 2,011). The results of the coefficient of determination test (R2) obtained the value of Adjusted R Square is 0.878. This means that the magnitude of the influence of online bussiness strategy variables (e-commerce) on consumer buying interest at Orin Babok Online Shop is 87.8%, while the remaining 12.2% is caused by other variables beyond the scope of this study, such as product quality, prices, discounts and others.

Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach.

The experience value of online education is a hot topic in both theoretical and practical circles, but research on its mechanism of action is limited. Therefore, this study systematically investigates the relationship between brand image, experience value, and continuance intention through a theoretical analysis of brand image, and discusses the boundary role of effective commitment in it. In this study, 475 users were used to conduct structural equation modeling analysis. The results of the study found that experience value had a positive and significant effect on user continuance intention under the significant influence of brand image, but affective commitment did not play a positive moderating role in the relationship between experience value and continuance intention. This study examines the mechanism of the antecedents and consequences of experience value, and provides a new direction for the construction of online education and the development of online education and marketing strategies.

Strategi Marketing UMKM Perlengkapan Pernikahan (Rona Creation) Di Desa Pacekulon Pada Masa PPKM Darurat Untuk Meningkatkan Target Penjualan

The emergence of the Covid-19 pandemic and the issuance of an emergency PPKM decree resulted in a decline in production and marketing activities for MSME actors. The purpose of this study was to find out how the Marketing Strategy of MSMEs for WeddingEquipment in Pacekulon Village During the Emergency PPKM To Increase Sales Targets. The method used in this research is using qualitative research methods. The subject of this research is MSME Wedding Equipment which is located in Pacekulon village, Nganjuk. Sources of data used in this study using primary data and secondary data. Data collection techniques in this study using interviews. This reasearch data analysis uses qualitative analysis from Miles and Hubberman. The results of this study were to deal with emergency PPKM for MSMEs for Wedding Equipment in Pacekulon village to apply online marketing strategies through social media applications such as WhatsApp, Instagram, and Facebook, although there were decreased orders for some of their products due to the pandemic and emergency PPKM.

Marketing Strategy for Educational Institutions During the COVID-19 Pandemic Based on Social Media

The COVID-19 pandemic has been a big challenge in the marketing of educational institutions. Marketing strategies that were generally executed physically were forced to adopt remote and online methods. The present study examined the effectiveness of the social-media-based marketing strategy used by educational institutions for attracting public interest during the COVID-19 pandemic. The researchers conducted a systematic review by documenting and reviewing all articles related to education marketing published from 2015 to 2021. The study reviewed 23 national and international journal articles accessed from the databases of lens.org, Science Direct, and DOAJ. The results showed that the online marketing strategy utilized by educational institutions during the COVID-19 pandemic included following key steps: (i) promoting 7P excellence (marketing mix) packaged with interesting online content through social media; (ii) determining the target market and social media platforms through segmentation, targeting, and positioning; and (iii) optimizing organizational performance and ability to build good relationships with customers. Social media platforms such as Facebook, Twitter, Instagram, YouTube, LinkedIn, and websites are needed as effective marketing tools during a pandemic to increase public interest.
 Keywords: marketing strategy model, education marketing strategy, social media, COVID-19 pandemic

Identification of MSME product and service marketing strategies using social networking in Indonesia

Marketing any business product is essential to do. In today's technological era, the most effective marketing is digital means, especially social networks, which are phenomenal in many circles. This study will try to identify the marketing strategy of MSME products through social networks. We searched electronically for data on literature sources, especially online marketing strategies. The data we found by searching digitally on much literature in the form of books, journal publications, and other sources. We analyzed the data with a phenomenological approach. Computational data analysis involves a comprehensive data coding system, in-depth evaluation, and interpretation to find comprehensive and valid answers. After discussing these findings, we conclude that social networks offer many marketing options through various social media platforms. MSME products can be promoted with very cheap or even free payment systems. The several strategies that we have summarized, among others, by creating a marketing blog, communicating merchandise, establishing relationships, and designing exciting content. Thus, this finding is beneficial for business, academics, and policymakers.

A review of digital family businesses: setting marketing strategies, business models and technology applications

Purpose Technological advances in the last decade have caused both business and economic sectors to seek for new ways to adapt their business models to a connected data-centric era. Family businesses have also been forced to leave behind traditional strategies rooted in family stimuli and ties and to adapt their actions in digital environments. In this context, this study aims to identify major online marketing strategies, business models and technology applications developed to date by family firms. Methodology: Upon a systematic literature review, we develop a multiple correspondence analysis (MCA) under the homogeneity analysis of variance by means of alternating least squares (HOMALS) framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters.Design/methodology/approach Upon a systematic literature review, we develop an MCA under the HOMALS framework programmed in the R language. Based on the results, the analyzed contributions are visually analyzed in clusters.Findings Relevant indicators are identified for the successful development of digital family businesses classified in the following three categories: (1) digital business models, (2) digital marketing techniques and (3) technology applications. The first category consists of four digital business models: mobile marketing, e-commerce, cost per click, cost per mile and cost per acquisition. The second category includes six digital marketing techniques: search marketing (search engine optimization and search engine marketing (SEM) strategies), social media marketing, social ads, social selling, websites and online reputation optimization. Finally, the third category consists of the following aspects: digital innovation, digital tools, innovative marketing, knowledge discovery and online decision making. In addition, five research propositions are developed for further discussion and future research.Originality/value To the best of our knowledge, this study is the first to cover this research topic applying the emerging programming language R for the development of an MCA under the HOMALS framework.

Di Era Covid-19 Studi Kecamatan Konda 1 Kabupaten Konawe Selatan

This study aims to find out online marketing strategies implemented before Covid-19, online marketing strategies implemented in the Covid-19 Era and online marketing strategies according to an Islamic economic perspective by Ud. Simple Kec. Konda 1 Kab. South Konawe, in the context of online marketing strategies. The urgency of this research is to provide a scientific explanation of online marketing strategies implemented before, during the Covid-19 Era and online marketing strategies according to an Islamic economic perspective by Ud. Simple Kec. Konda 1 Kab. South Conawe. This study uses descriptive qualitative methods with data collection techniques of observation, interviews and documentation. Data reduction analysis techniques, data presentation, and drawing conclusions. The results of the study can be concluded that the online marketing strategy implemented by Ud. It was simple before Covid-19, namely by using the 4P strategy, namely Promotion and Place. But since the Covid-19 outbreak, Ud. Simple experienced a very drastic decline so that the owner must improve the strategy used. Islamic economic review in the online marketing strategy carried out by Ud. Simple Kec. Konda 1 Kab. South Konawe is in accordance with the marketing strategy carried out by Rasulullah, namely Segmentation, Targeting and Positioning. And it is in accordance with the character of Islamic marketing which includes Divinity, Ethics, Realism, and Humanity. As well as not having elements that are not in accordance with Islamic law such as Tadlis, Gharar, Ba'I Najasy, Riba and Ikhtikar.

Communication of Slovak eco-innovation companies with social media users

Social media is widespread worldwide and firmly defined in today's communication. Available resources point to dynamic changes in consumer behavior, to which even ecologically oriented business entities must respond. Therefore, it is appropriate and necessary to look for innovative solutions that will contribute to improving the communication of eco-innovative businesses with their followers on social communication platforms. The aim of the paper is to map and describe the current state of communication of the responded Slovak eco-innovation companies with social media users. The communities that are emerging on social media are the driving force behind today's market environment. Communities can be talked about in connection with the pressure they exert on eco-innovation businesses, entities and other business areas. At the core, the authors focus on the interpretation of partial results from their own pilot survey, which serves as an input survey for mapping the current communication and will be a key basis for subsequent research. The interpreted findings from the survey come from a quantitative survey using a standardized questionnaire, which was answered by a total of 142 respondents, who represent representatives of Slovak eco-innovation business entities. From the author's research, we can define which digital platforms use subjects to communicate with their followers, how often they communicate with them, through what type of contributions and with what frequency they publish contributions. The results indicate reserves in the given issue. For this reason, further research and education of subjects is important. The limits of the investigation are in a smaller number of business entities and in the possibility that business entities did not provide true information. The authors of the article did not come to the conclusion that someone would carry out a similar survey within the Slovak eco-innovation entities, and therefore they point to the results of their own pilot survey. Eco-innovation entities do not currently have information on the communication process with their followers on social media. The authors consider the interpreted results from the pilot survey to be original and necessary due to the absence of marketing statistics, which would subsequently help businesses to set up the right online marketing strategy.

The optimization of Al Maidah catering home business through financial records and marketing management

Yogyakarta is known as a city center of education, cultural center as well as a tourist destination by both domestic and international tourists. This condition really supports the development of a home-based culinary business, especially catering. Al Maidah Catering is a home-based business managed by the millennial generation with good and stable development. The problems faced in the development of Al Maidah Catering home business are the absence of recording financial statements and the absence of an effective and efficient marketing strategy implementation. The absence of recording financial reports and marketing management cause the performance of Al Maidah Catreing's home business being less optimal. The purpose of this service is to provide solutions to these problems by conducting training and assistance in recording financial reports as well as marketing management training and assistance. The result of this training is that partners have been able to record simple financial reports and apply marketing management which has a positive effect on increasing sales, by carrying out online marketing strategies for Al Maidah Catering's home business through IG Ads which are proven to be effective and efficient

Comparative Study of Technology Approaches in Using Online Marketing Strategies for Small and Medium Enterprises in Indonesia During the COVID-19 PANDEMIC

The impact of the coronavirus pandemic has been felt in the business and financial world. In a fairly short time, marketing patterns have changed, especially when social distancing is enforced and micro-restrictions. Business actors have to rack their brains to be able to market their products or services to consumers as a brand strategy to survive amid the coronavirus pandemic. Business people optimize online marketing and digital branding to communicate with their target consumers. The COVID-19 PANDEMIC has also accelerated digitalization in the marketing sector. Online sales are one of the solutions to the limited physical movement of people to visit shopping centres. The switch to online marketing is also one strategy that determines whether or not a product can survive during a pandemic. This study describes how small and Medium Enterprises in Indonesia face the Covid 19 pandemic. It is hoped that this literature study can provide an overview of the condition of MSMEs in Indonesia during the pandemic to improve welfare through online marketing.

An Integrated AHP-TOPSIS for Evaluating Online Marketing Strategies for the Hospitality Industry

Online marketing has been the most efficient and useful platform for reaching target markets and building customer relations. Despite its widespread use, the hospitality industry is at its forefront of identifying its most suitable online marketing strategies. This emphasis is crucial to strategic marketing and resource allocation decisions, which may impact the long-term performance of businesses. The need to address both perspectives of customers and businesses, along with the multiple online marketing strategies under the presence of multiple criteria, requires a rigorous analytical and comprehensive approach for evaluating the efficacy of these strategies for the hospitality industry. Thus, this work offers an integrated approach based on the analytic hierarchy process (AHP) and the technique for order of preference by similarity to ideal solution (TOPSIS) as a decision-making platform for the problem domain. The AHP assigns the corresponding priority weights of the criteria associated with either customers' or businesses' perspectives, while the TOPSIS ranks the importance of the strategies. Results show that the credibility of an online marketing strategy is of the highest priority for the customers, while the businesses highly regard customer loyalty. With the AHP-TOPSIS approach, findings reveal that both perspectives prefer search engines for the hospitality industry. Illustrating the results via a priority tradeoff map of two perspectives, search engines, websites, and blogs are deemed the most viable online marketing strategies relevant to the industry. These findings offer dependable guidelines for the hospitality industry in positioning their online marketing efforts.

Analyzing the Effectiveness of Interaction Between Brand Awareness and Social Network Advertising

Although social network advertising has become part of the online marketing strategy, there is still a lack of research related to the interaction between brand awareness and advertising contents in social network advertising. Using the semiotic theory to explain the interaction in social network advertising, this study introduced sign-interpretation-object triangle to analyze the interactions of advertising content and brand awareness as signs, users’ experience as interpretation, and social networks advertising effectiveness as object moderated by social facilitation. This study was made in an experiment followed by an online survey, which contains 303 participants in Mainland China. This study shows some major findings. There is an interaction effect on advertising content and low brand awareness in a social network. The moderating role of social facilitation is significant in advertising content with high brand awareness.

A SHOPPERS TALE: THE DIGITAL MARKETING INFLUENCE ON THE BEHAVIOR OF ONLINE SHOPPING USERS, A PHENOMENOLOGY

Online shopping has significantly transformed the way consumers buy their desired products in this technological era. This study aims to set out the lived experiences of online shoppers who have altered their buying behavior to a more transcended one especially amidst this pandemic. Method: This qualitative paper made use of a phenomenological research design to understand the lived experiences and perceptions of the participants relative to the central question: How do online marketing strategies affect the behavior of customers? Data were gathered using a one-to-one interview that consists of twenty-five developmental questions and were analyzed using an inductive approach in theme development. Results:Four major themes emerged out of the data gathered which are Product Management, Customer Relations, Buyer-Seller Relationship, and Business Gains. Online shoppers behavior was directly influenced by the digital marketing strategies in consideration to the assessed product, trend impact, customer concerns and satisfaction, and the benefits they can get using this online business platform. The study revealed that online shoppers developed skills and characteristics that affect their purchasing behavior relative to the digital marketing strategies. Conclusion: Digital marketing significantly influenced the purchasing behavior of online shopping users who used various strategies as a reflection of their rich lived experiences.Recommendation: Online products and services providers may consider the identified behaviors of online shoppers through responsive digital marketing strategies crucial in promoting and protecting the best interest of the companies and consumers.

Pemasaran Online Dalam Meningkatkan Daya Tahan dan Volume Penjualan Di Era Pandemi Covid 19

The problems in research this is how described online marketing strategies to improve its durability and the sales volume in the covid 19.This study attempts to described online marketing strategies to improve its durability and the sales volume in the covid 19. Concept used in this research was marketing, communication social media intagram, model SOSTAC. Research methodology used is the qualitative descriptive. Data collection is done through the observation, in-depth interviews with key informants the a shopkeeper customers products online and buyers Toko Pernah Trendy. Next, study and the tracing of documentation over the internet for obtain information or data relating to the study. Data analysis used in this research was reduction, display, and verfikasi / conclusion.Research online with marketing strategies describe that uses the media instagram, shows that Toko Peernah Trendy to survive and to the sales volume increased. The findings research was social media used not only the instagram, but the press social whatsapp and line, tokopedia to sell it cooperates with Toko Pernah Trendy.

Hashtags – a keystone of Instagram in the hotel digital strategy. An Iberian case study

ABSTRACT One of the ways hoteliers can gain a competitive advantage is by increasing their digital footprint, which includes a hashtag strategy. In fact, hashtags have become an integral part of social networks, but are often not properly implemented in the hotel sector. The purpose of this study is to explore the importance of hashtags as an effective tool for a hotel’s online marketing strategy, with a particular focus on Instagram. The objective of this research is to provide an in-depth analysis of the hotel chains’ Instagram accounts with the most followers in Portugal and Spain. To such end, ten hotel chains were analyzed in both countries. Desk research was carried out to identify the sample and to consider metrics such as: number of mentions, hashtag reach, likes, comments and followers. The hotel with the most Instagram mentions is the Ushuaia Beach Hotel in Spain and the Six Senses Douro Valley in Portugal. By means of this last example, results showed that the average of likes, and comments increased significantly with the use of hashtags. Therefore, it is possible to ascertain that the use of hashtags increases the engagement of followers with the hotel brand.

Robust causal inference for incremental return on ad spend with randomized paired geo experiments

Evaluating the incremental return on ad spend (iROAS) of a prospective online marketing strategy (i.e., the ratio of the strategy’s causal effect on some response metric of interest relative to its causal effect on the ad spend) has become increasingly more important. Although randomized “geo experiments” are frequently employed for this evaluation, obtaining reliable estimates of iROAS can be challenging, as oftentimes only a small number of highly heterogeneous units are used. Moreover, advertisers frequently impose budget constraints on their ad spends which further complicates causal inference by introducing interference between the experimental units. In this paper we formulate a novel statistical framework for inferring the iROAS of online advertising from randomized paired geo experiment, which further motivates and provides new insights into Rosenbaum’s arguments on instrumental variables, and we propose and develop a robust, distribution-free and interpretable estimator “Trimmed Match” as well as a data-driven choice of the tuning parameter which may be of independent interest. We investigate the sensitivity of Trimmed Match to some violations of its assumptions and show that it can be more efficient than some alternative estimators based on simulated data. We then demonstrate its practical utility with real case studies.

Does online advertising stimulate overconsumption?

Alongside its many potentials for sustainable consumption, digitalization also bears considerable risks. Online marketing strategies may increase consumption levels. New results of an experimental study provide multifaceted insights for future research and marketing practice.

Digital Marketing Workshop for SMEs in Kiaracondong During COVID-19 Pandemic


 
 
 In the face of the COVID-19 coronavirus pandemic, the role of small and medium enterprises (SMEs) needs to be strengthened. Especially now that small and medium enterprises are no longer seen as an alternative, but as the backbone or foundation of the country's economy. There are three things that must be considered and improved in an effort to strengthen the existence of SMEs, namely finance, improving Human Resources (HR) and innovating marketing models through digital technology. MSMEs in Kiaracondong District which are engaged in culinary and handicrafts are small businesses owned and developed by individuals in the guidance, direction and supervision of the Head of the Economic and Development Section at both the sub-district and village levels. In the time of COVID-19 pandemic, the majority of MSMEs in the Kiaracondong sub-district tend to experience a decrease in sales turnover, this is because the marketing of their products is still done conventionally and only around the neighborhood where they live. Therefore, the Langlangbuana University community service team provides assistance to SMEs to develop their entrepreneurial spirit, through discussion methods and FGDs for product innovation assistance, sales promotion strategies, online marketing strategies and digital literacy. The results of the mentoring activity showed that the SME participants in the Kiaracondong sub-district actively participated in mentoring activities and could understand the strategy for developing product variations and understanding digital literacy in marketing their products through social media such as Whatsapp groups and business WhatsApp, Facebook, and Instagram.
 
 

The effects of word-of-mouth and online review marketing strategies on students’ satisfaction with their housing selection during COVID-19 season

PurposeThis study aims to examine the effect of using word-of-mouth and online housing website strategies for student housing selection and building services satisfaction during COVID-19.Design/methodology/approachThe study adopted mixed-methods research approach. An online survey of 975 public and private university students experience on room selection prior to school re-opening in Ghana was used. An exploratory factor analysis (EFA) and multiple regression model (MRM) were used to estimate the satisfaction of using online websites and word-of-mouth strategies (renting housing based on personal recommendation) on student room pricing and building services availability. Telephone interviews were further used to support the results of EFA and MRM.FindingsThe study reveals that most students were satisfied with the word-of-mouth strategy than online review marketing strategy for room selection during the COVID-19 pandemic. Secondly, online student housing review marketing strategy provided higher rent which did not reflect the services available. Furthermore, students were more interested in the nature of rooms, lavatories and kitchen in their choice of room than availability of internet, study area, television (TV) room and gym center.Practical implicationsThe study suggest that student housing managers require to market their facilities as-it-is than to use one room as an advertising justification for all rooms which does not usually provide a true reflection of the existing situation of room. Again, housing which rely on online marketing strategies need to provide compensation for students who feel they have been misled by their advertisement.Originality/valueThe provision of compensation to students and availability of COVID-19 protection measures determine student room selection. Asides, the introduction of online marketing strategies in student housing in sub-Saharan student housing market is new, and, consequently, this study on it is a novelty.

Optimalisasi Sistem Agribisnis Kopi Garut

The coffee commodity planted by KTH LMDH Kramatjaya member farmers in Garut Regency has good quality, supported by representative coffee processing production facilities but has not been utilized optimally. Therefore it is necessary to carry out Pengabdian Kepada Masyarakat (PKM) regarding the optimization of the coffee agribusiness system. . The PKM method uses the Participatory Rural Appraisal (PRA) approach and the applied Good Agricultural Practices (GAP) at the production and processing stages.
 PKM results show that the production has not yet reached the optimal level of productivity. The post-harvest treatment of coffee harvest processing has not applied the GAP principle. The PKM activity that has been implemented is online training as an effort to increase access and demand for coffee. In addition, activities are being carried out to design portable drying beds. The next PKM activity plan includes training and mentoring related to online marketing strategies and training on the use of portable drying beds.