Online Marketing Strategies Research Articles

LEARNING MANAGEMENT STRATEGY IN IMPROVING BUSINESS AND PRODUCT MARKETING AT SMK NEGERI 2 SIMPANG KIRI KOTA SUBULUSSALAM

<p>One way to develop students' skills in line with the objectives of Vocational High Schools (SMK) is by formulating learning management strategies to create and market products through micro-businesses managed by the school. This research aims to determine: 1) Learning management strategies in improving products and marketing micro-businesses at SMK Negeri 2 Simpang Kiri, Subulussalam City. 2) Barriers in improving products and marketing micro-businesses at SMK Negeri 2 Simpang Kiri, Subulussalam City. 3) Efforts in improving products and marketing micro-businesses at SMK Negeri 2 Simpang Kiri, Subulussalam City. The research method uses a qualitative descriptive approach. Data collection is conducted through observation, in-depth interviews, and documentation. The data collection instrument is obtained through interviews with key informants. The data analysis procedure uses general data validity in qualitative research, namely data triangulation. The results of the research indicate that: 1) Learning management strategies to enhance products and micro-businesses involve hands-on practice methods in both product creation and marketing. It uses offline and online marketing strategies through social media. 2) The barriers to improving products and marketing micro-businesses include difficulties in obtaining materials, inadequate student skills, and an unfavorable geographical location. 3) Efforts to improve products and marketing micro-businesses involve continuous improvement in product quality and marketing. The school carries out marketing through both offline and online channels, meeting buyers in person and utilizing online platforms such as Facebook, WhatsApp, and Instagram.</p>

Navigating the Realm of Product Promotion for Local Chocolates

The Philippines is starting to have strong gains in the chocolate confectionery with the steady increase in demand for local chocolates. A study was conducted to determine the promotional media preference and strategies for creating awareness of the local chocolate developed by the university and identify the barriers in the promotion and marketing sphere. A total of 65 respondents were randomly chosen and a structured questionnaire and focused group discussion was undertaken to gather data from the field. Results of the study showed that various marketing technologies and product promotions are preferred for introducing the chocolate developed by the university. Consumers had outgrown their desire to buy chocolates in the traditional market outlet of souvenir shops and utilization of innovative social media marketing is highly predominant. Likewise, inclination in the use of digital platforms has been established and widely employed resulting to the dwindling utilization of traditional media. Towards this end, it is crucial to identify future activities that will make use of digital technology to push and promote the local chocolate to increase its competitiveness, continuous trainings must be provided to entrepreneurs on online marketing strategies, provision of financial support must be continued for upscaling the product and consumer-centered research must be continuously conducted to address the diverse needs of the consumers when new products are introduced in the market.

Strategi Pemasaran Online Untuk Meningkatkan Minat Beli Konsumen Produk Makanan Dan Minuman UMKM Di Kota Bogor

Online marketing has sparked consumers' interest to make purchases to satisfy their various needs, including food and beverages. Several factors are believed to strongly influence consumers’ buying interest in online marketing, including: price, advertising and product quality and payment security. This study aims to provide suggestions and recommendations for online marketing strategies to MSMEs in the food and beverage sector to further increase consumer buying interest. The research is conducted by identifying consumer behavior and analyzing the influence of 4P marketing variables, i.e., price, sales promotion and product quality and payment security for consumers purchasing MSME food and beverage products online. Data collection was done through questionnaire and interviews with 106 food and beverage consumers and 40 MSMEs located in Bogor city, using purposive sampling. The analytical method used in this research is descriptive qualitative and quantitative analysis. The results of multiple linear regression analysis can be summarized as follows: First, product, price, promotion and payment security variables have a significant influence on the variable of consumer buying interest in food and beverages. Second, variables that influence online purchase interest include: promotions, products, and payment security, while prices do not really influence consumers’ purchase interest in online marketing. The results of Strength, Weakness, Opportunity & Threat (SWOT) of the most appropriate strategy that can be applied is S-O (Strength-Opportunity). The results of the Quantitative Strategic Planning Matrix (QSPM) analysis achieved the highest Total Attractive Score (TAS) score by innovating products based on consumer needs on the basis of consumer desires and also in accordance with people's purchasing power.

Pengaruh Pemasaran Online Terhadap Minat Beli Konsumen Pada Toko Jingga

This research aims to determine whether or not there is an influence of online marketing strategies on consumer buying interest at Toko Jingga. This research uses quantitative methods and uses questionnaires as a tool to collect data. The number of respondents in this research was 100 respondents using purposive sampling technique. The data analysis technique used in this research is simple linear regression analysis using SPSS 25. The results show that online marketing strategies have a positive and significant influence on consumer buying interest at Toko Jingga. This research provides a theoretical impression as a reference for further research related to online marketing and consumer buying interest, especially in online stores. Managerial implications in the form of suggestions for the management of Toko Jingga and other marketplaces to improve product quality and the promotional system used in marketing products so as to increase consumer buying interest.

Online Based Marketing Strategy in Sharia Econimic Perspective

Background: Online marketing, in the perspective of Islamic economics, is the implementation of marketing strategies that adhere to Sharia principles in selling products or services through digital platforms. Online marketing, from the perspective of Islamic economics, is based on Islamic values, including ethics, justice, honesty, and business transparency.
 Research Objective: To understand the application of Islamic economic principles in the context of online marketing and to provide an understanding of online marketing from the perspective of Islamic economics. Research Method: This study employs a literature review method using relevant theories and data related to the researched issues.
 Research Findings: A profound understanding of the Islamic economic perspective can assist in developing online marketing strategies that align with Sharia principles. This may involve avoiding prohibited business practices, ensuring that offered products or services are halal and adjusting marketing communication to align with Islamic values.
 Conclusion: From the perspective of Islamic economics, online marketing strategies emphasize that technology-related activities should be based on Sharia principles, including the prohibition of riba (interest), the prohibition of Maisir (gambling) practices in the online environment, the prohibition of producing or selling prohibited products, and efforts to avoid gharar (uncertainty)

Pemberdayaan Home Industri melalui Strategi Desain Merek dan Pemasaran Online

Micro, Small and Medium Enterprises (MSMEs) are start-up businesses managed by individuals or groups of people using certain capital whose existence plays a very important role in the current Indonesian economy. In this service activity, the MSMEs that are used as partners are the owners of the Traditional Herbal Medicine MSME business, Kunyit Asem and other MSME business actors in Cikeas Village, Bogor Regency. There were 20 participants who took part in the training. The aim of this service is so that MSME business actors in the Bogor Regency area can increase knowledge, creativity and innovation related to online marketing and the use of brands on products, so that the MSME products offered will be better known to the general public, reaching consumers in remote areas and wider marketing areas. Which will ultimately increase sales turnover, so that the MSME business being run will develop and absorb more workers. The method used in this PkM activity is in the form of material presentation lectures, question and answer discussions, and evaluations (pre-test and post-test) carried out by lecturers who understand the field of marketing management, especially related to the use of brands and online marketing. The results of this research are that MSME business actors and people in the Bogor Regency area who want to start a business and already have a business are able to manage and run a good business by implementing marketing management strategies through the use of brands and online marketing so that MSME business actors can develop their business which in the end will absorb more workers and assist the government in reducing poverty. It is expected that activities like this can be continued with similar activities in the next period. Apart from MSME business actors and the general public, they can continue to increase their knowledge and skills by participating in other activities such as webinars, seminars, training and coaching related to digital online marketing strategies to stimulate motivation, creativity and innovation, which will also increase the abilities of the players. MSME business in Cikeas Udik, Bogor Regency to develop their business.

Case Study of Video Game Marketing under the Context of New Media: Taking "Genshin Impact" as an Example

This paper takes the popular video game Genshin as a case study to analyze its online marketing strategy in the context of new media. Through case studies combined with the characteristics of the Internet+ era and new media, this paper mainly discusses the online marketing strategy of Genshin from three aspects. Firstly, this article analyzes the PEST background of the Chinese game industry and the SWOT background of the game, and secondly, this article explores the specific marketing methods of Genshin. Genshin has gained high popularity through game content marketing, user marketing, cultural marketing, and cross-border co-marketing. Finally, this paper briefly describes the results and reference the significance of the effect of online marketing, and points out that Genshin still needs to make progress in breaking the circle. Based on the above three aspects, this paper concludes with a summary of online marketing strategies for video games in the context of new media, that is, giving full play to the role of online marketing for games. These strategies have been applied in the marketing of Genshin and also provide certain experiences and references for the online marketing of other games.

E-commerce Live Streaming Marketing and Consumer Psychology: The E.B.K Model and the JD-fresh & Douyu Marketing Case

2016 has been known as the year of Chinas online live streaming, the live streaming market entered a period of explosive growth. Online live streaming presents enormous marketing opportunities and releases consumer potential. This study constructs a consumer psychology-behavior model for online marketing based on the E.B.K. (Engel) model, which includes four stages: information input, information processing, decision-making, and external influence. The study focuses on the interaction between consumer psychology and online marketing strategies in the context of live streaming, and analyzes the mutual dynamics between consumer psychology and online marketing strategies, using the specific case of the JD-Fresh & Douyu 6.18 marketing campaign in 2016. On the one hand, online marketing strategies influence consumer psychology through virtual interactions, which in turn affects consumer behavior. On the other hand, consumer evaluations and feedback after purchase further affect the adjustment and improvement of the online live streaming marketing environment. This case study demonstrates the feasibility of the model and provides new ideas for brand marketing and promotion strategies in future online live streaming.

The impact of digital presence and use of information technology on business performance of veterinary practices: a case study of Bosnia and Herzegovina.

The veterinary profession is facing various challenges in the 21st century, such as livestock production intensification, shifting distribution of infectious diseases, growing focus on food safety alongside growing demand for companion animals' veterinary services. Information technologies and digitalization trends had driven changes in many business sectors, including providing veterinary services thus opening new avenues to overcome the existing challenges this profession is facing. A study was conducted among 244 veterinary practices in Bosnia and Herzegovina. The gathered information related to subjects involving digital presence, the utilization of information technologies, and the business performance. To obtain this information, a personalized questionnaire was utilized as the means for collecting data. The study revealed that only 10.2% had a business-associated website, and 54.9% were present on at least one social media platform. The study suggests that a positive impact on annual profit can be achieved through the implementation of effective digital marketing strategies such as web presence, search engine optimization, Google business account existence, website Google advertisement, continuous administration of social media, and social media advertisement. The statistical analysis indicates that Google advertisements, website search engine optimization, and social media advertisements greatly affect annual profit. Improving digital presence of veterinary businesses with professionally managed websites, use of social media platforms, investment in online marketing strategies, and adopting telehealth services and online access to patient records positively affects business performance and better fits the growing needs of clients and society.

Factors Affecting the Attitude towards Permission-based Marketing

The aim of the study is to investigate the barriers and motivation to permission-based marketing. The data was collected from young university-level students who are frequent internet users and possess all the necessary gadgets. Convenience sampling was used for data collection. A survey questionnaire adapted from various sources was floated among various social media networks, and the total responses received from the whole country were 298. The majority of respondents were from AJK, university students. PLS-SEM was used for data analysis, and the data were analyzed using SPSS21 and Smart PLS3 software. The results don’t support the hypothesis developed on the basis of existing theory, and the possible reasons are contextual distrust of online marketing. Online scams and frauds are the major factors of this distrust. The study results have implications for the managers for formulation of their online marketing strategies.

Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework

Online shopping experience, website brand familiarity and online customer satisfaction: Inputs to online marketing strategy enrichment framework

Analisis Bibliometrik Terhadap Online Marketing

The technological of the internet has increased the demand for online marketing strategies. Over the years, online marketing has received a lot of attention because of the benefits for both personal and organizational. This study attempts to analyze online marketing from 2018 to 2022 through a bibliometric analysis procedure. A total of 200 articles were published retrieved from the Google Scholar database for analysis. The purpose of this study is to analyze developments research related to online marketing that will be useful later for recommendations for further research. This study uses a quantitative method take advantage of Publish or Perish software, Google Scholar, VOSViewer and Mendeley. This research is conducted to see how the consumers’ brand perception and purchasing decisions are influenced by different online marketing tools used such as components of online marketing. This is one of the pioneering studies which provides a greater explanation of online marketing research by investigating its evolution through bibliometric analysis.Keywords: Bibliometric Analysis; E-Commerce; Online Marketing; Social media

LOCAL FOOD MSME DIGITAL MARKETING STRATEGY (CASE STUDY IN BANDA ACEH CITY)

Marketing activities or promotional activities for a product (brand or brand) that are carried out digitally with the aim of reaching as many customers as possible in a relevant, effective and efficient way are called digital marketing. This study aims to: (1) determinants in determining the digital marketing strategy for MSME local food products in the city of Banda Aceh. (2) the right strategy and become a priority alternative to increase digital marketing for MSMEs of local food products in the city of Banda Aceh. The aims of this research are: (1) IFE and EFE Matrix (2) Strength-Weakness-Opportunity-Threat (SWOT) Matrix (3) Quantitative Strategic Planning Matrix (QSPM). The results of the evaluation of internal factors (IFE) obtained a value of 2.98 and external factors (EFE) obtained a value of 2.73. Based on the internal-external (IE) matrix, The position of internal and external factors that determine the digital marketing strategy for local food MSMEs in Banda Aceh City are in quadrant V (Stability), namely conditions that are relatively good or stable at present and have prospects for the future. Meanwhile, based on the SWOT matrix, the results show that the position of local food MSME business development factors in the city of Banda Aceh related to digital marketing strategy is in quadrant I, namely expansion. So, in this position the right strategy to be implemented by local food MSMEs in Banda Aceh City is the SO (strength-opportunity) strategy, namely utilizing strengths to maximize opportunities, by developing businesses through online marketing media, as well as maximizing the convenience of digital transactions and taking advantage of promotional opportunities as well as increasing cooperation in digital product promotion with third parties. Based on the QSPM matrix ranking, the results of the strategy "maximizing the convenience of digital transactions and taking advantage of promotional opportunities" are the most superior online marketing strategies by local food MSME marketers in Banda Aceh City in order to develop their business.

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.