Market Processes Research Articles

Perencanaan Arsitektur Sistem Informasi Menggunakan Metode Enterprise Architecture Planning di CV. Furqon Buana Gemilang

CV. Furqon Buana Gemilang currently does not have an architectural plan so that the business processes that occur are still not optimal. CV. Furqon Buana Gemilang has business process activities, such as Tour & Travel which are in the form of processes in selling airline tickets, vacation programs, hotel reservations, and outbound. In its marketing process, it only uses social media such as Instagram and WhatsApp as the main media in promoting this travel product brand. And for the website, it is still in the development process and has not been able to fully process. The modeling used in the architectural planning to be made is by using the Enterprise Architecture Planning (EAP) method which consists of several stages starting from initialization of planning, business modeling, current systems and technologies, data architecture, application architecture, technology architecture, and implementation plans. This research will produce information system architecture planning at CV. Furqon Buana Gemilang Cikancung using the Enterprise Architecture Planning method which includes 7 stages. In the Company's business process there are 5 main activities, namely airline ticket sales, vacation programs, hotel reservations, outbound, and consumer services, as well as 3 supporting activities, namely HR management, financial management, and information system development. With this architectural planning, the Company can follow the stages and schedules designed to ensure that the implementation runs in a structured manner.

Pemasaran Layanan Informasi Perpustakaan di Dinas Perpustakaan dan Kearsipan Kota Medan

This study examines the marketing of information services at the Library and Archives Office of Medan City. Marketing library services is crucial for increasing public interest in utilizing library facilities. The purpose of this study is to identify the marketing programs implemented by the library, analyze the challenges encountered during the marketing process, and find solutions to overcome these challenges. The method used is descriptive qualitative, with data collection through interviews, observations, and documentation. The results of the study indicate that the library has undertaken several marketing efforts through brochures, the e-Pusda Kota Medan application, and social media. However, the library faces challenges such as limited human resources and budget constraints. As a solution, the library has conducted training for librarians and optimized the available budget. This study is expected to serve as a reference for developing more effective library marketing strategies in the future.

Peran Notaris terhadap Kepastian Hukum dalam Kepemilikan Satuan Rumah Susun oleh Warga Negara Asing

A flat unit (sarusun) is a multi-storey building built in an environment with parts arranged functionally both horizontally and vertically. Each unit in this building can be owned and used separately, especially as a residence, and is equipped with parts, objects and land that are owned together. Foreign citizens (WNA) in Indonesia can own an apartment unit with the status of Right to Use State Land, as proven by an Apartment Unit Certificate. Ownership of a flat can be done through buying and selling, renting or inheriting. The buying and selling process is carried out before a notary, and the notary plays an important role in ensuring that the property rights given to foreigners are in accordance with applicable regulations. Ownership of flats by foreigners is only permitted in Special Economic Zones (KEK).

Manajemen Pemasaran Keripik Nangka (Artocarpus Heterophyllus Lamk) Kayavit di CV. Puri Pangan Lestari

CV. Puri Pangan Lestari has implemented effective and proper marketing management, which includes five key stages: planning, organizing, execution, controlling, and evaluation. The planning stage involves formulating strategies for marketing Kayavit jackfruit chips, while organizing entails delegating responsibilities among individuals involved in the marketing process. The execution stage ensures the marketing activities align with the planned strategies, controlling focuses on monitoring marketing activities to maintain alignment with the plans, and evaluation identifies challenges and issues encountered during the marketing management process. Consumer purchasing decisions for Kayavit jackfruit chips are influenced by two main factors. First, socio-cultural factors such as recommendations from peers, product availability, needs, and local habits. Second, personal factors, including financial condition, price, lifestyle, taste, past experiences, and the product's appeal. However, the company faces several challenges in its marketing management, including less strategic store locations, limited use of e-commerce platforms, inadequate promotional efforts, and suboptimal employee performance. To address these challenges, the proposed solutions include selecting busier locations, leveraging e-commerce platforms to enhance consumer accessibility, utilizing social media for broader promotion, and implementing stricter work regulations and clearer responsibility assignments for employees. These measures aim to optimize marketing efforts and increase the brand's market reach.

Does data privacy influence digital marketing? The mediating role of AI-driven trust: An empirical study of Zain Telecom company in Jordan

This research aims to examine how data privacy concerns influence DOI in Digital Marketing and investigates how artificial intelligence trust mechanism integration modulates that effect. Primary data was collected by accessing the structured questionnaire targeting ZAIN Telecom employees as the chosen study site. The PLS-SEM technique was used in this research to analyze data privacy, digital marketing effectiveness, and AI-driven trust constructs. According to this study, digital marketing processes significantly focus on data privacy and, ultimately, AI-driven trust. Further, powerful AI trust systems will be required to reinforce data privacy and systematically configure and drive digital marketing enterprises. Thus, such systems could allow firms a sustainable competitive advantage in this new Battle for data security age. The findings discovered that data privacy concerns significantly impede AI-driven trust, diminishing digital marketing effectiveness. Therefore, they contribute to the literature by offering empirical support for AI-powered trust mediating between factors within a model and offering practical implications and extensions of the theoretical models. This literature helps industry practitioners and policymakers build trust in AI interventions to alleviate data privacy risks and improve support for digital marketing strategies.

Impelementation of Marketing Strategies as an Effort to Increase Costumer Loyalty at Dapur Cita Rasa Berkah Sukorejo

The culinary business is a crisis-resistant business because food is a basic human need. With the growth of the culinary business, Kopontren Musa’adah owned by Pondok Pesantren Salafiyah Syafi’iyah Sukorejo seized this opportunity by opening a culinary venture named Dapur Cita Rasa Berkah. To increase consumer loyalty, Dapur CRB uses the 7P marketing mix strategy, including product, price, place, promotion, people, process, and physical evidence. Using a qualitative descriptive research method, this study found that Dapur CRB utilizes members of Kopontren Musa’adah for promotions, offers a varied menu selection, is located in a densely populated residential area with an attractive layout for dining, relaxing, and meetings, provides Cash On Delivery (COD) service, and despite having many close competitors, conducts price comparisons directly in the field. They also offer packaging options tailored to the price for take-away purchases, and all tasks are carried out by 10 employees. The challenge faced is that the number of employees at Dapur Cita Rasa Berkah is only 10 people, divided into 2 work shifts, which is not proportional to the orders received, and the lack of understanding among employees regarding marketing strategies.

Predictive Research of the US Stock Market: Comparative Analysis Based on Multiple Data Science Methods

This study thoroughly investigates the effectiveness of numerous data science techniques in forecasting trends inside the US stock market using a wide range of machine learning (ML) and deep learning (DL) approaches. Among the investigated techniques are decision trees, random forests, long short-term memory networks (LSTM), and support vector machines (SVM). The study underlines both the benefits and drawbacks of every model in real-world settings by means of numerous comparisons, therefore evaluating its predictive capability. The results show that although simpler models such random forests and decision trees have a degree of interpretability and are easier for investors to understand, they frequently fail to portray the complexity of market behavior. On the other hand, creative models like LSTMs and fusion techniques show shockingly great capacity to analyze and predict complex market processes, so far much above conventional approaches. For legislators seeking improved knowledge of market behavior and trends as well as for investors seeking portfolio optimization, these findings have major ramifications. By means of improved prediction models, stakeholders can make better judgments, so enhancing possibly financial returns. At last, this study provides perceptive analysis that enhances our ability to project on the always shifting terrain of the financial markets.

DETERMINING THE EFFECT OF HEALTH CARE MARKETING MIX ELEMENTS ON OBTAINING HEALTH INFORMATION IN THE DIGITAL ENVIRONMENT

With the advancement of time, the health system, which is one of the important dynamics of life, has become an important process of service marketing. Promotion activities, which are known as activities carried out to facilitate the sale of marketing in health and to persuade the customer, are supported by effective policies in the process. In the process of intense digitalization, patients' access to information takes place on the internet and virtual environments. This article aims to determine the effect of promotion policies in marketing in health services on the process of obtaining health information in digital environment. In this context, data were collected from 397 health service consumers in Istanbul province. The questionnaire created in Google form with the scales determined was applied online. The hypotheses in the context of the model created as a result of statistical analysis of the data obtained were tested. According to the results obtained, the promotion to be made in health has a positive effect on the users' acquisition of health information in the digital environment in service marketing. With this result, it is recommended to evaluate the results in the process of similar studies to be conducted in the future.

Planning and control of the marketing budget for the promotion of additional professional education programs

Subject. The article explores planning and control of the marketing budget for additional professional education programs. Objectives. The focus is on the analysis of methodological approaches to planning the marketing budget for the implementation of additional professional education programs and justification of the use of the fuzzy logic method to control selected promotion strategies for designated programs and their marketing budgets. Methods. The study employs methods of analysis, structuring, deduction, and modeling of management processes. Results. I built a decision tree model on the structure of the marketing budget, considering the limited resources of educational organization of higher education, described the integration process of the model of educational service life cycle into the adaptive marketing process, offered a methodological approach to substantiating the application of basic action strategies in the implementation of additional professional programs and the marketing budget formation. Conclusions. The use of the fuzzy logic method is advisable to control the selected promotion strategies for individual programs of additional professional education and their marketing budgets.

REPRESENTATION OF WOMEN IN MALE-CENTRIC ELECTRONIC MEDIA ADVERTISING (BASED ON TELEVISION ADVERTISEMENTS RELATED TO PERFUMES)

The process of introducing products and services to consumers is called advertising. Television advertisements have the ability to quickly and easily engage consumers with attractive content. The tendency to use women in advertising is a common feature. Women are used to sell products and services in all categories. Accordingly, whether women are used as merchandise for the sale of men's products in the advertising process was studied here. Ten television advertisements related to selected perfumes featuring female portrayals were chosen for the study. For what purpose has the woman been used in these advertisements, it was examined through six subjective criteria. Analyzing advertisements involves examining how they disclose product content, introduce usage instructions and highlight the target customer and social strata associated with the product, service, or ideology. Depicting the balance of space as well as vitality, depicting a characterization that lends fictional value to advertising work, a responsible declaration of faith is associated with individual identity in civil society. It was also possible to identify advertisements using women in a way that does not apply to these criteria. Nor do their depictions of women show any link to the practical functions of the production, marketing, or consumption process. These often include models, costumes and props, poses, constructions of events, and evocations that seek to transcend the function of consumption and highlight the masculinity of femininity. Television advertisements of this genre directly identify women as erotic commodities.

The Potential of AI Technology in Marketing

With the rapid development and increasing popularity of artificial intelligence technology, its influence has penetrated into every corner of the social economy. The marketing field has also ushered in unprecedented changes. The introduction of AI technology has not only reshaped the strategies and execution methods of traditional marketing, but also opened up new paths for the future development of marketing. This paper conducts a case study on Amazon to explore the wide application direction of AI technology in the field of marketing, especially focusing on how AI learning systems play a key role in various core processes of marketing, and the emerging development trends emerging in this process. Through research, it is found that AI technology still has great development potential in marketing in many aspects such as market and customers. At the same time, the challenges that come with it cannot be ignored. It requires joint efforts from both inside and outside the industry to ensure that AI technology can develop healthily and sustainably in the field of marketing. From a practical perspective, this study helps companies better understand and apply AI technology to improve the efficiency and effectiveness of marketing, so as to formulate more scientific and effective marketing strategies. From a theoretical perspective, this study helps enrich marketing theory and promote the development of marketing disciplines. The introduction of AI technology provides new tools and methods for marketing, but also brings new challenges and problems. In-depth research on these issues will help improve the marketing theory system and provide theoretical support for future marketing practices.

Pitahaya (Hylocereus undatus [Haworth] Britton & Rose) marketing margins for its sustainable development in Belize

Objective: To determine the marketing margins and direct participation of producers in Belize aimed to support the sustainable development of pitahaya. Design/Methodology/Approach: The information was collected between October and December 2022, implementing participatory workshops with producers and members of the pitahaya production chain in the Cayo and Orange Walk districts, Belize. Results: The producer and the consumer (90%) are the main participating agents of the pitahaya marketing process. The gross marketing margin amounted to 40%, which indicated that, for every dollar paid by pitahaya consumers, 40 cents went to the intermediaries, while 60 cents went to the producers. Study Limitations/Implications: An in-depth market analysis should be carried out. Findings/Conclusions: Pitahaya cultivation is just starting in Belize. Nevertheless, the country’s climate provides it with a high potential for success. The main marketing channel is made up of the producer and the final consumer. Belizean producers obtained 60% of the total price paid by the final consumer.

From Clicks to Carts: Mapping the E-Commerce Decision-Making Odyssey

In recent years, the exploration of consumer behavior and the intricacies of decision-making processes have gained paramount significance within the realm of marketing research and literature. This paper seeks to propel this research further by providing an extensive review of academic publications delving into the purchasing decision-making processes in marketing and their current status. Additionally, it unveils the latest trends and emerging themes within this domain. Drawing insights from 24 journal articles, reports, and marketing books, the paper critically evaluates and discusses the fundamental models and theories in this field. Furthermore, it constructs a framework highlighting "pivotal moments" in the consumer decision-making process, elucidating the influential factors and their potential impact on steering consumer behavior towards a company's offerings. The paper also offers recommendations for marketers to gain a deeper understanding of consumer behavior and purchasing strategies, thereby empowering their marketing campaigns for success in the market. In addition, it proposes several avenues for future research exploration in the realm of buying behavior.

Strategi Pemasaran Online Melalui Tik Tok Shop pada Hasil Penjualan Kripik Pisang di Desa Sri Tanjung Kecamatan Semendwai Barat Kabupaten Oku Timur

Indonesia is widely known as an agricultural country, with the majority of its population depending on this sector for their livelihood. Agriculture plays an important role in driving national economic development, making a significant contribution to the structure of the Indonesian economy. This not only provides the majority of employment opportunities but also functions as the main source of state income through its impact on Gross Domestic Product (GDP). Apart from the agricultural sector, there is also a production sector that encourages a country's income to increase, whether in small, medium or large production. big. The development of the industrial world in Indonesia is increasingly developing, especially in the snack food industry which is highly sought after by consumers in a region. With the development of the digital world, the marketing process for snacks is becoming more widespread. Tik Tok media is one of the social media that is increasingly trending and is loved by all levels of society from children to old age. This is where snack producers use TikTok social media.

POTENSI KINERJA UMKM DIUD DUPA JULUNGWANGI

With the potential of large human resources and a wide marketing area, it is very possible for incense UMKM to be developed as one of the UMKM that can reduce the unemployment rate and increase employment. Incense MSMEs are a factor of strength and weakness of UMKM themselves. The quality of incense can also be determined from different colors, raw materials, production processes, sizes, weights, and packaging of incense. UD Julungwangi Incense is one of the businesses that produces and sells various types of incense, several worship tools, and several other accessories such as jade necklaces, bracelets, etc., where this business conducts the marketing process directly to customers.

An examination of the valuation process in a low transparent property market – perspectives of property valuers in Nigeria

PurposeThe finance sector and property market challenges in some global regions have been linked to inefficient property valuation practices. As a result, global valuation professional organisations have set up standards and norms to promote efficient and transparent operations in the property valuation industry. Despite these concerns, valuation industries in some countries still face challenges that threaten their smooth operations. One of such is Nigeria, which faces various problems attributable to its valuation process and regulatory system. Consequently, this paper aims to examine the valuation process in Nigeria with a bid to identify the weaknesses in its valuation process and how it contributes to problems identified in the literature.Design/methodology/approachA qualitative research approach was adopted, and semi-structured interviews were conducted with 12 valuers across different segments of the valuation industry in Nigeria. The data were subjected to thematic analysis using Nvivo 12 software.FindingsOur findings indicate a fundamentally weak valuation system and regulatory system marked by an opaque engagement process, underpricing of valuation services, inefficient domestication of international valuation standards, poor implementation and monitoring system and concerns about the training and certifications to meet global norms. These identified weaknesses contribute to and fuel problems such as client influence and valuation inaccuracy, among others.Practical implicationsThe study has some implications for the valuation professional organisations in Nigeria. The valuation professional organisations should devise systems and enact standards that go beyond solely replicating the IVS and RICS Red Book to effective domestication to suit local norms. Given the inefficient implementation and monitoring system, the use of proptech that supplements legal instruments needs to be adopted. Furthermore, the regulations should be strengthened in line with the trends of sustainability, duty of care and use of data as advocated by the IVSC. This will promote trust in the system and allow global stakeholders to transact more confidently with the Nigerian industry, as the current set-up does not evoke sufficient confidence in the system to deliver excellent and transparent valuation assignments.Originality/valueThis study provides perspective from an untransparent property market on the implications of a poor regulatory system and valuation process for valuers and stakeholders who may rely on valuations conducted in such an environment for decision-making. The findings from this study potentially provide input for the valuation professional organisation in Nigeria in identifying the gaps in their framework and current practices and providing some suggestions to promote improvements.

The Role of Artificial Intelligence in Integrated Marketing Communication: An Evaluation of ChatGPT

Today, the use of Artificial Intelligence (AI) systems in various fields is increasing due to technological developments. In integrated marketing communications, the use of AI in particular stands out as an important advance. It has become an important tool for marketing communications, such as creating content, providing personalized services and optimizing marketing processes. This study is a compilation article that compiles and synthesizes existing studies on the effects of AI and ChatGPT, a widely used tool of AI, on four dimensions (inform, incent, persuade, remind) of integrated marketing communications. The study comprehensively presents the key findings collected from various sources. As a result of the study, AI applications and ChatGPT increase customer interaction, participation, satisfaction, attitude, and purchase intention in integrated marketing communication. It also offers businesses advantages such as new customers, increased sales and profits, lower costs, automation in business processes, increased efficiency and time savings. However, ethical aspects of AI such as data privacy, security and transparency pose obstacles to marketing communication and also require human intervention in some aspects of marketing communication. The study may be one of the first studies for future studies by shedding light on the in-depth understanding of the use of AI in marketing communications.

Timing Legitimacy: Identifying the Optimal Moment to Launch Technology in the Market

How do managers time the launch of new technologies? Without actionable frameworks to ensure consumers and other stakeholders are ready, innovation releases remain a risky endeavor. Previous work on legitimacy has focused on stages following a product launch. However, launch timing involves shared expectations of when actions should occur prior to launch. This conceptual article evaluates the alignment between firm and stakeholder expectations regarding launch timing. It proposes that the market timing of new technology launches is structured by two dimensions: firm-led coordination and stakeholders’ willingness to change. Combining these dimensions, the authors map four types of market timing situations managers can encounter: antagonistic, synergistic, flexible, and inflexible timing. Temporal legitimacy is achieved when a firm and its key stakeholders share timing norms about the ideal moments when activities should occur in a market process. The authors conceptualize proto-markets as prefacing the well-known market legitimacy stages. This article concludes with a detailed managerial decision tree on how to create the optimal technology product launch moment and avenues of future research on market timing beyond technology launches.

Global trends in the world economy and new opportunities for Russia

Systemic changes in the global economy and in the financial markets become increasingly obvious. This is fully true for Russia. Sanctions against it are expanding, financial markets in the country are undergoing changes, even the rules of the game are changing, and the transformation of the economy is becoming increasingly clear. But despite serious challenges, in general, the forming situation opens up new opportunities for Russia. Currently, as was the case 35 years ago (when the foundations of the Russian currency market were laid, which became an indicator of subsequent market processes), conditions are once again being formed that will determine our country’s place in the global economy for years to come.

A buyer persona definiálása és marketing célú felhasználásának bemutatása a hatékony kommunikáció érdekében

The origin of buyer persona modeling is software development, but today this methodology is used in a wide variety of fields, including marketing and communication process planning. Buyer personas incarnate buyers, they are person descriptions that represent fictitious characters, but are based on real data. A picture and a name are usually associated to the description of buyer personas, to facilitate the identification of decision makers with them. The essence of the methodology is to involve effectively the needs of users and customers in the various decision-making processes. Although buyer persona modeling has many similarities with segmentation, it goes far beyond it, the reason being that it does not focus only on demographic data, but on the behavior and motivation of users. If used properly, it can be a very effective tool for making marketing processes more efficient. However, buyer personas also have many criticisms. Several experts stated that the methodology is not empirically supported. Below, we present the methodology used to model buyer personas, and their application in the marketing field. In our article, we also discuss the criticism of buyer personas.