Marketing Techniques Research Articles

Pelatihan Pengelolaan Media Sosial sebagai Media Pemasaran pada SMK Pawyatan 3 Daha Kediri

The development of the use of social media is an opportunity that needs to be utilized well, so that it can be used as a marketing technique that can increase the acceptance of prospective new students. In the current digital era, e-marketing techniques are one of the marketing techniques that are taken into account. Social media, which is an application that is widely used by many people and can be easily accessed at any time, is one of the fastest ways to disseminate information. Prospective students and parents of prospective students can easily get information. Pawyatan 3 Vocational School Daha Kediri seizes the opportunities that exist. However, SMK Pawyatan 3 Daha Kediri has difficulty marketing using social media. For this reason, social media management training is needed so that it can be used as marketing media. So that Pawyatan 3 Daha Kediri Vocational School is able to make good use of social media and can expand the scope of marketing and increase prospective students.

Development of Kelulut (Trigona sp) Cultivation Business

Tumbang Nusa Village, Jabiren District, Pulang Pisau Regency, Central Kalimantan community groups have been formed into the Nusa Sehati Peat Ecosystem Protection Control Working Team (TKPPEG). They serve as partners in managing peat ecosystem protection. Alongside peat ecosystem conservation, improving the community's economy is essential. One initiative is the cultivation of kelulut bees (Trigona Sp), which has not been optimally implemented, particularly in technical beekeeping and honey marketing. Thus, the kelulut cultivation business was developed through the Community Empowerment Lecturer Program (PDPPM) at the University of Palangka Raya. The program's objectives include increasing kelulut honey production, enhancing online marketing, and creating product branding. The implementation involved training, field practice, and mentoring. As a result, lulus bees cultivated with a two-week harvest cycle produced approximately 14.5 liters of honey. Branding efforts allowed Kelulut Honey to compete better in the market, and marketing was conducted via WhatsApp, Instagram, and Facebook. In conclusion, community partners succeeded in cultivating kelulut honeybees, created branding, and adopted online marketing techniques. Their beekeeping skills improved, and they learned the importance of logos, packaging, and product narratives. This extended their market reach, increased sales, and allowed access to non-local consumers.

The Impact of Social Media Marketing, Content Marketing and Online Convenience on Consumer Buying Decision Process in Fashion Apparel Industry of Pakistan

In today's digital age, social media marketing, content marketing, and the ease of online platforms all significantly impact customer buying decisions, particularly in the fashion apparel business. This study examines how these digital marketing methods influence customer buying behavior, emphasizing the role of electronic word-of-mouth (eWOM) as a mediating factor. Social media marketing influences the consumer buying decision process, fosters peer recommendations, enhance credibility through online reviews and allows marketers to connect with their targeted audience. Traditional buying habits have changed as a result of online convenience, which includes accessibility, usability, and time-saving features. A survey of 237 respondents via Google Forms revealed a strong connection between these digital marketing techniques and consumer buying preferences, with eWOM acting as a key mediator. Overall, this study highlights the increasing importance of digital marketing in influencing customer choices and behaviors and provides practical suggestions for fashion Pakistani brands on how to make the most of social media, engaging content, and seamless online shopping experiences to attract and keep customers in today’s competitive market.

Integrating Financial Literacy and Digital Marketing for Craft Msmes in Aceh: Strategic Initiatives for Business Sustainability

The aim of this research is to improve the financial management skills of small and medium-sized enterprises (SMEs) in the craft sector in Aceh Province through training that focuses on separating personal and business finances, proper transaction recording, and the preparation of transparent and accurate financial reports. The method used in this community service activity involves training conducted by a team of lecturers from various educational institutions, as well as direct visits to SME locations for practical training. The results show that most SME owners previously lacked adequate understanding of financial management, and this training provided significant benefits in enhancing their ability to make better business decisions. The Focus Group Discussion (FGD) revealed challenges faced by SMEs, such as limited capital and difficulties in product marketing. In conclusion, this financial management training has had a positive impact on SME owners in Aceh, helping them develop a more professional and sustainable approach to business operations. Notably, this program stands out as the first to integrate simple app-based financial management training with digital marketing strategies in Aceh. By combining financial literacy with modern marketing techniques, the program provides a comprehensive solution for the challenges faced by local MSMEs. Integrating these two crucial aspects empowers business owners to manage their finances better while expanding their market reach through digital platforms. This innovative approach lays the groundwork for more resilient and competitive MSMEs, fostering long-term sustainability and growth in the region.

Optimization of the Development Strategy for the Sidodadi Small Scale Tofu Industry in Tinalan, Kediri, to Enhance Competitiveness

The problems faced by Sidodadi Kediri tofu small industry are the tight competition from similar products, lack of innovation of the product process, and lack of understanding of effective marketing techniques, this study aims to provide policy recommendations that can support the development of Sidodadi tofu small industry in an effort to improve competitiveness. The data collection process uses the delphi method, where the delphi method is a technique used to collect and analyze opinions from a group of experts or experts who are in accordance with the topic under study. The main purpose of this method is to reach an agreement on the development of the Sidodadi Tofu small industry to improve competitiveness. The approach used to solve this problem includes analysis using the IFE Matrix, EFE Matrix, IE Matrix, SWOT, and QSPM. The results of this study emphasize the importance of quality-based product innovation that can increase customer satisfaction and create a positive reputation. In addition, diversification of distribution channels is key to expanding market reach, by utilizing online sales and partnerships with various restaurants. By implementing these strategies, the Sidodadi Tofu industry is expected to improve its performance, competitiveness, and business sustainability in the future.

Pendampingan Edukasi Pemasaran Komunitas Pengusaha Keripik Gadung Berbasis Digital Marketing dan E-Commerce Desa Begagan Limo Kecamatan Gondang Mojokerto

The educational support program for digital marketing and e-commerce for the community of gadung chips entrepreneurs in Bagagan Limo Village, Gondang District, Mojokerto aims to enhance their marketing capabilities to reach a broader and more efficient market. This program provides entrepreneurs with an understanding of basic digital marketing concepts, ranging from social media utilization to e-commerce platforms, to expand their market reach. The assistance is carried out through training and hands-on practice, allowing participants to implement the knowledge gained in marketing their products online. The education provided covers various aspects of digital marketing, such as social media content management, website optimization, and the use of e-commerce platforms for product sales. This is intended to help gadung chips entrepreneurs not only rely on the local market but also penetrate broader markets, including international markets, through digital platforms. Furthermore, the support program teaches effective and cost-efficient marketing techniques, considering the importance of leveraging digital media in the modern era. Through this program, it is expected that gadung chips entrepreneurs in Bagagan Limo Village can develop their businesses, increase their income, and create new business opportunities. The implementation of digital marketing and e-commerce is expected to have a positive impact on improving the competitiveness of gadung chips products, as well as introducing local products to the global market. The desired outcome is the creation of a more inclusive and sustainable business ecosystem in the village.

Domestikasi Tumbuhan Bemban (Donax Canniformis) Untuk Keberlanjutan Usaha Kerajinan Bili Di Desa Lampanah Tunong, Aceh Besar

The bemban plant (Donax canniformis) has important meaning for the community in Lampanah Tunong Village, Indrapuri District, Aceh Besar Regency. Together with 4 (four) other villages around it, this village has become a center for woven bemban crafts with production products that are typical superior products for Aceh Besar Regency. Apart from supporting the development of the tourism sector and creative industry, this woven bemban craft product has been able to improve the economy and welfare of the local community. The lack of implementation of the concept of sustainable development (sustainable development) has resulted in vulnerability to the continuity of this highly prospective business. The provision of raw materials that completely relies on availability in nature has resulted in the increasingly extinct population of burden plants. The rate of handicraft production which is not commensurate with the ability of natural plant reproduction has caused the community to have to bring in raw materials from outside the village. This of course has an impact on increasing production costs and reducing opportunities for profits. Without systematic and strategic efforts, it is feared that availability from outside the village will also threaten its sustainability. To overcome this, the Service Team offers a concrete solution in the form of domestication efforts by transforming wild bemban plants into cultivated bemban plants through the introduction of cultivation techniques, nurseries and cultivation demonstration plots as well as improving and developing marketing techniques through product diversification and the use of digital marketing. The methods used include: counseling/tutorials and direct practice in the field with stages consisting of: preparation, coordination, implementation, coaching, and trials/evaluation. Through this service activity, it is hoped that the sustainability of the bemban woven craft business will be realized (SDGs 11), increase economic growth (SDGs 8), reduce poverty (SDGs 1) and improve the welfare (SDGs 3) of the community, especially partner craftsmen (SDGs 17).

STRATEGI EFEKTIF DALAM MENINGKATKAN PENJUALAN MELALUI SOSIAL MEDIA DI ERA DIGITAL

This study examines effective strategies in increasing sales through social media in the digital era. With the increasing use of social media platforms, businesses need to adopt innovative approaches to reach a wider audience. This study uses qualitative methods to explore various social marketing techniques that can increase sales engagement and conversion. The results show that building credibility, quality content, active interaction, and collaboration with influencers are key factors in achieving sales goals. The development of digital technology has changed the way companies market their products and services. Social media has become an important platform in reaching consumers more closely, and has the potential to increase sales significantly. This article discusses effective social media marketing strategies in increasing sales such as developing interesting content, utilizing influencers, using paid advertising and fast customer interaction and service that are often encountered in social media marketing strategies and how to utilize data analytics to support marketing decisions.

Research on the Problems and Optimization of Marketing Strategies of Chinese Hot Pot Restaurants

With the continuous development of society, the popularity of hot pots in China remains strong, but the market faces several challenges. This paper aims to analyze the marketing strategies of the Chinese hot pot industry, focusing on both historical trends and contemporary approaches. It begins by outlining the current state of the market, discussing the evolution of hot pots and key marketing strategies adopted in recent years. Haidilao, a standout player in the industry, is used as a detailed case study, with emphasis on its exceptional customer service and innovative marketing techniques. Despite its success, the hot pot market faces three critical challenges: intense market competition, overly standardized marketing and product offerings, and a lack of innovation in ingredients, which raises concerns about food safety. This paper delves into the root causes of these issues and proposes actionable recommendations for addressing them. Solutions include enhancing product differentiation, adopting more diverse marketing approaches, increasing innovation in menu offerings, and improving food safety measures to sustain long-term growth in the hot pot industry.

Perspectives of travelers on fundamental marketing techniques in Pondicherry Tourism

The Pondicherry tourism provides interest in cultural tourism, spiritualism, 'wellness' holidays, eco-tourism and rural tourism would tend to favour Pondicherry Tourists. It’s provided the state can avail of the opportunities offered to maximize its natural advantages in these areas but it is observed that regional linkages, connectivity, accommodation. This study examined Perspectives of Travelers on Fundamental Marketing Techniques in Pondicherry Tourism.

Multiplying Impact: The Role of Emotional Marketing in Mitigating Customer Revenge

This study investigates the effectiveness of emotional marketing strategies in reducing instances of customer revenge, focusing on Fayd AL-Qassim Company in Al-Najaf Al-Ashraf as the applied context. Emotional marketing—characterized by personalized communication, empathetic customer service, and brand storytelling—plays a significant role in shaping customer perceptions and responses. By appealing to customers' emotions, companies can enhance satisfaction and loyalty, thereby reducing the likelihood of revengeful actions against the company. Using a descriptive-analytical approach, data were collected from employees of Fayd AL-Qassim Company. Statistical analysis conducted with SPSS v27 and Amos v24 revealed a significant correlation between emotional marketing efforts and revenge behaviors. The findings indicate that implementing emotional marketing techniques can provide substantial benefits for companies, not only by fostering positive customer relationships but also by protecting the company’s reputation and financial stability. This study contributes to the growing body of knowledge on the importance of emotional marketing in mitigating negative customer behaviors, highlighting its role in amplifying positive impacts on business outcomes.

PEMANFAATAN TEMPE SEBAGAI KOMODITI LOKAL UNTUK PASAR GLOBAL

Tempeh, one of Indonesia's traditional fermented foods, has great potential to become an international culinary commodity because of its high nutritional content and relevance to healthy and sustainable food trends. However, the main problems faced are the use of tempeh which is only processed into household food, lack of product innovation, and packaging that is not attractive for the global market. Small businesses also face problems with a lack of understanding of good marketing strategies. This community service aims to provide business actors and entrepreneurial students with an understanding of the potential of tempeh as a competitive local commodity in the global market. Hygienic production processes, high-quality fermentation methods, creative packaging and digital marketing techniques are taught to participants in this service. The methods used include technical training, live demonstrations and interactive discussions guided by expert speakers in the field of food technology. Participants are also trained to utilize digital platforms such as marketplaces and social media to expand market reach. The results of the service show that business actors are able to understand the importance of production and packaging standards to meet export requirements. Product innovations, such as crispy tempeh and energy balls, received a positive response as diversification that suits global market tastes. Digital-based marketing strategies also provide opportunities to reach global consumers. By overcoming these challenges, tempeh has great potential to compete in international markets as a superior local product in Indonesia.

Purchasing behavior of green food: using health belief model norm activation theory

PurposeThe aim of this paper is to investigate the factors that influence consumers’ intentions to buy green food and develop conceptual framework that combines Health belief model (HBM) and Norm activation theory (NAT).Design/methodology/approachThe research used purposive sampling to collect primary responses from Indians and Lebanese in Ghana at restaurants and retail stores in Accra. Based on the NAT and HBM constructs, questionnaires were designed and distributed to 787 respondents. Data were analyzed using partial least squares and structural equation modeling to test the hypotheses developed through a literature review.FindingsThe findings showed that perceived benefit (PBN), perceived threat (PTT) and cue to action (CAT) are key factors that drive consumers’ intentions to purchase green food by Indians and Lebanese in Ghana. However, there are perceived barriers (PBB) that prevent individuals from buying green food, such as high prices, doubts about authorization and content, shortage of green food, inadequate selling techniques, supposed fulfillment and deficiencies. Therefore, more work is needed to address these barriers.Practical implicationsThis research can be used to create advertising messages that emphasize the health and wellbeing benefits of environmental impact on communities, and stimulate customer motivation to purchase green food.Originality/valueThis is a unique study that combines HBM and NAT to investigate the factors that influence consumers’ intentions to buy green food among Indians and Lebanese in Ghana and developed a conceptual framework to offer valuable insights for marketing practitioners to develop effective marketing strategies to induce buying intentions towards green foods. The construct of NAT has been found as useful moderators of pro-environmental behavior.

Using Innovation and Unique Selling Points to Analyze on Running's Market Success

A significant revolution has taken place in the worldwide market for sportswear over the course of the past decade. This transition has been driven by the growth of athleisure, the growing awareness of the importance of health, and the rapid improvement of technology. In a sector that has historically been controlled by giants such as Nike and Adidas, On Running, a relatively young sports brand that was formed in Switzerland, has emerged as a major contender. The purpose of this study is to investigate the elements that have contributed to the expansion of On Running, with a particular emphasis on the company's strategic market positioning, innovative technology, unique selling propositions (USP), and successful marketing techniques. In this article, a comprehensive examination of the history of the brand, as well as its most important inventions, market expansion tactics, and sustainable development initiatives, is presented. In addition, it addresses the influence that the brand has had on the sportswear business as well as anticipated innovations that may occur in the future. Based on the data, it appears that the success of On Running may be attributed to the company's emphasis on integrating performance with design, innovation, and sustainability.

Pengembangan UMKM Di Desa Pantai Bhakti Muara Gembong, Bekasi Melalui Kreativitas dan Inovasi

Community service activities through the Student Work Lecture (KKM) program. In improving the village economy through Community service activities through the Student Work Lecture (KKM) program. In improving the village economy in development through creativity and innovation, Pantai Bhakti Village, Muara Gembong, Bekasi, has potential natural resources that can support the development of Micro, Small and Medium Enterprises (UMKM). However, limitations in terms of creativity, innovation, and market access are still an obstacle for local communities in optimally developing their UMKM. This community service program aims to increase the capacity of UMKM in Pantai Bhakti Village through training that focuses on product creativity, innovation in seafood processing, and digital marketing strategies. Through a participatory approach, the community is given an understanding of unique and valuable product development, digital-based marketing techniques, and sustainable utilization of local resources. The results of the program showed an increase in the community's ability to create innovative products and expand their marketing reach. This article reviews the role of creativity and innovation as key to UMKM development in coastal areas and the importance of collaborative support to achieve local economic sustainability.

Research on adapting marketing techniques to different culture economics and regulatory environment to entering new international markets

The study focuses on how products from emerging markets are sold abroad. According to case studies, companies actively seek out countries with a large Bangladeshi diaspora and hire locals who are familiar with business culture. Manufacturers' globalization is aided by this strategy since it raises their profile and fosters understanding with local buyers. The cultural literature benefits from illuminating the ways in which collectivism and the avoidance of ambiguity promote marketing strategy, trust, and networks. It proposes a modern, people-focused IM approach that is innovation-driven, shaped by customer preferences for food products, and that places an emphasis on the contributions of diaspora. Organizations’ potential use of globalization to access hitherto untapped markets is also explored in the research. Corporations' strategies and methods for penetrating these markets face both opportunities and threats as a result of globalization. The qualitative study looks at characteristics related to international market entrance and global expansion based on previous research. The results demonstrate how businesses may become more globally competitive by adapting to cultural and behavioral differences and selecting the most effective market entrance strategies. The significance of varied commodities, works, and services for international economic activity is shown in this research, which lends credence to globalization and market entrance methods.

Leveraging Livestreaming to Enrich Influencer Marketing

This article investigates how livestreaming content can be integrated into influencer marketing to effectively engage Generation Z—a demographic increasingly wary of traditional marketing techniques. Livestreaming is an interactive marketing channel that enhances influencer credibility, audience engagement, and brand authenticity. Through a conceptual model, this article explores the core dynamics of livestream influencer marketing and introduces a framework to provide actionable managerial insights. The analysis highlights how livestreaming can revitalize the influencer marketing landscape by offering a more authentic and interactive avenue for brand promotion.

The role of digital marketing in enhancing the sustainability of rural retail businesses in Flagstaff, South Africa

Digital marketing has profoundly altered the marketing techniques utilised by merchants. Although a growing number of rural retail enterprises in South Africa are starting to implement these techniques, the comprehensive effect of digital marketing on their sustainability is still inadequately examined. This study seeks to investigate the impact of internet marketing on retail operations in the rural community of Flagstaff. A quantitative research methodology was utilised, distributing questionnaires to all 52 major merchants via a census technique, yielding 45 replies and an 87% response rate. The results demonstrate that merchants employ several digital marketing strategies, such as social media marketing, email marketing, and mobile marketing, to engage with customers and present sales propositions. This engagement is constrained by the minimal acceptance of digital marketing among consumers, restricted e-commerce utilisation, and inadequate digital literacy, preventing both sides from fully leveraging its advantages. The report advises businesses to persist in using digital marketing methods, including social media and email marketing, into their promotional efforts. This strategy will enable them to engage the niche population that prefers these platforms and maintain alignment with market trends, so assuring competitiveness. Furthermore, it is essential to assist rural areas in improving their digital marketing adoption to sustain retail enterprises and maintain relevance in the contemporary digital environment.

Characterising the extent and nature of digital food and beverage marketing in Singapore: a descriptive study.

To characterise the nature of digital food and beverage advertising in Singapore. Food and beverage advertisements within twenty clicks on the top twelve non-food websites and all posts on the Facebook and Instagram pages of fifteen major food companies in Singapore were sampled from 1 January to 30 June 2018. Advertised foods were classified as being core (healthier), non-core or mixed dishes (e.g. burger) using the WHO nutrient profile model and national guidelines. Marketing techniques were assessed using published coding frameworks. NA. Advertisements (n 117) on the twelve non-food websites were largely presented as editorial content. Food companies posted twice weekly on average on social media sites (n 1261), with eatery chains posting most frequently and generating the largest amount of likes and shares. Key marketing techniques emphasised non-health attributes, for example, hedonic or convenience attributes (85 % of advertisements). Only a minority of foods and beverages advertised were core foods (non-food website: 16·2 %; social media: 13·5 %). Top food and beverage companies in Singapore actively use social media as a platform for promotion with a complex array of marketing techniques. A vast majority of these posts were unhealthy highlighting an urgent need to consider regulating digital food and beverage advertising in Singapore.

Exploring the Impact of Combining Neuromarketing and AI Adoption on the Perceived Effectiveness of Social Media Advertising Campaigns

Literature shows that integrating advanced tech-oriented marketing skills and techniques (i.e., Neuromarketing and Artificial Intelligence concepts) and assessing that influence toward incentivizing SMEs owners to outsource their marketing activities are still omitted and need further clarifications. As a response, through a deep exploration of the literature and insights from the related Key Performance Indicators (KPIs), this research articulates a proposed research framework, upon the premise of extending Taylor and Todd's Decomposed Theory of Planned Behavior. This research seeks to contribute by presenting a framework that further allows M&A agencies to comprehend the underpinnings of integrating such a tech-oriented combination toward enhancing their performance while crafting advertising campaigns for SMEs. This is along with showing how such integration would improve the image of those M&A agencies showing their superb capabilities in crafting advertising campaigns. The authors believe the framework is expected to serve as a guideline for future researchers to incorporate their primary data towards framing their research.