Marketing Tool Research Articles

Churches’ online ministries as strategic communication

ABSTRACT This article discusses the practices of Christian churches’ online ministries as acts of strategic communication, where the congregants’ needs and expectations are met, in a competitive market, without compromising the churches’ own identities. Six church leaders with a variety of denominational affiliations were interviewed for this study. Based on the interviews and previous research within the areas of strategic communication, marketization and marketing of religion, and online churches, a model is presented showing three main tracks along which online ministry may be considered. The first track is to consider it as a tool for branding and marketing, targeted at non-churchgoers, the second is to consider it as an additional service for existing congregants, and the third is to consider it in terms of a decentralized church. Although the primary reason for offering an online ministry may follow one of the three presented tracks, the interviews indicate that more users take advantage of the content presented online than just the targeted audience.

Determinants of Social Media Adoption by Millennial Farmers to Improve Business Performance: Perspectives from the Technology-Organization-Environment (TOE) Framework

To attract millennials to the agricultural sector, it is necessary to modernize agriculture using social media. Social media plays an important role as a marketing tool for farmers. The utilization of social media platforms can assist farmers in enhancing the effectiveness of their agricultural product marketing efforts, with the objective of increasing their income. This study aimed to determine the effect of social media adoption on the business performance of millennial farmers in Central Java using the technology-organization-environment (TOE) framework. The method used in this study was a quantitative descriptive approach with data collected from 120 millennial farmers located in 10 districts in Central Java. The data analysis method was carried out using SEM-PLS with the SmartPLS 3.0 application. The results of the analysis showed that business performance was influenced by social media adoption, and millennial farmers’ business turnover increased by 25% after using social media. Technological factors and organizational factors had a significant effect on social media adoption, while environmental factors were not significant. This study provided information on the factors that influence the business performance of millennial farmers in Central Java Province, which can help farmers in developing strategies to improve business performance and assist the government in developing programs to attract the millennial generation to the agricultural sector.

Analisis Konten Website CV. MyPangandaran dalam Penerapan Strategi Komunikasi Pemasaran

Communication plays a crucial role in marketing, serving as a tool to inform, remind, and bridge companies with the public in introducing products. CV. MyPangandaran, with a wider target of tourists outside Pangandaran Regency, faces challenges in reaching audiences through www.mypangandaran.com website. To maximize the reach of a website, an effective marketing communication strategy is needed. This study uses a qualitative method with a content analysis approach, focusing on documentation studies as primary data. The goal is to review the marketing communication strategy implemented by CV. MyPangandaran in an effort to expand the reach and increase the effectiveness of promotion. The results of the study show that the marketing communication strategies implemented include advertising, content marketing, direct marketing, and social media marketing. In the application of marketing mix theory, the communication aspect is the most dominant. Meanwhile, the most prominent AIDA (Attention, Interest, Desire, Action) model is the interest aspect. CV. MyPangandaran adjusts the advertising strategy to the characteristics of the products sold. Direct marketing is directed at the target market aged 25-35 years. The company also utilizes social media as a supporting marketing communication tool, including Facebook, Instagram, Twitter/X, and TikTok.This integrated marketing communication strategy aims to expand reach, increase engagement, and maximize the effectiveness of CV product and service promotions. MyPangandaran to potential tourists outside Pangandaran Regency. By integrating various communication channels, the company seeks to build brand awareness and increase tourist interest in Pangandaran destinations.

Peran Aktivitas Pemasaran Media Sosial Instagram dan Ekuitas Merek Terhadap Respon Pelanggan Bhisa

Current technological developments occur in various sectors, one of which is marketing with increasing marketing activities carried out on social media such as Instagram. This is influenced by various factors such as the increase in internet users and the time each person uses the internet. In response to this development, as one of the transportation service providers, PT BST with one of its integrated products, namely Bhisa, uses Instagram social media to market its products and services. The use of Instagram with the username Bhisa.id is PT BST's effort to continue to compete with its competitors. This study aims to determine the influence of Social Media Marketing Activities carried out by PT BST on brand awareness, brand image, EWOM, and commitment both directly and indirectly. This study uses a quantitative causal research method by testing survey data from 180 respondents of Bhisa.id Instagram followers. Testing in the study will use the SEM PLS model which will be tested using the Smart PLS 3 application. The results of the study show that the SMMA variable has a positive influence on brand equity consisting of brand awareness and brand image and has a positive and significant effect on customer responses, namely e-WOM and commitment. Furthermore, strong brand equity contributes positively to customer responses, such as E-WOM and commitment to the Bhisa brand. This study concludes that effective marketing strategies on social media, especially Instagram, can increase brand equity and, in turn, generate better customer responses. The recommendation for marketing practitioners is to continue to utilize Instagram as a primary marketing tool and focus on

ANALYSIS OF CHALLENGES AND OPPORTUNITIES IN THE DEVELOPMENT OF INFORMATION AND COMMUNICATION TECHNOLOGY IN THE DIGITAL ERA: FUTURE PERSPECTIVE

Abstrak. Technology has become an integral part of human life, aiming to enhance efficiency and effectiveness. Modern businesses also operate within a digital environment that connects individuals and organizations. The digital world is a global phenomenon, fully driven and supported by new technologies. Digitally and fundamentally, the millennial generation must be able to utilize digital technology, have the tools and infrastructure to leverage it, and effectively use social media as a marketing tool for their companies.The approach taken in composing this article involves carefully gathering information from reputable national publications and employing a qualitative research approach. The purpose of this analysis is to identify the challenges and opportunities arising from the rapid innovation in ICT and to explore how future developments are likely to shape global society. The main challenges include the significant digital divide between developed and developing regions, concerns over data security and privacy, and the need to strengthen the workforce’s readiness for digital transformation.On the other hand, ICT advancements present substantial opportunities for the future. Technologies like artificial intelligence (AI), the Internet of Things (IoT), and blockchain enable the creation of new innovations, accelerate digital transformation processes, and enhance operational efficiency across various industries. Moreover, these technologies have great potential to support the growth of the digital economy, create new job opportunities, and improve people’s quality of life.

Pemanfaatan Digital Marketing dalam Memasarkan Produk Pakaian Melalui Media Sosial Instagram: Studi Kasus pada Brand Syndicatesroom

The large number of internet users in Indonesia is the main reason business people use digital marketing to attract consumers. Syndicatesroom as a local Tangerang brand with a streetwear theme, Syndicatesroom provides a platform for young people to collaborate, share ideas, channel creativity in a forum called a syndicate. This research is entitled the use of digital marketing in marketing clothing products via Instagram social media (case study of the Syndicatesroom brand). This research aims to determine the process of using digital marketing carried out by Syndicatesroom in marketing clothing products on Instagram social media. This research uses a constructivist paradigm using qualitative methods using primary and secondary data sources as well as interview observations. The data sources used are journals, websites and Syndicatesroom social media. The results of this research show that Syndicatesroom has succeeded in utilizing digital marketing in marketing clothing products via Instagram social media. Syndicate, as a pioneering and independent company in selling products as a marketing tool, requires an effective strategy to increase sales.

Pengaruh Content Marketing dan Celebrity Endorser Terhadap Keputusan Pembelian Dengan Brand Trust Sebagai Variabel Intervening: Studi pada Pembeli Hafez Restorer di Media Sosial Tiktok

The rapid development of digital technology has made social media one of the most influential platforms in the purchasing decision process. TikTok is one of the social media platforms currently popular in Indonesia. The presence of TikTok has attracted many companies to start utilizing it as a marketing tool. The purpose of this research is to examine the influence of Content Marketing and Celebrity Endorsement on purchasing decisions for Hafez Restorer products on TikTok, with Brand Trust as an intervening variable. The research method used is quantitative, with data analysis techniques involving path analysis. The sampling method employed purposive sampling with 106 respondents. Data processing was carried out using SPSS software version 22. The results of the study indicate that the variables of Content Marketing and Celebrity Endorser have a positive and significant effect on Brand Trust. Additionally, Content Marketing and Celebrity Endorser have a positive and significant effect on Purchasing Decisions, and Brand Trust positively and significantly affects Purchasing Decisions. Furthermore, Content Marketing and Celebrity Endorser indirectly influence purchasing decisions through Brand Trust as an intervening variable.

Pengaruh Terpaan Konten TikTok sebagai Media Komunikasi Pemasaran terhadap Minat Beli pada Kedai Nongs (Survei terhadap Followers Akun @jelitawidiaw)

This research aims to determine the effect of exposure to TikTok content as a marketing communication medium on purchasing interest at Kedai Nongs. This research uses quantitative research methods with a positivism paradigm, where data is obtained through questionnaires distributed to 100 @jelitawidiaw followers. Sampling was carried out using the Slovin formula. The results of the research show that variable Apart from that, the results of the coefficient of determination test (R2) show that Exposure to TikTok Content has an influence of 26.5% on Purchase Interest at Kedai Nongs. Thus, it can be concluded that exposure to @jelitawidiaw's TikTok content has a significant influence on purchasing interest in Kedai Nongs. So these findings emphasize the importance of using social media, especially TikTok, as an effective marketing communication tool in increasing purchasing interest.

Training on WhatsApp Business Optimization for Student Entrepreneurs of Universitas Syiah Kuala

This community service activity aimed to enhance the digital marketing skills of student entrepreneurs at Universitas Syiah Kuala by optimizing the use of WhatsApp Business. Many young entrepreneurs lack familiarity with digital tools that can streamline business operations and expand market reach. This training was designed to address this gap by introducing participants to the practical features of WhatsApp Business. Utilizing the Service Learning (SL) method, the activity included presentations, hands-on practice, and evaluations. The training covered key WhatsApp Business features such as profile setup, product catalog management, and customer messaging. Results showed a marked increase in participants' understanding, with 85% reporting improved competence in using the app for business purposes and 90% expressing greater confidence in leveraging digital marketing tools. This activity highlights the potential of simple, accessible digital tools in supporting young entrepreneurs and contributes to the achievement of Sustainable Development Goals, particularly in promoting economic growth and digital literacy.

From retaliation to resilience: tracing the path of earnings stability in competitive markets

Purpose The purpose of this paper is to develop a more comprehensive understanding of the consequences of retaliations and our evidence indicates that retaliations are beneficial for firms with supranormal earnings by making their higher earnings more persistent, but harmful for firms with subnormal earnings by slowing the recovery of their earnings. Design/methodology/approach This paper use annual Compustat files based on Fama-French 48 industry. The time-varying competitive reactions (CRs) for each firm are captured using quarterly rolling-window estimation across 41 windows with five years (i.e. 20 observations) in each window. This paper measure earnings persistence as the slope coefficient (ß1) from regressing future earnings on current earnings. The result remains qualitatively similar to the main findings when alternative measures of earnings persistence. Findings Abnormal earnings are expected to dissipate in the long run owing to competitive forces, but this paper show that more retaliatory CRs increase earnings persistence. This is good news for supranormal firms as they can sustain high profitability. However, it will be harder to revert subnormal earnings to the industry mean if such firms conduct more retaliatory CRs. This paper also show that these associations are stronger for less competitive industries. Research limitations/implications First, high earnings persistence per se would not be a major consideration in the firm’s strategic decisions but a natural by-product of such decisions spanning an extended period of operations. Second, though this paper focus on the period of 2004–2018 that includes the rebound after financial crisis in 2008, an extension of the observation period over a longer economic cycle would verify our results. Practical implications CRs are regarded as an evolving portfolio of dynamic marketing decisions and tools for strategic decisions in our study. It helps how firms manage competition over time to lengthen the superior performance. Also it helps the low-profitability firms attempting to improve profitability by showing nonretaliation may be a more appropriate strategy than retaliation. Social implications Firms in financial distress suffer from illiquidity, survival of firms is contingent on meeting their financial obligations, thus need for turnaround decisions. However, retaliations under financial distress can mitigate the effect of such turnaround decisions and thereby aggravate the situation. Originality/value Greater persistence extends the benefits of superior earnings, thus increasing the opportunities for value exploitation, but it may also restrict earnings recovery. This paper finds that the way that firms react within the competition explain the differences in earnings persistence. Although a large body of research has examined the static drivers (e.g. firm size and diversification) of the differential persistence of earnings, there has been little research on dynamic drivers that explicitly recognize the erosion process for earnings.

Exploring the Influence of Reels and Short Videos on Hiking Motivation

This study investigates the influence of reels and short hiking videos on hiking motivation and interest among hikers. This research examines how reels and short videos affect individuals' motivation to participate in hiking. The popularity of social media platforms like Instagram and TikTok has transformed how people perceive and engage with outdoor activities. This study explores how short-form video content influences participants' attitudes and motivation toward hiking by surveying the hikers. The results indicate that visually appealing content significantly boosts motivation, encourages outdoor exploration, and fosters a sense of community among viewers. These findings highlight the potential of social media as a powerful marketing tool for promoting outdoor activities and provide valuable insights for organizers aiming to increase participation in hiking and other nature-related pursuits.

The Current Position of Neuromarketing as a Tool of Marketing and Communication Strategy

Neuromarketing is a tool used to investigate real consumer preferences that are not subjectively influenced, e.g. bias towards a certain brand, marketing communication tools, etc. It studies brain functions when deciding to buy a product. The goal is to find and identify the differences between the customer’s conscious assertion and subconscious behaviour. It monitors how the brain reacts to certain stimuli contained in an advertisement, brand, etc. For this, it uses studies that examine the influence of marketing stimuli on consumer reactions. The goal of our study is to provide an objective and comprehensive overview of new scientific findings that point to certain gaps in research methods and thinking about consumer behaviour and decision-making. We focus on the field of neuromarketing in general, on its methods, the concept of intuitive consumer behaviour. The core parts are practical applications of neuromarketing in the field of marketing and marketing communication. The research part describes the course and results of the applied experiment, using two methods of neuromarketing research to influence the senses of the consumer and to find the differences between conscious and unconscious decision-making, and at the same time, how these findings can manifest themselves in the area of marketing and communication strategy. Key findings are clearly summarised in the summary and conclusion.

Persepsi Tingkat Kesiapan UMKM dalam Pengelolaan Media Sosial

This study examines the readiness of micro, small, and medium enterprises (MSMEs) to utilize social media for digital marketing. Given the importance of digital platforms in today's modern business era, this study aims to understand how MSMEs view their readiness to manage social media and their level of involvement in utilizing it for promotional activities. The methodology used is quantitative descriptive, including a survey distributed to 64 MSME owners, which collected data on their experiences, practices, and attitudes toward social media management. The results show that most MSME owners feel ready to manage their social media by actively following trends and creating relevant content to attract consumers. The study also shows that although social media significantly contributes to expanding market reach, improving customer relationships, and increasing sales, many MSMEs still lack a comprehensive digital marketing strategy. Although MSMEs show a high level of readiness to use social media, further education and support are needed to adopt more advanced digital marketing tools and strategies.

The Impact of Advertising on the Popularity of Music Works

Not only is advertising a powerful tool for businesses and marketing, it also shapes consumers’ behavior in the music industry as well. This article deals with the influence of traditional and digital advertising methods on the popularity of musical productions. This research seeks to navigate the relationship between the intensity of advertising and the popularity of the music work through the examination of several case studies and data from different genres of music. It highlights the roles of several media channels and platforms including streaming services and social media in making songs go viral as well as the economic impacts on the musicians and record companies. The study provides insight into the problem of excessive commercialization in a digital sphere as a consequence of modern overexposure of the music industry. This article concludes with recommendations for maximizing the effects of advertising on musical productions’ popularity while maintaining artistic integrity.

Building Entrepreneurial Capacity: The Role of Publicly Funded Training Programs in Empowering MSMEs in Dharmasraya, Indonesia

Micro, small, and medium enterprises (MSMEs) are vital to the Indonesian economy, especially in rural areas like Dharmasraya. This community service project aimed to empower MSMEs by building their entrepreneurial capacity through publicly funded training programs. Using a participatory action research approach, a needs assessment was conducted with 100 MSME owners in Dharmasraya to identify challenges and training needs. Based on the findings, workshops and mentoring sessions were designed and delivered, focusing on financial literacy, marketing strategies, digital literacy, and business plan development. The training program significantly improved participants' understanding of key business concepts, including financial management, marketing, and digital tools. Participants also showed increased confidence in managing and growing their businesses. The program fostered a sense of community and peer learning among MSME owners. In conclusion, publicly funded training programs are crucial for building entrepreneurial capacity and empowering MSMEs in Dharmasraya. This initiative highlights the effectiveness of participatory approaches in addressing community needs and fostering sustainable economic development.

Peran Media Baru dalam Meningkatkan Partisipasi Politik Generasi Z (Studi: Penggunaan TikTok sebagai Sarana Pemasaran Politik Partai Kebangkitan Bangsa Menuju Pemilu 2024)

New media, such as TikTok, serves as an interactive digital platform that enables users to directly participate in accessing and disseminating information. This study is motivated by a gap in understanding the effectiveness of social media as a political marketing tool for Generation Z, particularly within the Indonesian political context, which requires tailored content to engage this young voter demographic. Using a qualitative method with in-depth interviews, this research involved 100 respondents from Generation Z who are active TikTok users, as well as officials from the National Awakening Party (PKB) at both central and regional levels. The study aims to analyze the types of TikTok content most effective in enhancing Gen Z’s political participation leading up to the 2024 election. The results show that content with entertaining, informative, and narrative-based styles strongly appeals to Gen Z, proving effective in fostering their political engagement. The study concludes that PKB's strategy of using TikTok, through an interactive and Gen Z-preferred content approach, effectively increases political participation and could serve as an innovative model for future political campaigns.

Optimizing Hotel Marketing: An Analysis of Instagram Algorithms in 2024

This study examines Instagram's effectiveness as a marketing tool for hotels by analyzing the platform's algorithm, shadowbanning risks, and content optimization strategies. The purpose of this research is to assess how Instagram’s algorithm can be leveraged to enhance hotel visibility and credibility. Using qualitative methods, including a literature review of research papers, case studies, books, and reports, data is collected and analyzed through content analysis to identify key factors influencing content visibility, engagement, and overall performance on Instagram. The findings offer valuable insights for hotels aiming to optimize their marketing strategies on Instagram. The research emphasizes the importance of understanding Instagram’s algorithm and adjusting content strategies to align with trends and algorithms. Key recommendations include focusing on high-quality, engaging content, avoiding shadowbanning practices, and utilizing user-generated content to build customer loyalty. By implementing these strategies, hotels can effectively engage their target audience, showcase their brand, and drive bookings in today’s competitive digital landscape.

Leveraging Industry 4.0 for marketing strategies in the medical device industry of emerging economies

This research investigates the impact of the technologies through an integrated Fuzzy Analytic Hierarchy Process (F-AHP) and VIKOR model to determine their viability as a marketing strategy for business growth in the Prosthetics and Orthotics (P&O) medical device industry. Based on expert data, the study evaluates the integration of Industry 4.0 technologies and ranks them by priority for marketing performance: “Artificial Intelligence & Machine Learning” (0.3295), “Internet of Things” (0.4325), “Virtual Reality & Augmented Reality” (0.5000), and “Big Data” (0.5704). The findings confirm that the proposed model effectively Leverage the industry 4.0 technologies to enhance marketing strategies, using Pakistan as a case study. This research serves as a blueprint for addressing the integration of next-generation marketing tools, technological advancements, and business growth challenges in the P&O industry. It contributes to the growing body of knowledge on the role of technology in improving healthcare marketing and business performance in emerging markets. Future research should explore the broader impact of Industry 4.0 technologies on healthcare marketing, focusing on strategic decision-making, efficient marketing resource allocation, and performance measurement to ensure sustained success in the P&O medical device sector. The study concludes that prioritizing Industry 4.0 technologies, however, limitations such as sample size, data collection constraints, and model complexity may Leverage the generalizability of the results. Future research should address these limitations by expanding the scope of expert involvement and exploring the application of this model in other emerging economies, to further validate the findings and assess the broader implications for healthcare marketing strategies globally.

Online Marketing through Consumers: A Study of Effectiveness of Tools and Techniques Across Industries

This study aims to examine how consumers' perceptions of brands and their purchasing decisions are influenced by various online marketing tools used in different industries, such as Word of Mouth (WOM), online chat assistance, and email advertising. The purpose of this research was to explore the relationship between these online marketing tools and their impact on brand perception and consumer purchasing decisions. While there are many factors that influence consumer purchasing decisions and brand perception, the most significant ones are word of mouth, online chat, and email. Our findings indicate that internet-active residents of India prefer word of mouth over online chat and email advertising. Many companies use word of mouth as an online marketing strategy to attract potential customers and influence their purchasing decisions and brand perception. There are no universal factors that affect consumer decisions in India but word of mouth, being cost-effective, is widely used by consumers and has proven to be effective. In India, the cultural emphasis on personal recommendations holds significant influence over consumer behavior. This preference has led to a growing trend where brands are leveraging the power of influencers to promote and market their products. This strategy allows brands to tap into the trust and authority that influencers hold within their respective communities, ultimately enhancing their reach and impact in the market.

MARKETING DIGITAL: UMA ABORDAGEM CIENTÍFICA PARA O SUCESSO EMPRESARIAL NA ERA DIGITAL

This article aims to analyze the importance of digital marketing tools as a competitive advantage for organizations. The specific objectives were: to present the historical evolution and concepts of marketing; highlight the components of the marketing mix; and identify the most effective digital marketing strategies in the information age. Despite its great importance, the topic is still underexplored in the field of Business Administration. This study is a literature review. The research was conducted online through articles indexed in the electronic databases SCIELO and Google Scholar. The following search terms were used: companies, competitiveness, digital marketing. Regarding the content developed, it can be concluded that the objectives and the research problem were successfully achieved, as the literature review demonstrated that digital marketing tools play a crucial role in strengthening organizations. The analysis showed that these tools not only increase the visibility and reach of brands but also foster a closer and more engaged relationship with consumers. Furthermore, it became evident that the personalization of strategies, based on concrete data, results in more effective and targeted campaigns.