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All Journal Journal Of Business, Finance, and Economics (JBFE) Jurnal Manajemen dan Bisnis Indonesia
Haryati Pertiwi
Universitas Islam Syekh Yusuf
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Customer Insight dan Perilaku Konsumen sebagai Fondasi Strategi Pemasaran yang Efektif Haryati Pertiwi; Ahmad Fikri Sidharta; Arfiani Yulianti Fiyul
Journal Of Business, Finance, and Economics (JBFE) Vol 7 No 1 (2026): Juni : Journal Of Business, Finance, and Economics (JBFE)
Publisher : Universitas Veteran Bangun Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32585/jbfe.v7i1.8321

Abstract

This article examines the role of customer insight and consumer behavior analysis as the foundation for developing effective and sustainable marketing strategies. In the context of increasingly fierce business competition, companies must understand not only who their customers are, but also how they think, feel, and make decisions. This study employs a descriptive-qualitative approach through literature review and case study analysis of five leading companies in Indonesia: Shopee, Tokopedia, Gojek, Unilever (Sunsilk), and Starbucks. The findings reveal that consumer behavior is shaped by four interacting factors psychological, social, cultural, and economic across all stages of the purchase decision process. Customer insight generated through systematic data collection and interpretation drives product innovation, enhances marketing campaign effectiveness, and strengthens long-term customer loyalty. This research affirms the critical importance of investing in consumer analytics capabilities as a source of competitive advantage in the digital era.
Pengaruh Targeting terhadap Keputusan Pembelian pada Perusahaan Y Haryati Pertiwi; Arfiani Yulianti Fiyul
Jurnal Manajemen dan Bisnis Indonesia Vol. 1 No. 3 (2026): Edisi: April-Juni
Publisher : Pustaka Bangsa Indonesia

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Abstract

Penelitian ini mengkaji pengaruh strategi targeting terhadap keputusan pembelian konsumen pada Perusahaan Y. Dengan menggunakan pendekatan data sekunder melalui tinjauan literatur sistematis terhadap jurnal-jurnal dan laporan industri yang diterbitkan pada periode 2020–2025, penelitian ini menganalisis mekanisme pengaruh diferensiasi pemasaran, pemasaran terkonsentrasi, dan pemasaran tidak terdiferensiasi terhadap keputusan pembelian konsumen. Hasil penelitian menunjukkan bahwa strategi targeting yang tepat berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan dimensi behavioral dan psychographic targeting menunjukkan efek terkuat. Perusahaan yang menerapkan strategi targeting secara akurat dapat meningkatkan tingkat konversi pembelian secara signifikan. Penelitian ini berkontribusi terhadap teori manajemen pemasaran dan memberikan panduan praktis bagi pelaku industri manufaktur. Keywords: Targeting, Keputusan Pembelian, Diferensiasi Pasar, Pemasaran B2B, Perusahaan Y
Co-Authors Ahmad Fikri Sidharta Arfiani Yulianti Fiyul