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Asmal Fajri
Universitas Pamulang
Economics, Econometrics & Finance Engineering

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Pengaruh Hybrid Marketing Terhadap Customer Engagement Umkm Fashion di Kota Tangerang Asmal Fajri; Nunu Maria; Suro Irwanto; Aska Dwi Rahmadhayanti; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 4 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v3i4.4717

Abstract

This study examines the influence of hybrid marketing on customer engagement of fashion SMEs (Small and Medium Enterprises) in Tangerang City. Hybrid marketing, as an operational approach that integrates traditional and digital marketing, is grounded in the grand theory of Integrated Marketing Communication (IMC). This study employs a quantitative approach with explanatory research design. Data were collected from 120 active fashion SME owners in Tangerang City using purposive sampling and analyzed through multiple linear regression. The results indicate that: (1) traditional marketing (β = 0.248; p = 0.003) has a positive and significant effect on customer engagement; (2) digital marketing (β = 0.431; p = 0.000) is the strongest determinant of customer engagement; and (3) hybrid marketing simultaneously explains 62.1% of the variance in customer engagement (F = 95.714; p = 0.000). These findings confirm the relevance of IMC as a theoretical framework explaining the effectiveness of hybrid marketing in enhancing customer engagement for fashion SMEs.
Pengaruh Sound Effect dalam Konten Tiktok Marketing dan Audio Branding Terhadap Peningkatan Traffic Website Bisnis Umkm Asmal Fajri; Mochamad Kiki Apriliandi; Novia Roman Danisyah; Aska Dwi Rahmadhayanti; Silvi Herliyani; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jebd.v4i1.5175

Abstract

This study aims to analyze the influence of sound effects in TikTok marketing content and audio branding on increasing website traffic among SMEs. A quantitative approach was employed through a survey method by distributing questionnaires to 90 SME owners in West Java who actively use TikTok as a marketing platform and operate business websites. Data were analyzed using multiple linear regression. The results indicate that sound effects in TikTok marketing content have a positive and significant effect on website traffic (β = 0.299; p = 0.002). Furthermore, audio branding has a positive and significant effect on website traffic (β = 0.340; p < 0.001) and represents the strongest determinant of website traffic. Simultaneously, both variables explain 29.3% of the variance in website traffic (F = 18.049; p < 0.001). These findings suggest that optimizing audio elements in digital marketing strategies, through engaging sound effects and strong audio branding, can effectively increase website visits and support SME business growth.
Co-Authors Aska Dwi Rahmadhayanti Mochamad Kiki Apriliandi Novia Roman Danisyah Nunu Maria Ria Aulia Silvi Herliyani Suro Irwanto