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p-Index From 2021 - 2026
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All Journal International Journal of Business, Technology, and Organizational Behavior (IJBTOB)
Miguna Astuti
Universitas Pembangunan Nasional Veteran Jakarta, Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Library & Information Science Social Sciences

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The Effect of Digital Marketing Mix Strategy on Marketing Performance Through the Implementation of Customer Relationship Management MSME 4.0 DKI Jakarta Alvina Mumtaza Yusuf; Miguna Astuti; Maria Bernadette Nani Ariani
International Journal of Business, Technology and Organizational Behavior (IJBTOB) Vol. 2 No. 4 (2022): International Journal of Business, Technology, and Organizational Behavior (IJB
Publisher : Garuda Prestasi Nusantara Consulting

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52218/ijbtob.v2i4.213

Abstract

There was a decline in the growth rate of DKI Jakarta's Gross Regional Domestic Product in 2020 due to the Covid-19 pandemic. GRDP is closely related to income and sales volume sold for MSME. Revenue and sales volume are dimensions of marketing performance. The purpose of this study is to examine the effect of digital marketing mix strategy and customer relationship management on marketing performance. Researchers used a quantitative approach by distributing questionnaires to 231 owners or managers of MSME 4.0 in DKI Jakarta. The proposed research model was tested using the Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) specifically using the Smart-PLS 3.3 program. The results of data analysis show that: (1) Digital Marketing Mix Strategy has a significant effect on Customer Relationship Management MSME 4.0 DKI Jakarta (2) Customer Relationship Management has a significant effect on Marketing Performance of MSME 4.0 DKI Jakarta (3) Digital Marketing Mix Strategy has a significant effect on Marketing Performance MSME 4.0 DKI Jakarta. Keywords: MSME 4.0, Marketing Performance, Digital Marketing Mix Strategy, and Customer Relationship Management.
The Effect of Brand Experience, Brand Satisfaction, Brand Trust and Brand Loyalty Users of Janji Jiwa Coffee Application (Jiwa+) Raprini Meidina; Rusdi Musa Ishak; Miguna Astuti
International Journal of Business, Technology and Organizational Behavior (IJBTOB) Vol. 2 No. 6 (2022): International Journal of Business, Technology, and Organizational Behavior (IJB
Publisher : Garuda Prestasi Nusantara Consulting

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52218/ijbtob.v2i6.247

Abstract

This study is to analyze brand loyalty among users of the Janji Jiwa Coffee (Jiwa+) application in Jakarta. This study aims to determine the effect of Brand Experience, Brand Satisfaction, Brand Trust and Brand Loyalty. During the covid 19 pandemic, Janji Jiwa Coffee presents the Jiwa+ application to make it easier for consumers to place orders by utilizing GPS technology to refer the nearest outlet to their consumers. Descriptive and inferential approaches are used in this study. Researchers used quantitative data in the form of primary data. The sample in this study amounted to 106 people who are Janji Jiwa Coffee consumers who use the application (Jiwa+). Collecting data using e-questionnaire (google form). Data analysis technique is processed using Partial Least Square (PLS). The results for brand experience and brand satisfaction has an effect on brand loyalty, while for brand trust has no effect on brand loyalty. Then brand experience, brand satisfaction affects brand trust and brand experience affects brand satisfaction. Keywords: Brand Experience, Brand Satisfaction, Brand Trust and Brand Loyalty
Co-Authors Alvina Mumtaza Yusuf Maria Bernadette Nani Ariani Raprini Meidina Rusdi Musa Ishak