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All Journal Among Makarti JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Jurnal Ekonomi, Manajemen Akuntansi dan Perpajakan (Jemap) Magisma: Jurnal Ilmiah Ekonomi dan Bisnis Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Manajemen Abdi Makarti Journal of International Conference Proceedings AKSIOMA : Jurnal Manajemen Jurnal Pengembangan Masyarakat Lokal Alamtana
Poluan, Stevi Jimry
Universitas Muria Kudus
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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MEMPERKUAT STRATEGI RETENSI PELANGGAN MELALUI KEUNGGULAN KOMPETITIF UNTUK MENDORONG TERCIPTANYA PEMASARAN BERKELANJUTAN: STUDI KASUS PADA SEBUAH BISNIS KELUARGA DI INDONESIA Sari Wijayanti; Triana Hasty Kusuma; Stevi Jimry Poluan; Rizka Fatkhin Nisa
Among Makarti Vol 19, No 1 (2026): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v19i1.960

Abstract

ABSTRACTCustomers play a significant role in business sustainability. Therefore, it is necessary to implement the right strategies to retain existing customers and acquire new ones. UMKM Kripik Paru Kidang Mas has been in operation for more than 50 years, so customers, products, and business sustainability are undoubtedly crucial. The objective of this study is to describe how competitive advantages can strengthen customer retention strategies in a family business to foster sustainable marketing and develop a mini-theory on value proposition information based on the concepts that emerge. The method used in this study is a qualitative approach involving in-depth interviews with three informants (the owner, a production department employee, and a marketing department employee). The object of this research is MSEMs Kripik Paru Kidang Mas Salatiga. This study produced 2 propositions: (1) Customer retention strategies influence sustainable marketing, (2) Customer retention strategies reinforced by competitive advantages influence sustainable marketing, and a mini-theory on enhancing customer retention strategies through competitive advantages to foster sustainable marketing.ABSTRAKPelanggan menjadi faktor penting dalam keberlangsungan sebuah usaha. Oleh karena itu, perlu dilakukan strategi yang tepat untuk mempertahankan ataupun mendapatkan pelanggan baru. UMKM Kripik Paru Kidang Mas telah menjalankan usahanya lebih dari 50tahun tentunya pelanggan, produk dan keberlangsungan usaha menjadi hal yang penting. Tujuan dari penelitian ini adalah mendeskripsikan bagaimana keunggulan kompetitif dapat memperkuat strategi retensi pelanggan pada sebuah bisnis keluarga untuk menciptakan pemasaran keberlanjutan dan membangun teori mini dari pembentukan proposisi berdasarkan konsep-konsep yang muncul. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan melakukan wawancara mendalam (depth interview) dengan tiga narasumber (pemilik, karyawan bagian produksi dan karyawan bagian pemasaran). Obyek penelitian ini adalah UMKM Kripik Paru Kidang Mas Salatiga. Penelitian ini menghasilkan dua buah proposisi: (1) Strategi retensi pelanggan memengaruhi pemasaran keberlanjutan dan (2) Strategi retensi pelanggan diperkuat keunggulan kompetitif memengaruhi pemasaran keberlanjutan serta sebuah teori mini tentang peningkatan strategi retensi pelanggan melalui keunggulan kompetitif dalam menciptakan pemasaran keberlanjutan.
PEMASARAN GLOBAL DI ERA KECERDASAN BUATAN : PELUANG DAN TANTANGAN UNTUK BRAND INTERNASIONAL Triana Hasty Kusuma; Sari Wijayanti; Novita Yuliana; Rizka Fatkhin Nisa; Stevi Jimry Poluan
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.7106

Abstract

The advancement of Artificial Intelligence (AI) technology has significantly transformed global marketing strategies, particularly for international brands. This study aims to identify the opportunities and challenges faced by brands in integrating AI into their global marketing approaches. Using a qualitative method, data were collected through in-depth interviews and document analysis from various relevant sources. The findings reveal that AI offers substantial opportunities in service personalization, operational efficiency, and predictive insights into consumer behavior. However, several challenges remain, including technological infrastructure gaps, data privacy issues, and organizational resistance to digital transformation. Therefore, international brands must adopt adaptive, ethical, and sustainable strategies in implementing AI to effectively compete in the ever-evolving global market.
Strategi Pengembangan Produk Untuk Menciptakan Keberlanjutan Pemasaran Pada Perusahaan Farmasi Multinasional Sari Wijayanti; Triana Hasty Kusuma; Stevi Jimry Poluan; Rizka Fatkhin Nisa
AKSIOMA : Jurnal Manajemen Vol 4 No 2 (2025): AKSIOMA : Jurnal Manajemen [Agustus-Januari 2025]
Publisher : Program Studi Manajemen dan Magister Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Katolik Widya Mandira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30822/aksioma.v4i2.4629

Abstract

The purpose of this research is to find out how product development strategies contribute to creating marketing sustainability in multinational pharmaceutical companies. This study was conducted using a qualitative approach (case study) using two key informants, namely a Country Medical Affairs Head and Product Manager from a multinational pharmaceutical company ‘X’ in Indonesia, and conducted in-depth interviews, data triangulation, and secondary data collection. The result of this study is the existence of clinical and commercial development in multinational pharmaceutical companies to create marketing sustainability by emphasizing strategy evaluation and product sustainability.
Co-Authors Arya Aditya Wicaksono Edwin Aditya Prabowo Liem Gai Sin Nisa, Rizka Fathkin Novita Yuliana Novita Yuliana Rizka Fatkhin Nisa Rony Joyo Negoro Octavianus Sari Wijayanti Sari Wijayanti Tamrin, Muhammad Husni Triana Hasty Kusuma Yanuar Surya Putra