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All Journal Jurnal Dehasen Untuk Negeri Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ekonomi Islam, Akuntansi, dan Manajemen
Andini, Puja
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Public Health Other

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Strategi Pemasaran Digital Dalam Meningkatkan Penjualan Pada Thrifting Panorama Kota Bengkulu Andini, Puja; Soleh, Ahmad; Irawan, Yudi; Sudarsono, Aji; Ertanto, Dodi
Jurnal Dehasen Untuk Negeri Vol 3 No 2 (2024): Juli
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jdun.v3i2.6273

Abstract

This research aims to explore digital marketing strategies that can be implemented to increase sales at the thrifting shop in Panorama, Bengkulu City. By utilizing social media and e-commerce platforms, it is hoped that thrifting business actors can increase market reach and income. The research methods used were surveys and interviews with Ms. Elytha as a thrifting business actor as well as analysis of sales data before and after implementing digital strategies. The research results show that effective use of social media and e-commerce can increase sales by up to 30%. The conclusion of this research is that digital marketing strategies have great potential to be implemented in thrifting businesses in Bengkulu. The challenge faced is tight competition between business actors who use the same digital marketing strategy.
Digital Marketing Strategy To Increase Sales At The Hawwapassion Store, Bengkulu City Andini, Puja; Susanti , Neri; Astuti, Kamelia
Jurnal Ekonomi, Manajemen, Akuntansi Vol. 1 No. 1 (2024): Juni
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jema.v1i1.447

Abstract

This research aims to analyze the digital marketing strategy implemented by the Hawwa Passion Store in Bengkulu City in an effort to increase sales. Through participatory methods and focus group discussions, this research evaluates the effectiveness of the use of social media and e-commerce platforms and identifies the challenges faced by business actors.The research results show that implementing digital marketing strategies, especially through social media such as Instagram and Facebook as well as e-commerce platforms such as Tokopedia and Shopee, has succeeded in increasing sales of the Hawwa Passion Shop by 40%. The use of engaging visual content and digital advertising campaigns play an important role in capturing consumer attention and increasing engagement.However, this research also found several limitations, including limited technical knowledge in content management and relatively high digital advertising costs. Apart from that, unstable internet access in several areas of Bengkulu City is also an obstacle in implementing this strategy.The main contribution of this research is to provide insight into effective digital marketing practices for small and medium enterprises in the thrifting sector. It is hoped that the resulting recommendations can help business actors optimize their digital marketing strategies, overcome existing obstacles, and ultimately increase sales and business growth.
The Influence Of Product Innovation And Digital Marketing On The Competitiveness Of Msmes In Bengkulu City Andini, Puja; Nasution, Suswati; Fitriano , Yun
Jurnal Ekonomi Islam, Akuntansi, dan Manajemen Vol. 2 No. 1 (2025): November
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jeiam.v2i1.430

Abstract

Micro, Small, and Medium Enterprises (MSME) play a central role in the Indonesian economy. The growth of MSME has resulted in intense competition. Therefore, appropriate strategies are needed to remain competitive. This study aims to empirically examine the influence of product innovation and digital marketing on the competitiveness of MSME in Bengkulu City.This study used a quantitative method using purposive sampling. A sample of 30 respondents, micro MSME entrepreneurs in the Anggut area of Bengkulu City, was selected. Data were obtained from questionnaires distributed directly using a QR code Google Form using a Likert scale. Data analysis used multiple linear regression analysis using SPSS version 26.There is an influence of product innovation (X1) on the competitiveness (Y) of Micro MSMEs in the Anggut area of Bengkulu City with a sig value of 0.000 <0.05 and t count> t table (3.753>2.05183) thus Ho is rejected and Ha is accepted. From the significance value obtained that variable X has an effect on competitiveness (Y). There is digital marketing (X2) on the competitiveness (Y) of micro MSMEs in the Angguk area of Bengkulu City with a sig value of 0.002 <0.05 and t count> t table (3.528>2.05183) thus Ho is rejected and Ha is accepted. From the significance value obtained that variable X2 has an effect on competitiveness (Y). Product innovation and digital marketing jointly influence competitiveness, with a Fsig value <α, where Fsig is 0.000 and the calculated F value is 270.064 > Ftable 3.35.
Co-Authors Ahmad Soleh Aji Sudarsono Astuti, kamelia Ertanto, Dodi Fitriano , Yun Nasution, Suswati Susanti , Neri Yudi Irawan