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All Journal JURNAL HUTAN LESTARI J-PiMat : Jurnal Pendidikan Matematika Jurnal Bakti Masyarakat Manajemen Indonesian Journal of Community Empowerment Jurnal Signaling
Yopita, Yopita
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Mathematics Public Health

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Journal : Jurnal Signaling

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PENGARUH KONTEN MARKETING DAN MARKETPLACE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS TOKO BATIK DEANDRA) Surya R, Adi; Yopita, Yopita
Jurnal Signaling Vol 14, No 1 (2025): Jurnal Signaling
Publisher : STMIK Pringsewu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/signaling.v14i1.1827

Abstract

The advancement of digital technology has encouraged businesses, especially micro, small, and medium enterprises (MSMEs), to utilize content marketing and marketplace platforms to reach a wider consumer base. This study aims to analyze the influence of content marketing and marketplaces on consumer purchasing decisions, with a case study on Batik Deandra, an MSME actively engaged in digital marketing. The research adopts a quantitative approach using a questionnaire distributed to 100 respondents. Data were analyzed using multiple linear regression. The results indicate that both content marketing and marketplace presence have a significant and positive influence-both simultaneously and partially-on consumer purchasing decisions. These findings highlight the strategic importance of quality content and optimized use of marketplace features in enhancing consumer engagement and purchase conversion, particularly in the MSME sector.
PEMASARAN HIJAU (GREEN MARKETING) DAN PERSEPSI KONSUMEN: IMPLIKASINYA TERHADAP KEBERLANJUTAN BISNIS Yopita, Yopita; Putri, Fadillah Dwi
Jurnal Signaling Vol 13, No 2 (2024): Jurnal Signaling
Publisher : STMIK Pringsewu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/signaling.v13i2.1778

Abstract

Green marketing has become one of the strategic approaches used by companies to support business sustainability efforts in the modern era. This concept refers to the implementation of environmentally friendly marketing practices, both in terms of products, production processes, and marketing communications to consumers. This study aims to explore consumer perceptions of green marketing and how the implementation of this strategy affects the sustainability of the company's business. The study uses a qualitative method with a literature analysis approach to understand consumer trends and perceptions in general from various previous studies. The results of the study indicate that effective green marketing can increase consumer loyalty, provided that consumers have a positive perception of the company's credibility and transparency in promoting environmentally friendly products. Negative perceptions, such as misleading green claims (greenwashing), can have a negative impact on the company's reputation and affect long-term business sustainability.
ANALISIS DAMPAK CORPORATE SOCIAL RESPONSIBILITY (CSR) TERHADAP CITRA MEREK PADA INDUSTRI MAKANAN CEPAT SAJI: STUDI KASUS PADA KFC BANDAR LAMPUNG Asiah, Nur; Yopita, Yopita
Jurnal Signaling Vol 13, No 1 (2024): Jurnal Signaling
Publisher : STMIK Pringsewu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/signaling.v13i1.1743

Abstract

Penelitian ini bertujuan untuk menganalisis dampak program Corporate Social Responsibility (CSR) terhadap citra merek KFC di Bandar Lampung. CSR menjadi strategi yang semakin penting bagi perusahaan untuk meningkatkan reputasi dan hubungan dengan konsumen. Data dalam penelitian ini dikumpulkan melalui kuesioner yang disebarkan kepada 100 konsumen KFC baik secara online maupun langsung di gerai KFC di Bandar Lampung. Analisis tematik kualitatif digunakan untuk menginterpretasikan persepsi konsumen terhadap program CSR yang diimplementasikan oleh KFC. Hasil penelitian menunjukkan bahwa mayoritas responden memiliki pengetahuan yang baik mengenai program CSR yang dilakukan oleh KFC dan memiliki persepsi positif terhadap manfaat yang dihasilkan oleh program tersebut. Persepsi positif ini secara signifikan meningkatkan citra merek, kepercayaan, dan loyalitas konsumen. Temuan ini mengindikasikan bahwa implementasi program CSR yang efektif dapat memperkuat citra merek dan membangun hubungan yang lebih baik dengan konsumen. Penelitian ini memberikan kontribusi pada literatur mengenai CSR dalam industri makanan cepat saji dan menawarkan rekomendasi praktis bagi manajer pemasaran dalam mengembangkan program CSR yang dapat meningkatkan citra merek perusahaan.
Co-Authors Andau, Veronika Emi Roslinda Hutagaol, S.Pd,M.Pd, Anita Sri Rejeki Indradewa, Rhian M Idham, M Nur Asiah Pratama, Reza Hardian Putri, Fadillah Dwi Surya R, Adi