Garuda - Garba Rujukan Digital

The Impact of Sustainability and Environmental Ethics in Product Marketing Campaigns: A Qualitative Study with a Sociological and Economic Approach Fitriani Mandung
Golden Ratio of Data in Summary Vol. 4 No. 2 (2024): May - October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v4i2.781

This study aims to examine the impact of sustainability and environmental ethics on consumer loyalty, brand perception, and economic resilience within product marketing campaigns. Driven by the increasing consumer demand for ethical business practices, this research integrates sociological and economic perspectives to understand how sustainable marketing shapes consumer-brand relationships and offers competitive advantages. Employing a qualitative methodology based on a comprehensive literature review, the study synthesizes data from recent research to provide a nuanced analysis of the socio-economic implications of sustainable marketing. The findings reveal that sustainability-focused brands not only foster long-term consumer loyalty but also experience enhanced brand equity and profitability due to a stronger alignment with consumer values. Furthermore, the research highlights the importance of transparency, which reinforces consumer trust and solidifies brand credibility in markets sensitive to greenwashing concerns. The study underscores the Theory of Planned Behavior and Brand Equity Theory as foundational frameworks for interpreting consumer responses to ethical marketing. These insights contribute to both academic discussions and practical applications, providing a roadmap for brands to leverage sustainability as a core strategy. The research concludes that sustainable marketing is a transformative approach that fosters socio-economic resilience, positioning brands for sustained success in eco-conscious markets

The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective Mandung, Fitriani
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.782

This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.

Pengaruh Pemasaran Langsung Dan Harga Terhadap Perilaku Konsumen Bisnis Di Grand Toserba Pengayoman Makassar Mandung, Fitriani; Amra, Hj.Wahida
YUME : Journal of Management Vol 7, No 2 (2024)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v7i2.7408

Penelitian ini bertujuan untuk mengetahui pengaruh Pemasaran Langsung dan Harga terhadap Perilaku Konsumen Bisnis di Grand Toserba Pengayoman Makassar. Responden dari penelitian ini adalah 44 orang konsumen yang dipilih dengan teknik simple random sampling berdasarkan pelanggan yang belanja di Grand Toserba empat minggu berturut- turut. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan analisis deskriptif. Teknik pengumpulan data menggunakan teknik survei, kuesioner dan wawancara. Hasil uji validitas dan reliabilitas variabel X dan Y adalah valid dan reliabel. Teknik analisis data menggunakan uji statistik koefisien korelasi pearson product moment dan koefisien determinasi. Perhitungannya menggunakan SPSS Versi 21. Data yang diperoleh dalam penelitian ini diambil dari data konsumen Grand Toserba Pengayoman Makassar. Dari hasil diperoleh koefisien korelasi sebesar 0,633. Hal ini menunjukkan bahwa terdapat hubungan kuat antara Pemasaran Langsung dan harga terhadap Perilaku Konsumen Bisnis. Pengaruh Pemasaran Langsung dan harga terhadap Perilaku Konsumen Bisnis adalah sebesar 80,0% sedangkan sisanya 20,0% dipengaruhi oleh faktor lain yang tidak diteliti. Kendala yang terjadi diantaranya adalah persaingan antar Toserba yang sangat ketat, kurang koordinasi antar sales. Maka saran yang diberikan untuk memperbaiki kendala tersebut adalah 1) melakukan promosi yang lebih baik agar menarik perhatian Pelanggan; 2) diadakannya evaluasi antara Manajer dan Sales khususnya di Divisi Sales dan Marketing; 3) Pelayanan yang diberikan kepada pelanggan Toko agar lebih Maksimal utamanya terkait perubahan harga. Kata Kunci: Pemasaran Langsung, Harga dan Perilaku Konsumen Bisnis

Understanding How Companies Utilize Technological Innovation for Competitive Advantage: A Qualitative Inquiry Mandung, Fitriani; Sahari, S.; Amra, Wahida
Golden Ratio of Data in Summary Vol. 5 No. 1 (2025): November - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v5i1.1069

This qualitative study investigates the intricate relationship between technological innovation and competitive advantage within contemporary business environments. Employing a qualitative research design, the study conducts a comprehensive review and synthesis of existing literature to explore the underlying mechanisms and contextual factors shaping this relationship. Drawing upon key concepts from the resource-based view (RBV) and dynamic capabilities perspective, the research aims to uncover how firms leverage innovation to create valuable, rare, and difficult-to-imitate resources that confer sustained competitive advantage. The research design includes systematic data collection from scholarly literature encompassing peer-reviewed journal articles, books, conference proceedings, and reports, followed by rigorous data analysis techniques such as thematic analysis. Ethical considerations are paramount throughout the study to ensure the integrity of the research process. The findings highlight the critical role of fostering a culture of innovation, overcoming resistance to change, and navigating regulatory and ethical concerns in leveraging technological innovation for competitive advantage. Key insights include the importance of proactive leadership, organizational commitment, and investment in employee development for cultivating an innovative culture. Additionally, the study underscores the need for agile and adaptive innovation management practices to respond effectively to dynamic market conditions and emerging opportunities. Overall, this research contributes to a deeper understanding of how firms can harness technological innovation to enhance competitiveness and drive long-term growth in today's dynamic business landscape.

Influence of Polite Language and Good Promotion Towards Increasing Sales Volume Goods: A Case Study of Weekly Market Traders at CFD Boulevard, Makassar City, Indonesia Serang, Serlin; Mandung, Fitriani
Golden Ratio of Social Science and Education Vol. 5 No. 2 (2025): June - November
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grsse.v5i2.1027

This study aims to identify and analyze the influence of polite language and effective promotion on increasing the sales volume of goods among weekly market traders at Car Free Day (CFD) Boulevard, Makassar City. This research adopts a quantitative approach and utilizes a survey method with questionnaires as the primary data collection tool. The data collected were processed using SPSS version 23 to obtain the research findings. The sample consisted of 165 respondents, selected from a total population of 282 weekly traders at CFD Boulevard, Makassar City. The criteria for inclusion were traders who used tents or tarpaulins on the street and had consistently participated in the CFD market for eight consecutive weeks. The sample size was determined using the Slovin formula with a margin of error 0.05. The analytical methods employed in this study included descriptive analysis, validity and reliability tests, classical assumption tests (including multicollinearity and heteroscedasticity tests), and multiple linear regression analysis, all aligned with the study's conceptual framework. The findings revealed that both polite language and effective promotion positively and significantly impact the sales volume of goods among weekly market traders at Car Free Day Boulevard, Makassar City.

Analysis of Competitive Marketing and Financial Strategies in the Development of the Marketing Mix Mandung, Fitriani; Amra, Wahida
Golden Ratio of Mapping Idea and Literature Format Vol. 5 No. 2 (2025): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v5i2.1683

This research aims to determine and analyze the influence of Competitive Marketing and Financial Strategies on the Development of the Marketing Mix among Weekly Traders at Car Free Day Boulevard, Makassar City. This study uses a quantitative research approach. The research was conducted through a survey method, employing questionnaires as the main data collection instrument. The data obtained were then processed using SPSS version 23 to analyze and determine the research results. The sample consisted of 138 respondents, selected from a total population of 212 weekly traders at Car Free Day Boulevard, Makassar City, who met the criteria of using tents during trade. The sample size was determined using the Slovin formula with a margin of error of 0.05. The analytical methods employed in this research included Descriptive Analysis, Validity and Reliability Tests, Classical Assumption Tests (Normality, Multicollinearity, and Heteroscedasticity), as well as Multiple Linear Regression Analysis, all of which were aligned with the conceptual framework developed in the study. The results of the study indicate that Competitive Marketing and Financial Strategies have a positive and significant effect on the development of the marketing mix among weekly traders at Car Free Day Boulevard, Makassar City.

Pengaruh Motivasi dan Gaya Kepemimpinan Terhadap Kinerja Karyawan Hasrullah; Kamidin, Masruhi; Fitriani; Asad, Ajmal
Center of Economic Students Journal Vol. 5 No. 3 (2022): July-September (2022)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56750/csej.v5i3.546

Tujuan penelitian ini untuk menganalisis serta mengetahui bagaimana pengaruh variabel motivasi dan gaya kepemimpinan terhadap kinerja karyawan PT. Bumi Karsa di Pangkep. Penelitian ini dilakukan di Kantor PT. Bumi Karsa Pangkep dengan membagikan kuesioner kepada 40 responden. Skala pengukurannya menggunakan skala likert. Data dianalisis menggunakan regresi linear berganda. Pengujian hipotesis penelitian menggunakan uji t dan uji F dengan jalur bantu SPSS. Hasil penelitian ini secara parsial menunjukkan bahwa motivasi dan gaya kepemimpinan masing masing memiliki pengaruh positif dan signifikan terhadap kinerja karyawan PT. Bumi Karsa Pangkep.

Building Empowered Online Communities: A Case Study on Brand Community in social media Mandung, Fitriani; Mangkona, Suriyanti; Putra, Aditya Halim Perdana Kusuma
International Journal of Artificial Intelligence Research Vol 7, No 1.1 (2023)
Publisher : Universitas Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.993

The digital revolution has reshaped the dynamics of consumer-brand interactions, placing online brand communities at the forefront of engagement strategies. This comprehensive discourse synthesizes discussions surrounding a collection of research papers that illuminate the nuanced dimensions of these digital communities. Delving into diverse themes, from empowerment and gamification to values alignment and cross-cultural dynamics, this exploration unravels the intricate fabric of online brand communities. Through a meticulous analysis of these papers, the abstract underlines the resonance of themes across studies, offering insights into the manifold ways brands and consumers interact in the digital ecosystem. Moreover, it highlights the practical implications these insights bear for managerial practices and steering strategies that harness the potential of online brand communities. Additionally, these abstracts underscore the contributions made to theoretical foundations, enriching our understanding of contemporary consumer-brand relationships.

Exploring Consumer Psychology in Marketing Management: A Strategic Perspective through Descriptive Inquiry and Literature Review Mandung, Fitriani; Sahari, S.; Razak, Sitti Rahmi
Golden Ratio of Marketing and Applied Psychology of Business Vol. 4 No. 1 (2024): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v4i1.401

This study delves into the intricate dynamics of consumer psychology within the realm of marketing management, aiming to provide valuable insights for marketers and researchers alike. Employing a descriptive inquiry methodology, the research explores various factors influencing consumer behavior, including internal determinants, cognitive processes, and external influences. Through a systematic literature review and thematic analysis, the study elucidates the critical role of brand equity in driving consumer choice and purchase behavior. Additionally, the research highlights the significance of pricing strategies, cognitive biases, and impulse buying behavior in shaping consumer preferences and decisions. The findings underscore the importance of understanding the interplay between situational cues, mood states, and individual traits in driving impulse purchases, offering actionable insights for marketers seeking to capitalize on spontaneous buying opportunities. Moreover, the study identifies emerging trends such as the influence of social media, cultural values, and experiential marketing on consumer behavior, paving the way for further research in this dynamic field. Overall, this research contributes to the ongoing discourse on consumer psychology and offers practical implications for marketers aiming to enhance brand engagement, foster customer loyalty, and drive sustainable business growth.

The Influence of Storytelling Techniques in Digital Marketing on Brand Loyalty: A Consumer Psychology Perspective Mandung, Fitriani
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.782

This study investigates the impact of storytelling techniques in digital marketing on brand loyalty, focusing on consumer psychology perspectives. The research aims to identify how storytelling, through emotional resonance, authenticity, and cultural relevance, fosters brand loyalty by creating deep, psychological connections with consumers. A qualitative research approach was applied, involving a systematic literature review of academic journals, books, and industry reports on storytelling, digital marketing, and consumer-brand relationships. The analysis was conducted using thematic coding, which categorized data into primary themes, including emotional engagement, brand authenticity, and cultural adaptation. Results indicate that storytelling effectively influences consumer loyalty by evoking emotional responses, establishing brand trust through authentic narratives, and enhancing engagement through culturally relevant content. Findings reveal that storytelling in digital marketing transforms brands into relatable entities, reinforcing loyalty through shared values and identity alignment. The study concludes with theoretical and managerial implications, suggesting that brands should prioritize authentic and culturally adaptive storytelling to cultivate lasting consumer loyalty in a competitive digital landscape. Future research should further examine the long-term effects of storytelling on loyalty across different digital platforms and cultural contexts.

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