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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Binus Business Review Jurnal Ilmu Keluarga dan Konsumen Jurnal Organisasi Dan Manajemen Aptisi Transactions on Management Value: Jurnal Manajemen dan Akuntansi
Nur Hasanah
Manajemen Bisnis, Sekolah Bisnis IPB
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Nursing Public Health Social Sciences

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Redesigning Digital Marketing Strategy for Increasing Sales of Small Business: A Case Study in Pinescarf Nadhilah Husna; Hartoyo Hartoyo; Nur Hasanah
Binus Business Review Vol. 15 No. 3 (2024): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v15i3.11355

Abstract

The research provided a complete and practical perspective on reviving struggling small businesses by redesigning marketing strategies to boost sales. It aimed to identify the implemented marketing strategy, evaluate the marketing performance, and redesign the marketing strategy. An exploratory mixed-method approach was applied, comprising three stages. First, qualitative descriptive analysis identified the existing marketing strategy through in-depth interviews and direct observation, analyzed using Segmentation, Targeting, and Positioning (STP) and the Cocreation, Currency, Communal Activation, and Conversation (4C) marketing mix. Second, ongoing marketing performance was evaluated based on the perceptions of 267 Instagram and Shopee followers of Pinescarf, using convenience sampling and the Aware, Appeal, Ask, Act, and Advocate (5A) customer path concept. Third, strategy formulation utilized the Analytical Hierarchy Process (AHP), integrating qualitative and quantitative approaches based on insights from management, consumers, and industry experts. The identification process shows that Pinescarf needs to improve its implementation of the 4C marketing mix. A bottleneck at the Act and Advocate stages prevents purchases, resulting in a funnel-shaped customer path. Strategy formulation using AHP prioritizes increasing sales as main marketing objective of Pinescarf. Maximizing advertising performance in the conversation mix is the first priority, followed by regular discounts in the currency mix to address the Act stage bottleneck. These findings can help Pinescarf to save time and costs by focusing on effective marketing efforts. Additionally, the research has connected marketing theory with real-world practice, enabling businesspeople to make informed decisions based on solid analysis alongside their existing intuition.
Co-Authors Abdul Hakim Agus Buono Andina Oktariani Arif Imam Suroso Budi Suharjo Diana Marina Galih Putra Cesna Hanief Satria Dharmeswara Hartoyo Hartoyo Indra Sugiarto Joko Rurianto Lakudus Lakudus Lilik Noor Yuliati M. Syamsul Maarif Megawati Simanjuntak Muhammad Rizky Nadhilah Husna Nurmala Katrina Pandjaitan Nyayu Lathifah Tirdasari Priliadita Hidayanti Raden Dikky Indrawan Saiful Bahri Ujang Sumarwan