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All Journal Journal of Consumer Science Binus Business Review Widya Cipta : Jurnal Sekretari dan Manajemen
Hartoyo Hartoyo
IPB University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance 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.
Customer Loyalty Model of Export Product Shipment Certification Muchdy Lubis; Hartoyo Hartoyo; Nimmi Zulbainarni
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 9 No. 1 (2025): March
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v9i1.12190

Abstract

This study explores a loyalty model for customers of PT. XYZ, a certification body managing export product shipment certification. It examines the role of service quality, customer satisfaction, trust, and loyalty and aims to identify areas for improvement. The questionnaires were distributed to 119 companies, but only 104 companies became research respondents. The data was collected using convenience sampling and telephone surveys. Results indicate that customer satisfaction is significantly shaped by five Servqual service quality dimensions: tangibility, empathy, reliability, responsiveness, and assurance. These dimensions also substantially influence customer trust. Satisfaction and trust directly affect customer loyalty, with indirect effects mediated through trust. Specifically, reliability impacts trust via satisfaction, and assurance impacts trust through satisfaction. Satisfaction, in turn, drives loyalty through trust. For further improvements in service quality, it is recommended PT. XYZ conducts training personnel in communication and regulatory compliance. PT. XYZ is also suggested to conduct document control and personal protective equipment management training.
Satisfaction, Purchasing Behavior, and Customer Loyalty of Butik Emas Logam Mulia Fakhri Reza; Ujang Sumarwan; Hartoyo Hartoyo
Journal of Consumer Sciences Vol. 4 No. 2 (2019): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.4.2.90-107

Abstract

This research study aims to highlights the factors of customer loyalty based on satisfaction, consumer buying behavior at Butik Emas Logam Mulia (BELM) Pulogadung. Using the SERVQUAL services model to analyze quality of services by descriptive statistics method. This study was conducted using 200 respondents selected by purposive. Tangible, empathy, responsiveness, reliability, and assurance (Service Quality Dimensions) were the variables considered for this study. The research found that reliability and responsiveness (not empathy, tangibility, and assurance) impact consumer satisfaction which increases the frequency of purchasing. It explains, a negative relationship between satisfaction and loyalty intensions. Furthermore, both loyalty and satisfaction effects weaken with increased prior consumption experiences, related on organizational issues. Thus, when the customers invest in satisfaction, managers should consider their individual marginal impacts on loyalty and distinguish between consumers with reference to their prior consumption experiences. The managerial implication in marketing strategies to increase customer loyalty, consumer satisfaction is directly related to provide fast, precise, and friendly services in accordance with established service standards. Moreover, the research study concludes that image of a service provider, loyalty of consumers, consumer expectations, perceived value, perceived quality and the way complains are handled are very important factors that determine consumer loyalty levels.
Co-Authors Fakhri Reza Muchdy Lubis Nadhilah Husna Nimmi Zulbainarni Nur Hasanah Ujang Sumarwan