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Tuti Anggraini
Universitas Islam Negeri Sumatera Utara
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Comparative Study: Effectiveness of Marketing Campaigns in Traditional and Modern Retail Wardatul Umayya Gea; Tuti Anggraini; Atika Atika
Urwatul Wutsqo: Jurnal Studi Kependidikan dan Keislaman Vol. 14 No. 3 (2025): Sociocultural Islamic Education
Publisher : Lembaga Penelitian, Penerbitan dan Pengabdian Masyarakat (LP3M) IAI Al Urwatul Wutsqo - Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54437/urwatulwutsqo.v14i3.2587

Abstract

Digital transformation has changed consumer behavior in interacting and transacting with products and services, including in the retail sector. Consumers now tend to actively seek information and make purchases through digital platforms, encouraging modern retailers to adapt by utilizing social media, customer applications, and data-driven promotions. In contrast, traditional retailers still rely on conventional promotions and social proximity. This study aims to compare the effectiveness of marketing campaigns between traditional and modern retailers in Medan City. The method used was a qualitative comparative study approach. Data were collected through interviews, observations, and documentation, then analyzed using the SWOT technique with the IFAS and EFAS matrices. The results show that modern retailers are more effective in marketing campaigns because they are able to reach a wider market, customize promotions personally, and measure results in real time. Meanwhile, traditional retailers have advantages in customer loyalty and emotional connections, but have not yet optimally utilized technology. This study emphasizes the importance of traditional retailers to gradually integrate digital technology without abandoning the power of personal interactions, while modern retailers need to continue strengthening data-driven strategies to remain competitive.
Co-Authors Abdul Kholid Azhari Ade Khadijatul Z. HRP Ade Sakila Ade Syafitri Ahmad Muhajir Ahmad Perdana Indra Ahmad Perdana Indra Ahmad Riyansyah Ahmad Sabili Yuhda Aida Sulam Tambak Alif Lailasari Saragih Alya Nabila Junaidi Ammy, Baihaqi Ananda Dwi Cahya Andri Soemitra Angga Syahputra Annisa Aulia Azzahra Annisa Karimah Karimah Annisa Putri Siregar Anriza Witi Nasution Anton Anton Aqwa Naser Daulay Ardi Prayetno Askur Hamid Nasution Asmiwarti Asmiwarti Asmuni Asmuni Asmuni Asmuni Asmuni Asmuni Asmuni Asmuni Atika Atika Atika Atika Pratiwi Audia Adinda Syafrani Aydiny Ummy Nurhalim Harahap Ayu Sundari Ayu Wulandari S Tanjung Bunga Syafira Dalimunthe Burhan Hanafi Cantika Florentina Br Bangun Catur Aldiansyah Claudio Ramadona Dani Iskandar Dinda Anisa Dinda Rahayu Dini Syara Sagala Erwin Fitra Jauhari Fadhila Audi Ubay Fathia Zuhra Nasution Fatwa Nasya Al Hadi Fitri Fitriani Fitriani Fitriani Lestari Frida Yanti Sirait Handoko, Dodi Okri Hasnia Ananda Harahap Herlina Herlina Hilman Fauzi Harahap Ian Ian Alfian Icarestika Waluyani Indra Prawira Intan Fitri Panisa Harahap Irgi Iqbal Isna Maulida Khoirun Niswah Kusmilawaty Kusmilawaty Laylan Syafina Lufriansyah Lufriansyah M. Ikhsan Harahap M. Yoga Pratama Harahap Maisyaroh, Elvira Marliyah Mawaddah Irham Muhammad Arif Muhammad Aulia Fajri Muhammad Fikri Adrian Muhammad Lathief Ilhamy Nst Muhammad Reza Iriawan Muhammad Syahbudi Muhammad Syawal Karo Muhammad Syukri Albani Nasution Mustapa  Khamal  Rokan Nabilla Amalia Nasution Nailul Muna Nanda Sholehah Nanda, Muhammad Rhenz Noveria Fradila Noveria Fradila Nur Atika Shofia Herman Nur Maghfirah Nurbaiti Nurbaiti Nurhayati Nurhayati Nuri Aslami Nurma Hasanah Nurselina Nasution Nurul Annisa Nurul Inayah Nurul Inayah Nusantri Yanti Popi Adiyes Putra Rahmat Rahmat Daim Harahap Rahmat Daim Harahap Rahmi Syahriza Raisa Muthia Syahrani Hasibuan Rakhmad Bahagia Rani Febriyanni Ridho Khairi Affandi Rika Umbaiyani Ritonga Riki Pranata Ririn Anjani Rangkuti Riska Dwi Prasasti Riski Khaliq Rizki Munaito Siregar Saparuddin Siregar Saragih, Fitriani Silalahi, Purnama Ramadani Simamora, Siti Anisa Siregar, Ajizah Syahfitri Sri Sudiarti Sri Wahyuni Sri Wulandari Bugis Sudirman Suparmin Syuhada Fela Yudha Tambunan, Khairina Tanjung, Tia Nava Utari Tapi Rumondang Sari Siregar Tasya Yustika Putri Tentiyo Suharto Tira Syahira Uci Roito Anggina Nst Vebry Andrian Vivi Novika Wardatul Umayya Gea Widy Hastuti Windi Mariska Suryani Siregar Yenni Samri Juliati Nasution Yunanda Dela Zhara Hafizha zuhra, fathia Zuhrinal M. Nawawi Zulhasby Assidqy Nasution