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SURVIVAL MARKETING STRATEGY DI ERA NEW WAVE Heng, Lie
MABIS Vol 3, No 2: Desember 2012
Publisher : MABIS

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Marketing Experts have stated many marketing theories and concepts in order to help us to understand what and how, as well as how important marketing is for a company in achieving its goal. Marketing terms such as environmental analysis, segmentation, targeting, positioning, differentiation, marketing mix, selling, brand, service, process and the like (etc) have become very familiar for us. However, event though it is easy to search for literature on marketing theory and concept nowadays as we needed them, sometimes, the information we obtain is not as whole, it is as broken as in to pieces, making it hard to comprehend. This paper aims at giving a solid and directed illustration on marketing main elements in todayâs world. Changes in market landscape which is full of turbulence, do not threat marketing as a function in a company anymore instead, marketing has developed into more strategic way.

Analisis Faktor-faktor Store Atmosphere yang Mempengaruhi Keputusan PEmbeli Konsumen pada SUpermarket dan Department Store Kaisar di Pontianak Heng, Lie
MABIS Vol 2, No 1: Juli 2011
Publisher : MABIS

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This research was conducted to know the variables of store atmosphere which influence the purchasing decision behaviour of Kaisar Supermarket and Department Store visitors. This research was based on primary data collected from questioners distributed to respondents who are active visitors of Kaisar Supermarket and Department Store. The form of the research was descriptive research and the research method was survey method. Data analysis technique used in this research was quantitative analysis technique using factor analysis method. From the research result, the factors which influence the purchasing decision behaviour of Kaisar Supermarket and Department Store consumers were grouped into Product Display and Decoration factor, Store Facility and Layout factor, Store Physical Condition factor, Parking and Security factor, Building Information and Guide factor, Comfortability and Interior factor, Payment System factor and People.

ANALISIS PENGARUH FAKTOR-FAKTOR KUALITAS PELAYANAN RITEL TERHADAP MINAT MEMBELI KONSUMEN PADA RITEL MODERN CARREFOUR DI PONTIANAK Heng, Lie
MABIS Vol 4, No 1: Juni 2013
Publisher : MABIS

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This study is aimed at determining the factors of retail service quality that affect customer purchase decision on the modern retail Carrefour Pontianak. Data were collected with questionnaires techniques which are arranged in the form of a Likert Scale to 150 respondents who are consumers of modern retail Carrefour in Pontianak by purposive sampling technique. Data collected were then processed with the technique of multiple regression analysis. The study of the five dimensions of retail service quality consisting of service personnel, physical aspects, merchandise, confident, and parking, show that the five overall retail service quality dimensions together influence consumer purchasing decisions significantly. Partially, the factors that influence consumer purchasing decisions are the dimension of the physical aspect, confident and parking

Analisis Diskriminan Perilaku Pengambilan Keputusan Ibu-Ibu Rumah Tangga pada Ritel Modern Hypermart di Pontianak Heng, Lie
MABIS Vol 2, No 2: Desember 2011
Publisher : MABIS

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This research is conducted to find out factors influencing the decision making by the housewives and also to findout whether there are differences in factors influencing the decision making of the groups of housewives who are frequently or seldom to buy products at Hypermart modern retailer in Pontianak. The data is collected through questionaire that is arranged in likert scale and given to 300 respondents who are the consumers of Hypermarket in Pontianak by using purposive sampling technique. The data is then analyzed by using factor analysis technique and discriminant analysis. The result of this research shows that the factors determining the decision making are price, quality, recreational, choices, and the trend. The result of discriminant analysis shows that there are differences in factors determining the decision making in buying between the group that is frequently and the group that is seldom or not frequently in buying products of Hypermart. The defference is caused by the influence of quality and the trend.

Pengaruh Kinerja Pelayanan Karyawan terhadap Minat Beli melalui Nilai Bagi Pelanggan Santika, Dewi; Heng, Lie
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i4.682

Kehadiran bisnis ritel modern dalam format mini market menjadi pilihan baagi masyarakat untuk melakukan aktivitas belanja sekaligus menjadi pesaing bagi bisnis ritel tradisional. Adapun faktor-faktor yang dapat mempengaruhi persaingan diantara bisnis ritel baik modern maupun tradisional adalah dari segi permodalan, kegiatan promosi, pelayanan gerai, ancaman pesaing baru, kekuatan tawar menawar baik pemasok maupun pembeli serta rivalitas diantara sesama pelaku bisnis ritel. Pentingnya kinerja pelayanan dalam bisnis ritel diasumsikan dapat menjadi daya tarik minat beli pelanggan, namun yang masih menjadi topik perdebatan adalah persepsi yang berbeda dapat muncul dari sisi pelanggan dan karyawan gerai, bahkan dari pelanggan yang sama. Munculnya perbedaan persepsi mengenai kinerja pelayanan tentunya akan memicu terjadinya perbedaan persepsi nilai pada masing-masing pelanggan. Jika pelanggan mempersepsikan bahwa nilai yang mereka rasakan selama berbelanja memuaskan maka dapat memicu terjadinya minat beli di masa yang akan datang. Metode penelitian yang digunakan adalah kausalitas dengan tujuan meneliti hubungan antara kinerja pelayanan terhadap minat beli melalui mediasi nilai pelanggan. Populasi merupakan masyarakat kota Pontianak yang berbelanja di gerai minimarket dan sampel ditentukan menggunakan metode accidental sampling. Dari hasil tabulasi, uji validitas, dan uji reliabilitas ditentukan jumlah sampel yang lolos sebanyak 172 responden dimana selanjutnya diolah menggunakan AMOS. Hasil penelitian menunjukkan bahwa variabel kinerja pelayanan tidak berpengaruh terhadap minat beli, akan tetapi berpengaruh terhadap nilai pelanggan, sedangkan nilai pelanggan berpengaruh terhadap minat beli. Sehingga dapat dikatakan kinerja pelayanan yang diberikan karyawan gerai minimarket harus memiliki nilai yang berarti bagi pelanggan jika ingin meningkatkan minat beli pelanggan di masa yang akan datang. Pelaku bisnis minimarket harus berupaya menciptakan nilai bagi pelanggan seperti memperhatikan kualitas produk, kesesuian harga, dan memberikan perhatian yang tulus dalam melayani pelanggan.

The The Role Of Digital Marketing Capabilities And Service Innovation On Marketing Performance Through Customer Relationship Quality (An Empirical Study of Food and Beverage MSMEs in Pontianak) Huang, Karnitasari; Heng, Lie; Stivenes, Stivenes
Amkop Management Accounting Review (AMAR) Vol. 5 No. 1 (2025): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i1.2661

This study aims to examine the role of digital marketing capabilities and service innovation on marketing performance, with customer relationship quality as a mediating variable, in Micro, Small, and Medium Enterprises (MSMEs) in the food and beverage sector in Pontianak City. A descriptive quantitative method was employed, with data collected through questionnaires distributed to business owners who actively use social media accounts. The data were analyzed using Structural Equation Modeling (SEM) with the AMOS software to assess the relationships among the variables. The results indicate that digital marketing capabilities do not have a significant direct effect on marketing performance. In contrast, service innovation and customer relationship quality have a significant direct influence on marketing performance. As a mediator, customer relationship quality plays a critical role in the relationship between service innovation and marketing performance but does not mediate the relationship between digital marketing capabilities and marketing performance. It is recommended that MSMEs enhance their service innovation and consistently maintain the quality of their customer relationships to achieve the desired marketing performance.

Pengaruh Social Media Marketing terhadap Kinerja Pemasaran Melalui Nilai Pelanggan (Studi kasus UMKM Kreatif di Kota Pontianak) Heng, Lie; Santika, Dewi
DIALEKTIKA: Jurnal Ekonomi dan Ilmu Sosial Vol 10 No 2 (2025): Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36636/dialektika.v10i2.6831

The purpose of this research: (1) how social media marketing positively affects value creation capabilities, (2) how social media marketing has a positive effect on marketing performance, (3) how value creation capability positively affects marketing performance, and (4) how value creation capabilities mediate the relationship between social media marketing and marketing performance. The sample of this study amounted to 125 UMKM Kreatif actors in Pontianak. Sampling using non-probability sampling method and data collection method through questionnaire distribution. Researchers used the help of the Analysis of Moment Structure (AMOS) program version 24. This study found that social media marketing does not necessarily have a direct impact on improving marketing performance, social media marketing has an impact on value creation capabilities for customers, value creation capabilities affect marketing performance, and the mediating role of value creation capabilities that can drive the impact of social media marketing influence on improving marketing performance.

PERAN INOVASI PRODUK MEMEDIASI ORIENTASI PELANGGAN TERHADAP KINERJA PEMASARAN Allen Ken Alexandro; Lie Heng
MANAJEMEN DEWANTARA Vol 9 No 3 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i3.20832

This study aims to analyze the effect of customer orientation on marketing performance with product innovation as a mediating variable in aluminum craft MSMEs. This study is an associative quantitative research that aims to examine the relationship between product innovation and customer orientation on marketing performance, as well as to test the mediating role of marketing performance. Data were collected through questionnaires and interviews with aluminum-based handicraft SMEs in Pontianak and Kubu Raya. The population consisted of all SMEs in this sector, with a sample of 110 business actors determined using purposive sampling based on the criterion of having operated for at least three years. Data analysis was conducted using SEM with the aid of AMOS software. The results show that three of the four hypotheses tested are significant, namely (1) customer orientation has a direct effect on product innovation, (2) product innovation has a positive effect on marketing performance, and (3) customer orientation does not have a direct effect on marketing performance.

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