Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal TOFEDU: The Future of Education Journal Jurnal Manajemen, Bisnis dan Kewirausahaan
Tika Koeswandi
UNIVERSITAS PENDIDIKAN INDONESIA
Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
ANALISIS STRATEGI PEMASARAN DIGITAL UMKM TERDAMPAK COVID-19 DI KOTA TASIKMALAYA Tika Koeswandi; Azizah Fauziyah; Mira Nurfitriya; Ery Adam Primaskara
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 1 No. 3 (2021): Desember: Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v1i3.91

Abstract

Penelitian ini merupakan jenis penelitian deskriptif kualitatif, yaitu jenis penelitian yang bertujuan mengidentifikasi, menganalisis, mengsintesis dan menggambarkan implementasi digital mareting yang telah dilakukan oleh UMKM Kota Tasikmalaya selama pandemi Covid-19. Terdapat 97 UMKM di Kota Tasikmalaya yang dijadikan sample penelitian. Data diambil menggunakan teknik FGD, kuesioner dan observasi. Data yang didapatkan kemudian dianalisis dengan menggunakan SWOT, STP dan bauran pemasaran. Hasil dari penelitian ini menunjukan bahwa Penelitian ini menyimpulkan bahwa strategi Digital marketing yang diimplementasikan oleh UMKM di kota Tasikmalaya selama pandemi covid 19 merupakan strategi yang yang mengadaptasikan produk-produk UMKM berdasarkan SWOT, STP, dan bauran pemasaran. Digital marketing telah membantu UMKM untuk dapat beradaptasi dengan perubahan kebutuhan pasar perubahan perilaku konsumen dan juga kebijakan pemerintah. Ada 4 Digital marketing yang digunakan oleh UMKM di kota Tasikmalaya selama pandemi covid 19 di antaranya: sosial media marketing search engine optimization, content marketing, dan affiliate marketing. Saran bagi penelitian selanjutnya adalah untuk menganalisis dampak Digital marketing terhadap kinerja pemasaran UMKM di kota Tasikmalaya.
The Effect Of The 4Ps Marketing Mix On Purchasing Decisions At The Dometex Bandung Fabric Store Siti Zahwa Aulia; Tika Koeswandi; Nizza Nadya Rachmani
The Future of Education Journal Vol 4 No 9 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v4i9.1238

Abstract

In an era of increasingly fierce business competition, especially for micro, small, and medium enterprises (MSMEs) such as fabric stores in Bandung, the right marketing strategy is key to attracting and retaining customers. The 4Ps marketing mix, which includes quality products, affordable prices, easy distribution, and attractive promotions, is the main foundation for businesses to influence customer purchasing decisions. Dometex Bandung fabric store, as one of the MSMEs in the Tamim area that offers a variety of fabrics by the meter, systematically implements the 4Ps to get closer to consumers. This study aims to examine the effect of the 4Ps marketing mix on consumer purchasing decisions, focusing on how these elements shape perceptions and shopping behavior amid the dynamics of the textile market. The method used is quantitative with a descriptive-verificative approach, where data is collected through questionnaires distributed to the entire population of 139 respondents using purposive non-probability sampling with a saturated sample type. Data analysis is carried out with instrument testing, classical assumption testing, and hypothesis testing using SPSS. The results show that the 4Ps marketing mix has a strong and significant influence on consumer purchasing decisions, especially in terms of promotion, which has a significant and dominant influence on purchasing decisions. The research model has been proven to be feasible and capable of strongly explaining variables through high determination coefficient values. These findings confirm that the right promotional strategy can significantly increase purchasing decisions.
Co-Authors Azizah Fauziyah Ery Adam Primaskara Nurfitriya, Mira Rachmani, Nizza Nadya Siti Zahwa Aulia