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All Journal JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Jurnal Ekonomi, Manajemen Akuntansi dan Perpajakan (Jemap) Journal of Digital Marketing and Halal Industry
Elia Resha Fatmawati
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Economics, Econometrics & Finance Education Social Sciences

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Kapabilitas Pemasaran Absorptif, Adaptif, dan Inovatif terhadap Kinerja Pemasaran pada Online Shop Pakaian Wanita di Instagram Elia Resha Fatmawati; Sentot Suciarto Athanasius
JEMAP Vol 3, No 1: April 2020
Publisher : Universitas Katolik Soegijapranata, Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (180.837 KB) | DOI: 10.24167/jemap.v3i1.2470

Abstract

This study aims to analyze the effect of absorptive marketing capabilities, adaptive marketing capabilities, and innovative marketing capabilities to marketing performance simultaneously and partially on women's clothing online shops on Instagram. Respondents in this study were the owners of women's clothing online shop on Instagram, amounting to 96 respondents. This research was conducted quantitatively by testing the hypothesis using multiple regression that showed the results of the capabilities of absorptive, adaptive, and innovative marketing simultaneously had  significant effect on marketing performance; but partially only innovative marketing capabilities had  significant effect on marketing performance.
Exploration of Brand Satisfaction on Purchase Decision: Theory of Planned Behavior Perspective Febrianur Ibnu Fitroh Sukono Putra; Roymon Panjaitan; Elia Resha Fatmawati
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 9, No 2: SEPTEMBER 2023
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v9i22023p161

Abstract

Brand satisfaction is prominent to bridge purchasing decisions, and it is often linked with perceived value, social media marketing, and brand trust. This study explores the mediating role of brand satisfaction in the relationship between perceived value, social media marketing, brand trust, and purchase decision. The convenience sampling technique was used to collect the data. A self-administered survey from 226 consumers who were sampled in Semarang was involved in this study, and further data was processed using PLS-SEM software. The findings show that perceived value, social media marketing, brand trust, and satisfaction simultaneously have a positive and significant impact on consumer purchasing decisions. The role of brand satisfaction is proven to bridge the relationship between perceived value and the role of social media in purchasing decisions. However, there are negative results related directly or indirectly through brand satisfaction, from brand trust to purchasing decisions. In addition, social media marketing has no impact on brand satisfaction. The findings indicate that brand decisions have yet to become a benchmark for consumers to determine purchasing decisions for shampoo products. The usefulness of this research can trigger product business owners to observe consumer behavior continuously amid fast-moving product innovation competition.Keywords: Perceived value, Purchase decision, Social media marketing, Brand satisfaction, Brand trust
Enhancing Marketing Performance: Leveraging Selling Orientation and Competitive Network Design for Optimizing Insurance Sales in the Halal Industry Panjaitan, Roymon; Febrianur Ibnu Fitroh Sukono Putra; Elia Resha Fatmawati; Cahya, Handy Nur; Bobur Sobirov
Journal of Digital Marketing and Halal Industry Vol. 7 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.1.23821

Abstract

This study investigates the impact of selling orientation, sales training effectiveness, and design-network competition capability on enhancing marketing performance. A quantitative approach was utilised, employing a purposive sampling method to collect data from 274 insurance salespeople via a questionnaire survey conducted in major cities throughout Indonesia. Partial Least Squares Structural Equation Modelling (PLS-SEM) was utilised for data analysis to investigate causal relationships among the variables. This study enhances the existing literature on selling orientation and design-network competition capability by illustrating the significant mediating role of design-network competition capability within the framework of sales training and orientation. This research presents empirical evidence regarding the strategic significance of design-network competition capability in enhancing market adaptability and responsiveness. The findings indicate that managers ought to incorporate the development of design-network competition capability into their training and sales orientation strategies, especially in industries characterised by significant market dynamics.Penelitian ini menyelidiki pengaruh orientasi penjualan, efektivitas pelatihan penjualan, dan kemampuan kompetisi jaringan desain terhadap peningkatan kinerja pemasaran. Pendekatan kuantitatif digunakan dengan metode purposive sampling untuk mengumpulkan data dari 274 tenaga penjual asuransi melalui survei kuesioner yang dilakukan di kota-kota besar di Indonesia. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modelling (PLS-SEM) untuk menguji hubungan kausal antar variabel. Penelitian ini memperkaya literatur yang ada mengenai orientasi penjualan dan kemampuan kompetisi jaringan desain dengan menunjukkan peran mediasi yang signifikan dari kemampuan kompetisi jaringan desain dalam kerangka pelatihan dan orientasi penjualan. Penelitian ini memberikan bukti empiris tentang pentingnya kemampuan kompetisi jaringan desain sebagai strategi untuk meningkatkan adaptabilitas dan responsivitas pasar. Temuan ini menyarankan bahwa manajer perlu mengintegrasikan pengembangan kemampuan kompetisi jaringan desain ke dalam strategi pelatihan dan orientasi penjualan mereka terutama pada industri yang ditandai dengan dinamika pasar yang tinggi.
Co-Authors Bobur Sobirov Cahya, Handy Nur Febrianur Ibnu Fitroh Sukono Putra Roymon Panjaitan Sentot Suciarto Athanasius