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All Journal Majalah Ilmiah Bahari Jogja Kajian Bisnis STIE Widya Wiwaha
Siti Fatimah
Politeknik API Yogyakarta
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Transportation

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E-Marketing Sebagai Bentuk Pemasaran Darurat Dalam Meningkatkan Minat Pendaftar Pada Masa Pandemi Covid-19 Vivid Dekanawati; Siti Fatimah; Cahya Purnomo; Sahudiyono Sahudiyono; Supartini Supartini; Aisyah Atinahsyani
Majalah Ilmiah Bahari Jogja Vol 20 No 1 (2022): Februari
Publisher : Sekolah Tinggi Maritim Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33489/mibj.v20i1.286

Abstract

Penelitian ini berjudul “E-Marketing sebagai bentuk pemasaran darurat dalam meningkatkan minat pendaftar pada masa pandemi covid-19.” Penelitian ini dilakukan untuk menemukan cara efektif bagaimana menarik perhatian pendaftar sebagai taruna baru di Sekolah Tinggi Maritim Yogyakarta dimasa pandemi Covid-19. Subyek penelitian ini adalah Taruna baru semester satu jurusan Diploma 3 Manajemen Transportasi Laut, Diploma 3 Permesinan Kapal, Diploma 3 Studi Nautika dan S1 Transportasi dikarenakan taruna tersebut masih sangat baru masuk menjadi taruna di Sekolah Tinggi Maritim Yogyakarta. Obyek Penelitian ini adalah E-Marketing, Pemasaran Darurat, Pemasaran di era Pandemi Covid-19 di Sekolah Tinggi Maritim Yogyakarta. Dari sisi perguruan tinggi sekolah maritim yang ada di Yogyakarta ini menunjukkan keunikannya dimana Yogyakarta belum mempunyai pelabuhan komersial untuk kapal-kapal cargo namun mampu mencetak lulusan di bidang kepelabuhanan dan kemaritiman. Hasil penelitian ini adalah variabel-variabel E-Marketing dan Pemasaran Darurat berpengaruh secara simultan terhadap pemasaran yang dilakukan di era Pandemi Covid-19, dimana interaksi tatap muka dibatasi. Pengaruh variabel independen yaitu e-marketing dan pemasaran darurat terhadap variabel dependen pemasaran yang dilakukan di era Pandemi Covid-19 adalah 70%. Sedangkan 30% dipengaruhi oleh variabel lain selain E-Marketing dan Pemasaran Darurat. Ini artinya eletronik marketing sangat efektif untuk menarik minat pendaftar.
PENGARUH FAKTOR MANFAAT DAN FAKTOR DEMOGRAFI TERHADAP LOYALITAS KONSUMEN OKID CAFE YOGYAKARTA Erwin Budi Setyawan; Siti Fatimah
Kajian Bisnis Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Vol 31 No 2 (2023): JURNAL KAJIAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/jkb.v31i2.712

Abstract

This research was conducted to find out whether the benefits and demographic factors influence consumer loyalty in OKID Cafe Yogyakarta. This study uses an analytical tool in the form of multiple regression analysis by analyzing the influence of two independent variables on one dependent variable, while the two independent variables are the benefits factor (X1) and the demographic factor (X2) and the dependent variable is consumer loyalty (Y). from the results of the study using multiple regression analysis the following results were obtained Y = 7.306 + 0.228X1 + 0.609X2. From the two factors studied, the results obtained from calculations using the t test obtained results, namely the benefits factor is a factor that has a significant positive effect on consumer loyalty where t count (3.577greather than 1.660) with a probability of 0.000 below 0.5 which means Ho is rejected and Ha accepted and demographic factors have a positive effect on consumer loyalty (9.095greather than 1.665) with a probability of 0.000, which means Ho is rejected and Ha is accepted. Then from the two factors that were examined using the stepwise method, the result was that the benefit factor was the most dominant factor for the level of consumer loyalty in OKID Cafe Yogyakarta with a t value of 9.095 with a probability of 0.000. To find out how much the two independent variables influence the dependent variable, the results of the determination correlation analysis show that the two variables have an effect of 49.6 percent on the dependent variable and 50.4 percent are influenced by other variables.
Co-Authors Aisyah Atinahsyani Cahya Purnomo Erwin Budi Setyawan Sahudiyono . Supartini Supartini Vivid Dekanawati