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All Journal International Journal of Artificial Intelligence Research Ekono Insentif Majalah Ilmiah Bijak Jurnal Pengabdian Dharma Laksana Res Nullius Law Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Society: Jurnal Pengabdian Masyarakat MASALIQ: Jurnal Pendidikan dan Sains JURNAL RUMPUN MANAJEMEN DAN EKONOMI Jurnal Penelitian dan Pengkajian Ilmiah JURNAL AKADEMIK EKONOMI DAN MANAJEMEN Multidisciplinary Indonesian Center Journal Jurnal Riset Multidisiplin Edukasi Indonesian Journal of Social Science and Education Jurnal Pengabdian Indonesia
Wentri Merdiani
Universitas Wanita Internasional
Religion Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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ANALISIS STRATEGI PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN JAMUR TIRAM PADA USAHA TANI TIRAM MANDIRI GARUT Teguh Rizki Ramdhani; Wentri Merdiani
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 3 (2026): Mei
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i3.9803

Abstract

Penelitian ini bertujuan untuk meneliti implementasi pemasaran digital, penyampaian informasi produk melalui platform digital, serta mekanisme pengambilan keputusan pembelian oleh konsumen pada Usaha Tani Tiram Mandiri di Garut. Penelitian ini menerapkan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui observasi, wawancara mendalam bersama pemilik usaha, konsumen, serta wakil dari Dinas Pertanian Kabupaten Garut, dan dokumentasi. Hasil penelitian menunjukkan bahwa pemasaran digital telah diimplementasikan melalui media sosial dan aplikasi perpesanan instan sebagai sarana promosi dan interaksi dengan konsumen, meskipun pengelolaannya masih bersifat sederhana dan belum terstruktur secara sistematis. Informasi produk yang disampaikan melalui media digital berperan sebagai gambaran awal bagi konsumen, namun belum mencakup secara menyeluruh sehingga konsumen cenderung melanjutkan komunikasi untuk mendapatkan klarifikasi terkait kualitas produk, harga, ketersediaan, serta perkiraan waktu pengiriman. Proses pengambilan keputusan pembelian oleh konsumen tidak berlangsung secara langsung, melainkan melalui tahapan pencarian dan evaluasi informasi sebelum keputusan akhir ditetapkan. Penelitian ini menyimpulkan bahwa pemasaran digital, kelengkapan informasi produk, dan efektivitas komunikasi saling terkait dalam memengaruhi keputusan pembelian konsumen.
Pengaruh Citra Merek dan Pemasaran Digital melalui Hubungan Pemasaran pada Keputusan Pembelian Apotek di Kota Bandung Andi Gunawan; Wentri Merdiani
MASALIQ Vol 5 No 4 (2025): JULI
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/masaliq.v5i4.6287

Abstract

The increasingly intense competition in the pharmacy industry, particularly in urban areas such as Bandung, demands that business actors adopt effective marketing strategies to attract and retain customers. This study aims to analyze the influence of brand image, digital marketing, and relationship marketing on consumer purchasing decisions in pharmacies across Bandung. A quantitative approach was employed, with data collected through surveys and statistical analysis used to examine the relationships among variables. Respondents consisted of pharmacy consumers located throughout Bandung. The analysis revealed that consumer perceptions of brand image (index score: 74), digital marketing (72), and relationship marketing (76) were within the high to moderate categories, while the purchase decision index stood at 71. Brand image had a significant influence on relationship marketing, accounting for 52.1%. Additionally, digital marketing contributed 29.2% and relationship marketing 30.5% to purchasing decisions. The indirect effects of brand image and digital marketing via relationship marketing were found to be greater than their direct effects. These findings confirm that relationship marketing significantly mediates the influence of brand image and digital marketing on purchasing decisions. Therefore, building trust through strengthening brand image, optimizing digital media, and fostering personalized consumer relationships are key strategies for enhancing loyalty and purchase decisions in the pharmacy sector.
Co-Authors Andi Gunawan Andre Suryaningprang Annisa Aslamiy Arip Adnan Kurniawan Asti Pratiwi Banyu Saputra Dadang Munandar Dewi Indriani Jusuf Diah Pudjiastuti Elli Ruslina Farah Ainun Agustin Febia Yulia Rukmana Indah, Dewi Yuliati Lestari, Tri Wahyu Muhammad Iqbal Risman Mulyadi Mulyadi Mulyadi Suhardi Nova Putra, Aditya Nurazijah, Ajeng NURJAYA NURJAYA, NURJAYA Rizky, Nur Ainiyah Dini Siddiq, Andhika Mochamad Teguh Rizki Ramdhani Tuti Hartati Umi Narimawati Vina Sri Wulan Yeni Juniarti Zidane Wildansyah Setiawan