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All Journal Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Ekonomi
Chicilia Nova Yatna
Perbanas Institute
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Faktor yang mempengaruhi keputusan penggunaan media streaming digital dimasa pandemi Faela Adiba; Aviliani Aviliani; Chicilia Nova Yatna
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 6 No. 1 (2022): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia - Edisi Desember 2022
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (305.737 KB) | DOI: 10.31842/jurnalinobis.v6i1.259

Abstract

Terjadinya pandemi covid-19 mengubah perilaku konsumen salah satunya cara konsumen mencari hiburan yang lebih memilih untuk menggunakan media hiburan streaming agar lebih aman dari sisi kesehatan. Adanya perubahan pola perilaku tersebut menjadi suatu hal yang menarik untuk diteliti agar dapat membuat bisnis serupa bertahan dan terus diminati masyarakat. Oleh karena itu dirumuskan tujuan dari penelitian ini adalah untuk menganalisis pengaruh citra merek, pemasaran digital, dan harga terhadap keputusan penggunaan media streaming digital Netflix. Desain penelitian yang digunakan yaitu penelitian kuantitatif dengan metode asosiatif. Metode survei digunakan sebagai cara untuk mengumpulkan data dari responden. Data dikumpulkan dari 100 responden dengan kriteria mereka yang berlangganan atau pernah berlangganan media streaming Netflix. Berdasarkan hasil penelitian ini menunjukan bahwa hanya citra merek yang memiliki pengaruh positif dan signifikan terhadap keputusan penggunaan media streaming digital Netflix. Sementara itu pemasaran digital dan harga berpengaruh negatif terhadap keputusan penggunaan media streaming digital Netflix. Hal ini diharapkan dapat menjadi panduan bagi media streaming untuk melakukan kegiatan promosi terutama dimasa pandemi covid-19.
POST-PANDEMIC MSME BUSINESS STRATEGY: DIGITAL MARKETING INNOVATION AND TRANSFORMATION Grace Citra Dewi; Yulianah Yulianah; Deny Bernardus; Bambang Sugiyono Agus Purwono; Chicilia Nova Yatna
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Today, small and micro-sized firms, also known as MSMEs, are one of the types of companies that provide essential assistance to the economic endeavors of the local community. The expansion of micro, small, and medium-sized enterprises demonstrates that this industry continues to play an important role in the economy of the community. Nevertheless, the COVID 19 Pandemic has had a significant effect on this industry. MSME actors need to develop a variety of business strategies and then transform those strategies into activities that involve digital marketing if they want their businesses to survive and thrive. As a result, the objective of this study is to conduct an analysis of the business strategy that will be utilized by MSMEs following the conclusion of the pandemic, with a focus on digital marketing and internet marketing. This investigation takes a qualitative approach and makes use of descriptive research tools. The findings of the study indicate that developing a digital business strategy can be an alternative survival strategy for MSMEs during the current Covid19 pandemic. This can be accomplished through digital and online marketing as well as the development of innovation through the improvement of product quality and improvements in product attributes. It is hoped that this modification to the strategy will allow the company to increase its market share and keep its turnover steady during the pandemic, while at the same time being able to adapt to the changes that are occurring in the business environment as a result of the digital age.
Co-Authors Aviliani Aviliani Bambang Sugiyono Agus Purwono Denny Bernardus Faela Adiba Grace Citra Dewi Yulianah Yulianah