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All Journal Journal of Economic, Bussines and Accounting (COSTING) JURNAL LENTERA BISNIS Al-Buhuts (e-journal) Innovative: Journal Of Social Science Research
Syarifuddin Arief
Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia Makassar
Humanities Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Penerapan Strategi Segmenting dan Targeting dalam meningkatkan Kinerja Pemasaran: Literatur review Agus Suyatno; Syarifuddin Arief; Muhammad Asir; Muh. Abduh. Anwar; M. Dakhri Sanusi
Journal of Economic, Bussines and Accounting (COSTING) Vol 6 No 2 (2023): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v6i2.5434

Abstract

This paper aims to analyze the Implementation of Segmenting and Targeting Strategies in improving Marketing Performance through analysis of literature reviews in the field of marketing management. The method used in this study is a literature study by reviewing some of the results of previous studies. The writing approach in this scientific article is to use qualitative methods and library research with the help of the latest references obtained from Google Schoolers and Mendeley citation searches. The results of the research were analyzed and used as material for discussion to determine the answers to the problems of applying segmentation and targeting strategies in marketing by companies. The results of the literature review show that the existence of a Segmenting and Targeting Strategy implemented by a company can have a positive impact on marketing performance. The implementation of segmenting and targeting strategies is needed by a businessman to increase the marketing value of the products being sold. This is because segmenting and targeting strategies have a positive influence on marketing performance. The better the segmenting and targeting strategies are carried out, the higher the sales that will be generated. Keywords: Marketing Performance, Literature Review, Segmenting, Targeting.
Analisis Penerapan Total Quality Management Dalam Upaya Peningkatan Kinerja Manajerial Pada PT Gaya Makmur Tractors Makassar Syarifuddin Arief
Innovative: Journal Of Social Science Research Vol. 3 No. 1 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i1.4656

Abstract

Jenis penelitian ini adalah penelitian deskriptif kualitatif, yaitu Penelitian yang berusaha menggambarkan atau mendeskripsikan obyek yang di teliti berdasarkan fakta yang ada di lapangan. Penulis melakukan pengambilan data khusus yang diperoleh berdasarkan pengamatan dan wawancara yang dilakukan di PT Gaya Makmur Tractors.Hasil penelitian menunjukkan bahwa; 1) PT Gaya Makmur Tractors Makassar telah menerapkan unsur-unsur dalam Total Quality Management sesuai dalam pelaksanaan manajemen perusahaan yaitu terdiri dari; fokus pada pelanggan, obsesi terhadap kualitas, pendekatan ilmiah, komitmen jangka panjang, kerja sama tim, perbaikan sistem berkesinambungan, kebebasan terkendali, kesatuan tujuan, adanya keterlibatan dan pemberdayaan karyawan yang memberikan dampak positif terhadap pencapaian kinerja managerial. 2) Hambatan penerapan Total Quality Management pada PT Gaya Makmur Tractors Makassar yaitu Kesulitan dalam pemilihan staff yang terlatih dan profesional pada PT Gaya Makmur Tractors Makassar, Jarak lokasi customer yang sulit dijangkau dan fasilitas- fasilitas penunjang karyawan masih kurang seperti kurangnya kendaraan oprasional yang dapat digunakan karyawan untuk menjalankan tugas. Kata Kunci: Total Quality Management, Kinerja Managerial
The Role of Brand Equity, Service Quality, and Organizational Commitment as Mediators of Lecturer Performance: A Study at the University of Muhammadiyah Makassar Hisnol Jamali; Asriati Asriati; Syarifuddin Arief
Al-Buhuts Vol. 20 No. 1 (2024): Al-Buhuts
Publisher : Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30603/ab.v20i1.4816

Abstract

 This study examines the impact of brand equity, service quality, and organizational commitment on lecturer performance through lecturer work loyalty at the University of Muhammadiyah Makassar. Using a descriptive quantitative research approach, data was collected from 106 respondents through questionnaires. Hypothesis testing was conducted using Path Analysis and Sobel Test methods. The findings indicate that while brand equity has a positive but nonsignificant effect on work loyalty, service quality and organizational commitment significantly influence work loyalty. Furthermore, brand equity, service quality, organizational commitment, and lecturer work loyalty have a positive and significant effect on lecturer performance. However, brand equity does not significantly influence lecturer performance through work loyalty, whereas service quality and organizational commitment do so significantly. The study concludes that improvements in brand equity, service quality, and organizational commitment positively impact increased work loyalty and lecturer performance. Institutions of education can enhance the quality of education they provide by improving lecturer performance and strengthening the relationship between lecturers, students, and the institution. This can be achieved through deeper measurement of brand equity, cross-cultural analysis, the development of integrative models and lecturer development programs, as well as the implementation of marketing strategies.
OPTIMALISASI MARKETPLACE SEBAGAI MEDIA DIGITAL MARKETING Alexander Virgiawan Liany Oleona; Andry Mochamad Ramdan; Syarifuddin Arief; Lismaryanti Lismaryanti; Rosalia Irawaty
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2397

Abstract

The development of digital technology has driven significant changes in business marketing strategies, including through the use of marketplaces as a digital marketing medium. Marketplaces not only function as platforms for buying and selling transactions, but also serve as effective promotional tools to increase product visibility, expand market reach, and enhance business competitiveness. This study aims to analyze the optimization of marketplaces as a digital marketing medium and identify the benefits, constraints, and strategies that can be implemented by business actors to maximize the use of marketplaces. The study used a qualitative approach with descriptive methods. Data were obtained through in-depth interviews, observations, and documentation of Micro, Small, and Medium Enterprises (MSMEs) who actively use marketplaces for product marketing and sales activities. The results show that marketplaces provide various benefits for business actors, including increasing promotional effectiveness, expanding market reach, enhancing interaction with consumers, and driving increased sales. Various features available in marketplaces, such as paid advertising, promotional vouchers, flash sales, live shopping, and customer review systems, have been proven to support more effective digital marketing strategies. However, the study also found several obstacles, such as low digital literacy, limited understanding of digital marketing features, and high levels of competition among sellers in the marketplace. Therefore, businesses need to improve their digital capabilities, optimize the use of marketplace features, and utilize customer data as a basis for marketing decision-making.
Co-Authors Agus Suyatno Alexander Virgiawan Liany Oleona Andry Mochamad Ramdan Asriati Hisnol Jamali Lismaryanti Lismaryanti M. Dakhri Sanusi Muh. Abduh Anwar Muhammad Asir Rosalia Irawaty