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All Journal Komitmen : Jurnal Ilmiah Manajemen Literacy : International Scientific Journals of Social, Education, Humanities Jurnal Maps (Manajemen Perbankan Syariah)
Rakhmia Nalibratawati
Universitas Winaya Mukti
Humanities Economics, Econometrics & Finance Education Social Sciences Other

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HYBRID MARKETING SEBAGAI STRATEGI PEMASARAN PASCAPANDEMI COVID-19 PADA SEKTOR USAHA MIKRO KECIL DAN MENENGAH (UMKM) DI KECAMATAN TANJUNGSARI KABUPATEN SUMEDANG Rakhmia Nalibratawati; Hendri Maulana
Komitmen: Jurnal Ilmiah Manajemen Vol 4, No 2 (2023): KOMITMEN: Jurnal Ilmiah Manajemen
Publisher : FEBI UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jim.v4i2.29304

Abstract

Tujuan penelitian ini untuk menerangkan mengenai Hybrid Marketing sebagai strategi pemasaran pascapandemi Covid-19 pada sektor UMKM di Kecamatan Tanjungsari Kabupaten Sumedang. Penelitian ini merupakan penelitian deskriptif yang dikembangkan. Teknik penelitian menggunakan metode survey dengan penentuan responden menggunakan rumus Slovin dan perkiraan jumlah responden sebanyak 91 responden. Kemudian dilakukan uji hipotesis yang pertama dengan analisis uji beda rata-rata t-student tidak berpasangan (t-test unpaired), dan yang kedua dengan analisis uji beda rata-rata t-student berpasangan (t-test paired). Penjualan total untuk produk UMKM di Kecamatan Tanjungsari selama Pandemi Covid-19 secara keseluruhan tidak mengalami penurunan. Bahkan secara parsial banyak UMKM yang mengalami kenaikan volume penjualan. Selama pandemi Covid-19, penjualan produk UMKM berbasis digital marketing cenderung lebih besar daripada penjualan produk dari hasil pemasaran tradisional. Media digital yang digunakan banyaknya melalui media Whatapp dan Facebook, sedangkan media tradisional yang digunakan adalah brosur sebagai media yang paling banyak digunakan. Bahwa dengan menerapkan pola strategi hybrid marketing dengan mengkombinasikan aspek digital dan tradisional Berdasarkan uraian di atas, Hybrid Marketing terbukti berperan meningkatkan volume penjualan selama pandemi.
Dampak Pandemi Covid-19 terhadap Peningkatan Partisipasi Santri dan Penjualan Produk Koperasi Pondok Pesantren Al-Basyariyah Bandung Anne Lasminingrat; Rakhmia Nalibratawati
Jurnal Maps (Manajemen Perbankan Syariah) Vol. 6 No. 2 (2023)
Publisher : Masoem University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32627/maps.v6i2.623

Abstract

The Al-Basyariyah Islamic Boarding School Cooperative based in the city of Bandung, has also been affected by the Covid-19 pandemic, but in a positive aspect. In the form of a consumption cooperative, engaged in the sector of fulfilling the daily needs of students, from clothing, food, educational needs, to laundry, plus the closure of students' access to the outside environment and vice versa, making the Kopontren the only means of meeting daily needs, both for students, teachers, and those who are part of the Al-Basyariyah Islamic Boarding School environment. This study aims to explain the impact of the Covid-19 pandemic on the participation of students as service users and its effect on the sale of cooperative products in the Al-Basyariyah Islamic Boarding School environment. The research technique uses a survey method with the determination of respondents using the Slovin formula and an estimated number of respondents of 230 respondents. The analytical design used was a paired t-test or paired t-test, namely to test member participation and product sales before and after the Covid-19 pandemic.
Innovation in Human Resource Management: Building an Adaptive and Inclusive Work Culture at PT.Agro Niaga Abadi Rudi Suprianto Ahmadi; Dodi Tisna Amijaya; Rakhmia Nalibratawati
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 1 (2025): April : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i1.2057

Abstract

This study aims to conduct a comprehensive analysis of innovations in human resource management (HRM) instituted by PT. Agro Niaga Abadi, with the aim of fostering an adaptive and inclusive organizational culture. The methodology used in this study is qualitative, utilizing a case study framework that combines extensive interviews with human resource development (HRD) managers, department leaders, and direct observation techniques within the company environment. The findings of this investigation reveal that PT. Agro Niaga Abadi has successfully implemented various innovative practices in HRM, including the adoption of digital recruitment methodologies, progressive training initiatives, and competency-based performance evaluations. In addition, the organization has effectively fostered an adaptive work culture through the implementation of internal innovation projects, the facilitation of regular deliberation forums, and the provision of adaptive leadership training programs. Initiatives aimed at building an inclusive work culture are exemplified by the implementation of equality policies and the guarantee of fair access to career advancement opportunities for all personnel. However, the organization faces several barriers, including resistance to transformative change, constraints in digital infrastructure, and the need for continuing education training.
Development in Marketing : Building Prices, Place and Promotion at Slamet Hadipriyanto Batik, Banyumas Feby Febrian; Granit Agustina; Rakhmia Nalibratawati; Adang Sutisna
LITERACY : International Scientific Journals of Social, Education, Humanities Vol. 4 No. 3 (2025): December : International Scientific Journals of Social, Education, Humanities
Publisher : Badan Penerbit STIEPARI Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/literacy.v4i3.3103

Abstract

The research was conducted in an effort to develop the marketing with the aim of establishing pricing, place, and promotion in the industry. The methodology applied in this study is qualitative, using a case study framework that combines exclusive interviews with owners, managers, and employees. By focusing on these aspects of the marketing mix, batik entrepreneurs A comprehensive marketing plan allows businesses to effectively reach their target audience, drive sales and build a strong brand presence. Strategies include understanding customer needs through market research, using digital channels like social media for visibility, creating compelling content and messaging, investing in paid advertising to target specific demographics, and analyzing performance to refine the overall strategy for growth and customer loyalty. Therefore, based on considerations of competitive and sustainable prices, strategic and centralized location placement, and the implementation of targeted and comprehensive promotional activities, it is expected that the quality of marketing in the batik industry can run effectively and efficiently through strengthening the development of a targeted and centralized marketing mix carried out by business actors. This approach clearly involves market segmentation, targeting, and positioning in order to adjust strategies to meet and complement needs and preferences. By focusing on these aspects of the marketing mix, batik entrepreneurs can effectively reach their target audience, increase sales, and build a strong brand presence in the market. A strategy that is able to stimulate customer buying interest is a very essential part in creating a diverse buyer community that always becomes a sustainable customer who participates in building and developing segmentation and sales targets for batik products in the region. In this study it was found developing marketing built through price, place and promotion in industry as a very important strategy in efforts to design and effective marketing campaigns to achieve business goals.
Co-Authors Adang Sutisna Ahmadi, Rudi Suprianto Dodi Tisna Amijaya Febrian, Feby Granit Agustina Hendri Maulana Lasminingrat, Anne