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All Journal Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business Journal Of Human And Education (JAHE) J-CEKI
Hasti Pramesti Kusnara
Universitas Ma’soem
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pelatihan Digital Marketing dalam Meraih Pasar Global pada UMKM di Kota Bandung Hasti Pramesti Kusnara; Mariana Rachmawati; Syifa Hanifa Salsabila
Journal Of Human And Education (JAHE) Vol. 4 No. 1 (2024): Journal Of Human And Education (JAHE)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jh.v4i1.598

Abstract

Pengabdian ini bertujuan untuk memberikan pelatihan digital marketing dalam rangka menyongsong pasar global pada UMKM di Kota Bandung. Hasil dari pengabdian ini menunjukkan bahwa bahwa pelatihan strategi e-commerce memberikan manfaat yang signifikan bagi para pelaku UMKM. Para peserta menunjukkan peningkatan pemahaman tentang e-commerce, cara efektif memanfaatkannya dalam memasarkan produk dan berinteraksi dengan pelanggan secara online. Mayoritas peserta menyatakan kepuasan terhadap materi dan metode pelatihan yang diberikan selama PKM ini.
Privacy Dilemmas : Navigating Marketing Strategies in a Post-Cookie Era Mar'atush Sholihah; Hasti Pramesti Kusnara; Diana Fitri Anggraini
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10725

Abstract

This research investigates the dynamics of marketing strategies in the post-cookie era, focusing on PT Indo Pacific as a case study. It examines the influence of consumer privacy concerns and regulatory changes on the adoption and effectiveness of alternative tracking technologies, thereby impacting the overall effectiveness of marketing strategies. Using a quantitative research design with a sample of 60 employees, random sampling, and the Smart PLS tool for analysis, the study reveals significant direct and indirect effects. Results indicate that consumer privacy concerns and regulatory changes significantly influence the adoption of alternative tracking technologies, which in turn affect the effectiveness of marketing strategies. The findings underscore the importance of addressing consumer privacy concerns, complying with regulatory changes, and strategically adopting alternative tracking technologies to enhance marketing effectiveness while respecting privacy and ensuring compliance. These insights offer valuable guidance for businesses navigating the evolving landscape of digital marketing in the post-cookie era.
Analysis of Perceived Ease of Use and Perceived Enjoyment on Behavior Intention in Digital Payment on Generation Z in Sukabumi City Umban Adi Jaya; Hasti Pramesti Kusnara; Cucu Hodijah; Melda Yunita; Ade Nurhayati Kusumadewi
Ekonomis: Journal of Economics and Business Vol 8, No 2 (2024): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i2.1945

Abstract

This research explores the influence of perceived ease of use and perceived enjoyment on behavioral intentions to use digital payments among generation Z in Sukabumi City. With a quantitative approach and explanatory research type, a sample of 100 respondents used a questionnaire as a data collection instrument. Data analysis in this study used multiple linear regression. The research results show that perceived enjoyment has a significant effect on behavior intention, but perceived ease of use does not have a significant effect on behavior intention in generation Z in Sukabumi City
Strategi Pemasaran Marketing Mix (7P) Terhadap Penjualan Online dalam Meningkatkan Minat Beli : Studi Kasus pada UD. Kiripik Cawu Hasti Pramesti Kusnara; Wulan Satriana
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 4: Juni 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i4.4069

Abstract

The aim of this research is to determine the implementation of UD's marketing strategy. Kiripik.Cawu on sales in increasing buying interest, knowing the supporting and inhibiting factors in marketing strategies at UD. Kiripik.Cawu on sales in increasing buying interest and finding out the effectiveness of implementing UD's marketing strategy. Kiripik.Cawu on sales in increasing buying interest. Data analysis uses qualitative descriptive methods and marketing strategies use the marketing mix strategy (7P). The results of this research indicate that UD. Kiripik.Cawu has implemented a marketing mix strategy, namely Product, Price, Promotion, Process, people, Place and physical evidence, Products produced by UD. Kiripik.Cawu has various variations so that it can suit consumer tastes. implementing pricing strategies, UD. Kiripik.Cawu can compete with other product businesses because it offers affordable prices. UD. Kiripik.Cawu is effective in marketing products and increasing production and sales while maintaining product quality, price and innovative product variations.
Tren Konsumen Generasi Z dalam Pembelian Online Produk Eiger: Implikasi bagi Strategi Pemasaran Bisnis Digital Hasti Pramesti Kusnara; Raida Sri Rahmawati; Tiara Vindria Rusman Putri
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 5: Agustus 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i5.4624

Abstract

This research aims to analyze Generation Z consumer trends in online purchasing of Eiger products and the implications for digital business marketing strategies. Using quantitative exploratory methods, data was collected through a survey involving 100 Generation Z respondents. Correlation analysis shows that social media use (X1) has a strong positive relationship with online shopping behavior (X2) as well as factors that influence purchasing decisions (X3) . Multiple linear regression tests reveal that social media use significantly influences online shopping behavior, while other factors also have an important role although their influence is weaker. The results of this research indicate that Eiger's digital marketing strategy must prioritize the use of social media to increase interaction and engagement for Generation Z consumers, while also considering various other factors that influence their purchasing decisions.
Co-Authors Ade Nurhayati Kusumadewi Cucu Hodijah Diana Fitri Anggraini Jayawarsa, A.A. Ketut Mar'atush Sholihah Mariana Rachmawati Raida Sri Rahmawati Syifa Hanifa Salsabila Tiara Vindria Rusman Putri Umban Adi Jaya Wulan Satriana