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All Journal Jurnal Ilmiah Ekonomi Islam
Yoestini Yoestini
Faculty of Economics and Business, Universitas Diponegoro, Indonesia
Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Ilmiah Ekonomi Islam

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Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Ekuitas Merek dan Loyalitas Merek Pada Konsumen Muslim Marketplace Lazada Wilda Nailufar; Yoestini Yoestini
Jurnal Ilmiah Ekonomi Islam Vol 9, No 3 (2023): JIEI : Vol.9, No.3, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i3.11452

Abstract

This research aims to determine the influence of Social Media Marketing Activities on Brand Equity and Brand Loyalty among Lazada Marketplace ConsumersTo gain a more comprehensive understanding of social media marketing from brands, it is important to examine the influence of social media marketing activities on brand building in various product and service contexts.The results of the analysis show that social media marketing activities have a significant effect on brand awareness, brand image and brand loyalty. These results are in accordance with the results of research conducted by Ismail, (2017), Seo&Park (2018), Bilgin (2018), and Malarvizhi, et al. (2022). The SOR theory underlies this research where every process of social media's effects on individuals begins with attention to several media messages. This shows that the public receives a stimulus, namely consumer exposure to a brand's social media which then has an influence on the public and produces a response including trust, purchase commitment and loyalty to a brand.
Pengaruh Orientasi Pelanggan, Orientasi Kewirausahaan, dan Lingkungan Industri Terhadap Kinerja Pemasaran Syariah Melalui Keunggulan Bersaing Pada UMKM Olahan Pangan Seafood di Kabupaten Sidoarjo Tristan Jason Christian; Yoestini Yoestini
Jurnal Ilmiah Ekonomi Islam Vol 9, No 3 (2023): JIEI : Vol.9, No.3, 2023
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jiei.v9i3.11410

Abstract

Marketing performance is an assessment of how the marketing strategy implemented by the company is realized. With the marketing performance assessment, it can be seen how far the company has developed. The aim of this research is to examine the mediating effect of competitive advantage in the influence of customer orientation, entrepreneurial orientation, and industrial environment on marketing performance in Seafood Processed MSMEs in Sidoarjo Regency. The population in this study was 140 Seafood Processing MSMEs in Sidoarjo Regency. The sampling method used the Slovin method, numbering 104 and data was taken using the accidental sampling method. Data collection techniques use questionnaires and observation methods. The data analysis method uses multiple linear regression with a path analysis approach and the SPSS program. The research results show that customer orientation, entrepreneurial orientation, and the industrial environment have a positive and significant influence on marketing performance through competitive advantage. The competitive advantage variable is proven to be an intervening variable. The results of the path analysis test show that competitive advantage can mediate the influence of customer orientation, entrepreneurial orientation, and industrial environment and provide a significant and positive influence on marketing performance. Seafood Processed MSMEs in Sidoarjo Regency are advised to improve these factors to improve marketing performance.
Co-Authors Tristan Jason Christian Wilda Nailufar