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All Journal Journal of Tourism Economics and Policy Jurnal Strategi dan Bisnis
FOEH, Ricky Ekaputra
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Economics, Econometrics & Finance Public Health Social Sciences

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Analysis of the Use of Digital Marketing as a Media for Marketing Business Results in Border Areas Between Countries (Study of Banana Business Actors in Malacca Regency) GIE, Emilia; SARONG, Yohanis S.; GIRI, Erna; FOEH, Ricky Ekaputra; NATONIS, Sari A.
Journal of Tourism Economics and Policy Vol. 4 No. 1 (2024): Journal of Tourism Economics and Policy (January - March 2024)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jtep.v4i1.956

Abstract

The digital era and the Industrial Revolution 4.0 have had an impact on people's lives, especially in the marketing of banana commodities in Malaka Regency, one of the districts that shares a land border with the State of Timor Leste. The method used in this research is a descriptive method with a qualitative approach with a total of 60 informants who were determined purposively then the collected primary and secondary data were analyzed using data analysis techniques from Creswell (2016). The research results found the use of digital marketing as a media for marketing business results in border areas between countries by banana business actors in Malacca Regency, so the author uses digital marketing indicators by Nasdini (2012:32) which are constrained by aspects (a) internet network accessibility, (b) interactivity with the absence of two-way communication between producers and consumers and (c) entertainment which is still minimal, while the inhibiting factors for the use of digital marketing as a media for marketing business results in border areas between countries by banana business actors in Malacca Regency are; (a) internet infrastructure, (b) don't have a smartphone, (c) no workforce to deliver products to consumers outside the village, (d) don't know the market place.
Pengaruh Harga dan Word of Mouth terhadap Keputusan Pembelian Produk Rei Outdoor Gear di Jember Habeahan, Hendro; Kristianto, Wheny; Handini, Yuslinda Dwi; Foeh, Ricky Ekaputra
Jurnal Strategi dan Bisnis Vol 12 No 1 (2024): Membangun Bisnis Berkelanjutan
Publisher : Bussiness Administration Department, Faculty of Social and Political Science, University of Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/jsb.v12i1.46079

Abstract

Konsumen memiliki banyak pilihan merek dalam membeli peralatan outdoor sesuai dengan kebutuhan dan selera. Konsumen semakin kritis dan selektif dalam menentukan pilihan pada produk outdoor. Perusahaan perlu memiliki strategi pemasaran yang jitu guna menstimuli keputusan pembelian konsumen pada produk outdoor yang ditawarkannya. Penelitian ini bertujuan untuk mengetahui pengaruh harga dan word of mouth terhadap keputusan pembelian produk Rei Outdoor Gear di Jember. Penelitian ini menggunakan pendekatan kuantitaif. Jenis penelitian ini bersifat explanatory research. Data yang digunakan dalam penelitian ini adalah data primer berdasarkan penyebaran kuesioner. Populasi dalam penelitian ini adalah konsumen Rei Outdoor Gear cabang Jember. Sampel yang digunakan sebanyak 100 orang ditentukan dengan teknik non probability sampling pendekatan purposive sampling. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa harga berpengaruh secara parsial terhadap keputusan pembelian, word of mouth berpengaruh secara parsial terhadap keputusan pembelian, serta harga dan word of mouth berpengaruh secara simultan terhadap keputusan pembelian pada produk Rei Outdoor Gear di Jember.
Co-Authors Gie, Emilia GIRI, Erna Habeahan, Hendro Handini, Yuslinda Dwi Kristianto, Wheny Natonis, Sari Angriany Sarong, Yohanis S.