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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management Transekonomika : Akuntansi, Bisnis dan Keuangan JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Sumelvia Dewi, Anita
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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THE INFLUENCE OF GREEN MARKETING AND DIGITAL MARKETING ON CUSTOMER LOYALTY IN CHICKEN INTESTINE CHIPS MSMEs IN KEDIRI Sumelvia Dewi, Anita; Sudarmiatin, Sudarmiatin; Syahputra, Erwin
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 2 No 4 (2024): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v2i4.632

Abstract

The problem addressed in this research concerns marketing management, focusing on the impact of green marketing and digital marketing on customer loyalty. The objective is to determine and analyze the effects of green marketing and digital marketing on customer loyalty both individually and collectively. This study uses a quantitative approach, with a population consisting of customers of chicken intestine chips MSMEs in Kediri. The sample includes 85 respondents. Data collection was conducted using questionnaires, and data analysis involved validity, reliability, classical assumption tests, multiple linear regression tests, and hypothesis testing. The research hypotheses testing revealed that green marketing has a significant partial effect on customer loyalty, digital marketing also has a significant partial effect on customer loyalty, and both green marketing and digital marketing have a significant simultaneous effect on customer loyalty in chicken intestine chips MSMEs in Kediri. Overall, this study contributes to the existing body of knowledge in marketing management by shedding light on the effects of green marketing and digital marketing on customer loyalty. The findings suggest that implementing these strategies can be beneficial for MSMEs in the chicken intestine chips industry in Kediri, as they can enhance customer loyalty and potentially lead to increased business success.
THE IMPACT OF SOCIAL MEDIA PROMOTION ON PURCHASE DECISIONS IN SUKUN CHIPS SMEs IN KEDIRI Syahputra, Erwin; Sumelvia Dewi, Anita; Hardiningrum, Iing Sri; Nadhiroh, Umi
JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS Vol. 3 No. 3 (2024): MAY
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jhssb.v3i3.1164

Abstract

Breadfruit chips or also known as ‘kripik sukun’ are a snack made from thinly sliced breadfruit, which is a starchy tropical fruit. They are typically fried or baked until crispy and seasoned with salt or other spices. Popular in many tropical regions, breadfruit chips offer a unique, crunchy alternative to traditional potato chips. The research focuses on the impact of social media promotions (WhatsApp, Instagram, TikTok) on purchasing decisions in marketing management. The objective is to analyze this impact both partially and simultaneously. The study used a quantitative approach with a sample of 94 respondents who shopped at breadfruit chips SMEs in Kediri through 3 social media platforms. Data collection was done through questionnaires and analysis techniques such as validity, reliability, classical assumption tests, multiple linear regression tests, and hypothesis testing. The sampling technique used was accidental sampling. The research results showed a regression equation of Y = 2.519 + 0.247X1 + 0.463X2 + 0.273X3 + e. The research hypothesis confirmed that WhatsApp, Instagram, and TikTok all have a significant effect on purchasing decisions at breadfruit chip SMEs in Kediri. The findings of this research provide valuable insights for marketing managers in SMEs, helping them understand the importance of utilizing social media platforms effectively to influence consumer behavior and drive sales.
EFFORTS TO INCREASE CONSUMER TRUST THROUGH GREEN MARKETING ON WHITE OYSTER MUSHROOM CHIPS MSMEs IN KEDIRI Syahputra, Erwin; Sudarmiatin, Sudarmiatin; Sumelvia Dewi, Anita
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 4 No. 3 (2024): May 2024
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v4i3.630

Abstract

The study focuses on assessing the impact of enhancing trust through green marketing at White Oyster Mushroom chips MSMEs in Kediri - East Java. The White Oyster Mushroom chips MSMEs are dedicated to implementing green marketing strategies, such as eco-friendly promotional services, to build consumer trust. By prioritizing environmental concerns in their marketing mix, these MSMEs aim to boost trust among consumers in Kediri. The research methodology involves phenomenological qualitative research with 5 informants identified using the snowball technique. Over the past 4 months, these MSMEs have been utilizing sustainable innovation to support their green marketing efforts, emphasizing products, locations, pricing, and promotions that align with environmental values. The focus is on repurposing waste from mushroom chips production to white oyster mushroom chips, reflecting a growing societal interest in environmental sustainability across various industries. Surveys on green marketing strategies have been conducted to minimize the environmental impact of production processes. The study also highlights the role of consumer feedback in promoting information to the community and fostering ongoing consumer engagement. Through a qualitative approach with a narrative phenomenological analysis model, the study reveals that consumers are motivated by environmental concerns, and green marketing initiatives contribute positively to consumer perceptions and trust in White Oyster Mushroom chips MSMEs in Kediri.
THE INFLUENCE OF UNIQUE PRODUCTS, VIRAL MARKETING, AND CONSUMER REVIEWS ON PURCHASE DECISIONS IN SHOPEE E-COMMERCE FOR SMEs OF PARE CHIPS IN KEDIRI Sumelvia Dewi, Anita; Syahputra, Erwin; Nadhiroh, Umi; Hardiningrum, Iing Sri
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 4 No. 2 (2024): March 2024
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v4i2.634

Abstract

The objective of this study is to examine the impact of unique products, viral marketing, and consumer reviews on purchasing decisions in shopee e-commerce for SMEs selling bitter melon chips in Kediri. The research adopts a quantitative approach and includes all consumers who have made purchases from these SMEs through shopee in the last 2 months, resulting in a total of 95 respondents. The data collection process involves the use of questionnaires, and the analysis includes validity and reliability tests, classical assumption tests, multiple linear regression tests, and hypothesis testing. The sampling technique employed in this study is saturated sampling. The research findings indicate that: 1) Unique products do not have a significant impact on purchasing decisions in shopee e-commerce for bitter melon chips SMEs in Kediri, as the significance value is 0.828> 0.05, leading to the rejection of the first hypothesis. 2) Viral marketing has a significant impact on purchasing decisions at bitter melon chip SMEs in Kediri, with a significance value of 0.00 <0.05, supporting the acceptance of the second hypothesis. 3) Consumer reviews also have a significant impact on purchasing decisions for bitter melon chips in Kediri, with a significance value of 0.01 <0.05, confirming the acceptance of the third hypothesis.
Strategi Pemasaran 4P Untuk Meningkatkan Daya Saing Pada Lapak Labu Pak Roni Di Pasar Ngronggo Afandi, Misbaqul; Sumelvia Dewi, Anita; Hendratmoko, Suseno
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 2 (2025): Juli 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i2.4345

Abstract

The purpose of this study is to examine how the 4P strategy (Product, Price, Place, and Promotion) can enhance competitiveness at Lapak Labu Pak Roni. This research employed a qualitative method with two key informants, namely the owner and an employee. Data analysis was conducted using the Miles and Huberman model. The findings indicate that the implementation of the 4P marketing strategy (Product, Price, Place, and Promotion) at Lapak Labu Pak Roni has proven effective in maintaining business sustainability, increasing customer loyalty, and strengthening competitiveness in Ngronggo Market. The implication of this research shows that the 4P strategy is not only relevant for large businesses, but can also be a practical reference for traditional UMKM in improving competitiveness through product innovation and social media utilization.
Co-Authors Afandi, Misbaqul Erwin Syahputra, Erwin Hardiningrum, Iing Sri Hendratmoko, Suseno Sudarmiatin Umi Nadhiroh