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All Journal Prima Ekonomika : Jurnal Ekonomi dan Bisnis JBMR: Journal of Business and Management Review JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN
Putri, Anggun Anggita Kinasih Sunowo
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Medicine & Pharmacology Social Sciences Transportation

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PERKEMBANGAN DAN IMPLEMENTASI KONSEP PEMASARAN Putri, Anggun Anggita Kinasih Sunowo
ALBAMA: JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN Vol. 17 No. 1 (2024): ALBAMA : Jurnal Bisnis Administrasi dan Manajemen
Publisher : LPPM Akademi Manajemen Administrasi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56606/albama.v17i1.153

Abstract

Artikel ini dilakukan untuk menyampaikan perkembangan konsep pemasaran dan implementasinya. Pemaparan dimulai pada cakupan atau ruang lingkup pemasaran, lalu perkembangan konsep pemasaran dari awal munculnya hingga saat ini dan diakhiri dengan implementasi dari konsep pemasaran. Pemasaran merupakan faktor yang penting dalam memenuhi kebutuhan konsumen. Dalam sebuah perusahaan, peran pemasaran menjadi salah satu dari kegiatan utama dalam mempertahankan kelangsungan hidupnya untuk berkembang dan mendapatkan keuntungan atau laba, namun yang tidak kalah penting selain laba adalah bagaimana perusahaan dapat memberikan kepuasan pada konsumen dalam pemenuhan kebutuhannya. Perluasan definisi pemasaran memunculkan ruang lingkup pemasaran yang luas pula. Proses ini terus ada sehingga memunculkan lebuh banyak fenomena pemasaran yang dianalisis dan diungkapkan oleh ahli pemasaran yang kemudian digunakan sebagai referensi dalam memahami konsep pemasaran dan digunakan dalam implementasinya di perusahaan, dimana dari awal konsep pemasaran yang menempatkan perusahaan sebagai awal dan akhir kegiatan perusahaan berubah menjadi konsumen yang ada pada posisi itu. Selain itu perkembangan peran pemasaran juga memberikan konsep alternatif terbaru dimana konsep pemasaran pemasaran sebagai network organization. Dimana pemuasan kebutuhan tidak hanya fokus pada konsumen namun juga seluruh stakeholder perusahaan. Untuk dapat memenuhi kepuasan konsumen, maka perusahaan menggunakan harus dapat menempatkan pemasaran sebagai konsep bisnis strategis yang memberikan kepuasaan konsumen dalam jangka panjang
ANALISIS PERCEIVED VALUE KONSUMEN TERHADAP eWOM DENGAN ATTITUDE DAN SATISFACTION SEBAGAI MEDIASI PADA PERILAKU BELANJA TIKTOK SHOP PUTRI, ANGGUN ANGGITA KINASIH SUNOWO
PRIMA EKONOMIKA Vol. 15 No. 2 (2024): Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v15i2.245

Abstract

The development of digital technology has caused a shift in the way consumers search for information and make purchases. One of them is through e-commerce platforms such as TikTok Shop. However, in its development, there are various problems that arise related to transactions at TikTok Shop. This problem can certainly cause consumer dissatisfaction with TikTok Shop. Based on previous research, consumer dissatisfaction can affect negative eWOM which will have an impact on consumer value perceptions of TikTok Shop. This study aims to test the effect of perceived value on e-WOM with consumer attitudes and satisfaction as mediating variables on TikTok Shop consumers. This study uses a quantitative descriptive and explanatory approach and the sample of this study is consumers who have shopped at TikTok Shop with a non-probability sampling method and purposive sampling technique. By using 205 respondents, the data analysis used Structural Equation Modeling through AMOS. The results of the study showed that perceived value had a significant positive effect on attitudes, satisfaction and eWOM, while attitudes had a significant negative effect on eWOM and satisfaction had a significant positive effect on eWOM. Keywords: Perceived Value ; Attitude; Satisfaction; eWOM ;Tiktok Shop
Impact of Market and Entrepreneurial Orientation on Batik MSMEs’ Performance in Yogyakarta Artha, Bhenu; Putri, Anggun
Journal of Business and Management Review Vol. 5 No. 11 (2024): (Issue-November)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr.v5i11.1191

Abstract

Research Aims: In an organization, there are several factors that can affect business performance, including orientation, entrepreneurial orientation, utilization of social media and marketing capability. Based on the urgency above, this study focuses on exploring indicators that can effectively affect business performance and continuity in the current technological era in batik MSMEs. The purpose of this study is to provide an overview of the influence of antecedents on MSME performance so as to provide an overview of indicators that can effectively improve the performance of batik MSMEs in Yogyakarta. Design/methodology/approach: This research design uses a quantitative research method with an associative problem formulation. The type of research used is explanatory research. The number of respondent samples was 250 leaders or people in charge of various batik craft UMKM in Region of Yogyakarta Province. Data collection through the distribution of questionnaires with a face-to-face method between respondents and researchers. The analysis of this study uses the Structural Equation Modeling (SEM) method using AMOS. Research Findings: The results of this study are that market orientation, entrepreneurial Orientation, and use of social media have an effect on the marketing capability and business performance of Batik MSMEs in Yogyakarta. Theoretical Contribution/Originality: This study provides an overview of the importance of market orientation and entrepreneurial Orientation for improving a company's business performance. The novelty of this study's results is that it shows that the use of social media and marketing capability are also indicators that play a role in improving business performance.
PENGARUH FEAR OF MISSING OUT, ELECTRONIC WORD OF MOUTH, DAN BRAND IMAGE TERHADAP IMPULSIVE BUYING PRODUK SKINCARE Putri, Anggun Anggita Kinasih Sunowo; Hanum Indriati , Inayat; Ratna Ningrum, Natalia
PRIMA EKONOMIKA Vol. 17 No. 1 (2026): Jurnal Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v17i1.378

Abstract

This study aims to examine the impact of Fear of Missing Out (FOMO), brand perception, and electronic word of mouth (eWOM) on impulse buying behavior among skincare product consumers. This phenomenon is becoming increasingly important as digital trends and virality of content on social media influence impulse buying decisions. This study employed a quantitative methodology using an online survey instrument administered to 130 participants who had acquired skincare products. The data were evaluated using SmartPLS 3.0. The results of the analysis revealed that brand perception and eWOM had a positive and significant influence on impulse buying, while FOMO showed no significant impact. Favorable brand perception stimulated consumer trust in the quality and safety of the product, thereby encouraging impulsive acquisition. Simultaneously, positive testimonials disseminated on social media (eWOM) were found to be a strong catalyst in inciting impulse buying decisions. These results reinforce the need for skincare companies to cultivate a strong brand image and strategically leverage eWOM to increase customer loyalty and purchase intention. This study pragmatically contributes to the formulation of more effective digital marketing strategies in promoting impulse buying, as well as addressing the research gap on the influence of FOMO, brand perception, and eWOM in the Indonesian skincare sector.
Co-Authors Artha, Bhenu Hanum Indriati , Inayat Ratna Ningrum, Natalia