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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Ramdan, Abdi
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Religion Humanities Computer Science & IT Education Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences

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Peran Strategi Pemasaran Digital UMKM Banten terhadap Loyalitas Pelanggan (Studi Case Apex Banten) Rahma, Resita Septia; Ramdan, Abdi; Aditiya, Rizky; Siska, Siska; Ramdan, Gilang; Maulana, Alvin
Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Vol. 4 No. 5 (2024): September 2024 - Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/altifani.v4i5.581

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economy, particularly in the Banten Province. This study focuses on Apex MSMEs in Banten, which operate in the outdoor equipment rental and tour trip organization business. In facing an increasingly competitive market, this study aims to analyze the marketing performance and customer loyalty of Apex MSMEs through digital marketing strategies. Data was collected through surveys using a Likert scale to measure customer loyalty. The results showed an average loyalty score of 4.521, indicating a high level of customer loyalty. SWOT analysis was used to identify the strengths, weaknesses, opportunities, and threats faced by Apex MSMEs. The resulting SO (Strengths-Opportunities) strategies included service and branch expansion and the use of social media for marketing. The findings provide valuable insights for Apex MSMEs in enhancing their competitiveness and business sustainability through appropriate marketing strategies. Thus, Apex MSMEs can strengthen their market position and achieve sustainable growth.
Shopping Behavior Webrooming in Fulfilling Individual Needs From A Perspective Self-Determination Theory Rahma, Resita Septia; Ramdan, Abdi; Mawar Firdausi, Asri Sekar; Alim, Taqdirul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.214-228

Abstract

The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior
Co-Authors Aditiya, Rizky Alim, Taqdirul Maulana, Alvin Mawar Firdausi, Asri Sekar Rahma, Resita Septia Ramdan, Gilang Resita Septia Rahma Siska Siska