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All Journal BUDGETING : Journal of Business, Management and Accounting Business Management
Pardede, Adinda Jennifer
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Humanities Decision Sciences, Operations Research & Management Social Sciences

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Bagaimana Kualitas Produk, Harga dan Promosi Meningkatkan Kepuasan Pelanggan pada Industri Rokok Golden Taste 88 Qomariah, Nurul; Pardede, Adinda Jennifer; Kamil, Ibrahim; Asalia, Nadia; Nurbayani, Siti
BUDGETING : Journal of Business, Management and Accounting Vol 5 No 2 (2024): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

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ABSTRACT The cigarette industry is one industry that can contribute to PAD. Increasing competition in all lines of business means that the cigarette industry must also be able to determine marketing strategies in order to survive in business. The aim of this research is to determine the impact of product quality, price and promotion on customer satisfaction among consumers who consume Golden Taste 88 cigarettes. The population in this research is consumers who use Golden Taste 88 cigarettes in Bondowoso, East Java. The number of samples was determined at 100 respondents. To answer the proposed hypothesis, multiple linear regression analysis was used. After carrying out analysis using various analytical tools, the results of this research are: the quality of Taste 88 Cigarette products has succeeded in providing increased customer satisfaction. The prices set by Taste 88 Cigarettes can increase customer satisfaction. Promotions carried out by Taste 88 cigarettes can provide customer satisfaction. Keywords: Customer Satisfaction, Product Quality; Price; Promotion.
From Data to Decisions: The Role of Business Intelligence in Developing Effective Marketing Strategies Pardede, Adinda Jennifer
Business Management Vol 4, No 2 (2025): Business Management Mei
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/bisnis.v4i2.8590

Abstract

This article aims to explain the role of BI in developing effective marketing strategies. This article will discuss how BI can be used to analyze markets, identify potential target markets, develop products and services that suit customer needs, optimize pricing strategies, increase the effectiveness of promotions and advertising, and better manage customer relationships. Apart from that, this article will also analyze the application of BI in various marketing case studies. The scope of this article covers various aspects of BI relevant to marketing, including the definition and main components of BI, the ETL (Extract, Transform, Load) process, BI tools and technologies, data-driven market analysis, data-driven product and service development, optimizing pricing strategies with BI, increasing the effectiveness of promotions and advertising with BI, and BI in customer relationship management (CRM). The result of this research is that by using BI, marketers can collect and analyze data from various sources, such as sales transaction data, demographic data, online behavior data, and customer feedback data. This information can be used to identify different market segments, develop products and services tailored to market needs, set optimal prices, plan more effective promotional campaigns, and better manage customer relationships.
Co-Authors Asalia, Nadia Kamil, Ibrahim Nurul Qomariah Siti Nurbayani