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All Journal International Journal of Business, Law, and Education Journal of Applied Business, Taxation and Economics Reseach
Nashiroh, Abdillah Agustya Siwi
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Exploring the Depths of Digital Marketing: A Systematic Literature Review on Segmentation, Targeting, Differentiation, and Positioning Strategies Nashiroh, Abdillah Agustya Siwi; Shiddiqy, Isymayati Ash; Hidayat, Mohammad Nurul
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.549

Abstract

This research aims to find out in depth about digital marketing strategies, namely segmentation, targeting, positioning and differentiation strategies, using methods favorite announcing thing (Preferred Reporting Items) andmeta examinations (meta analysis) or commonly called the PRISMA method. using 4 (four) journal websites, namely Google Scholar, Sciencedirect, Emerald, and Taylor & Francis. The results of this research show that segmentation of a brand will have a sustainable competitive advantage. A product will have a competitive advantage if the product is considered important and unique by customers. Targeting is the process of evaluating each segment's attractiveness and then selecting one or more characteristics to serve. Targeting discusses the issue of how to select, select and reach the market.
Storytelling Marketing and e-Wom: Effects On Purchase Decision Through Brand Image (HMNS Parfume Users) Nashiroh, Abdillah Agustya Siwi; Sudarmiatin, Sudarmiatin; Hermawan, Agus
Journal of Applied Business, Taxation and Economics Research Vol. 4 No. 5 (2025): June 2025
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v4i5.425

Abstract

The purchase decision represents the point at which consumers finalize their choice of a product or service. People evaluate a number of criteria before making a decision, such as marketing campaigns, costs, product quality, brand perception, distribution strategies, and other aspects. Therefore, to improve purchasing decisions and build brand recognition, businesses need to plan their marketing efforts deliberately. For example, HMNS uses various marketing strategies, including storytelling marketing, to encourage consumer purchasing behavior. The reputation of the HMNS brand depends on maintaining product quality, such as the longevity of its fragrances. Adding these factors to the scope of research can provide a deeper understanding of how they influence consumer choices and brand perceptions. The study uses a quantitative technique in conjunction with a descriptive and explanatory methodology. Purposive sampling, a non- probability sampling approach, was used to choose the participants. 385 HMNS perfume users who follow the @HMNS Instagram account were included in the sample. SmartPLS 4.0 software was used to analyze the data using inferential analysis (also known as partial least squares, or PLS) and descriptive statistics. The findings show that: 1) Brand image is positively and considerably impacted by storytelling marketing; 2) e- WOM has a positive and large impact on brand image; 3) Purchase decisions are not much impacted by storytelling marketing; 4) Purchase decisions are positively and considerably influenced by e-WOM; 5) Purchase decisions are positively and significantly impacted by brand image; 6) Storytelling Marketing fully mediates the relationship between brand image and purchase decisions; 7) e-WOM somewhat mediates the influence of brand image on purchasing decisions. With research, we can explore more deeply that brand image can have a deeper influence on purchase decisions. Which can be proven by storytelling marketing, which cannot have a positive and insignificant influence on purchase decisions directly but with the existence of a brand image, this relationship becomes positive and significantly influence purchase decisions among HMNS parfume users.
Co-Authors Agus Hermawan Hidayat, Mohammad Nurul Shiddiqy, Isymayati Ash Sudarmiatin