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All Journal Jurnal Manajerial Dan Kewirausahaan PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat
Syahri, Anggun Aisyah
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Aerospace Engineering Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences Veterinary

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MENINGKATKAN STRATEGI PEMASARAN PADA USAHA KOPI Rodhiah; Sari, Iis Nuraisah Fatmala; Syahri, Anggun Aisyah
PORTAL RISET DAN INOVASI PENGABDIAN MASYARAKAT Vol. 2 No. 1 (2022): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/prima.v2i1.512

Abstract

The main competition from business people besides product quality issues is a matter of marketing strategy. The marketing strategy carried out by competitors for packaged coffee products is totality, massive, and very brave in terms of spending promotional resources, so companies really need to adjust marketing competition so that the product is not left behind and continues to exist. The activity partners are engaged in the coffee business with the sweet fragrant brand. In his activities facing problems, especially in terms of knowledge about marketing strategies. For this reason, this community service activities aim to assist partners in an effort to increase their knowledge of marketing strategies. The method offered in this activity is training/socialization by coming directly to the partner's location. Marketing strategy material includes: elements in the marketing mix, market segmentation strategy, setting market targets, differentiation and positioning. This activity includes various forms of strategy that must be carried out in serving consumers. The results of the activities carried out run smoothly, partners get stock of knowledge about marketing strategies, in the efforts of partners to face competitive conditions and maintain existing markets and add new ones.
Pemasaran Media Sosial, Ulasan Pelanggan, dan Kesadaran Merek terhadap Keputusan Pembelian Xiaomi Syahri, Anggun Aisyah; Djakasaputra, Arifin
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i4.32729

Abstract

Tujuan dari penelitian ini adalah mengetahui apakah pemasaran media sosial, ulasan pelanggan online dan kesadaran merek berpengaruh terhadap keputusan pembelian. Sampel yang diambil dari penelitian ini adalah 195 pengguna smartphone Xiaomi di Jakarta. Metode purposive sampling digunakan dengan cara menyebar kuesioner secara online, kemudian diolah dengan menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Kemudian ulasan pelanggan online memiliki pengaruh positif tetapi signifikan terhadap keputusan pembelian. Kesadaran merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. The purpose of this study is to determine whether social media marketing, online customer reviews and brand awareness influence purchasing decisions. The sample taken from this study was 195 Xiaomi smartphone users in Jakarta. The purposive sampling method was used by distributing questionnaires online, then processed using smartPLS-SEM. The results of this study are social media marketing has a positive and significant effect on purchasing decisions. Then online customer reviews have a positive and significant influence on purchasing decisions. Brand awareness has a positive and significant influence on purchasing decisions.
Co-Authors Djakasaputra, Arifin Rodhiah Sari, Iis Nuraisah Fatmala