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All Journal SEIKO : Journal of Management & Business Jurnal Masyarakat dan Desa
Penny, Penny
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Humanities Social Sciences

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Developing an Effective Digital Marketing Strategy with a Perceptual Mapping Approach Using the Multidimensional Scaling (MDS) Method (Case Study on Local Fashion Brands in Batam City) Makaba, Kharisma Austin; Ayunintyas, Ni Putu Winda; Penny, Penny
SEIKO : Journal of Management & Business Vol 7, No 2.1 (2024)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v7i2.7456

Abstract

The rapid development of technology has intensified business competition. Thus, innovation is a key path for businesses to survive and thrive in the current era of digitalization. The urgency of this research is to assist various local fashion brands in Batam City in developing effective digital marketing strategies to increase brand awareness and competitiveness in a market still dominated by export products. This research aims to provide an overview of consumer perceptions of the digital marketing efforts made by three local fashion brands in Batam City, as well as to understand what types of digital marketing strategies consumers prefer and desire. The research also aims to formulate effective digital marketing strategies for local fashion brands in Batam City. In other words, this research seeks to propose digital marketing strategies. The methods used in this study consisted of mapping consumer perceptions using Multidimensional Scaling (MDS), SWOT analysis, and in-depth interviews. The results of this research indicated that the local fashion brand NHB excels in SEO, Content Marketing, and Influencer Marketing; AFI excels in PPC; and DSY is perceived differently and is not closely associated with any specific marketing attributes. The proposed marketing strategy for local fashion brands in Batam City is to maximize the use of social media platforms with engaging content, such as mix-and-match tutorials and funny videos, collaborate with local influencers, and make products easily discoverable through search engines and various other sites.
Implementasi Program Pembangunan di Desa Kapur Kecamatan Sungai Raya Kabupaten Kubu Raya Kota Pontianak Penny, Penny; Ningrum, Rani Wigati Ningrum; Nurwijayanto; Tri Haryadi, Didid Aditya; Prayoga Siska, Fransiska
Jurnal Masyarakat dan Desa Vol 3 No 1 (2023)
Publisher : Program Studi Pembangunan Masyarakat Desa (D3)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47431/jmd.v3i1.312

Abstract

Desa yang berbatasan dengan pusat pertumbuhan ekonomi akan mempengaruhi pembangunan desa tersebut, baik fisik maupun non fisik, Apabila tidak dilaksanakan secara cermat, dapat menjadi kesenjangan ekonomi dan kesejahteraan bagi masyarakat setempat. Penelitian ini menggunakan metode kualitatif deskriptif. Pengumpulan data dengan observasi, dan wawancara mendalam (in-depth interview), informan drngan snowbal yang dipertimbangkan. Hasil temuan pada penelitian , menunjukkan bahwa di Desa Kapur Kecamatan Sungai Raya kabupaten Kubu Raya Kota Pontianak program pembangunan yang bersifat fisik seperti pembangunan jalan, drainase, jembatan, dan pembuatan barau, terintegrasi dengan program bersifat non fisik dalam hal ini pembinaan seperti pembinaan keterampilan pengolahan pakan/makanan dari ikan lele menjadi abon , program bidang kesehatan seperti pemberian makanan tambahan yang bergizi kepada ibu hamil serta pencegahan stunting, dan program pendidikan seperti pembinaan guru-guru, serta bimbingan di paud-paud desa guna langkah untuk melanjutkan pendidikan dasar dan seterusnya sehingga mereka bisa berkembang dengan baik
Co-Authors Ayunintyas, Ni Putu Winda Makaba, Kharisma Austin Ningrum, Rani Wigati Ningrum Nurwijayanto Prayoga Siska, Fransiska Tri Haryadi, Didid Aditya