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All Journal Jurnal Bisnis dan Ekonomi Jurnal Ekonomi, Manajemen, Akuntansi
Emanuel M Bayudhirgantara
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

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Peran Perencanaan Pemasaran Terhadap Penjualan UMKM Peserta Pelatihan Program Akademi Mikro Mandiri Tahun 2024 Mohammad Makhrisyafrisal; Lusi Reni Intan; Ade Ummi Istiqomah; Emanuel M Bayudhirgantara
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 3: Maret 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i3.7756

Abstract

Penelitian ini bertujuan untuk menganalisis dampak pelatihan dan perencanaan pemasaran terhadap peningkatan penjualan UMKM peserta program akademi mikro mandiri kelas e-commerce dengan fokus pada pemasaran dan perencanaan usaha berbasis digital. Metode deskriptif kuantitatif digunakan untuk menganalisis data yang dikumpulkan melalui angket dari 27 responden yang mengikuti dua sesi pelatihan pada tahun 2024 dengan topik "Manajemen Pemasaran" dan "E-Commerce". Selain itu juga dilakukan analisis SWOT dan marketing mix. Hasil penelitian menunjukkan bahwa pelatihan perencanaan pemasaran berdampak signifikan pada peningkatan jumlah pelanggan (65%) dan jangkauan pemasaran (61%), yang berkontribusi pada peningkatan penjualan. Namun, dampak pelatihan terhadap diversifikasi produk (13%) dan penambahan tenaga kerja (9%) lebih rendah, menandakan bahwa pelatihan lebih berfokus pada pemasaran daripada pengembangan internal usaha. Selain itu, permasalahan utama yang dihadapi oleh pelaku UMKM masih terletak pada aspek pemasaran, produksi, operasional, dan permodalan. Beberapa pelaku usaha belum memiliki akun marketplace, yang menunjukkan ketergantungan pada penjualan melalui media sosial dibandingkan dengan platform e-commerce. Secara keseluruhan, pelatihan ini memberikan wawasan penting untuk meningkatkan strategi pemasaran dan penjualan UMKM.
Digital Marketing and Customer Trust Effects on Local Perfume Repurchase Intention via Purchase Decisions TikTok: Pengaruh Pemasaran Digital dan Kepercayaan Pelanggan terhadap Niat Pembelian Ulang Parfum Lokal melalui Keputusan Pembelian TikTok Dara, Satria Danur; Sri Mulyani; Emanuel M Bayudhirgantara
Jurnal Bisnis dan Ekonomi Vol 4 No 1 (2026): Jurnal Bisnis dan Ekonomi
Publisher : OGZ Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61597/jbe-ogzrp.v4i1.190

Abstract

Abstrak : Digital transformation in the trade industry encourages the use of social commerce platforms, such as TikTok Shop, as the main means of marketing local perfume products. This condition requires business actors to manage digital marketing strategies effectively and build consumer trust to improve the sustainability of purchasing behavior. This study aims to test the influence of digital marketing and customer trust on the repurchase intention of local perfume products with purchase decisions as an intervening variable in TikTok Shop users in the DKI Jakarta area. This study uses a quantitative approach with a survey method. Data was obtained through the distribution of online questionnaires to 167 respondents who had experience buying local perfumes at TikTok Shop. Data analysis was carried out using the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) with the help of SmartPLS software version 4.1. The test results show that digital marketing and customer trust have a positive and significant effect on purchase decisions. In addition, digital marketing, customer trust, and purchase decisions have also been proven to have a positive effect on repurchase intention. Purchase decisions play a significant role in mediating the influence of digital marketing and customer trust on repurchase intention. The value of the determination coefficient showed that digital marketing and customer trust were able to explain the variation in purchase decisions by 55.0%, while repurchase intention could be explained by 56.8% by all variables in the research model. These findings indicate that digital marketing optimization supported by consumer trust plays an important role in driving purchasing decisions and increasing sustainable repurchase intent on local perfume products..
Co-Authors Ade Ummi Istiqomah Dara, Satria Danur Lusi Reni Intan Mohammad Makhrisyafrisal Sri Mulyani