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All Journal Dinasti International Journal of Education Management and Social Science Jurnal Studi Multidisiplin Ilmu
Sabil Sabil
Universitas Bina Sarana Informatika, Jakarta, Indonesia
Computer Science & IT Economics, Econometrics & Finance Education Social Sciences Other

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Marketing Management Innovations: Unraveling the Interplay of Brand Positioning, Market Segmentation, and Consumer Engagement Tirta Mulyadi; PA Andiena Nindya Putri; Rosento Rosento; Yenni Kurnia Gusti; Sabil Sabil
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 3 (2024): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i3.2394

Abstract

In the dynamic landscape of modern marketing, innovative strategies are essential for businesses to thrive. This article delves into the intricate interplay between brand positioning, market segmentation, and consumer engagement within the realm of marketing management. Brand positioning forms the cornerstone of effective marketing, defining how a brand is perceived in the minds of consumers relative to competitors. Market segmentation further refines this process by dividing heterogeneous markets into distinct groups with similar needs and preferences. By understanding these segments, marketers can tailor their strategies to resonate with specific consumer demographics. However, in the digital age, consumer engagement has emerged as a critical factor driving marketing success. Engaging consumers goes beyond traditional advertising; it involves creating meaningful interactions and fostering relationships through various channels, including social media, content marketing, and experiential events. The synergy among brand positioning, market segmentation, and consumer engagement is paramount for achieving sustainable competitive advantage and fostering brand loyalty in today's hypercompetitive markets. This article explores how innovative approaches in marketing management leverage the intricate connections between brand positioning, market segmentation, and consumer engagement to drive business growth and cultivate enduring relationships with consumers.
Effects of Work Ability and Motivation on Employee Productivity in North Jakarta Manufacturing Firm Study Ade Solihin; Sabil Sabil
Jurnal Studi Multidisiplin Ilmu Vol 3 No 1 (2025): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jasmi.v3i1.6935

Abstract

Purpose: This study examines how work ability and work motivation shape employee work productivity at PT Gautama Indah Perkasa, a manufacturing firm in North Jakarta, Indonesia, a setting where fluctuating output has pushed management to look for evidence-based grounds for its human resource decisions. Methodology: A quantitative, descriptive survey was conducted among the firm's 50 permanent employees. A saturated sampling approach produced 36 usable responses. Work ability, work motivation, and work productivity were each measured with Likert-scaled instruments whose validity and reliability were confirmed through corrected item-total correlation and Cronbach's Alpha, after which classical assumption tests preceded a multiple linear regression run in SPSS 23.Results: All twenty-three items were valid and every construct was reliable. The fitted equation, Y = 6.128 + 0.287X1 + 0.343X2, shows that work ability carries a significant partial effect (B = 0.287, t = 2.971, p = .006) while work motivation's partial effect, though positive, falls short of significance (B = 0.343, t = 1.680, p = .102). Jointly, the two predictors explain 40.4 percent of productivity variance and are simultaneously significant (F = 11.175, p = .000). Conclusions: Work ability stands out as the dependable, individually significant driver of productivity in this factory, whereas motivation contributes mainly through its combined effect with ability.Limitations: A single-firm, cross-sectional design with only 36 respondents restricts generalizability and causal claims. Contributions: The study offers Indonesian manufacturing HR practitioners a concrete basis for prioritizing competency-building investment over purely motivational programs.
Co-Authors Ade Solihin PA Andiena Nindya Putri Rosento Rosento Tirta Mulyadi Yenni Kurnia Gusti