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All Journal Urwatul Wutsqo
Wardatul Umayya Gea
Universitas Islam Negeri Sumatera Utara, Indonesia
Religion Education

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Comparative Study: Effectiveness of Marketing Campaigns in Traditional and Modern Retail Wardatul Umayya Gea; Tuti Anggraini; Atika Atika
Urwatul Wutsqo: Jurnal Studi Kependidikan dan Keislaman Vol. 14 No. 3 (2025): Sociocultural Islamic Education
Publisher : Lembaga Penelitian, Penerbitan dan Pengabdian Masyarakat (LP3M) IAI Al Urwatul Wutsqo - Jombang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54437/urwatulwutsqo.v14i3.2587

Abstract

Digital transformation has changed consumer behavior in interacting and transacting with products and services, including in the retail sector. Consumers now tend to actively seek information and make purchases through digital platforms, encouraging modern retailers to adapt by utilizing social media, customer applications, and data-driven promotions. In contrast, traditional retailers still rely on conventional promotions and social proximity. This study aims to compare the effectiveness of marketing campaigns between traditional and modern retailers in Medan City. The method used was a qualitative comparative study approach. Data were collected through interviews, observations, and documentation, then analyzed using the SWOT technique with the IFAS and EFAS matrices. The results show that modern retailers are more effective in marketing campaigns because they are able to reach a wider market, customize promotions personally, and measure results in real time. Meanwhile, traditional retailers have advantages in customer loyalty and emotional connections, but have not yet optimally utilized technology. This study emphasizes the importance of traditional retailers to gradually integrate digital technology without abandoning the power of personal interactions, while modern retailers need to continue strengthening data-driven strategies to remain competitive.
Co-Authors Atika Atika Tuti Anggraini