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All Journal Al-Kharaj: Journal of Islamic Economic and Business JBIMA: Jurnal Pengabdian kepada Masyarakat
Lailia Afifah
Universitas Islam Malang
Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Public Health Other

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Dampak Strategi Marketing Digital sebagai Transformasi Pemasaran terhadap Penjualan Krutuk Keritik Lailia Afifah; Haifullah Hasanah; Innayah Innayah; Nadiyah Silmi Al Majid; Siti Asiyah
Jurnal Pengabdian kepada Masyarakat Vol 3 No 2 (2026)
Publisher : PT. Edutech Inovatif Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64109/52g7dg78

Abstract

Perkembangan teknologi digital telah membawa perubahan besar dalam aktivitas pemasaran, termasuk pada usaha mikro, kecil dan menengah (UMKM). Salah satu bentuk perubahan tersebut adalah penerapan strategi marketing digital sebagai transformasi dari pemasaran konvensional menuju pemasaran berbasis teknologi. UMKM Krutuk Keritik sebagai produsen makanan ringan lokal menghadapi tantangan dalam memperluas jangkauan pasar dan meningkatkan penjualan apabila hanya mengandalkan promosi tradisional. Oleh karena itu, penelitian ini bertujuan untuk menganalisis dampak strategi marketing digital sebagai bentuk transformasi pemasaran terhadap peningkatan penjualan Krutuk Keritik. Metode penelitian yang digunakan adalah pendekatan deskriptif kualitatif melalui studi literatur dan pengamatan terhadap praktik pemasaran digital yang diterapkan oleh pelaku usaha. Hasil penelitian menunjukkan bahwa penerapan strategi marketing digital memberikan dampak positif terhadap peningkatan volume penjualan, perluasan jangkauan pasar, serta peningkatan interaksi dan loyalitas pelanggan. Konsistensi konten promosi, pemanfaatan fitur iklan berbayar, dan responsivitas terhadap konsumen menjadi faktor pendukung utama keberhasilan strategi tersebut. Dengan demikian, marketing digital sebagai transformasi pemasaran terbukti efektif dalam meningkatkan daya saing dan kinerja penjualan UMKM Krutuk Keritik di era ekonomi digital.
Brand Image as a Mediator Between Green Marketing, Price, and Consumer Purchase Decisions at Starbucks Coffee Lailia Afifah; Muhammad Ridwan Basalamah; Ahmad Subhan Mahardani
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.12244

Abstract

This study aims to analyze the role of Brand Image in mediating the influence of Green Marketing and Price on the Purchase Decision of Starbucks Coffee consumers in Malang City. The research method used a quantitative approach with a purposive sampling technique on 105 respondents, and data analysis was carried out through Structural Equation Modeling (SEM) based on Partial Least Square (PLS) using SmartPLS. The results of the study show that Green Marketing has a positive but insignificant effect on purchase decisions, while Price has a positive and significant effect. In addition, Green Marketing and Price have been proven to have a significant effect on Brand Image, which in turn has a positive effect on purchase decisions. Another important finding is that Brand Image is able to mediate the influence of Green Marketing and Price on purchase decisions. Theoretically, this study strengthens the study of consumer behavior by placing Brand Image as a mediating variable, while practically providing implications for Starbucks to maintain the quality of products and services while strengthening sustainability programs so that brand image is more positive and consumer purchasing decisions increase.
Co-Authors Basalamah, Muhammad Ridwan Haifullah Hasanah Innayah Innayah Mahardani, Ahmad Subhan Nadiyah Silmi Al Majid Siti Asiyah