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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
ISSN : -     EISSN : -     DOI : -
Core Subject : Education,
Education
Arjuna Subject : -
Articles 6 Documents
 1 
Search results for , issue "Vol 21, No 2 (2022): September" : 6 Documents clear
Systematic Literature Review: Peran Hashtag dalam Meningkatkan Visibilitas Konten Sosial Media (Studi Kasus: Instagram) Muhammad Alqi Fahrezi; Abdillah Al Mushauwir; Wildan Nur Rahman; Fitroh Fitroh
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

Media sosial menjadi salah satu platform yang tepat bagi para digital marketer untuk meningkatkan bisnis mereka, khususnya penggunaan sosial media yang kerap berkembang dari tahun ke tahun. Terdapat berbagai cara yang dapat digunakan guna mejangkau audiens yang luas, salah satunya penggunaan hashtag. Hashtag berperan penting dalam meningkatkan visibilitas konten sosial media, khususnya Instagram. Namun, penggunaan hashtag pada Instagram hanya dibatasi sebanyak 30 hashtag saja, oleh karena itu, pemilihan hashtag harus dilakukan secara maksimal. Dalam penelitian ini ditemukan 200 jurnal terkait yang sebagian besar terindeks di Scopus dengan menggunakan bantuan aplikasi Publish or Perish 8 dengan kata kunci “Instagram Hashtag”. Peneliti juga mencoba mencari sumber lain seperti buku atau laman situs web. Hasil dari penelitian menunjukkan bahwa hashtag memang memiliki peran penting dalam meningkatkan user-engagement dan visibilitas konten, hal ini dibuktikan dimana topik mengenai bisnis retail mengalami momentum besar karena penggunaan hashtag. Selain itu, dijelaskan juga perspektif 3L yang dapat membantu para pelaku bisnis atau digital marketer dalam menganalisis hashtag dan hal apa yang harus mereka lakukan sebelum memilih hashtag untuk digunakan pada konten yang akan mereka publikasikan.
Brand Reputation and Emotional Attachment of Customers in Selected Quoted Deposit Money Banks in Asaba, Delta State, Nigeria ugo chuks okolie; Oyovwevotu Vincent Erakpotobo
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i2.180-194

Abstract

The purpose of this study is to look at the impact of brand reputation on customer emotional attachment in a few selected quoted deposit money banks in Asaba, Delta State, Nigeria. In order to investigate the variables, the study used a cross-sectional survey. The primary source of data was a self-administered questionnaire that yielded 73 valid responses. The Spearman correlation and multiple regression statistics were used to assess the hypotheses. The tests were conducted with a 95% confidence interval and a significance level of 0.05. Customers' emotional attachment to selected quoted deposit money banks in Asaba, Delta State, Nigeria is favorably and considerably influenced by brand reputation, according to the findings of the study. The research also found that good brand satisfaction, affection and identification were associated with quoted deposit money banks in Asaba, Delta State. The study suggests, among other things, that bank executives ensure that they can be easily distinguished from their competitors by carefully crafting an identity that is distinct from their competitors' and clearly communicating their performance history and reputation to customers and the general public.
Comparative Analysis of Post Office Service Quality with JNE in Purworejo Niko Dwi Haryanto
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i2.113-125

Abstract

The hardest thing for a company to do is to assess the quality of its service with competitors in the same sector, most companies only assess the quality of service to their own customers, and it makes it difficult for companies to grow and develop, especially for the post office in the midst of many other expedition services and one of them is JNE. The scope of the research is Purworejo, Central Java. The number of samples is 110 people consisting of 55 Pos and JNE customers. The sampling technique used was accidental sampling. The data testing technique uses validity and reliability tests. The analysis technique used in this study is carried out using the Customer Zone of Tolerance Quality (CZSQ) which is integrated with Importance Performance Analysis (IPA) and becomes CZSQ-IPA (CZIPA). The results showed that Pos with the CZIPA matrix method, there were 3 attributes in quadrant 1, 4 attributes in quadrant 2, 5 attributes in quadrant 3 and 6 attributes in quadrant 4. The conclusions in this study indicate that there are 2 main priorities for improvement, namely responses to suggestions and complaints from customers with d value of -3.04 and the ability of employees to solve customer problems with a d value of -2.14.
Transaksi Jual – Beli Online pada Masa Pandemi Covid-19 di Indonesia Retrected Yuliana, Retno Rizki Dini; Adityawati, Septian Adityawati
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i1.%p

Abstract

Pandemi Covid-19 yang melanda seluruh dunia sejak akhir tahun 2019 membuat aktivitas masyarakat terbatas, termasuk transaksi ekonomi. Penelitian ini bertujuan untuk menganalisis dampak Covid-19 terhadap perilaku masyarakat di Indonesia dalam melakukan pembelian dan penjualan secara online, serta mengetahui implikasi dari perubahan tersebut. Penelitian ini menggunakan analisis deskriptif kuantitatif dengan pengumpulan data melalui survei online. Hasil penelitian menunjukkan bahwa pembelian online meningkat secara signifikan, terutama didorong oleh produk kesehatan dan makanan siap saji. Peningkatan tersebut berdampak positif bagi UMKM, dimana ditemukan usaha-usaha baru yang didirikan sebagai respon dari tingginya permintaan. Terdapat pula responden yang baru memulai usaha dan juga sudah mulai mencoba memasarkan produknya secara online.
Kepuasan Konsumen Sandal Swallow dengan Metode Statistik Deskriptif Muhammad Azmii Sajid; Anisa Fadhila Mahsun; Diah Permata Hadainingrum
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i2.154-167

Abstract

This study aims to know how the quality and service of Swallow slip has a degree of customer satisfaction. The study was conducted ata total of 43 participants with 19 working participants, 24 of whom were 16 - year - old students or students Years and swallow slippers in the last six months. Data collection Is carried out using a likert scale method spread out.  Data analysis from this study uses descriptive statistic study that aims to know analysis to know consumer satisfaction swallow. The study used a measure of the lyert scale with four points. From religious testing, we identify the cronbach alpha score by 0875, and from validity tests, we use different power tests with no aitem with a differential test score of 0.3. The descriptive statistical analysis test was obtained that the service aspect of the total value 4, the average service satisfaction aspect of 3.5, the quality aspect of 3.6, the brand aspect of 3.6, and the price aspect of 3.5. With the average acquisition of every aspect as noted, it could be argued that the consumer was satisfied with swallow slippers.
Systematic Literature Review: Peran Digital Influencer Terhadap Digital Marketing Assiva Huzna; Fitroh Fitroh; Hayya Apriligiani Mutiara Riadi; Dwiki Putra Pinontoan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 2 (2022): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i2.168-179

Abstract

Digital Influencer kini tengah marak dilakukan oleh pelaku bisnis dalam mempromosikan produknya. Tujuan penelitian ini adalah untuk mengkaji peran penerapan digital influencer terhadap pemasaran digital. Penelitian ini menerapkan metode Systematic Literature Review. Berdasarkan hasil tinjauan literatur sistematis, Peneliti menemukan 144 artikel Scopus dalam pencarian menggunakan Publish or Perish dan bantuan aplikasi lain seperti Mendeley, VOSViewer, dan Microsoft Excel yang kemudian disaring menjadi 12 artikel terpilih untuk dianalisis secara deskriptif sesuai dengan topik pembahasan. Temuan menunjukkan bahwa digital atau social media influencer memberikan peranan yang dapat membantu pelaku usaha. Adapun peran dari digital influencer terhadap pemasaran digital diantaranya meningkatkan brand awareness, menjadi media komunikasi pemasaran (Word of Mouth), meningkatkan penjualan produk, dan empengaruhi tingkat loyalitas pengguna.

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