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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Core Subject : Education,
Education
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Articles 6 Documents
 1 
Search results for , issue "Vol 23, No 1 (2024): Mei" : 6 Documents clear
Peran dan Strategi Komunikasi Pemasaran Terpadu dalam Mengembangkan Citra SSB Pandanaran Febriyanto, Puput; Nurrachmad, Limpad
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.77-89

Abstract

Penelitian ini bertujuan untuk mengetahui peran dan strategi komunikasi pemasaran terpadu sekolah sepakbola. Penelitian ini menggunakan jenis penelitian deskriptif kualitatif yang melibatkan empat orang atlet, tiga orang masyarakat, dan satu pengurus sekolah sepakbola. Teknik pengumpulan data meliputi observasi, wawancara, dan dokumentasi. Diveifikasi keabsahan data dengan teknik trianggulasi data dan dianalisis dengan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa 1) komunikasi pemasaran terpadu memiliki peran dalam menyampaikan informasi tentang keberadaan SSB Pandanaran Boyolali. 2) strategi komunikasi pemasaran terpadu yang dilakukan SSB Pandanaran melalui bauran promosi yaitu iklan, pemasaran langsung, penjualan pribadi, pemasaran internet, dan hubungan masyarakat. 3) Kurangnya kesadaran dalam pembayaran menjadi kendala bagi pengurus SSB Pandanaran. 4) kultur sepakbola di Boyolali yang tidak kuat menjadikan tantangan untuk pengurus agar banyak masyarakat mengikuti dan bergabung ke SSB Pandanaran Boyolali. Berdasarkan hasil penelitian, penelitian ini menyarankan agar pengurus sekolah sepakbola memaksimalkan startegi komunikasi terpadu sehingga lebih banyak yang bergabung dan dapat menarik sponsor.
Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Skintific dengan Content Creation sebagai Variabel Intervening (Studi Kasus pada Pengikut Cut Rizki) Firdausi, Fitri Fathia
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.%p

Abstract

The development of technology has a major influence on the world of marketing. The phenomenon of the ease of using the internet and social media has led to the emergence of an unrealistic paradigm of beauty embedded in Indonesia, where women are required to be physically perfect, caused by society, family, friends, and the media. Instagram and Tiktok influencer Cut Rizki, often provides a voice in breaking down these beauty standards and motivating women to take care of their skin. And provides motivation that taking care of the skin is a form of self-love, not to cover up insecurity. So this study aims to analyze the effect of Content Marketing and Influencer Marketing on Purchasing Decisions for Skinific Products with Content Creation as an Intervening Variable. Conducted to 100 respondents, Cut Rizki's Instagram and Tiktok female followers who used Skintific products at least 2x in the last 6 months. The data analysis method used is SEM SmartPLS 3.0. The results found were: 1) Content Marketing has a positive and significant effect on the Content Creation variable; 2) Influencer Marketing has a positive and significant effect on Content Creation; 3) Content Marketing has no positive and significant effect on Purchasing Decisions; 4) Influencer Marketing has no positive and significant effect on Purchasing Decisions; 5) Content Creation has a positive and significant effect on Purchasing Decisions; 6) Content Marketing has a positive and significant effect on Purchasing Decisions through Content Creation; 7) Influencer Marketing has a positive and significant effect on Purchasing Decisions through Content Creation.
Faktor- Faktor yang Mempengaruhi Perilaku Konsumen terhadap Pembelian Buah-Buahan pada saat Pemberlakuan Pembatasan Kegiatan Masyarakat Darurat di Kota Pontianak Rindang, Kurnianto; Dolorosa, Eva; Maswadi, Maswadi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.36-52

Abstract

Consumer behavior is behavior exhibited by people in terms of planning, buying and using economic goods and services. Fruit is a horticultural product that has bright prospects so that it can be developed as a source of economic growth in the agricultural sector.  The CoronaVIrus Disease 2019 (Covid-19) lpandemic lhas lchanged many things such as cleanliness, health and changing human consumption patterns. lSince the lCovid-19 lpandemic entered lIndonesia, the fruits consumption campaign has continued to be intensified. Pontianak City is a city that enforces Pemberlakuan Pembatasan Kegiatan Masyarakat (PPKM). Seeing this situation, it is necessary to further investigate how consumer behavior towards purchasing fruits during emergency PPKM. The ldata in lthis study was lsecondary ldata with 133 respondents netted by purposive lsampling lmethod. The lvariables in lthis lstudyl are Cultural, Social, Personal and Psychological. Based on lthe lresults of research using factor analysis, it lcan be concluded lthat the lfactors that influenced consumer behavior towards purchasing fruits during the Imposition of Emergency Restrictions on Community Activities (PPKM) in Pontianak City consisted of 4 factors namely 4 in 1, Psychological, Individual, and Reference and Family. The most dominant factor is the Universal Factor. The indicators included in this factor are Geographic Area, Role and Status, Occupation, Perception, and Confidence and Establishment. 
ANALISIS E-MARKETING DAN E-WALLET DALAM UPAYA MENINGKATKAN JUMLAH KUNJUNGAN DI TEMPAT WISATA FLOATING MARKET LEMBANG Puspasari, Dewi; Rahayu, Agus; Hendrayati, Henny
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.90-114

Abstract

Salah satu destinasi wisata favorit di kota bandung yang terkenal adalah floating market lembang yang terletak di kabupaten Lembang. Namun untuk menghadapi persaingan dengan semakin bertambahnya Objek wisata yang baru dan lebih memiliki daya tarik tersendiri maka manajemen destinasi wisata floating market mengarahkan strategi pemasaran dengan baik dalam memperkuat pemasaran dari pihak wisata floating market itu sendiri salah satunya dengan melakukan strategi pemasaran digital. Seiring dengan kemajuan teknologi dan transformasi digital, terjadi perubahan signifikan dalam perilaku konsumen, terutama dalam mencari informasi dan melakukan transaksi secara online. Adopsi e-marketing dan e-wallet menjadi penting untuk mengikuti tren ini dan menjawab kebutuhan konsumen modern. Melalui pemahaman mendalam tentang isu-isu tersebut diatas, maka analisis e-marketing dan e-waallet dapat menjadi alat strategis yang efektif untuk meningkatkan daya tarik dan jumlah kunjungan ke Floating Market Lembang, serta menjawab tantangan dan peluang yang dihadapi oleh industri pariwisata. Metode penelitian yang digunakan merupakan metode penelitian kualitatif. Teknik pengambilan sampel yang digunakan adalah pengambilan secara accidental sampling. Hasil penelitian menunjukkan bahwa Destinasi wisata Floating Market Lembang Bandung Sudah menerapkan strategi E Marketing yaitu Banner Advertisement (iklan melalui banner), Sponsorship, Classified Listings (daftar produk terklasifikasi), Email Marketing (pemasaran melalui email), Partnership / Affiliate Marketing (pemasaran metode afiliasi), Search Engine Marketing (pemasaran menggunakan mesin pencari), Social Networking (metode pemasaran menggunakan situs jejaring sosial  dan strategi  E wallet dalam berbagai transaksi dengan  tujuan untuk : Kemudahan, Keamanan, Benefit  dan Reward  sebagai upaya untuk meningkatkan jumlah pengunjung.
A Systematic Literature Review : Determinants of Consumer Behaviour in Purchasing Organic Vegetables Barki, Khotimatul; Rachmah, Malinda Aptika
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.%p

Abstract

Healthy lifestyle changes have become a trend in modern society. People prefer to consume organic products including organic vegetables. Changes in people's lifestyles strengthen consumer interest in organic products which influences consumer behavior in consuming organic vegetables. This research aims to 1) determine methods regarding consumer behavior in purchasing organic vegetables, 2) determine consumer behavior in decisions to purchase organic vegetables, and 3) find out the factors that influence consumer behavior in purchasing decisions about organic vegetables. The method in this research uses a Systematic Literature Review Study with PRISMA (Preferred Reporting Items for Systematic Review and Meta-Analysis). Articles are obtained through publication or perish, which is then filtered according to the research concept. Articles are selected according to the keywords used in the research and explained according to the research problem formulation and documentation is carried out. The research results showed that 1) the most frequently used data analysis technique is logistic regression analysis, 2) consumer behavior in purchasing decisions about organic vegetables is influenced by several determinant factors including cultural factors, social factors, personal factors, and psychological factors, 3) the most important factors. important Influencing consumer behavior in purchasing organic vegetables are personal factors.  Knowing in more detail the factors that influence consumer behavior towards purchasing decisions about organic vegetables, can be used as a reference for designing efficient marketing strategies for the organic vegetable market. 
Digital Marketing Strategy Navigation Assistance in an Effort to Strengthen Cigadung Village as a Sustainable Creative Tourism Destination Andari, Rini; Yuniawati, Yeni; Gitasiswhara, Gitasiswhara
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 1 (2024): Mei
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i1.64-76

Abstract

The evolution of tourism as a result of the COVID-19 epidemic is inextricably linked to technological advancements in the digital era. Tourist interest in alternative tourism is a potential for tourist villages to expand at present time, but with limited human resources, tourist villages have obstacles in being recognized by the larger community. This difficulty may be solved by leveraging digital marketing, with the awareness that academics play a vital role in collaborating with tourism villages in order to achieve the welfare of local citizens. This study was conducted using training and mentoring methods for the manager of the creative tourism village of Cigadung where the process was carried out for one year starting with preparation, training, implementation, and mentoring. The findings revealed that training without practice and mentoring has no effect on local residents' ability to develop their tourism village; thus, the mentoring carried out has a significant impact on assisting local residents' difficulties in advancing the creative tourism village of Cigadung, which has a lot of tourism potential. In this assistance, managers are provided an awareness and aid regarding push and pull marketing using social media, blogs, and websites. The implementation of this assistance is expected to be a reference for academics in providing community service, where implementation and practice are the main things and are significant enough to have an impact in advancing the welfare of tourist villages compared to just doing the theater without getting real responses from local residents of tourist villages.

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