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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 23, No 2 (2024): September" : 6 Documents clear
The Application of Brand Authenticity in Increasing Brand Trust in Crafting Brand Putri, Diva Amanda; Dirgantari, Puspo Dewi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.165-172

Abstract

Brand authenticity has emerged as an important concept in branding and marketing research, representing the perception that a brand is genuine, reliable, and in line with its core values and identity, which can influence consumer purchasing decisions. This study aims to examine the application of brand authenticity in enhancing brand trust in the context of business brand crafting. The method used in this research is descriptive qualitative which allows an in-depth understanding of the role of brand authenticity on brand trust of one of the crafting businesses in Bandung, named Gift.in with direct interviews with business owners. the results show that the gift.in brand has not optimally implemented four important factors in building brand authenticity. These factors include consistency, transparency, value congruence and emotional connection.
Pendapatan dan Strategi Pemasaran pada Usaha Budidaya Ikan Cupang (Betta Splendens) di Kabupaten Mojokerto Pratama, Mohammad Aditya Budi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.126-143

Abstract

Betta fish experienced a drastic decline in trend/popularity, previously experiencing a peak in popularity from October 2020 to early February 2021. The decline in trend of betta fish also affected the income and sustainability of betta fish cultivation in Mojokerto. The purpose of this research is to determine the difference in income from betta fish cultivation businesses in Mojokerto when the trend for betta fish is rising and decreasing, and to find out effective marketing strategies that can be applied to betta fish cultivation businesses in Mojokerto. This research uses analytical and comparative research methods, and this research analyzes primary data obtained from interviews with 12 respondents who are Betta fish cultivators in Mojokerto. The data was then analyzed using SWOT analysis, and income analysis. The research results show that the average income per month when betta fish trend increases is IDR. 80,658,121/month, to Rp. 7,417,288/month when trend for betta fish is decreasing. Then the strategy that can be implemented is to support aggressive strategic policies through the S-O (Strengths-Opportunities) strategy. These strategies include: cultivating and selling various types of quality betta fishs, strengthening and expanding local and export markets, and providing delivery guarantees for customers from outside region.
Analisis Efektivitas Distribusi Semen Baturaja ke Pontianak Valentika, Chindhi Putri; Alie, Juhaini; Ali, Marzuki
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.173-190

Abstract

Penelitian ini bertujuan untuk mengetahui tingkat efektivitas distribusi dan menganalisis hambatan dalampencapaian efektivitas distribusi Semen Baturaja ke Pontianak. Penelitian ini merupakan penelitiankualilatif dengan menggunakan metode eksplanatory (explanatory research) serta melakukanpengumpulan data, reduksi data, penyajian data, verifikasi dan menarik kesimpulan sebagai teknikanalisis data. Informan dalam penelitian ini terdiri dari: informan kunci internal, informan kuncieksternal, informan ahli, dan informan insidentil.Hasil penelitian menunjukan bahwa distribusi Semen Baturaja ke Pontianak sudah berjalan dengan lancarbelum mencapai efektivitas. Distributor yang handal akan mendukung lancarnya distribusi. Distributoryang handal memiliki faktor pendukung seperti jejaring mitra yang luas, kondisi keuangan yang baik, dangudang yang luas. Sehingga pencapaian tepat waktu, tepat biaya, dan tepat kualitas, serta terwujudnyaefektivitas distribusi. Dan diharapkan pengelolaan faktor tersebut dapat dioptimalkan dalam rangka mencapai efektivitas distribusi dalam perusahaan Semen Baturaja.
Pengaruh Digital Marketing dalam Strategi Pemasaran Global: A Systematic Literature Review Mahwati, Syintiya Kirani
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.115-125

Abstract

The advent of the internet has a profound impact on organizations, both in terms of their operational processes and strategic decision-making. This presents favorable prospects for enterprises to establish a foothold in the digital economy. This study aims to analyze the impact of incorporating digital marketing into the marketing strategy of global companies. This study employs a systematic literature review methodology, using the resources of Science Direct, Google Scholar, and Sinta websites. The results demonstrate that digital marketing has had a substantial beneficial impact on organizations by eliminating financial limitations and offering many marketing prospects for both major and little enterprises. This study will enable future studies to get more extensive and precise findings that are relevant to global business professionals.
Strategi Pengembangan Minuman Serbuk Herbal (Studi Kasus pada Usaha Minuman Serbuk “Erma” di Kota Pontianak) Kurniati, Dewi; Kurniawan, Renaldi; Aritonang, Marisi
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.144-153

Abstract

The study aims to determine the right method for the development of  “Erma” powder herbal drink business in Pontianak City. Methods of the variables by analyzing using SWOT and SWOT matrix analysis. The results of study shows that alternative strategy for business development is to maintain product quality to improve marketing, expand product marketing innovation through social media sales, increase the quality and of production. Based on the SWOT analysis of the business position in quadrant I. The strategies that need to be implemented are; support an aggressive strategy, the strength possesses by taking advantage of existing opportunities leads to profit.  
Advertising Styles In Embracing Marginal Segmentation: A Cultural Studies Perspective Pangestu, Perdana Putra
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 2 (2024): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i2.154-164

Abstract

The concept of inclusivity, which blurs the idealized concept, is interpreted by brands as embracing marginalized segments of society to increase sales value and brand awareness. This realization emerges in advertising services that prominently feature marginalized segments, represented through actors and specific informational messages. The effectiveness of advertising with such a concept lies in its ability to address the issues faced by marginalized segments through a comprehensive understanding of advertising communication, behavior, and consumer segments. The objective of this article is to explore the advertiser's approach model in embracing marginalized segments, using a qualitative method to track and analyze relevant advertising releases, which are then examined through the lens of cultural studies. The results of this study demonstrate that advertisers adapt to market situations by considering various constructions of identity and the ideas that are currently present and will persist in society.

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