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INDONESIA
JURNAL SAINS PEMASARAN INDONESIA
Published by Universitas Diponegoro
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Core Subject : Education,
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Articles 409 Documents
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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. 
Analisis Konten Sosial Media Marketing UMKM Kripik Bujangan pada Instagram @bujangankripik Tahun 2023 Maharani, Alya
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.237-246

Abstract

Dalam era serba digital, teknologi dan sosial media telah menjadi hal yang utama bagi semua manusia. Instagram merupakan salah satu platform yang sering digunakan, dengan jumlah pengguna aktif yang mencapai 4,76 miliar manusia pada Januari 2023 menurut lembaga wearesocial.com. Namun, sebagian pelaku bisnis, terutama UMKM, belum sepenuhnya menyadari pentingnya strategi digital marketing. Salah satu contoh UMKM yang belum mengembangkan digital marketing adalah UMKM Bujangan Kripik. Tujuan penelitian ini yaitu untuk mengetahui bagaimana hasil analisis konten sosial media marketing pada akun @bujangankripik, serta untuk mengetahui apa referensi konten yang diinginkan oleh pengikut Instagram UMKM @bujangankripik pada tahun 2023. Penelitian ini menggunakan metode deskriptif kuantitatif. Populasi dalam penelitian ini adalah para pengikut (followers) akun Instagram @bujangankripik, dengan sampel berjumlah 100 responden. Metode pengambilan sampel dalam penelitian ini adalah non probability sampling (purposive sampling). Berdasarkan hasil pengolahan data analisis deskriptif tentang variabel Konten Social Media Marketing, dihasilkan presentase rata-rata untuk variabel Social Media Marketing dengan indikator content, communication, connection, dan collaboration sebesar 87,85% termasuk kategori sangat baik. Grafik yang diperoleh dari meta facebook page pun menyatakan bahwa jangkauan (insight) konten sosial media marketing ini mengalami kenaikan sebesar 66,1%.
Analysis of The Influence of Green Brand Positioning and Green Brand Knowledge on Brand Evangelism Damanik, Winner; Batu, Kardison Lumban
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.204-213

Abstract

This study aims to analyze the effect of green brand positioning and green brand knowledge on brand evangelism through attitude toward green brand and green product purchase intention on consumers of DANONE AQUA products in Semarang City. This research uses the Theory of Planned Behavior (TPB) as the main theoretical basis that covers all research variables. The research method used is quantitative using SEM AMOS. The sample size was set at 125 respondents, following the recommendations for SEM analysis. The results of data analysis show that green brand positioning has a positive and significant effect on attitude toward green brand and green product purchase intention. Green brand knowledge has a positive and insignificant effect on attitude toward green brand, while on green product purchase intention it has a positive and significant effect. Attitude toward green brand has a positive and insignificant effect on green product purchase intention. Furthermore, green product purchase intention has a significant positive effect on brand evangelism. The conclusion of this study is that efforts to improve green brand positioning and green brand knowledge can affect attitude toward green brand. Green product purchase intention turns out to play an important role in motivating consumers to become brand evangelist and contribute to green brand positioning. These findings provide valuable insights for businesses in developing green branding strategies and understanding consumer behavior related to green products
The Influence of Market Orientation, Innovation, and Competitive Advantage as Intervening Variable on Marketing Performance of Culinary MSMES in Purwokerto Afif, Nur Choirul; Faradina, Hanifah
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.149-163

Abstract

This research aims to find out whether market orientation and innovation with a competitive advantage as mediation have a positive influence towards the marketing performance of Culinary MSMEs in Purwokerto. In this research, a questionnaire was used to perform a quantitative type of data analysis on 100 respondents from four sub-district in Purwokerto, and this research used a purposive sampling method. The data analysis used in this research is SEM-PLS. By using these variables, it concludes the output data of this research that: (1) there is positive and significant influence from market orientation and innovation towards competitive advantage, (2) there is positive and significant influence from market orientation, innovation, and competitive advantage towards marketing performance, (3) competitive advantage mediates the influence of market orientation and innovation towards marketing performance.
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.
Penerapan Metode Awareness-Trial-Reinforcement dalam Unggah Konten Instagram pada Akun Kedai Ruang Kopi Mardani, Muhammad Alif Athalla; Pujianto, Totok; Syahmurman, Faizal; Ardiansah, Irfan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 3 (2023): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i3.247-263

Abstract

Marketing in the era of the development of social media is important for developing a business. Kedai Ruang Kopi is a food and beverage sales service business (coffeeshop), especially coffee and snacks. Kedai Ruang Kopi uses social media Instagram with the account @kedaikopiruang which is not optimal compared to other similar business accounts due to the lack of awareness of Kedai Ruang Kopi on marketing strategies. This study aims to optimize the use of Kedai Ruang Kopi (@kedaikopiruang) accounts to increase their insights using the A-T-R (awareness-trial-reinforcement) method. The principle of applying the A-T-R method is through creation to raise consumer awareness so that there is an act of trying, then followed by efforts to strengthen or confirm so that finally the product is trusted. Evaluation of the A-T-R method uses data insights and interviews with sample consumers. The results showed that there was an increase in insights into the @kedaikopiruang account, namely followers by 16.8%, accounts reached by 20%, and an increase in accounts engaged by 60%. The results of interviews with 56 samples showed that 17% of the sample consumers came because they saw Kedai Ruang Kopi's Instagram account. The number of sales of Kopi Ruang Shop increased until May 2023 but decreased in June 2023 due to several undetermined factors. Based on the results above, the marketing strategy implemented on @kedaikopiruang is still considered unsatisfactory when compared to other similar accounts.
Shopping Behavior Webrooming in Fulfilling Individual Needs From A Perspective Self-Determination Theory Rahma, Resita Septia; Ramdan, Abdi; Mawar Firdausi, Asri Sekar; Alim, Taqdirul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.214-228

Abstract

The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior
Analisis Strategi Branding dan Pemasaran Oleh Akun Instagram @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia, dan @peripera.id Suka, Kiran Rianetta Ginting; Wibowo, S. Kunto Adi; Fuady, Ikhsan
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 22, No 2 (2023): September
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v22i2.164-173

Abstract

At the beginning of the 21st century, the phenomenon of social media as one of the needs of companies in marketing their products began to occur. The results of a study in 2013, audiences tend to prefer social media over websites to obtain information related to a brand. Therefore, social media, such as Instagram, is a big opportunity for cosmetic brands from South Korea such as @barenbliss_id, @apieu_idn, @immeme_indonesia, @holikaholika_indonesia and @peripera.id to reach a wider target market. This study aims to analyze branding and marketing strategies and find out the types of content that are most used by cosmetics Instagram accounts from South Korea in attracting public attention. This research was conducted using a quantitative content analysis technique approach and had passed a reliability test between coders. The results of the research coding were then processed using the Statistical Package for Social Sciences (SPSS). To answer the research hypothesis, a descriptive analysis test and T-test were carried out. The results obtained show that the five accounts are dominated by product information category uploads. This category provides knowledge to consumers about the products they offer. After that the researcher conducted a T-Test which showed that there were differences in engagement between branding and marketing strategies by Barenbliss, A'Pieu, I'm Meme, Holika Holika, and the Indonesian branch of Peripera even though these five accounts often uploaded uploads in the same category, namely product information category.

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