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Marketgram Journal
Published by PT. Naureen Digital Education
ISSN : -     EISSN : 29632382     DOI : -
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Marketgram Journal is a bi-annual journal published in January and July, by PT Naureen Digital Education. Marketgram Journal aims to discuss current issues and to disseminate the latest findings in marketing studies to the community at large, including to those of scientists, practitioners, and policymakers. We welcome submission of original research in marketing studies (e.g., consumer behaviour, brand management, Digital Marketing and marketing analytics). Our journal complies with Open-Access policy and no Article Processing Cost (APC) will be applied for accepted articles. Marketgram Journal is a bilingual journal. Author(s) could write their manuscript, either in English or in Bahasa Indonesia. Submitted manuscript will be checked againts plagiarism. Only those articles with rigourious research process and substantial managerial/scientific contributions will be reviewed.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 20 Documents
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Branding & Endorsement : Gaya Marketing Masa Kini Olga Febriana Yohana; Huda Febriyani; Diani Anggraeni; Nurlela Nurlela
Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

The occurrence of public buying interest is influenced by many factors, one of which is the latest form of marketing carried out by business owners. Branding and endorsement carried out by celeb-grams through social media such as Instagram is an effort to introduce the company's products. The purpose of this study was to find out the endorsement strategy carried out by celeb-grams or influencers and what the results were from marketing through celeb-grams or influencers. The method used for this research is descriptive qualitative. This study used interview and documentation techniques. The subject of this research is the celebrity account @sandy.ss. The results of the study state that the current marketing style in building branding products such as endorsements is the right choice in the current era of globalization because endorsements are a channel for brand communication where celebrities act as spokespersons for brands and support brands with all their attributes.
Merancang dan Menerapkan Strategi Arsitektur Merek Anisa Hasna; Adesty Srimukti
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

Brand is an intangible asset for an organization where the ability to manage the brand becomes an important strategy for the company. This brand architecture strategy is a determinant of how the company gives a picture of what it wants to give to consumers. The choice of brand, new and existing services will be determined by the brand's architectural strategy. In addition, the brand strategy will provide and direct the product roadmap into the future and as a guide where and how to achieve it. It is unlikely that a company can manage and maximize brand equity and value without a brand architecture strategy. To that end, we outline a three-step process for designing and implementing a brand architecture, along with guidelines and insights on brand architecture strategy.
STRATEGI KOMUNIKASI PEMASARAN UNTUK MENINGKATKAN PENJUALAN PADA SUPERINDO SUKABUMI Ahmad Hikayat; Siti Ghaida Sri Afira Ruhyadi
Marketgram Journal Vol. 1 No. 1 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

Penelitian ini di latarbelakangi oleh gaya hidup baru yang ditimbulkan dari teknologi internet yaitu, menjadikan internet sebagai salah satu pilihan tempat untuk berbelanja yang dinilai cepat dan mudah dibandingkan dengan harus berbelanja secara langsung, hal inilah yang menjadikan supermarket bukan lagi tempat untuk memenuhi kebutuhan sehari hari. Teknologi internet kini juga telah memunculkan produk berupa e-commerce. Fenomena ini mendorong penulis untuk mengetahui upaya yang dilakukan superindo supermarket konvensional dalam menyusun strategi komunikasi pemasaran dalam meningkatkan penjualan ditengah pesatnya kemajuan teknologi internet. Dari masalah tersebut peneliti mengidentifikasikan masalah menjadi dua rumusan masalah yaitu: pertama, bagaiamana strategi komunikasi pemasaran terpadu superindo supermarket sukabumi dalam meningkatkan penjualan, kedua apa faktor pendukung dan penghambat strategi komunikasi pemasaran terpadu Superindo Supermarket Sukabumi dalam meningkatkan penjualan. Pendekatan penelitian yang penulis gunakan adalah penelitian kualitatif deskriptif, dengan metode penelitian observasi, wawancara dan dokumentasi. Data pendekatan tersebut akan memberikan fakta dan data, kemudian data tersebut dianalisis melalui teknik analisis data yaitu reduksi data, penyajian data dan verifikasi data. Dalam penelitian ini, dapat ditarik hasil bahwa strategi komunikasi pemasaran terpadu yang diterapkan oleh Superindo Supermarket Sukabumi dalam meningkatkan penjualan yaitu: dengan membuat diskon atau potongan harga, memanfaatkan media sosial sebagai media yang digunakan dalam pemasaran produkm dan mempromosikan produk kepada pelanggan. Adapun faktor pendukung Superindo Supermarket Sukabumi dalam menjalankan strategi pemasaran yaitu pelayanan yang baik yang diberikan kepada pelanggannya serta manajemen yang baik pula. Adapun faktor penghambat dalam menerapkan strategi komunikasi pemasaran, yaitu faktor eksternal yaitu diakibatkan oleh pandemik yang menyebabkan ekonomi menurun dan menyebabkan berkurangnya minat pembelian produk secara langsung dan keterhambatannya juga dari e-commerce dan kompetitor lain yang menjual barang dengan memberikan harga yang lebih murah. Akhirmya penulis merekomendasikan kepada Superindo Supermarket Sukabumi untuk terus meningkatkan promosi baik melalui media sosial maupun secara langsung agar lebih maksimalnya peningkatan omset penjualan.
PENGARUH E-SERVICE QUALITY, E-TRUST DAN PERCEIVE VALUE TERHADAP KEPUASAN KONSUMEN KARTU PRAKERJA Ainani Khalishah; Hairani Tarigan
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

This study aims to determine the effect of e-service quality, e-trust and perceived value on customer satisfaction. The population is consumers who have purchased training through the Pre-Employment Card website. The method used is quantitative, the sampling technique in this study uses Nonprobability sampling technique, the method used is purposive sampling. This study used 150 respondents. The method used when testing using the Structural Equation Model (SEM) with the help of Smart-PLS 3.2.9 software. The results of this study state that electronic service quality has a significant effect on customer satisfaction. E-trust has a significant effect on customer satisfaction. Meanwhile, Perceived value also has a significant impact on customer satisfaction
PERAN LIVE STREAMING DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK PADA APLIKASI TIKTOK SHOP STUDI PADA MAHASISWA ANGKATAN 2020 Khoerul Ambiya; Syifa Pramudita Faddila
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

Digital marketing in Indonesia has enormous potential, because many consumers have switched to the digital world. The purpose of this study was to determine the role of live streaming in improving purchasing decisions on the tiktik shop application. The method used is a quantitative method. Data analysis used simple linear regression analysis. The results of the study show that Live Streaming has a significant influence on Purchase Decisions in the Tiktok Shop Application. Live Streaming has a Positive Correlation to Purchase Decisions at the Tiktok Shop
STRATEGI MARKETING PADA UMKM SNACK BU IYAM Dini Sulastri; Kartini Delawati; Dwi Epty Hidayaty
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

The marketing strategy is one of the most important things in entrepreneurial activities, both small-scale businesses and large-scale businesses. In the current era, there are many MSME businesses that can increase people's income. One type of service business that has increased rapidly is the business in the food sector. The food business is certainly in great demand by many customers so that from this business they can earn and can recruit other people to work with them. This research was conducted in a snack business at Griya Panorama Indah No.F3/46, Purwasari, Kec. Purwasari, Karawang, West Java 41373. Snack Mrs. Iyam, whose address is at Griya Panorama Indah No.F3/46, Purwasari, Kec. Purwasari, Karawang, West Java 41373. The purpose of this study is to describe the food business process, identify strengths, weaknesses, opportunities and threats for Mrs. Iyam's snacks. Formulating alternative strategies for developing this food business. Select priority strategies that can be used in developing Mrs. Iyam's snack business. The method used in this research is to identify Mrs. Iyam's snack business processes using descriptive analysis.
MANFAAT MEDIA SOSIAL INSTAGRAM SEBAGAI WADAH PROMOSI PADA YUUSTORIES FLORIST DI KARAWANG Selvy Nur Agustiin; Sekar Ayu Puspitasari; Santi Pertiwi Hari Sandi; Dwi Epty Hidayaty
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

This article discusses the benefits of Instagram social media as a promotional platform for Yuustories Florist in Karawang. Instagram has become an effective platform in expanding brand reach and building interaction with customers. Through a descriptive approach with an observational approach, this visit explores how Yuustories Florist utilizes Instagram to reach the right target market, increase customer engagement, showcase product creativity, and increase sales. The results of this visit show that the use of Instagram provides significant benefits to Yuustories Florist. By utilizing Instagram's features, such as posting attractive images and videos and organizing the feed well, Yuustories Florist managed to increase their brand visibility among Instagram users in Karawang and surrounding areas. In addition, interaction with customers also increased through comments, direct messages, and other interactive features. This helped Yuustories Florist build close relationships with customers and increase brand loyalty. In this article, relevant case studies or proof of success are also presented that show how Yuustories Florist has achieved tangible benefits through comparison of customer engagement, and increased sales achieved by Yuustories Florist
PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, DAN KUALITAS PRODUK DI RESTORAN HOKA-HOKA BENTO MALL GRAHA CIJANTUNG Chastuti Kasanah; Salman Paludi
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

Abstract is This study aims to examine the effect of perceived price, service quality, and product quality on customer satisfaction at Hoka-Hoka Bento Mall Graha Cijantung. This survey was conducted on customers who had purchased Hoka-Hoka Bento products at Hokben Mall Graha Cijantung during April-May 2023. In this study, a quantitative method was used. Primary data was collected through questionnaires which were distributed using the accidental sampling method. The number of respondents involved in this study were 100 respondents. The collected data is then carried out using several tests, namely validity tests and reliability tests. Data analysis involves the use of multiple linear regression analysis methods, correlation coefficients, determinations. This analysis will be carried out using SPSS software version 25. These findings indicate that perceptions of price, service quality, and product quality have a partial effect on customer satisfaction. Overall, the findings of this study show gradually that these three variables influence customer satisfaction
PENGARUH KUALITAS PELAYANAN, KERAGAMAN PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE AZZAM FROZEN FOOD DI PONDOK RANGGON Anika Marina Sirtis; Meylani Tuti
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

The purpose of this study was to determine the effect of Service Quality, Product Diversity, Price Perceptions and Purchase Decisions at the Azzam Frozen Food Online Store in Pondok Ranggon. The research method is a scientific method to collect data for a specific purpose. In this study, a quantitative methodology was used. Specific data relating to Azzam's frozen food was collected for this study. Investigating how consumers' perceptions of service quality, product variety, promotions, and prices affect their purchasing decisions at Azzam frozen food is the aim of this research. . The sample used in this study used a saturated sampling technique and totaled 110 respondents consisting of daily customers, customers and friends who often shop at Azzam stores. Tests were carried out using SPSS.26. classic hypothesis testing and this test consists of a normality test, multicollinearity test, heteroscedasticity test and linearity test. The ability of the independent variables to explain the diversity of the dependent variable is equal to. This research shows simultaneously that the Product Diversity variable and the Promotion variable have a simultaneous effect on purchasing decisions at the Azzam Frozen Food Online store in Pondok Ranggon and the service quality variable has a significant and significant effect on Purchase Decisions
PENGARUH IKLAN VIDEO YANG MENGGUNAKAN INFLUENCER SEBAGAI MODEL DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN UNTUK PRODUK PERAWATAN TUBUH Vanessa Gloria; Nurrani Kusumawati
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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Abstract

The presence of video advertising can be an effective strategy for providing new sensory experiences to users and driving purchasing decisions for body care products. However, there are still video ads on social media platforms (Instagram, YouTube, and TikTok) are less effective in influencing customers or their audiences to make purchasing decisions, notably in the beauty and body care industries. As a result, the purpose of this study is to examine the impact of expected factors altered by video advertising that leverages influencers as models on social media on customers' purchasing decisions for body care goods. This study combines qualitative and quantitative analysis, open coding approaches are used to examine qualitative data, and Partial Least Squares Structural Equation Modeling (PLS-SEM) is used to study quantitative data. The study's findings suggest that video advertising has a positive influence on customers' purchasing decisions for body care items. Furthermore, empathy, preferred social media, and purchase intention all have a significant and positive impact on customers' purchasing decisions. These findings are likely to provide insights into ways for exploiting and optimizing the potential of video advertising that uses influencers as models in influencing customers' purchasing decisions for social media-available body care items

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