The aim of this study is to describe the interchanging role of digital marketing and traditional marketing as the key marketing strategi and marketing mix of the Small Medium Enterprise in Indonesia. The study using qualitative descriptive methods with case study ‘Kepiting Nyinyir’, one of Small Medium Enterprise in Jakarta. The result of this study found significant role of digital technology supported the distribution channel of Small Medium Enterprise to expand the business. Digital marketing as the new concept and perspective is interchanging the role of traditional marketing by balancing online and offline activities. The interchanging role of digital marketing and traditional marketing showed shifting in marketing strategy, from segmentation and targeting to customer community confirmation, brand positioning & differentiation to brand clarification of character and codification, tactical marketing mix (product, place, price & promotion) to connected marketing mix (co-creation, communal activation, currency & conversation).
This study examines the effect of brand awareness on purchase decisions Aqua brand of bottled water in the community in the city of Bandung. This study aimed to measure the level of brand awareness in the community Aqua in Bandung, analysis of consumer purchasing decisions Aqua, and the influence of brand awareness in this study using a top of mind dimension, brand recall, brand recognition, and consumption on consumer purchasing decisions Aqua. This type of research used in this study was a descriptive study using quantitative methods. The population in this study is a community in the city of Bandung with samples taken 100 respondents. Collecting data in this study using a questionnaire distributed to respondents using incidental sampling technique. These results indicate that the level of brand awareness is at its Aqua brand top of mind and included into the category of high and Aqua brand of bottled water purchasing decisions are in high positions. Based on a simple regression test results indicate the brand awareness influence on purchase decisions Aqua brand of bottled water by 70.1%. While based on the coefficient of determination variable brand awareness can influence purchasing decisions by 46.2%.
<em>To determine the effect of service quality and promotion on customer satisfaction, PT. Adhi Karya, Tbk. The data used are primary data by giving questionnaires to customers who happen to meet. The analytical method used is simple linear regression analysis and multiple linear regression analysis. The results showed that the quality of service and promotion has a significant effect on customer satisfaction. PT. Adhi Karya, Tbk.</em>
<em>These study determine the influence of price, promotion and the quality of service on customer purchase decision at Burger King Jatiasih, Bekasi Indonesia. The data used are primary data by the answers of given questionnaires to customers of Burger King Jatiasih. These study using quantitative methodology. The analysis of the study used multiple linear regression analysis of three variables independent and one variable dependent. The results showed that the price has partially influenced the purchase decision, the promotion has partially influenced the purchase decision, the quality of service has partially influenced the purchase decision and the price, the promotion and the quality of service all have simultaneously influenced the purchase decision of Burger King Jatiasih’s customers.</em>
This research use descriptive research with quantitative approach. There are five variables that are used in this research: co-creation, currency, communal activity, conversation, and consumer journey. The collection of data obtained through online questionnaires, which were distributed randomly for six days. The sample in this research was 100 respondents. The sampling technique of this research is random sampling. The data analysis uses descriptive analysis and multiple linear regressions. The results in this research showed that co-creation, currency, communal activity, conversation simultaneously affecting consumer journey significantly. The other results showed that co-creation and conversation partially affecting consumer journey significantly. Otherwise, currency, and communal activity partially were not affecting consumer journey. Based on the result of this research, it's better for a marketer or a company to maintain conversation and develop product with involvement of the customer to strengthen consumer journey. PENDAHULUANIndonesia merupakan negara dengan jumlah pengguna internet terbesar di Asia Tenggara (e-Conomy SEA, 2018), dengan prosentase 42% dari total pengguna internet di Asia Tenggara. Dalam sepuluh tahun terakhir, penetrasi internet di Indonesia meningkat dari 82 juta ke 171,18 juta jiwa. Di tahun 2018 rasio pengguna internet di Indonesia menyentuh angka 64,8% dari total populasi penduduk Indonesia yang artinya mencapai 264,16 juta jiwa (APJII, 2019). Berdasarkan pembagian wilayah, pengguna internet di pulau Jawa masih menjadi yang terbesar di Indonesia, yakni mencapai 55%. Adapun wilayah lain dengan jumlah pengguna internet terbanyak berikutnya adalah Sumatera (21%), Kalimantan (9%). Kemudian Sulawesi, Maluku dan Papua (10%) serta Bali dan Nusa Tenggara (5%).
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