An Effect Analysis Model for Corporate Marketing Mix Based on Artificial Neural Network

Wang, Haiping

doi:10.18280/isi.250504

Cited by 6 publications

(5 citation statements)

References 20 publications

(22 reference statements)

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“…Mergangsan, Yogyakarta City. The determination of the location in the two places is based on existing considerations, namely access to the store is easy because it is on the side of the road, a large parking lot, close with a target market (Wang, 2020). For Starcross itself, the selection of places based on road access makes it easier for consumers to come.…”

Section: Resultsmentioning

confidence: 99%

Starcross local brand marketing communication strategy to maintain consumer buying interest

Khotob,

Prathisara

2023

Sylection.

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The fashion industry is one of the interesting developments to pay attention to and even its development is growing abroad. Everyone has a different sense of dress. The dress sense will also change with the times. Every company needs to apply the concept of integrated marketing and create a strategy in order to compete with market desires. In recent years, the emergence of new breakthroughs, namely many local brand products.The increase in local brand interest is inseparable from social media, brand ambassadors, and many local brand exhibitions such as Jakcloth, KickFest, Indie Clothing Carnival. Some of the local products that appeared include Starcross, Owners WorldWide, Erigo, Roughneck 1991, Leaf, Queen Beer, and others. The researcher intends to describe the Starcross Clotingan Marketing Communication Strategy to increase consumer buying interest. With the title Marketing Communication Strategy of Yogyakarta Local Brand to Increase Consumer Buying Interest (Case Study at Starcross Yogyakarta Clothingan).Based on the background description of the problem above, the problem to be discussed is knowing the Marketing Communication Strategy of the local brand Clothingan Starcross to increase consumer buying interest. The purpose of this study is to determine the Marketing Communication Strategy of Local Brand Clothingan Starcross to Increase Consumer Buying Interest. This study used qualitative research methods. Qualitative research is research used to study a scientific object spoiled by opponents as an experiment and the key instrument in this qualitative research is to explain in depth about market communication strategies using theories from Kotler and Keller. By using data collection methods through data triangulation.The result of this research is a marketing communication strategy carried out by Starcross to increase consumer buying interest by collaborating with local communities to musicians existing in Indonesia to increase brand awareness and continue to innovate about various existing products so as to increase consumer buying interest because of its guaranteed quality by utilizing social media as a tool to carry out marketing strategies.

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Section: Resultsmentioning

confidence: 99%

Starcross local brand marketing communication strategy to maintain consumer buying interest

Khotob,

Prathisara

2023

Sylection.

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“…The use of Instagram media by BPNB DIY in promoting Javanese cultural content and activities can also be analyzed using The 7C Framework from Rayport and Jaworski.The 7C Framework theory argues that there are seven frameworks in underpinning internet-based marketing communication practices, namely context, content, community, customization, communication, connection, and commerce (Wang, 2020). What is the application of The 7C Framework in the DIY BPNB promotion process.…”

Section: Create a Discussionmentioning

confidence: 99%

Utilization of Instagram social media as a means of promotion and preservation of Javanese Culture (Qualitative descriptive study on Instagram account @bpnb.diy)

Afriandi,

Anisa

2023

Sylection.

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This research discusses the utilization of Instagram as a means of promoting and preserving Javanese culture on the Instagram account of bpnb diy. The aim of this research is to understand the utilization of Instagram as a tool for promoting and preserving Javanese culture on the bpnb diy Instagram account and to comprehend the supporting factors and barriers to its utilization. The research method used is descriptive research with a qualitative approach. The data collection techniques include observation, interviews, and documentation. Data analysis techniques utilize Miles and Huberman's analysis, consisting of three stages: data reduction, data display, and conclusion drawing. The research results indicate that bpnb diy, has effectively utilized Instagram as a means of promoting Javanese culture. The activities conducted include: Uploading (1) Javanese cultural content. Collaborating with cultural communities.(2) Organizing contests and thematic events.(3)Using relevant hashtags. The impact of this promotion includes an increase in the number of cultural enthusiasts, as evident from the number of followers, comments, and Instagram insights. However, there are challenges faced, such as a lack of understanding of how to use Instagram effectively, inactive participation from the community, and a shortage of creative resources

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“…By using a combined method, it is hoped that existing hypotheses can complement each other. Qualitative methods always employ scientific logic, whereas quantitative methods always place an emphasis on process analysis of inductive thinking processes related to the dynamics of relationships between observed phenomena [22].…”

Section: Research Methods and Research Data Analysismentioning

confidence: 99%

The Impact of Social and Political Capital on the Sustainability of MSMEs in the Era of Economic and Digital Disruption

Hadi,

Sutono

2024

IJSDP

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The purpose of this study is to determine the impact of social and political capital on the sustainability of MSMEs in the Era of Economic and Digital Disruption. The technique in this exploration utilizes a blended strategy research approach, in particular a mix of subjective and quantitative. It is hoped that the existing hypotheses can work in conjunction with one another by employing a combined approach. Qualitative methods always employ scientific logic, whereas quantitative methods always place an emphasis on process analysis of inductive thinking processes related to the dynamics of relationships between observed phenomena. The stages are: (1). Observing social phenomena, identifying, revising, and re-checking existing data; (2). Categorize the information obtained; (3). Tracing and explaining categorization; (4). Explain the categorization relationship; (5). Draw general conclusions; (6). Building or explaining a theory. The population in this study was all cooperatives, MSME centers, MSME clusters, and MSME groups that had digitized in facing the era of economic and digital disruption. The population is 380 MSMEs. Using the Slovin formula, then, a total of 192 MSMEs were sampled with various business backgrounds. The results of this study are: (1) that MSMEs use social capital in facing the era of economic and digital disruption with cooperatives as an intervening variable that have a significant positive effect; (2) that MSMEs use social capital in facing the era of economic and digital disruption with MSME centers as an intervening variable has a significant positive effect; (3) that MSMEs use social capital in facing the era of economic and digital disruption with the MSME Cluster as an intervening variable have no significant positive effect; (4) that MSME uses social capital in facing the era of economic and digital disruption with the MSME group as a variable intervening No significant positive effect; (5) that MSMEs use political capital in facing the era of economic and digital disruption with cooperatives as an intervening variable No significant positive effect; (6) that MSMEs use political capital in facing the era of economic and digital disruption with MSME centers as the intervening variable has a significant positive effect; (7) that MSMEs use political capital in facing the era of economic and digital disruption with the MSME cluster as an intervening variable have no significant positive effect; (8) that MSMEs use political capital in facing the era of economic and digital disruption with MSMEs groups as an intervening variable have a significant positive effect. This study concludes that social and political capital has an important role in the sustainability of MSMEs in the Era of Economic and Digital Disruption, especially in cooperatives, MSME centers, MSME clusters, and MSME groups.

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An Effect Analysis Model for Corporate Marketing Mix Based on Artificial Neural Network

Cited by 6 publications

References 20 publications

Starcross local brand marketing communication strategy to maintain consumer buying interest

Starcross local brand marketing communication strategy to maintain consumer buying interest

Utilization of Instagram social media as a means of promotion and preservation of Javanese Culture (Qualitative descriptive study on Instagram account @bpnb.diy)

The Impact of Social and Political Capital on the Sustainability of MSMEs in the Era of Economic and Digital Disruption

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