ANOTASI BIBLIOGRAF Manajemen Pemasaran, Kontribusi UMKM dan Metodelogi sejarah

Rahmawati, Siti

doi:10.31219/osf.io/8p9gv

Cited by 7 publications

(7 citation statements)

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“…Companies need to consider both financial and non-financial factors when evaluating marketing programs to avoid negative impacts on intangible assets like brand equity and image. Additionally, companies must operate following laws, ethics, and social norms, and consider the welfare of the wider community through social responsibility programs, (Rahmawati, 2016).…”

Section: Marketing Performancementioning

confidence: 99%

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Suharyati¹,

Handayani²,

Nobelson³

2023

IJEASS

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The majority of MSMEs in the Sukmajaya sub-district, Depok, are engaged in the culinary field, totaling 771 MSMEs out of a total of 2,835 MSMEs. The decline in the number of MSMEs in 2020 due to the Covid-19 pandemic has made it difficult for MSMEs to market their products. On the other hand, during this period, SMEs emerged with digital innovation. Digital marketing planning is necessary for MSMEs in running their business to create a competitive advantage and improve marketing performance. MSMEs that do not implement digital marketing in running their business will be left behind and lose customers because customer buying behavior has changed towards digital. This research is quantitative descriptive research using the SmartPLS 3.0 tool to analyze the effect of each variable. The type of data is primary data by distributing questionnaires to 125 Culinary MSME respondents in the Sukmajaya sub-district, Depok city via Google form. In this study, data analysis techniques were carried out in the form of descriptive data analysis and inferential data analysis, and hypothesis testing. The results of the study prove that digital marketing planning using the SOSTAC method has a positive and significant effect on Competitive advantage, SOSTAC Digital marketing planning has a positive and significant effect on marketing performance and Competitive advantage has a positive and significant effect on marketing performance. The results of the study show that SOSTAC Digital Marketing Planning has a positive and significant indirect relationship to marketing performance through competitive advantage, which is bigger than the direct relationship. Thus, in SOSTAC Digital Marketing Planning, to achieve marketing performance, MSME actors must first be able to create a competitive advantage.

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Section: Marketing Performancementioning

confidence: 99%

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Suharyati¹,

Handayani²,

Nobelson³

2023

IJEASS

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“…Konsumen yang merasa puas terhadap produk/jasa atau kinerja memiliki kecenderungan untuk kembali membeli produk/jasa atau kinerja jika kemudian hari membutuhkan produk/jasa yang sama. Maka, dapat disimpulkan bahwa kepuasan merupakan salah satu faktor kunci supaya konsumen melakukan pembelian kembali sehingga meningkatkan volume penjualan perusahaan (Rahmawati, 2016).…”

Section: Hasil Dan Pembahasanunclassified

Strategi Rumah Sakit X Dalam Menangkap Peluang Pasar di Masa Pandemi Covid-19

Lestari,

Oktamianti

2023

SLJIL

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Rumah Sakit terus mengalami pertumbuhan baik dari segi jumlah maupun jenis layanan. Maka tingkat persaingan antar Rumah Sakit pun semakin meningkat. Analisa peluang pasar menjadi sangat penting, karena Rumah Sakit perlu mengetahui berapa besarnya peluang yang tersedia dalam memasarkan produk layanannya. Pandemi COVID-19 merupakan faktor eksternal yang bisa dianggap sebagai ancaman ataupun sebagai peluang bagi Rumah Sakit. Penelitian ini bertujuan untuk melihat bagaimana strategi Rumah Sakit X dalam menangkap peluang pasar di masa pandemic COVID-19. Penelitian ini menggunakan metode penelitian deskriptif. Data didapatkan dari laporan rekam medis jumlah kunjungan tahunan rawat inap sebelum dan sesudah pandemi COVID-19 serta data pendapatan sebelum dan sesudah pandemi COVID-19 dari laporan keuangan RS X, kemudian dilakukan pembahasan berdasarkan tinjauan literatur. RS X berhasil melihat pandemi COVID-19 sebagai peluang pasar sejak pandemi mulai masuk ke Indonesia dengan menjadi RS rujukan COVID-19 pada awal tahun 2020. Jumlah kunjungan rawat inap tahun 2020 sebanyak 10.131, tahun 2021 sebanyak 16.086 kunjungan, dua kali lipat dari kunjungan sebelum pandemi tahun 2019 sebanyak 6.875 kunjungan, pada tahun 2022 saat kasus COVID-19 sudah jauh menurun kunjungan rawat inap tetap lebih tinggi dibandingkan sebelum pandemi yaitu sebanyak 12.775 kunjungan. Manajemen harus dapat menilai faktor eksternal sebagai peluang Rumah Sakit dalam melakukan pemasaran produk layanan.

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“…Harga (Price) (Selang, 2013) mendefiniskan harga sebagai sejumlah uang (ditambah dengan beberapa produk) yang dibutuhkan untuk mendapatkan sejumlah kombinasi dari produk dan pelayanannya. Definisi harga menurut (Rahmawati, 2016) merupakan satu-satunya unsur bauran pemasaran yang menghasilkan pendapatan, unsur lainnya akan menimbulkan biaya.…”

Section: Strategi Pemasaranunclassified

Strategi Pemasaran untuk Meningkatkan Keunggulan Bersaing di Era Digital pada UMKM Donat Ratu

Rahmawati

2023

BUDGETING

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Currently, business development in Indonesia is increasing in complexity, competition, change and business uncertainty. This situation creates intense competition between entrepreneurs. Competition in the culinary business is one of the fields that has more and more enthusiasts and makes competition in the culinary business increase. Donat Ratu MSME is an MSME established in 2019 in Kalisat District that uses social media as a place to market its products. This research was conducted to solve existing problems at Donat Ratu MSMEs, namely alternative marketing strategies to increase competitiveness in the digital era with SWOT analysis. The SWOT model used in this research is the strategy-formulation analytical framework, which is divided into 3 main stages, namely the input stage, the matching stage, and the decision stage. This research uses descriptive qualitative research methods. The data and information collection methods used in this research were obtained directly through interviews and observations, and indirectly through literature studies. The results of this study are based on SWOT analysis, the position of MSME Donat Ratu is in a favorable position so that the suitable strategy to use is an intensive-aggressive strategy and horizontal integration. The strategy that can be carried out by UMKM Donat Ratu is to develop products and expand market segments. Keywords: Digital Era, IE Matrix, Marketing Strategy, SWOT Analysis, SWOT Matrix

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ANOTASI BIBLIOGRAF Manajemen Pemasaran, Kontribusi UMKM dan Metodelogi sejarah

Cited by 7 publications

References 0 publications

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

The Impact of Sostac's Digital Marketing Planning Strategy on Marketing Performance Through Competitive Advantage

Strategi Rumah Sakit X Dalam Menangkap Peluang Pasar di Masa Pandemi Covid-19

Strategi Pemasaran untuk Meningkatkan Keunggulan Bersaing di Era Digital pada UMKM Donat Ratu

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