Marketing Strategy for Facing Changes in Consumer Behavior in Disruption Era

Abstract

Research aim : This study aims to analyze marketing strategies in dealing with changes in consumer behavior of generation Y and generation Z in the era of disruptionDesign/Methode/Approach : The analysis technique of this research is interactive analysisResearch Finding : The outcomes of research are conventional marketing strategies are still proven to be effective in accompanying digital marketing strategies in this era of disruption, in other words, the digital marketing strategy formed in this study is a development of the marketing mix strategy, especially the online promotion part as a result of changes in the behavior of the two generations in this era of disruptionTheoretical contribution/Originality : Provides reinforcement of the theory of marketing strategies used in dealing with changes in the behavior of generations Y and Z in this era of disruptionPractitionel/Policy implication : Provide policy recommendations for company management for marketing strategies used in dealing with changes in the behavior of generations Y and Z in this era of disruptionResearch limitation : The limitation of this research is still a qualitative method so that in the future it will be strengthened by using a quantitative method

The Influence of Marketing Strategy on Marketing Performance from a Management Perspective in the Disruption Era

“…They take the shape of traditional marketing techniques including network marketing, marketing mix, market segmentation and targeting, and digital literacy training for HR personnel. Digital marketing tactics encompass several forms, such as website marketing, social media marketing, online affiliate marketing, online advertising (Facebook and Instagram Ads), and Search Engine Optimization (SEO) marketing strategies (Wijaya et al, 2023).…”

“…Several research hypotheses are developed from the research objectives and previous research as follows. The marketing strategy used by companies in the disruption era with conventional marketing strategies is in the form of a marketing mix strategy, to support marketing performance (Wijaya et al, 2023). In the context of the relationship between marketing implementation and marketing performance, if the marketing mix strategy is implemented in marketing activities, this strategy will be effective in increasing the sales figures for a product.…”

“…There is preliminary research regarding the qualitative approach to marketing strategies used by companies in the era of disruption, showing that the marketing strategies used are conventional marketing strategies in the form of market segmentation and targeting strategies, to support marketing performance (Wijaya et al, 2023). In the relationship between marketing implementation and marketing performance, if marketing activities apply market segmentation and targeting strategies, this strategy will select consumer segmentation and market targets that are suitable for the product.…”

“…There is preliminary research regarding a qualitative approach to marketing strategies used by companies in the era of disruption. It uses marketing strategies in the form of HR digital literacy training, to support marketing performance (Wijaya et al, 2023). The correlation between marketing implementation and marketing performance indicates that when marketing operations are backed by HR personnel who possess digital literacy, the marketing process via digital marketing media will function more seamlessly, leading to an improvement in marketing performance.…”

“…There is preliminary research on a qualitative approach to the marketing strategies companies use in the disruption era. The marketing strategies used are digital marketing strategies in the form of online affiliate marketing strategies, to support marketing performance (Wijaya et al, 2023). In the relationship between marketing implementation and marketing performance, if an online affiliate marketing strategies is applied in marketing activities, this strategy will expand the coverage of the marketing area through online affiliate marketing connections.…”