The New Paradigm: H2H Marketing

Kotler, Philip; Pfoertsch, Waldemar; Sponholz, Uwe

doi:10.1007/978-3-030-59531-9_2

Cited by 30 publications

(51 citation statements)

References 29 publications

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“…Marketing is now getting transformed from Marketing 4.0 to Marketing 5.0 and the spinoffs of COVID-19, like stay home restrictions, online classes, work from home etc., are playing the role of catalysts in this. Consumers are experiencing two contradicting phenomena of abundance and scarcity concurrently where in H2H marketing (Kotler, Pfoertsch, & Sponholz, 2021) of information through social media is playing a predominant role. The numbers of hours spent on social media are getting incremented (Tankovska, 2021;Morgan Stanley Research, 2020) and so are the creation, consumption and sharing of content.…”

Section: Discussionmentioning

confidence: 99%

Impact of Firm Created, and User Generated Social Media Communications on Consumer-Brand Metrics of Smartphones During Covid-19

Singh¹,

Kumar²

2022

JCCC

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This study employs the S-O-R approach to analyze the impact social media communications experts on consumer-brand metrics of smartphones during COVID-19. A survey of 513 millennials from India through a well-structured questionnaire reveal that user-generated content on social media positively influences the purchase intent of consumers whereas firm-created social media content does ‟t directly influence the purchase intention. In addition to it, social media content generated by the firm significantly and positively influences user created communication on social media. Besides being insightful to the marketers on how they can target the millennials in a better way during COVID-19, this research bestows to the subsisting literature on how communication on social media influence the brand metrics of a high involvement purchase when incremented hours are being spent on social media due to lockdowns and homestay restrictions.

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Section: Discussionmentioning

confidence: 99%

Impact of Firm Created, and User Generated Social Media Communications on Consumer-Brand Metrics of Smartphones During Covid-19

Singh¹,

Kumar²

2022

JCCC

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“…Purchase intention is a phase in purchasing decision process by the buyer that will buy-an activity that directly involves gaining and utilizing the product offered (Kotler & Armstrong, 2020). Purchase intention is a motivation that appears inside a person to purchase a product or service based on consideration before purchasing a decision (Bakti, Hairudin, & Alie, 2020).…”

Section: Purchase Intentionmentioning

confidence: 99%

Measuring Purchase Decision Tendencies of Jakarta Special Region E-Commerce Consumer

Aditya

Siregar

Sari

2022

jdmb

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The purpose of this research is to measure the influence between 1) E-Service Quality towards Purchase Intention, 2) Online Customer Review towards Purchase Intention, 3) Online Customer Review towards Purchase Decisions, 4) E-Service Quality towards Purchase Decisions, and 5) Purchase Intention towards Purchase Decision, and also to find the implications in each influence. Data collection method by using electronic questionnaire through Google Forms. Research object is Jakarta citizen that has accessed or completed at least one transaction in Tokopedia e-commerce with research conducted in April 2022 until July 2022. There are 200 samples that were analyzed using research design of Structural Equation Model (SEM) with AMOS software to process and analyze research results. Result shows that there are positive and significant effects for all of the proposed hypotheses. Result implies that even though e-Service Quality, Online Customer Reviews, and Purchase Intention, has positive and significant effects towards Purchase Decision, Tokopedia could still improves their services in several aspect such as protecting consumer purchasing behavior, increasing customer review frequency, increasing awareness for intention to purchase, and increasing overall services.

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“…Dari jaman pertukaran sampai hari ini disebuah perdagangan tidak menggunakan dengan tukar barang, tetapi sudah menggunakan pembayaran yang sah yaitu uang kertas/logam sampai yang berbentuk elektronik seperti kartu kredit, tetapi harga tetap menjadi patokan ukuran dalam penilaian dari suatu produk. Harga yakni hasil bukti pembayaran yang dibebankan untuk suatu produk atau jasa, dari jumlah nilai tukar ke konsumen, karena memakai atau mempergunakan dari jasa atau produk tersebut (Kotler & Armstrong, 2011). Promosi yakni sebuah kegiatan yang memberikan informasi yang bermanfaat dari sebuah produk dan mengajak untuk mencapai target ke konsumen untuk membeli produk yang ditawarkan.…”

Section: Kata Kunci: Strategi Bisnis Katering Swotunclassified

“…Promosi yakni sebuah kegiatan yang memberikan informasi yang bermanfaat dari sebuah produk dan mengajak untuk mencapai target ke konsumen untuk membeli produk yang ditawarkan. Dan bauran promosi tersebut diantaranya terdiri dari penjualan, periklanan, promosi terhadap masyarakat lingkungan sekitar, serta hubungan langsung terhadap masyarakat dan penjualannya, (Kotler & Armstrong, 2011).…”

Section: Kata Kunci: Strategi Bisnis Katering Swotunclassified

Analisis Strategi Bisnis Usaha Kuliner Catering (Studi Kasus Pada Shinta Catering Depok)

Hidayatulloh¹,

Panggabean²,

Noviaty³

2021

kompleksitas

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The more advanced the times and changes in the pattern of human life, the human needs also change especially primary needs, one of which is food and drink. One of the businesses providing fast food is the catering business. Shinta Catering is a catering business that is classified as superior and has good potential to continue to grow rapidly. But on the other hand, Shinta Catering experienced a decline in sales. Therefore, the purpose of this study is to analyze the problems of the culinary business strategy applied by Shinta Catering. The analysis used is descriptive analysis to get an overview of the company's environment related to the Opportunities, Threats, Strengths, and Weaknesses of Shinta Catering and formulating strategies using the SWOT matrix. Quantitative descriptive analysis using EFE, IFE, and IF. And the data that has been collected is then analyzed using a descriptive approach, namely the approach used to analyze the questionnaire data by describing the questionnaire data that has been collected as it is. The results of the research from a SWOT analysis combine two factors in a company. The results of the SWOT analysis on the Shinta Catering Depok business from both IFAS and EFAS matrices show that the SO strategy has the highest value among the ST, WO, WT, and SW strategies and it can be seen that the position of the Catering business in Depok is in quadrant 1 by implementing an aggressive strategy. from a marketing point of view. This position is a very favorable situation for Shinta Catering, where the business has opportunities and strengths so that it can take advantage of opportunities in the catering business

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The New Paradigm: H2H Marketing

Cited by 30 publications

References 29 publications

Impact of Firm Created, and User Generated Social Media Communications on Consumer-Brand Metrics of Smartphones During Covid-19

Impact of Firm Created, and User Generated Social Media Communications on Consumer-Brand Metrics of Smartphones During Covid-19

Measuring Purchase Decision Tendencies of Jakarta Special Region E-Commerce Consumer

Analisis Strategi Bisnis Usaha Kuliner Catering (Studi Kasus Pada Shinta Catering Depok)

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