Articles

The Influence of Tourist Attraction and Digital Marketing on Return Visit Interest with Tourist Satisfaction as a Mediating Variable in Tinalah Tourism Village, Kulonprogo Regency

/in /by

The objectives of this study include: (1) To determine the effect of tourist attraction on tourist satisfaction at Tinalah tourist attraction, Kulonprogo Regency. (2) To determine the effect of digital marketing on tourist satisfaction at Tinalah Tourism Village, Kulonprogo Regency. (3) To determine the effect of tourist satisfaction on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency. (4) To determine the effect of tourist attraction on return visit interest in Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. (5) To determine the effect of digital marketing on return visit interest in the Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. The research design used in this research was quantitative research design. The population used in this study were tourists visiting Tinalah Tourism Village, Tinalah, Kulonprogo Regency with a large and unknown number. The sampling technique used in this study is non probability sampling by purposive sampling. The respondents who met the criteria were tourists who had visited Tinalah Tourism Village with a maximum limit of the last three months. The research sample amounted to 150 people. The data collection procedure in this study is to use the questionnaire method. The analytical tool used is Patial Least Square (PLS), which is a variance-based SEM, with SmartPLS 2.0 software. Based on the results of the analysis discussed in the previous chapter, the following conclusions can be given: (1) Attractiveness of tourist objects has a positive effect on tourist satisfaction in Tinalah Tourism Village, Kulonprogo Regency. (2) Digital marketing has a positive effect on tourist satisfaction in Tinalah Tourism Village, Kulonprogo Regency. (3) Tourist satisfaction has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency. (4) Tourism attraction has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction. (5) Digital marketing has a positive effect on interest in visiting again at Tinalah Tourism Village, Kulonprogo Regency, which is mediated by tourist satisfaction.

Proposed Marketing Strategy to Attract Potential Customers and Increase Revenue through Product Diversification in Resik Wangi Auto Detailing

/in /by

The automotive detailing industry in South Jakarta is experiencing heightened competition, impacting the revenue of Resik Wangi Auto Detailing. This thesis investigates the factors contributing to the revenue decline and proposes a comprehensive marketing strategy focused on product diversification and digital marketing to attract potential customers and increase revenue. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to gather data on customer preferences, market conditions, and business performance. The research identifies that the primary internal challenge is the lack of diversified services, while externally, increased competition and consumer behavior heavily influenced by digital marketing and service quality are critical factors.

Key findings indicate that product diversification, particularly through bundled service packages like the “Signature Menu” and “Ultimate Menu,” can significantly enhance customer satisfaction and loyalty. Competitive pricing strategies and a robust digital marketing presence are essential in attracting and retaining customers. The study concludes that by implementing these strategies, Resik Wangi can effectively address its revenue challenges and achieve sustainable business growth.Recommendations for Resik Wangi include the immediate implementation of diversified service packages, enhanced digital marketing efforts, competitive pricing, and a strong focus on service quality. Additionally, future research should explore further diversification opportunities and the impact of emerging technologies on customer engagement and marketing strategies. This research provides a strategic framework for Resik Wangi Auto Detailing to navigate the competitive landscape, improve market positioning, and increase revenue through targeted marketing and service enhancements.

Optimizing Instagram Management for SMEs: A Case Study of Indonesian Batik SMEs

/in /by

A multidisciplinary approach is employed to explore the effectiveness of social media marketing by collaborating with Instagram experts and analyzing qualitative data from SMEs A, SMEs B, and SMEs C. The primary objective is to measure the impact of Instagram usage on SMEs business performance, both non-financial and financial. Additionally, this research offers social media management strategy recommendations that can be directly implemented in social media management experiments by these SMESs to observe their real impact on business performance.

This research findings show significant variations in Instagram adoption among SMEs A, SMEs B, and SMES C. SMEs A and SMEs B require substantial improvements, while SMEs C shows better adoption but still needs enhancement. Increased Instagram presence, better content strategies, and maximum utilization of Instagram features can improve interaction and business performance.

This research provides insights for SMEs to develop effective digital marketing strategies through Instagram. It also offers practical suggestions for academics for long-term research and exploration of other social media platforms like TikTok to provide more comprehensive insights. It is hoped that this study will assist SMESs and academics in developing effective and applicable digital marketing strategies.

Proposed Marketing Strategy and CRM for a Parking Technology Company (Case Study: PT. Oranye)

/in /by

This research examines issues faced by PT Oranye, a parking technology company in Indonesia, the study focusing on enhancing their marketing strategies and client relationship management (CRM) within the B2B landscape. The main problem identified is the company’s struggle to generate sufficient business leads and maintain competitive performance in a post-pandemic market, leading to unsatisfactory revenue achievements. The objective of this study is to analyze the industry perspective and challenges. The research will be utilizing marketing strategies for PT Oranye’s improvement in brand awareness and CRM practices to encounter the business issue. The theoretical data analysis is based on strategic management theories such as PESTLE, Porter’s Five Forces, and competitor analysis for external factors. Internal factors include VRIO, Marketing 4Ps, Value Chain analysis, and interviews as qualitative research to be structured in a Thematic framework with the objective of obtaining useful findings into effective marketing strategies and CRM standardization to improve business performance. The purpose of the study is also to provide PT Oranye with a comprehensive marketing strategy plan to increase brand awareness and strengthen relationships with both new and existing clients. This involves a detailed examination of the internal and external business environment, stakeholder perceptions, and the competitive landscape.

Marketing Strategy for a Premium Service Office Provider in a Competitive Market in Jakarta. Case Study: The Executive Centre

/in /by

The rise of remote work, the gig economy, and the demand for flexible workspaces have significantly impacted the traditional office market, necessitating innovative marketing strategies. This study aims to explore the marketing strategy of premium serviced office providers, focusing on The Executive Centre in Jakarta’s Central Business District (CBD). The research investigates key factors influencing business decisions and customer preferences, providing a comprehensive marketing analysis framework.

The study employs market segmentation, competitive analysis, and SWOT analysis to develop targeted marketing strategies. Key findings suggest that strategic location, transparent pricing, and flexible lease terms are critical in attracting and retaining clients. Recommendations include leveraging digital marketing, forming partnerships with property agents, and addressing the evolving needs of multinational companies and modern workers.

The study also examines the literature on marketing strategies, applying the most recent techniques used by various companies. By incorporating a robust theoretical framework, this research aims to provide insights and perspectives for building the most effective marketing plan. The goal is to enhance The Executive Centre’s market positioning and contribute to meeting future challenges through strategic marketing activities.

Proposed Content Marketing Strategy Improvement of Leap-Telkom Digital to Increase Brand Awareness

/in /by

With the movement of IndiHome as the previous main product of Telkom Indonesia to Telkomsel, Telkom Indonesia is currently struggling with enhancing their digital products performance. Telkom implements its transformation from telecommunication to digital telecommunication state-owned enterprise. With that, Telkom wants to focus on enhancing its digital products. However, in its implementation, Leap faces the effort of increasing its brand awareness. Based on the author’s findings from initial survey, the potential target customers are still not familiar with Leap nor Telkom’s digital products. Moreover, this problem is also supported by the previous performance of Leap’s website from its total users and engagement. The spread of Telkom’s digital products knowledge to internal Telkom employees is also not distributed equally. With this, the author conducts research to improve Leap-Telkom Digital in hopes of improving its brand awareness. The research is using Gap analysis, Brand Building Blocks, Customer-Based Brand Equity (CBBE) pyramid, and internal interview to find the deeper problem of what’s causing low brand awareness of Leap. And then, using theory of Integrated Marketing Communication (IMC), as well as weighting and rating method, the author proposed a Content Marketing strategy to help Leap improving their website traffic and impression performance. With the result of both IMC and weighting rating method, the author proposed content marketing implementation plan for Search Engine Optimization (SEO), Social Media, and Email Marketing.

Enhancing Nogi Livin’s Brand Awareness: A Customer Decision Journey Perspective through Social Media

/in /by

This study investigates the effectiveness of digital marketing strategies employed by Nogi Livin, an emerging Indonesian furniture company, in enhancing brand awareness and influencing customer decision journeys. The global furniture market’s expansion is leveraged by digitalization and changing consumer preferences, presenting challenges and opportunities for companies like Nogi Livin. Using the McKinsey Consumer Decision Journey Model, this research delineates the impact of social media strategies on customer engagement and purchasing decisions. A mixed-method approach, including quantitative data from online surveys and qualitative insights, was employed. Structural Equation Modeling (SEM) was used to measure the relationship between online presence and brand awareness, and subsequently, the influence of brand awareness on customer engagement. Findings indicate a significant positive correlation between strategic online engagements and enhanced brand awareness, which strongly links to increased customer engagement and positively affects the consumer decision journey. This research contributes to theoretical and practical understandings of digital marketing’s impact in the furniture industry.

The Role of Digital Marketing and New Students’ Trust to Opt for Darma Agung University

/in /by

This research aims to discuss the influence of digital marketing and the new students’s trust in the decision to opt for Darma Agung University (UDA) both directly and indirectly. The target population is new students class of 2023, with a sample of 290 people taken randomly. The primary data analysis technique applies a structural equation model (SEM) with the lisrel application program supported. The SEM uses the weight least squares estimation method. Digital marketing has a stronger influence on trust than on decisions to opt for. Trust influences decisions to opt. Trust mediates the influence of digital marketing on decisions to choose, but it’s partial. The Darma Agung University’s leaders should pay attention to social media.

The Effect of Digital Marketing Implementation Towards Muslim Fashion Brand Awareness and Brand Image on Covid’19 Pandemic

/in /by

Digital marketing has a positive impact on brand awareness and brand image. This can have a good effect on the economy as it can increase brand awareness and brand image of Muslim fashion brands. This good economic effect will translate into improved company performance in covid’19. This study aims to determine the influence of the company’s digital marketing on brand awareness and brand image on covid’19 in Muslim fashion brands. This study uses multiple regression on panel data from a sample of 100 respondents based in Indonesia. The variable of this research is digital marketing in Muslim fashion brands. Other variables are brand awareness and brand image to see what effect digital marketing has on these variables in covid’19. The results of the study resulted in t value > t table and sig < 0.05 from each hypothesis that everything was declared accepted because t value > t table and sig < 0.05. This study shows a significant influence of digital marketing on Muslim fashion brands on brand awareness and brand image during the covid’19 pandemic.

Proposed Customer Acquisition Strategy for Mobile Banking Application

/in /by

Digital technology has produced numerous benefits and simplified workers. Nonetheless, this exponential growth in digital technology has increased competition, significantly impacting the finance industry. This significant development in banking presented a vast opportunity that had to be carefully analysed and managed, resulting in intense competition among digital banking products such as mobile banking services, which have helped macro, micro, and small enterprises in Indonesia gain access to more convenient financial services. A regional bank owned one of Indonesia’s provinces, launched a successful mobile banking app with revolutionary features that made transaction easier. The bank updated their mobile app in 2022 as part of their ongoing implementation change from a focus on products to one on customers. In response to user feedback, the new version enhances consumer experience in terms of UI UX and other factors. However, once a market-leading application ranked among the top 10 digital banking products in Indonesia, the mobile banking is presently experiencing a decline in the number of app activations and is being replaced by competitors. Additionally, the bank has difficulty measuring the mobile banking’s digital marketing campaigns. Beginning with an internal and external analysis, a customer acquisition strategy was proposed for mobile banking services product utilizing the RACE planning framework and a digital marketing implementation strategy.