Articles

The Influence of Electronic Service Quality, Sales Promotion, and Product Variation on Purchase Decisions and Satisfaction: a Study on BUKALAPAK

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Bukalapak, as one of the most popular online shopping applications in Indonesia, faces challenges in satisfying its customers. Despite offering a variety of products and services, there are significant complaints regarding the quality of service and the conducted promotions. This research aims to evaluate how product variation, sales promotions, and electronic service quality at Bukalapak influence purchase decisions and customer satisfaction, as well as the extent to which each of these factors impacts the decisions and satisfaction of Bukalapak’s customers. The study employs a quantitative method, collecting data through a survey distributed via Google Form, and selecting samples using non-probability sampling with purposive sampling technique. Respondents included those who have shopped at Bukalapak while residing in Indonesia, including millennials, Generation X, and Generation Z. For data analysis, the research utilizes the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with the assistance of SmartPLS software. The results of this research indicate that respondents rate the electronic service quality, sales promotions, and product variation offered by Bukalapak, as well as the purchase decisions and customer satisfaction at Bukalapak, as Very Good. Electronic service quality, sales promotions, and product variation have a positive and significant impact on both purchase decisions and satisfaction.

Measurement Tool for The Influence of Sales Promotion, Utilitarian Motive, Self Esteem Motive, and Hedonic Motive on Purchase Decision with Impulse Buying and Behavior Intention as Variable Intervening in E-commerce XYZ

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One proof of the ease of technology is the emergence of e-commerce. E-commerce is a medium that allows sellers and buyers to meet face-to-face. This research aims to provide a measurement tool to analyze the influence of sales promotion, utilitarian motive, self-esteem, and hedonic motive on purchasing decisions with impulse buying and behavioral intention as intervening variables. This research surveyed with the participation of 30 respondents who had purchased products through XYZ e-commerce Therefore, this measuring instrument meets the requirements and is acceptable for further research.

The Influence of Store Atmosphere and Sales Promotion on Customer Satisfaction and its Impact on Customer Loyalty Coffee Shop Kopilogi

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This study aims to determine the effect of store atmosphere and sales promotion on customer satisfaction and its impact on customer loyalty of the Kopilogi coffee shop. The survey was conducted on consumers of the Coffee Shop Kopilogi Garut, the research method used was descriptive and verification method with a total sample of 94 respondents, the data analysis used was path analysis. The results of the study show that in structure I there is an influence of store atmosphere and sales promotion on customer satisfaction by 52.7%. In structure II there is an influence of store atmosphere and sales promotion on loyalty through customer satisfaction of 76.0%.

The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee

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The marked phenomenon of the fashion industry causes a person to experience behavior by unconsciously buying something without thinking Long or often called impulse buying driven by positive emotions and motivations. In addition to this e-commerce shopee popular today often attempt to make consumer impuls buy behavior based on hedonic shopping motivation, fashion involvement, and sales promotion The objectives of this research are analyze the influence of hedonic Shopping motivation, influence fashion involving, and sales promotion on impuls buying on shopee e- commerce.  This research employs a quantitative approach to examine the population of postgraduate and bachelor’s students at FEB University of Muhammadiyah Surakarta. Utilizing a purposive sampling technique, this study engaged 100 respondents meeting specific predetermined criteria. The primary data for this research were gathered through questionnaire-based data collection techniques. Smart PLS was utilized as the primary data analysis tool. The results of the analysis of research data show that: hedonic shopping motivation has a positive and significant influence on impulsive buying; fashion involvement has a positive and significant influence on impulsive buying; And sales promotion has a positive and significant impact on impulsive buying.

Proposed Marketing Strategies for Increase Sales by Increasing Purchase Intention for Vokraf Classes

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Industry 4.0 may result in the loss of 35% of jobs over the next five years due to the greater utilisation of digitization, as stated by Monovatra Predy Rezky (2019). It is possible that this number will approach 75% within the next ten years. The replacement of human labour by automated technologies and ever-more complicated algorithms is happening at an alarming rate. Because of this, the production process will become more efficient, and there will be a lower need for people in the distribution phase. The transition of industries requires the teaching and retraining of human resources in order to be successful. The technologies of Industry 4.0 require a specific set of skills and areas of knowledge from its users. Vokraf solves these issues by offering lessons in creative sectors to solve individual issues, give possibilities for potential students, and improve online education systems. The purchase intention of Vokraf has been hampered by poor marketing and promotional efforts. It’s possible that the platform is not reaching its intended audience, which may discourage course enrollment. The objective of this research is to determine the factors that influence purchase intent for this company and to recommend marketing strategies that will increase sales of Vokraf class. This study will include both quantitative and qualitative research techniques. As part of the quantitative techniques, a questionnaire will be sent to the respondent who could end up being a customer, the results of this survey questionnaire as supporting data for the author for the study, which was preceded by literature data and internal and external analysis. The result of this research Vokraf purchasing intention factors. Brand Awareness, Advertising, and Sales Promotion strongly affect purchasing intention. Vokraf’s online educational platform must leverage its knowledge to deliver courses that satisfy its target audience’s demands and interests for brand promotion. Vokraf’s online educational platform must meet its target audience’s needs for brand promotion. Vokraf may adjust its social media strategy to its brand, market, and advertising goals. Showcase Vokraf’s engaging personalised lessons. Vokraf may offer many payment and pricing tiers for different consumer groups and budgets to lessen customer financial strain for sales promotion. Vokraf sells personalised education via social media. Cost and payment options allow Vokraf to enrol more students. As internet infrastructure improved, Vokraf increased their online advertising reach. Affordability may diminish market competition. Specialists and customised training help Vokraf compete with other platform.

Analyzing Factors Influencing Purchase Intention for Residential Property Developer on Bandung Barat Regency : A Study on Advertisement, Sales Promotion, Online and Social Media Marketing, and Product Attributes

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MSMEs is the most important pillar to the Indonesia economy because the contribution of this segment is 60,5% to the GDP of Indonesia. Also contribute 96,9% of total national absorption employment. One of the MSME sectors is residential construction. In 2020, the backlog of Indonesia is 12,75 million which means there are 12,75 million families that did not own the house so the demand for residential property is high. There are many residential property companies that serve the low income segment. One of them is  a residential property developer that the author does research for and is one of the residential property companies that is now experiencing decline in sales. They sell the house in the low income segment in Bandung Barat regency in Indonesia.  So when a pandemic hits, the buying power of this segment is getting lower. They focus on buying the essential daily needs such as food and drink, the plan for buying a house will be postponed until their economy gets better. To this scenario, the company must change the segment market to target new potential customers or adjust the product to still be affordable to this segment.  Based on preliminary research, the author found that there is a shift on choosing the channel for seeking a house from offline to online. The purpose of this study is to identify the factors that influence residential property company house sales and to increase sales of house products. This study uses qualitative and quantitative methods. The qualitative method utilised in preliminary research  by interviewing business owner and employee of the company. The quantitative method utilised by questionnaires that are distributed to potential customers. The sample of this research consists of 200 respondents taken by non-probability sampling. The questionnaire will use a likert scale with 5 levels, representing an interval scale. The data analysis methods used are validity test, reliability test, and hypothesis testing using SPSS. Based on the research result, advertising, sales promotion, online and social media marketing, and product attributes have a significant influence on purchase intention.

Proposed Marketing Strategy to Increase Brand Awareness of Inagri

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The technological developments, population growth and the food needs of the Indonesian people in consuming food. Online grocery stores are growing to meet people’s needs in the digital era. That is what makes INAGRI as an online grocery sales company continue to innovate in agriculture. Starting to change online shopping behavior can be a huge potential market, but INAGRI faces many people who don’t know the INAGRI brand as an online grocery store company, so INAGRI’s sales have not reached the target. Therefore, what factors influence someone to know brand awareness really needs to be known. To create a successful marketing strategy, companies must analyze business problems with internal and external environmental analysis. External environment analysis consisting of; PESTEL (Politics, Economics, Social and Technology, Environment, Law), Porter 5 strengths, competitor analysis and consumer analysis using questionnaires and internal focus analysis on the marketing mix known as the 4P marketing mix and STP (Segmenting, Targeting and Positioning). The root cause of the problem says that brand awareness is not high enough, so purchase intention is also not high enough. This research is a quantitative study using Partial Least Square-Structural Equation Model (PLS-SEM) data analysis with the help of Smart PLS 4.0 software. Primary data was obtained from distributing questionnaires to 220 respondents. The results of data processing show that the variables Sales promotion, advertising, brand interactivity have a positive effect on brand awareness. Only content quality has no effect, then brand awareness also has a positive effect on purchase intention. Recommended marketing strategy recommendations are Providing product promotions with brand interactivity and creative advertising, collaborating with influencers, optimizing and making Video TikTok and Instagram sales marketing through social media, participating in marketing events to increase brand awareness and improve the quality of human resources by attending training digital marketing for INAGRI employees.

Proposed Marketing Strategies for CV. Ganesha Sora to Increase Brand Awareness and Sales

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MSMEs are the most important pillars of the Indonesian economy, contributing for 61.07% of GDP or $8,573.89 trillion rupiah. The MSME in the food processing industry is one of the most developed MSMEs. The presence of dairy products produced by these MSMEs benefits the food processing industry. The demand for dairy products in Indonesia has surged by more than 10% each year over the last ten years. Ganesha Sora is one of the MSMEs engaged in the production of dairy products that according to the company’s data is now facing a decrease in sales. Meanwhile, based on preliminary research and problem exploration undertaken by the author reveal that Ganesha Sora continues to have low brand awareness. The purpose of this research is to increase Ganesha Sora brand awareness, identify major product attributes that influence customer purchase intentions, and to design suitable marketing strategies to increase the chances of sales. This study will include both quantitative and qualitative methods. For consumer analysis and hypothesis testing, the quantitative method is used. Data is gathered by distributing questionnaires to respondents who buy mozzarella cheese products in stores and online marketplaces. The output is then processed by SMART PLS. The qualitative method is utilized in preliminary research by interviewing 10 respondents and the business owner. According to the findings of this research, businesses can boost brand awareness by engaging in marketing activities such as sales promotion and advertising, which also have a beneficial impact on purchase intention. The following finding is about important product attributes that influence customer purchase intention, which include convenience, taste, and availability. From those findings, the author makes several recommendations based on internal and external analysis, along with a SWOT and TOWS analysis for Ganesha Sora to increase sales by entering and selling products to tourist attractions, offering testers or price discounts, and providing buy one get one e-vouchers on monthly occasions such as 11.11, 12.12, and so on. Ganesha Sora can conduct advertising activities such as creating an advertising video that highlights the product qualities and campaigns #BanggaDairyBuatanIndonesia to raise awareness. Ganesha Sora can launch a new product in a lighter weight variation and rent cold storage space in numerous potential places to deliver the attributes that consumers value.

The Implementation of Omnichannel Marketing to Improve Customer Engagement and Customer Retention in English Courses

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English is one of the most spoken languages in the world, and understanding the language opens a gateway to connecting with other cultures and unlocking a vast source of information from around the world. In Indonesia, one of the oldest and most prominent English course institutions known as LIA is recently struggling to retain a stable amount of students. Based on data provided by the institution, one of its branches experienced a decline from 1200 students to just 300.

The purpose of this research is to study the impact of customer experience and omnichannel marketing on customer switching behavior. This research utilizes a quantitative approach and purposive sampling of 234 respondents from active LIA students in Greater Jakarta, including its neighboring cities such as Bekasi, Tangerang, and Depok. The hypothesis was tested using multiple linear regression. The result of this study indicates that customer expectation and omnichannel marketing have a significant and positive impact on the switching behavior of LIA students. Findings from this study were useful for future research regarding these fields of study and the topics while also providing practical implementation of omnichannel marketing in the forms of social media advertising, search engine optimization, sales promotion, and conventional word-of-mouth marketing to attract potential customers and mitigate the switching behavior.

Proposed Integrated Marketing Communication Strategy at Serayu Kopi Medan

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Serayu Kopi is a food and beverage business that sells food and beverages, especially those made from coffee. Serayu Kopi was founded in 2017 with a vision to become a cafe that serves high quality food and drinks from local ingredients. Currently, Serayu Kopi has 18 employees to support its operational activities. Currently, Serayu Kopi is facing a problem where there is a very significant decline in sales from 2020. This is because the promotional mix has not been maximized to achieve sales targets. The author conducts internal and external analysis to reach the root cause of the Serayu Kopi problem. The internal analysis carried out is the current marketing strategy and the resource and capability framework. From the results of the internal analysis, it was found that the promotional mix carried out by Serayu was not optimal to achieve its target. The author conducted an external analysis consisting of PESTLE, Competitor analysis, and consumer analysis. From the results of the competitor analysis, it was found that competitors did a better promotional mix than Serayu. From the results of consumer analysis, researchers used the SEM PLS application in processing questionnaires and it was found that the target market of Serayu only chose 3 variables from Integrated Marketing Communications that were suitable for visit Intentions, namely: Advertising, Sales Promotion, and Personal Selling. These 3 variables are considered by consumers to be the main key in increasing Visit Intention. The results of the study reveal that the root cause of the decline in sales at Serayu Kopi is the gap between integrated marketing communications that are being carried out with expectations from consumers and promotions carried out by competitors. Therefore, the author gives two suggestions, namely improvements to integrated marketing communications that focus on 3 variables that are significantly related to visit intention, namely: Advertising, Sales Promotion and Personal Selling; and reducing the cost of production in order to maximize the profits found in running sales promotions.