Applied Marketing and Sustainability

The Usage of Digital Marketing Channels by Micro, Small, and Medium Enterprises (MSME) in Nganjuk Regency

Tiara Fatihah Ramadhanti, Nur Hendrasto, Afif Zaerofi — Fri, 08 Mar 2024 00:00:00 +0000

This study provides insight into the utilization of digital marketing channels for MSMEs in Nganjuk Regency, Indonesia. Starting from the types of channels usaged, the constraints during utilization and the benefits obtained by MSMEs. This study used a descriptive qualitative and quantitative approach with a case study design on MSMEs in the Nganjuk area. The data from this study were obtained from the results of semi-structured interviews with related parties, 30 respondents of MSME who were registered at the Industry and Trade Office of Nganjuk Regency as Digital Entrepreneur Academy-Digital Talent Scholarship training participants, observations, and analysis of related documents. This study shows that the utilization of digital marketing channels can facilitate MSME in marketing activities: providing information, increasing brand awareness, expanding market share, and increasing sales. The next finding, that MSMEs in the Nganjuk Regency mostly usage social media as one of the channels. Constraints obtained in the utilization of digital marketing channels are due to MSMEs in Nganjuk still not prioritizing the usage of digital marketing channels. The obstacles include understanding MSMEs regarding digital marketing and its channels, resources including capital and human resources that are not yet qualified. Furthermore, researchers through the marketing mix approach – 4P (product, price, place, and promotion) found a digital marketing strategy for MSMEs in Nganjuk Regency.

The Effect of Product Quality and Service Quality of KPR Syariah on Customer Satisfaction

Aida Ainun Azizah, Ibdalsyah, Nurman Hakim — Wed, 11 Dec 2024 00:00:00 +0000

The house not only functions as a place to live or shelter from rain and heat, but also a place to create a safe, peaceful and serene atmosphere and foster affection and a sense of loyalty among its residents. From a good household, good humans are born. The need for a place to live is an urgency that must be immediately fulfilled by every living creature, remembering the importance of a place to live as a place to gather with family. Industry data records the growth of Sharia KPR in a positive trend in line with the recovery from the Covid-19 pandemic and is increasingly becoming people's main choice in buying a house. The aim of the research is to find out whether product quality and service quality influence customer satisfaction with sharia home ownership credit (KPRS) at BTN Syariah KCPS Cibinong. This research uses a quantitative approach with an associative method, the population used by researchers includes 355 Sharia KPR customers at Bank BTN Syariah KCPS Cibinong, the sample obtained was 78 Sharia KPR customers at BTN Syariah KCPS Cibinong. Simple random sampling, data collection technique using observation and distributing questionnaires. From the results of this research, it can be seen that the result of the coefficient of determination test (R2) is R square 0.586 or 58.6%. Which means that the independent variables, namely product quality (X1) and service quality (X2), have an influence on the dependent variable, namely customer satisfaction (Y) for Sharia KPR at BTN Syariah KCPS Cibinong, which is 58.6%. The remaining 41.4% is influenced by other variables apart from the variables in this study.

Research Map on Marketing Law Studies Based on Scopus Database

Dwi Ratna Kartikawati, Mimma Maripatul Uula — Fri, 26 Apr 2024 00:00:00 +0000

This study aims to see the development of research on the topic of "Marketing Law" and research plans that can be carried out based on journals published on the theme. This research uses a qualitative method with a bibliometric analysis approach. The data used is secondary data with the theme "Marketing Law" which comes from the Scopus database with a total of 192 journal articles. Then, the data is processed and analyzed using the VosViewer application with the aim of knowing the bibliometric map of "Marketing Law" research development in the world. The results of the study found that in bibliometric author mapping, the authors who published the most research with the theme "Marketing Law" were Petty R. D; Yahelson Y; Pressey A. D; Renke S.; Steennot R; and Shimpock-Vieweg K. Furthermore, based on bibliometric keyword mapping, there are 3 clusters with the most used words are legislation, product, ambush marketing, strategy, change, and implementation. Then, the research path topics related to marketing law are Future trends in marketing law, Legal implications of brand advertising and EU law and ambush marketing.

The Influence of Shariah Promotion, Ease of Use, and Service Quality on Decisions to use Gopay

Syafira Rahma Riani, Abrista Devi, Tika Kartika — Thu, 30 May 2024 00:00:00 +0000

The development of the internet and cell phones today has had a big impact on the economy and has become an inseparable part of it. Gopay is a part of economic development in Indonesia which has competed for public attention and generates interest in using it. The purpose of this study was to determine the effect of sharia promotions, ease of use, and digital wallet service quality on the decision to use Gopay. Using purposive sampling and the slovin formula, the sample of this study consisted of 100 respondents. The methodology used in this research is multiple regression analysis. The results of this study simultaneously promote sharia, ease of use and quality of service have a significant influence on the decision to use Gopay. Partially sharia promotion and service quality have a significant influence on the decision to use Gopay, while ease of use does not have a significant effect on the decision to use Gopay. For future researchers, it is expected to add variables in order to find out other factors that can influence the decision to use Gopay. Because in this study there were 19.7% other factors that influenced the decision to use this platform.