Abstract:This research is motivated by the phenomenon of suboptimal digital marketing strategies implemented by Murai Coffee Gunungsitoli, which have resulted in decreased visibility and sales. The research objective is to analyze…
e the implemented strategies, identify challenges, and formulate optimal strategies to increase sales. The approach used is qualitative with interview, observation, and documentation techniques, as well as descriptive data analysis. The results show that previous digital marketing strategies have contributed to increased visibility, but have not been managed consistently and creatively. Challenges faced include limited resources, content planning, and audience interaction. Research recommendations include content consistency and innovation, optimization of social media features, and regular evaluation of digital campaigns to encourage buying interest and sustainable sales
Abstract:In recent years, the housing market has faced significant challenges, including fluctuating prices and declining sales. To solve this issue, there was an increasing need for more sophisticated methods to predict housing…
prices accurately. This study aimed to provide real estate marketers with a tool to enhance their pricing tactics and mitigate the decline in home sales by predicting house prices using machine learning techniques. Several parameters were considered in this study, such as location, number of bedrooms, number of bathrooms, land area, building area, and number of carports. Linear regression and neural network methods were used to develop predictive models. The findings showed that the neural network method was more accurate than linear regression, which made it a better tool for real estate pricing strategies, with land area and number of carports being the most influential aspects in house price prediction.
Abstract:This study aims to determine how social media is utilized Facebookas a digital promotional tool at UD. Tahu Murni in Gunungsitoli City, and to identify factors that hinder the effectiveness of such promotions in increasing…
ng sales. The background of this study is the increasingly rapid development of information technology that encourages micro, small, and medium enterprises (MSMEs) to utilize digital media as a more efficient promotional strategy and reach a wider market. The research method used is a qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. The research informants consisted of business owners and several consumers. The data obtained were analyzed using thematic analysis methods. The results of the study indicate that the use of Facebook as a promotional medium by UD. Tahu Murni has not been optimally implemented. The promotional content uploaded is still simple, inconsistent, and has not utilized strategic features such as paid advertising (Facebook Ads), customer interaction, and social media analytics. The main inhibiting factors in optimizing promotions through Facebook are the business owner's limited digital knowledge, limited time, and the lack of a workforce focused on digital marketing. This study recommends that business actors improve their understanding and skills in social media management, utilize digital promotional features optimally, and develop attractive and consistent content strategies to reach more consumers.
Abstract:Multi-sensory brand experience has emerged as a crucial factor in modern marketing, significantly influencing customer satisfaction, brand perception, and loyalty. Despite its increasing importance, research in this area…
remains fragmented, with theoretical integration and empirical validation gaps. This study employs a Systematic Literature Review (SLR) and bibliometric analysis using the Scopus database to map the evolution of research on multi-sensory brand experiences and their impact on customer satisfaction. From an initial dataset of 203 documents, a rigorous selection process resulted in 41 relevant articles for in-depth analysis. Using VOS viewer, the study visualizes research networks, inter-topic relationships, and emerging trends, revealing a 47% increase in publication volume from 2012 to 2024.
Findings indicate that customer satisfaction, consumer behaviour, and sales are dominant themes, with sentiment analysis and digital technology (AI, AR) gaining traction in recent years. However, significant gaps remain, particularly in experimental studies quantifying the long-term impact of multi-sensory experiences on customer loyalty and cross-industry comparisons of multi-sensory branding effectiveness. The novelty of this study lies in its combined bibliometric and systematic approach, which identifies critical research trends, theoretical gaps, and emerging digital strategies in multi-sensory marketing. This study contributes to the academic discourse by comprehensively synthesizing research trends and proposing future research directions in technology-driven branding strategies and consumer engagement.
Abstract:This study aims to map the research landscape on green marketing, brand trust, and purchase decisions using a bibliometric approach and systematic review using the Scopus database. This study identifies research trends,…
scholarly contributions, and gaps in the literature. Using VOSviewer software, this study processed data from 61 articles published between 2019-2024. The analysis results show that most articles with the theme of green marketing brand trust and purchase decision were published in 2023 (14 documents), while the most published journal was the Journal of Retailing and Consumer Services. The most journal affiliations are from Harbin Institute of Technology (3 documents), the most journals published from Indonesia are 18 documents, the most subjects are Business, Management, and Accounting areas with a percentage of 46.2%, keywords related to themes include purchase intention, product quality, consumer behavior, marketing, brand image, sales, green brand trust, e-commerce.
Abstract:The Indonesian coffee industry continues to grow rapidly, increasing competition among businesses. Bahagia Kopi faces challenges in slowing sales growth and stagnant asset expansion, requiring a strategic approach to sustain…
tain long-term growth. This study evaluates Improvement and Scaling as the most suitable growth strategies, using a mixed-method approach that integrates semi-structured interviews and quantitative analysis through the Analytic Hierarchy Process (AHP) and financial assessment. In the short term, operational efficiency and service quality improvements are the main priorities, requiring investment in training and performance-based incentives. In the long term, branch expansion in Bandung is identified as the key growth initiative, with funding as the primary challenge since Bahagia Kopi still depends on internal capital. Financial analysis of 2023 reports shows increased profitability, but a 32% funding shortfall remains for expansion. To address this, Mixed Financing is the most balanced approach, maintaining a healthy solvency ratio while minimizing financial risk. With a cautious yet strategic approach, Bahagia Kopi can achieve sustainable expansion without overleveraging debt, ensuring long-term stability and maintaining business growth
Abstract:This study aims to explore various digital marketing strategies that are right for MSMEs and the role of digital marketing in increasing MSME income. This study is included in the literature review method. The results of…
the study indicate that increasing the use of information technology, namely digital marketing, is one of the efforts to increase MSME income by encouraging the capabilities or resources owned through web- based information systems and e-commerce as marketing media, creating marketing content on social media, using paid advertising to increase exposure , and email marketing as an effective strategy . By using a digital marketing strategy, MSMEs can reach a wider market at a more efficient cost and can increase sales and income for MSMEs.
Abstract:Online marketing is one of the main strategies in increasing business income, including for traditional market traders in South Sulawesi. Although internet penetration in Indonesia, especially in South Sulawesi, continues…
s to grow, many traditional market traders have not utilized digital potential to market their products. This study aims to explore online marketing activities implemented by traditional market traders in Gowa Regency, as well as to analyze their influence on increasing income and the factors that influence their success. Based on literature studies, the use of social media and e-commerce platforms has been shown to increase product visibility and attract more consumers, which in turn can increase sales. However, the adoption of digital technology among traditional market traders is still limited, mainly due to the lack of skills in managing social media accounts and digital platforms. This study uses a qualitative approach with interviews and observation methods of traders in traditional markets in Gowa Regency. The results of the study show that online marketing has a positive influence on increasing trader income, but the level of adoption varies based on factors such as age, education, and business experience. Therefore, digital marketing training and support from the government and trader associations are needed to accelerate the adoption of this technology. This study is expected to provide recommendations for the development of more effective digital marketing strategies for traditional market traders in South Sulawesi, in order to increase competitiveness and strengthen the local economy.
Abstract:This study aims to determine the pattern of marketing channels and analyze the costs, margins profits, and economic efficiency of each pomelo orange marketing channel in Padang Lampe Village, Ma'rang District, Pangkep Regency.…
gency. A sampling of producers was carried out by Simple Random Sampling while marketing institution samples using the tracing method or (snowball sampling) namely by tracing sales and purchases of pomelo oranges from producers to consumers. The results of the study showed that there are two types of marketing channels in Padang Lampe Village, Ma'rang District, Pangkep Regency, namely, channel I: Farmers--------Collectors --------- Inter-Island Traders ----------- Retailers --------------- Consumers. Furthermore, Marketing Channel II is from Farmers ----------- Retailers ----------- Consumers. In Marketing Channel I, the total marketing cost is IDR 25,660,000/7500 pomelo fruits, the total marketing margin is IDR 78,750,000/7500 fruits, and the total marketing profit is IDR 46,790,000. In Marketing Channel II, the total marketing cost is IDR 1,175,000/300 fruits, the marketing margin is IDR 2,250,000 and the total marketing profit is IDR 1,075,000. Marketing Channel II is the most efficient pomelo marketing channel because it has the lowest marketing margin, which is IDR. 2,250,000/300 pieces and has the highest Farmer's Share value, namely 57.14%.
Abstract:In the growing world of e-commerce, product promotion and marketing via digital platforms is becoming increasingly important. One strategy that has become a trend in an effort to increase product sales is collaborating with…
ith influencers in live sessions on the Shopee platform. This research focuses on analyzing consumer decision strategies to make impulse purchases of products in collaboration with influencers on Shopee Live. SEM-PLS method is used to identify and understand the factors that influence consumer impulse purchasing decisions in the context of products collaborating with influencers. By collecting data through questionnaires from 100 active respondents on the Shopee Live Indonesia platform, this research aims to provide in-depth insight into how influencers influence impulse buying decisions and how live streaming interactions can influence consumer behavior. The findings from this research are expected to provide guidance for e-commerce and marketing industry players to improve promotional strategies and maximize sales potential through live-streaming platforms.