Perkembangan Konsep Pemasaran: Implementasi dan Implikasinya

Writing paper is conducted to reveal the development of the marketing concept, implementation and implications. The explanation begins with a description of the scope of marketing, a second discussion about the marketing concept and its development, followed by a discussion of the implementation of the marketing concept and concludes with managerial implications. The development of the original understanding of marketing is more focused issue of physical distribution business enterprise then develop to the transaction which although not involve spending money and marketing activities can be carried out by institutions outside the business. As a consequence of the expansion of the notion of marketing, the scope of marketing is also increasingly widespread. This process continues so that raises more and more marketing phenomenon. Phenomena are analyzed and presented by marketing experts, is then used as a reference in understanding the implementation of the marketing concept between the years 1960-1980’s. Changes have occurred with the theory of alternative marketing concept proposed by Fullerton (1988) and Houston (1986). In terms of the marketing concept, which originally seated over the company as the first and last of a series of business activities, changed completely to the consumer as the beginning and end of the company’s activities. The development of the role of marketing revealed by Webster (1992) provides the latest alternative marketing concept that acts as an organizational network. Logical consequence all company activities should be directed to the consumer, given the conditions of competition has increased, but in doing its work, the company should be prosecuted execute better than its competitors in order eventually to provide customer satisfaction and this is the purpose of the company

Kontribusi Ilmu Manajemen dalam Pengembangan Customer Relationship Management (CRM)

Often found, that not all companies or businesses offering a product that they sell to realize the importance of a service to consumers. This could happen due to the many aspects of customer satisfaction, or products sold is a superior product or a great demand by consumers, so companies do not have anxiety or fear of abandonment by consumers. This paper attempts to reveal how management science has contributed to the marketing management in this system of CRM (Customer Relationship Management), which can be used by businesses to determine how these measures or ways to serve consumers, so that consumers feel satisfied, even become loyal customers and this will positively impact the company’s survival. CRM (Customer Relationship Management) which is a customer relationship management company is required to conduct a business or a strategy to serve customers well. CRM role here is not limited to customer satisfaction, but even further customers can continue to purchase products and or services that companies offer, so that with the implementation of CRM, the company can serve customers well and maintain customer loyalty. With the CRM is an evidence that the effect of the development of management science now filed under social sciences is very strong, which was initially characterized by the approach of a strong math and engineering. Until now, the influence of the more powerful approach, although the contribution of other social sciences also increasing. The condition makes multisources management as a hybrid science becomes stronger and attracts many people to learn and even more so of great benefit. The tendency of the environment to be hyper-competitive economy, the role of science greater getting out of a variety of problems or crises

E-WOM, SERVICE FEATURES, DAN FREE DELIVERY: SEBERAPA KUATKAH DALAM MEMPENGARUHI BUYING DECISION

The study assessed the impact of electronic word-of-mouth (E-WOM), service characteristics, and free delivery on consumer purchasing decisions. The focus group consisted of Shopee users living in Yogyakarta Special District, with a total of 112 people selected through intentional sampling. The data was collected using a digital survey completed by participants through Google Forms and then analyzed using the Statistical Program for Social Science (SPSS) version 25. Analytical evaluation is carried out through double linear regression. This study uses a quantitative method that examines a particular population or sample in the analysis of statistical data with the aim of testing a given hypothesis. In this study there are results that imply that electronic word-of-mouth (E-WOM), Service Features, and Free Delivery are some of the marketing techniques that are quite important in influencing consumers to make purchasing decisions.   &nbsp

MEMBANGUN KEPUASAN UNTUK MENINGKATKAN LOYALITAS PADA FACEBOOK MARKETPLACE (STUDI KASUS KONSUMEN FACEBOOK MARKETPLACE DI UNIVERSITAS SARJANAWIYATA TAMANSISWA KAMPUS 2)

This study aims to test the Hedonic Shopping Value and Ultitarian Shopping Value Against E-loyalty through E-satisfaction. This research was conducted on 80 respondents at Sarjanawiyata Tamansiwa Yogyakarta University Students with respondents using or buying Facebook Marketplace products. The results of this study indicate: 1) Hedonic Shoppping Value has a significant positive effect on E-satisfaction, 2) Ultitarian Shoppping Value has a significant positive effect on E-satisfaction, 3) E-satisfaction has a significant positive effect on E-loyalty, 4) Hedonic Shopping Value has no effect significant positive on E-loyaty, 5) Ultitarian Shopping Value has no significant positive effect on E-loyalty.Penelitian ini bertujuan untuk menguji Nilai Belanja Hedonik dan Nilai Belanja Ultitarian Terhadap E-loyalty melalui E-satisfaction. Penelitian ini dilakukan pada 80 responden Mahasiswa Universitas Sarjanawiyata Tamansiwa  Yogyakarta dengan responden yang menggunakan atau membeli produk Facebook Marketplace. Hasil penelitian ini menunjukkan: 1) Hedonic Shoppping Value berpengaruh positif signifikan terhadap E-satisfaction, 2) Ultitarian Shoppping Value berpengaruh positif signifikan terhadap E-satisfaction, 3) E-satisfaction berpengaruh positif signifikan terhadap E- loyalitas, 4) Nilai Belanja Hedonis tidak berpengaruh positif signifikan terhadap E-loyaty, 5) Nilai Belanja Ultitarian tidak berpengaruh positif signifikan terhadap E-loyalitas

Pengaruh brand image, brand trust dan brand ambassador terhadap keputusan pembelian produk smartphone

Penelitian ini bertujuan untuk menguji apakah Brand Image, Brand Trust dan Brand Ambassador memiliki pengaruh terhadap Keputusan Pembelian produk smartphone Samsung.Penelitian ini mengambil sampel dari pengguna smartphone Samsung mid-end. Metode yang digunakan dalam penentuan sampel adalah nonprobability sampling dengan menggunakan metode purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner yang dibagikan secara online melalui google form. Jumlah data responden yang diolah sebanyak 120 orang yang didapatkan berdasarkan ketentuan rumus Hair yaitu indikator dikali 9. Data penelitian ini dianalisis menggunakan analisis linear berganda dan pengolahan ini dilakukan dengan menggunakan SPSS versi 20. Hasil penelitian ini menunjuk bahwa variabel Brand Image (X1), variabel Brand Trust (X2) dan variabel Brand Ambassador (X3) berpengaruh secara simultan dan parsial terhadap variabel Keputusan Pembelian (Y)

KEPUTUSAN PEMBELIAN BERBASIS BRAND IMAGE DAN KUALITAS PELAYANAN DITINJAU DARI PERSPEKTIF DESAIN

This study aims to: 1) Determine the influence of brand image and service quality on purchasing decisions 2) Knowing the interaction effect of the design to the purchasing decision. This research was conducted at the Art Shop Borobudur Silver in Magelang, populations are consumers who buy at Borobudur Silver Art Shop Magelang, sampling used purposive sampling technique. The analytical tool used Patial Least Square (PLS), the SEM-based variance, with software SmartPLS 3.0. The results showed that: 1) Brand Image (X1) positive and significant impact on the purchase decision (Y) in the Art Shop Borobudur Silver Magelang proved the value P.Sig (0.000). 2) Quality of Service (X2) positive and significant impact on the Purchase decision (Y) in the Art Shop Magelang Borobudur Silver proved the value P.Sig (0000) .3) Brand Image (X1) and Quality of Service (X2) positive and significant impact on the purchase decision (Y) in the Art Shop Borobudur Silver Magelang proved the value P.Sig (0000). 4) Design (Z) does not moderate the effect of Brand Image (X1) of the Purchase Decision (Y) at the Art Shop Borobudur Silver, Magelang. This can be seen from P Values 0834 (> 0.05) and the coefficient parameters -0016 (Tstatistik0.194 <Ttabel 1661).Keywords: brand image, quality of service, design, purchasing decision

PENGARUH E-SERVICE QUALITY, CUSTOMER VALUE, DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY PADA PENGGUNA MARKETPLACE SHOPEE

Penelitian ini bertujuan untuk menguji apakah E-Service Quality, Customer Value, dan Brand Image memiliki pengaruh terhadap Customer Loyalty pada pengguna marketplace Shopee di Kabupaten Gunungkidul. Penelitian ini mengambil sampel dari pengguna pengguna marketplace Shopee, berusia 18 hingga 40 tahun, berjenis kelamin laki-laki dan Perempuan, serta berdomisili di Gunungkidul. Metode yang digunakan menggunakan Teknik non probability sampling dengan metode purposive sampling. Pengumpulan data dilakukan dengan membagikan kuisioner yang dibagikan melalui online dengan menggunakan google form. Jumlah data responden yang diolah sebanyak 162 responden yang didapatkan pada rumus Hair yaitu jumlah indikator dikali 7. Data penelitian ini dianalisis menggunakan analisis linier berganda dan pengolahan ini dilakukan dengan menggunakan SPSS versi 26. Hasil penelitian ini menunjukkan bahwa variabel E-Service Quality (X1), Customer Value (X2), dan Brand Image (X3) berpengaruh secara parsial dan simultan terhadap variabel Customer Loyalty (Y)