Effect of E-Marketing Mix Based on E-Marketplace on Marketing Performance of Food Msmes

Fachriyan, Hilmi Arija; Jamhari, J; Irham, Ir.; Waluyati, Lestari Rahayu

doi:10.18551/rjoas.2021-08.18

Cited by 3 publications

(4 citation statements)

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“…According to earlier research, an EMMS can increase organizational effectiveness. Effective product development strategies, such as those described in (Khalayleh & Al-Hawary, 2022;Al-Sukar & Alabboodi, 2020;Arija et al, 2021;Al-Qarni, 2013;Akroush et al, 2009), can lead to an increase in the number of online product offerings and an improvement in product quality, both of which can have a positive impact on business performance and customer satisfaction. Discounts and other price strategies may raise sales and draw in consumers, improving financial performance and market share.…”

Section: Literature Reviewmentioning

confidence: 99%

The Influence of E-Marketing Mix Strategy on Organizational Performance: An Empirical Analysis of Jordanian Smes

Alqudah

2023

J. Professional Business Review

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Purpose: The purpose of this empirical research article is to investigate the association between e-marketing mix strategy (EMMS) and organizational performance (OP) in Jordanian SMEs. Theoretical framework: The study used a quantitative research methodology to explore the impact of EMMS factors on OP indicators, such as product development, pricing strategies, promotional activities, and online distribution channels. Design/methodology/approach: The study's data is gathered using a survey questionnaire issued to 250 Jordanian SMEs. The dependent variables include OP indicators such as financial performance, customer happiness, market share, and innovation, whereas the independent variables are EMMS factors. Control factors including business size, firm age, and industry type are also taken into account. To evaluate the hypothesized correlations, the obtained data is analyzed using the PLS-SEM (PLS 4.0) technique. Findings: The results of this study show that in the Jordanian context, all e-marketing techniques, including product development, price strategies, promotional activities, and online distribution channels, have a significant positive impact on OP metrics Research implications: The findings of this study demonstrate the value of e-marketing and the necessity of sound e-marketing tactics for fostering the expansion and competitiveness of SMEs in the digital era. Practical and social implications: The study underscores the significance of implementing e-marketing strategies for SMEs in Jordan, as they contribute to enhancing OP. Policymakers can utilize these findings to develop supportive measures for SMEs, while practitioners can gain insights into the value of e-marketing strategies in achieving growth and competitiveness. Originality/value: This study adds to the current literature by investigating the association between EMMS and OP in Jordanian SMEs. The study adds to the field's knowledge base by providing empirical evidence and insights on the impact of various e-marketing methods on OP measures.

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Section: Literature Reviewmentioning

confidence: 99%

The Influence of E-Marketing Mix Strategy on Organizational Performance: An Empirical Analysis of Jordanian Smes

Alqudah

2023

J. Professional Business Review

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“…According to the findings of (Fachriyan et al, 2022) article, the combination of six e-marketing mix elements (such as pricing and process) did not boost the competitive positioning advantage. Meanwhile, other e-marketing mix variables (i.e., product, place, promotion, and people) boosted competitive positioning advantage positively and significantly.…”

Section: Marketing MIXmentioning

confidence: 95%

“…Place: The place requires personalization in online marketing, including the search process conducted by customers, which must be successful and efficient, as well as a simple and consistent contact process, in order to boost customer satisfaction and encourage repeat visits (Baker et al, 2001;Fachriyan et al, 2022). Internet-based distribution is seen highly successful in light of the benefits received (Peattie & Peters, 1997).…”

Section: Marketing MIXmentioning

confidence: 99%

Digital Marketing Strategy Wedding Planning Tools in Indonesia

Rahmah,

Setiawan

2023

arbitrase

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This article will give the analysis necessary to build a future digital marketing plan for Jangji, whose primary purpose is to acquire new customers on the Indonesian market. Jangji is one of the many small and medium-sized enterprises in Indonesia that is still seeking to establish a successful digital marketing strategy. The following analyses will be examined in depth. First, both external and internal research is conducted to determine the company's current market position. Second, conduct empirical research to determine the most crucial factors for wedding planners and businesses. Eleven Indonesian users of wedding planning tools receive a Google form-based semi-structured interview as part of a qualitative study methodology. This information will assist in analyzing and determining the optimal digital marketing strategy decisions. In addition, wedding planners and businesses in Indonesia that specialize in the wedding industry will be able to expand their customer base and brand recognition with the help of these findings.

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“…The digitalization training provided is in the form of assistance in operating digital devices as the main step for implementing digital marketing on private marketplace platforms such as Tokopedia, Shopee, and other social media. Digital marketing training is really needed because the marketplace can provide efficiencies in the business industry ISSN : 2620-8091 print | 2620-3812 online (Fachriyan et al, 2021). Digital marketing training provided as a follow-up to the marketing ambassador innovation formed by the Kulonporogo Cooperative and UKM Service since 2020.…”

Section: Value Deliverymentioning

confidence: 99%

Agile Governance in Optimizing Digital Literacy for Micro, Small and Medium Enterprises (MSMe) in Kulon Progo Regency

Atmojo,

Darumurti,

Hanif

2024

LOGOS

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The COVID-19 pandemic has had an impact on all sectors, especially the economy in Indonesia and the regions, one of which includes Micro, Small and Medium Enterprises (MSMEs). Data from the DIY Cooperatives and UMKM Service shows that 59% of MSMEs have experienced the direct impact of the COVID-19 pandemic, on the other hand MSMEs have a very strategic role in improving the Indonesian economy. Kulon Progo Regency is one of the districts that has a solution to overcome the problem of marketing MSME products, one of which is belabeliku.com. Having this solution does not mean there are no problems, because there are many MSMEs in Kulon Progo Regency who do not understand digital literacy well. The method used in this study is a qualitative method, one of the techniques is interviews and documentation, besides that this research also utilizes the artificial intelligent Nvivo 12 plus as an analytical tool. Based on the results of the research, it can be concluded that the government has made a special policy by providing training for MSME actors, collaborating with the Yogyakarta Regional Development Bank (BPD) in providing electronic payment services, and creating a marketplace platform. With the policies that have been made, it will be very helpful for MSME actors, especially the platform creation policy in marketing MSME products. However, the platform created is not adequate and optimal, besides that the platform created is still unable to compete with other marketplace applications.

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Effect of E-Marketing Mix Based on E-Marketplace on Marketing Performance of Food Msmes

Cited by 3 publications

References 0 publications

The Influence of E-Marketing Mix Strategy on Organizational Performance: An Empirical Analysis of Jordanian Smes

The Influence of E-Marketing Mix Strategy on Organizational Performance: An Empirical Analysis of Jordanian Smes

Digital Marketing Strategy Wedding Planning Tools in Indonesia

Agile Governance in Optimizing Digital Literacy for Micro, Small and Medium Enterprises (MSMe) in Kulon Progo Regency

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