Siti Rozinah
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Premium Insurance Business Journal Vol. 7 No. 1 (2020): PREMIUM INSURANCE BUSINESS JOURNAL
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat Sekolah Tinggi Manajemen Asuransi Trisakti

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This study examines the impact of experiential marketing and image on word of mouth (WOM). The methode used explanatory survey with random sampling. The respondent in this study were 100 respondent. The data were analyzed using linier regression. The result showed experiential marketing don’t have significant on word of mouth and image variabels has significant on word of mouth. The both of variables have simultan on word of mouth.
Pemanfaatan Digital Marketing Pada Usaha Mikto Kecil dan Menengah (UMKM) di Kota Tangerang Selatan Siti Rozinah; Andri Meiriki
Jurnal Doktor Manajemen (JDM) Vol 3, No 2 (2020): SEPTEMBER 2020
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jdm.v3i2.10573


Micro, Small and Medium Enterprises (UMKM) have an important role in the pace of Indonesia's economy, especially in job creation and household empowerment that supports household income. The existence of UMKM  is expected to be able to spur the economy amid the current economic slowdown. Utilization of the concept of marketing based on digital technology (digital marketing) provides hope for UMKM to develop into a center of economic strength. The development of digital technology enables UMKM to market their products online and conduct transactions through the online banking system as well. This study aims to see whether the implementation of digital marketing can have an influence on the sales volume of UMKM industry results, as well as to find out whether the use of digital marketing has a large influence on the development of UMKM businesses in South Tangerang City. This research was conducted with a qualitative research method to look deeper into the influence of the use of digital marketing in the development of UMKM businesses in the eyes of UMKM managers in South Tangerang City. The results showed that the use of digital marketing can increase UMKM  sales by 30-50 percent, and digital marketing is able to expand their market share and at the same time reduce the promotional costs they incur, as well as being able to shorten the distance of UMKM interaction with their consumers