ANALISIS STRATEGI PROMOSI ONLINE, HARGA ONLINE DAN KUALITAS SDM DALAM MENINGKATKAN PENJUALAN UMKM WITROVE

Vera Maria; Adip Putra Gemilang; Laras Elvira Nurariva

doi:10.53625/jcijurnalcakrawalailmiah.v2i3.4192

Authors

Vera Maria Universitas Sultan Ageng Tirtayasa
Adip Putra Gemilang Universitas Sultan Ageng Tirtayasa
Laras Elvira Nurariva Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.53625/jcijurnalcakrawalailmiah.v2i3.4192

Abstract

Micro, Small and Medium Enterprises (MSMEs) are one of the business units that play an important role in economic growth and development as well as the welfare of the people in Indonesia. Promotion is a way for companies to communicate both business and to many people so that consumers are interested in buying the products offered. The research used is an approach and the data used in this study is primary data, namely data obtained directly from sources. The results obtained from this research are from Witrove's promotional strategy to promote its business with Surabaya Fashion Week (SFW) in collaboration with the local government. Witrove also collaborated with several well-known influencers to promote their products. Then there was a price gap between the Witrove business and its competitors in the marketplace, causing no purchases of Witrove business products. Furthermore, the quality of Witrove's human resources is still less competent in terms of managing social media accounts and in the activeness of its admin marketplace.

References

Aswari, Suswarina Andri. 2017. Pemberdayaan Masyarakat Melalui Kegiatan Kerajinan Tangan Eceng Gondok ‘Iyan Handicraft’ (Studi Di Dusun Kenteng, Gadingsari, Sanden, Bantul, Yogyakarta). Diklus: Jurnal Pendidikan Luar Sekolah. Volume 1 (2): 194-209.

Akim, Neneng Konety, Chandra Purnama, dan Monita Hizma Adilla. 2018. Pemahaman Usaha Mikro, Kecil, dan Menengah (UMKM) di Jatinangor Terhadap Kewajiban Sertifikasi Halal Pada Produk Makanan. Kumawula: Jurnal Pengabdian Kepada Masyarakat. Volume. 1 (1): 31-49.

Brodie, R. J., L. Hollebek, B. Juric, dan A. Ilic. 2011. Customer Engagement: Conceptual Domain, Fundamental Propositions and Implications for Research. Journal of Service Research. Volume 14 (3): 252-271.

Gumilang, Risa Ratna. 2019. Implementasi Digital Marketing Terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition: Jurnal Ilmiah Manajemen. Volume 10 (1): 9-14.

Jaya, Putu Agus Semara. 2015. Pengaruh Biaya Promosi dan Harga Jual Terhadap Volume Penjualan Dupa Pada Putra Mas di Desa Bulian Tahun 2010 ± 2014. Jurnal Jurusan Pendidikan Ekonomi. Volume 5 (1): 1-8.

Kotler, Philip. 1993. Manajemen Pemasaran (Analisis Perencanaan, Implementasi dan Pengendalian). Jakarta: Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia.

Kotler, Philip. 2000. Prinsip-Prinsip Pemasaran Manajemen. Jakarta: Prenhallindo.

Kotler, P. and G. Armstrong. 2012. Principles of Marketing, 14th Edition. London: Pearson Education Limited.

Kustiyah Eny, dan Irawan. 2014. Hubungan Bauran Pemasaran Dengan Volume Penjualan di Pasar Malam Ngarsopura Surakarta. Jurnal Paradigma. Volume 12 (1): 1-11.

Limandono, Johan Ardi, dan Diah Dharmayanti. 2018. Pengaruh Content Marketing dan Event Marketing Terhadap Customer Engagement Dengan Social Media Marketing Sebagai Variabel Moderasi di Pakuwon City. Jurnal Strategi Pemasaran. Volume 5 (1).

Mulyono. 2008. Manajemen Administrasi dan Organisasi Pendidikan. Yogyakarta: Ar-Ruzz Media.

Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311.

Pradiani, Theresia. 2017. Pengaruh Sistem Pemasaran Digital Marketing Terhadap Peningkatan Volume Penjualan Hasil Industri Rumahan. JIBEKA. Volume 11 (2): 46-53.

Prihantoro, Agung. 2012. Peningkatan Kinerja Sumber Daya Manusia Melalui Motivasi, Disiplin, Lingkungan Kerja, dan Komitmen (Studi Kasus Madrasah di Lingkungan Yayasan Salafiyah, Kajen, Margoyoso, Pati). VALUE ADDED. Volume 8 (2): 78-98.

Santini, Fernando de Oliviera, Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., Babin, B. J. 2020. Customer Engagement in Social Media : A Framework and Meta-Analysis. Journal of the Academy of Marketing Science. Volume 48: 1211-1228.

Secapramana, Verina. H. 2000. Model Dalam Strategi Penetapan Harga. Unitas. Universitas Surabaya.

Saragih, Henri. Analisis Strategi Penetapan Harga dan Pengaruhnya Terhadap Volume Penjualan Pada PT. Nutricia Indonesia Sejahtera Medan. Jurnal Ilmiah Methonomi. Volume 1 (2): 46-54.

Sugiyono. 2007. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.

Suharno, dan Y. Sutarso. 2010. Marketing in Practice. Yogyakarta: Graha Ilmu.

Syamsurizal. 2016. Peranan Manajemen Sumber Daya Manusia Dalam Organisasi. Jurnal Warta. Vol. 49.

Irhamsyah, F. 2019. Sustainable Development Goals (SDGs) dan Dampaknya Bagi Ketahanan Nasional. Jurnal Kajian Lemhannas RI. Vol 7 (2): 45-54.

Istiantara, D. T. 2019. Pengembangan Manajemen Sumber Daya Manusia Berbasis Kompetensi Guna Meningkatkan Kinerja Pegawai Dan Dosen Polikteknik Perkeretaapian Indonesia. Jurnal Perkeretaapian Indonesia. Vol 3 (2): 94-96.

Tjiptono, Fandy. 2008. Strategi Pemasaran. Yogyakarta: CV. Andi Offset.