DIGITAL MARKETING STRATEGY TO INCREASE SALES TURNOVER DURING THE COVID-19 PANDEMIC
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Published
Sep 26, 2022
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Abstract
Digital Marketing is a marketing strategy used by sellers by utilizing online media with the aim of being able to reach a wider market and can be accessed anywhere and anytime by sellers and buyers. Provisions during the COVID-19 pandemic, including restrictions on community activities, followed by a stay-at-home policy. Digital marketing is the right strategy to deliver and pick up the ball in making sales transactions. This study aims to analyze the application of digital marketing strategies and analyze the role of digital marketing strategies in increasing sales during the COVID-19 pandemic in MSMEs. The approach used in this study is a descriptive qualitative approach. The results of this study indicate that the digital marketing strategy used in the form of Instagram, Facebook, Youtube and E-Comerce Digital marketing is not only for promotion but also for sales and to increase consumer loyalty. The use of digital marketing has proven to have increased sales turnover during the pandemic.
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FATMAWATIE, Naning.
DIGITAL MARKETING STRATEGY TO INCREASE SALES TURNOVER DURING THE COVID-19 PANDEMIC.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 8, n. 1, p. 277-282, sep. 2022.
ISSN 2541-3333.
Available at: <http://conferences.uin-malang.ac.id/index.php/iconies/article/view/1551>. Date accessed: 24 apr. 2024.
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References
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Mudambi, S. M., & Schuff, D. (2010). What makes a helpful review? A study of customer reviews on Amazon. com. MIS quarterly, 34(1), 185-200. Setiadi, Nugroho J, 2003, Perilaku Konsumen, Jakarta, Kencana.
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Chaffey, D., & Smith, P. R. (2013). Emarketing Exellence. Planning and optimizing your digital marketing. Abingdon: Routledge.
Chiang dan Dolakia. (2003), “Factors Driving Consumer Intention To Shop Online: An Empirical Investigation,” Journal of Consumer Psychology, Vol. 13, No. 1-2, pp. 177-18.
Dellarocas, C., 2003. The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms. Management Science, 49(10), pp.14071424.Availableat:http://ssrn.com/abstract=393042\nhttp://pubsonlin. e.informs.org/doi/abs/10.1287/mnsc.49.101407.17308.
Engler, T.H., Winter, P. & Schulz, M., 2015. Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services,27,pp.113120.Availableat:http://dx.doi.org/10.1016/j.jretconser.20 15.07.010.
Evans, Dave and jake Mckee, 2010, Sosial Media Marketing, Indianapolis, Wiley Publising, Inc.
Filieri, R., 2014. What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), pp.12611270.
Filieri, R., 2015. What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), pp.12611270.
Filieri, R., 2016, What makes an online consumer review trustworthy? Annals of Tourism Research, 58, pp.46–64. Available at: http://dx.doi.org/10.1016/j.annals.2015.12.019.
Guo, G. et al., 2014. Leveraging prior ratings for recommender systems in e-commerce. Electronic Commerce Research and Applications, 13(6),pp.440–455. Available at:http://dx.doi.org/10.1016/j.elerap.2014.10.003.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Exploratoryfactor analysis. Multivariate data analysis, 7th Pearson new international ed.Harlow: Pearson.
Hermawan, Agus. 2012. Komunikasi Pemasaran. Jakarta: Erlangga. Hennig-Thurau, T. et al., 2004. Electronic word-of-mouth via consumer-opinionplatforms: What motivates consumers to articulate themselves on theInternet? Journal of Interactive Marketing,18(1), pp.38–52.
Hu, N., Pavlou, P. A., & Zhang, J. (2006). Can online reviews reveal a product’strue quality?: Empirical findings and analytical modeling of online word-of-mouth communication. In J. Feigenbaum, J. Chuang, & D.M. Pennock(Eds.), Proceedings of the 7th ACM conference on electronic commerce(pp. 324–330). ACM.
Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web:An empirical examination of consumer behavior for search and experiencegoods. Journal of Marketing, 73, 55–69.
Islam, M. et al., 2014. Customer Perceptions in Buying Decision TowardsBranded Bangladeshi Local Apparel Products. European Scientific Journal,10(7), pp.482–497.
Jansen, B.J. (2009). “Twitter Power: Tweets As Electronic Word Of Mouth,”Journal Of The American Society For Information Science And Technology,20.
Jeoung, E. (2011). “Restaurant Experiences Triggering Positive Electronic Word Of Mouth Motivations,” Journal Of The American Society For Information Science And Technology.
Kannaiah, R.S.D., 2015. Consumers ’ Perception on Online Shopping. Journal of Marketing and Consumer Research, 13(2), pp.14–21. Available at: http://researchonline.jcu.edu.au/39753/1/Dr.Desti Consumers perception on Online Shopping.pdf.
Khaniwale, M., 2015. Consumer Buying Behavior. International Journal of Innovation and Scientific Research, 14(2), pp.278–286. Available at: http://www.ijisr.issr-journals.org/abstract.php?article=IJISR-14-129-
Lackermair, G., Kailer, D. & Kanmaz, K., 2013. Importance of Online Product Reviews from a Consumer ’ s Perspective. , 1(1), pp.1–5.
Kotler, Philip, 1995, Manajemen Pemasaran, Jakarta, Erlangga.
Kotler and Amstrong, 2001, Prinsip-Prinsip Pemasaran, edisi keduabelas, jilid 1, Jakarta, Erlangga.
Kotler, Philip Dan Gary Armstrong. 2012. Principles Of Marketing. New Jersey: Pearson Preantice Hall.
Kotler, Philip Dan Kevin Lane Keller. 2009. Manajemen Pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga.
Lackermair, G, D. Kailer and K, Kanmaz, 2013, Importance Of Online Product Reviews From A Consumer’s Perspective, 1(1), pp.1-5.
Laudon, Kenneth, 2007, Sistem Informasi Manajemen – Mengelola Perusahaan Digital, edisi sepuluh, Salemba Empat.
Li, N. and Zhang, P. (2002), “Consumer online shopping attitudes and behavior: an assessment of research.
Margono, 2004, Metodelogi Penelitian Pendidikan, Jakarta, Rineka Cipta.
Moe, W.W., Schweidel, D.A. (2012). Online product opinions: incidence, evaluation, and evolution. Mark. Sci. 31 (3), 372–386.
Mukhopadhyay, S. dan Chung T, 2015, Preference Instability, Consumption And Online Rating Behavior. International Journal of Research In Marketing. Available at:http://dx.doi.org/10.1016/j.ijresmar.2015.11.007
Mudambi, S. M., & Schuff, D. (2010). What makes a helpful review? A study of customer reviews on Amazon. com. MIS quarterly, 34(1), 185-200. Setiadi, Nugroho J, 2003, Perilaku Konsumen, Jakarta, Kencana.
Sugiyono, 2009, Metode Penelitian Kuantitatif, Kualitatif dan R&D, Bandung, Alfabeta